MARINA TURIMAN BAKERY: SWEET AND TREATS @ MARAN CITY

Hasnizam Shaari1, Selvan Perumal, Safwan Marwin Abdul Murad

School of Business Management
Universiti Utara Malaysia
1zamree@uum.edu.my (correspondent author)

FROM ZERO TO HERO : MARINA TURIMAN JOURNEY TO OWN BAKERY

Marina Turiman, the owner of Makeup Bakery, just came back from 'Empower East Coast
Economic Region (ECER) Seminar 2018'. The workshop was attended by 500
participants all over East Malaysia (Pahang, Kelantan and Terengganu) who were looking
to groom their business. Empower ECER is a government project to reskilling and
upskilling local communities' education and entrepreneurship skills, especially among the
B40 group. During the seminar, Marina met her mentor. Her mentor had suggested a
few marketing strategies and tactics to strengthen Makeup Bakery. Marina was asked to
rethinking on the brand of her company name, i.e., Makeup Bakery, into a more
meaningful and impactful brand name.

"Marina, it's about time for you to re-branding your business. Make-up Bakery will
confuse your customer. Which one is most important to you right now? Make-up
service? Do you still have a passion for pursuing it? What about your new venture
in a bakery? Make your product offering stand out loud and more meaningful to
your customer. It would be best if you changed to fly higher. Be proactive", said
her mentor.

The conversation with her mentor that day had hovered in Marina's mind for quite some
time. She was aware that she needs to make a tough and proactive decision in her
business – the changes!

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Marina Turiman, 37, graduated from Universiti Utara Malaysia in 2010. She obtained her
degree in Human Resource Management with Honours. After graduated, she worked as
a human resource officer at one of the private firms in Kuala Lumpur. Due to several
reasons, she resigned and moved to her husband's hometown, Maran, Pahang. After
her resignation, she had attempted several interviews for a new job in Maran and nearby
cities. She had failed seven times during the interviews and then decided to stop seeking
a job (refer to Figure 1). The decision is indeed a turning point in the life story of Marina.

Figure 1:
Marina Turiman's determination to change after failed 7 times of interview session

(Source: https://www.pressreader.com/malaysia/harian-
metro/20170429/281921657941669)

Marina is an independent person. She just felt uncomfortable staying at home without
earning her own income. After her resignation, she used her skills to support the family
by bridal make-up service for a wedding ceremony and related events. In early 2012,
learning from her failure to be hired after leaving her former organization, she started
running her own business. In the beginning, she decided to sell 'kuih bakar' at her
auntie's stall as she was well aware that people are yet to know her product or brand.

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After several months, she applied and successfully secured a business lot at Maran's
Bazar Ramadan. She added more variety of traditional cookies and desserts. In the
early stages, the sale was encouraging and began to decline from time to time. Her
income started deteriorating from RM40 daily to just RM6 due to insufficient demand.
Marina never gave up. She had a quick business plan and was inspired by her
Facebook's friend success, she had attended a cake and pastry course under 'Empower
East Coast Economic Region (ECER)'. A drastic comeback from Marina through her new
killer products, namely 'Melty Cheese Cake' and 'soft & fluffy bread', had driven Marina's
name to popularity among Maran's community. Marina business started to grow steadily
in a short time and had gained consumer acceptance and preference very well. Marina
started to penetrate the market by offering more varieties such as cupcakes,
cheesecakes, sponge cakes, etc. Her business operation was at home using the power
of social media selling. She baked at home, sharing a small kitchen with her mother.
Despite her busy schedule of fulfilling customer orders, she still found time to provide
part-time wedding make-up services.

In 2015, Marina noticed that to cater to an overwhelming demand from customers,

especially from nearby government agencies, she was confident enough to expand her
business. From her experience in human resource management, guidance from
EMPOWER business coaching, and the spirit of "Be a job creator instead of being a job
seeker, " she started to register her business officially. Marina used her own saving
money, around RM10,000, to register her business entity as Sweet Red Enterprise. At
the beginning of 2015, she rented one shop lot at D'Mara Maran R&R and recruited one
helper for operation purposes (baking and selling). Interestingly, her operator was also a
university graduate. She decided to hire a fresh graduate temporarily until a larger
company could employ them. She saw this as an excellent opportunity to give back to her
community, especially since she had previously been unemployed and felt uneasy.

Marina's business success does not stop there. A year later, Marina managed to turn
around the non-viable business area of D'Mara Maran R&R into a lively location. The
success had caught the attention of one local VVIP and local agency such as the

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Department of Social Welfare and Federal Agricultural Marketing Authority (FAMA) to
sponsor her business and add more access to appropriate machines. Her company was
later known as Make Up Bakery.

The year 2017 was remarked as the successful year for Makeup Bakery. As a disabled
person, Marina Turiman as the owner of Makeup Bakery being awarded as "Anugerah
Khas OKU (Usahawan)- Bulan Kebajikan Negara" at the state level (Pahang). This award
was not only a compliment to the owner, but it also provided an opportunity for Makeup
Bakery to expand its brand presence in the local arena and community. Besides, Marina
Turiman also being recognized as "Usahawan Gemilang" during the Empower East Coast
Economic Region (ECER) Convocation 2018. The Makeup Bakery brand became well-
known in the local and surrounding areas. The demand for the product begins to rise.
To meet the overwhelming demand from customers, the owner decided to expand her
business by opening three additional shop lots in 2018. (See figure 2 for Marina's outlet).
Based on the awards and recognitions, Marina Turiman also was invited to several events
to conduct bakery and pastry classes. Known as a well-established cakes and bakeries
outlet, Marina's decision to open her business in D' Mara Bazar Maran R&R also
contributes to the spillover effect to other's business. This was evident through more shop
lots being operated after Marina started her business at D' Mara Bazar Maran R&R.

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 Old image New image

Figure 2: Marina Turiman Bakery outlet at D’ Mara Bazar Maran R&R

Marina Turiman realized that Makeup Bakery needed to offer a unique value to its
customers to maintain its competitive advantage. This strategy was primarily to ensure
long-term customer retention. It was crucial to keep the existing customers and at the
same time to acquire the new ones. Marina Turiman believed that she needs to offer a
unique selling proposition (USP) to be relevant and provide a positive consumer
experience.

THE SWEET

Marina ran a make-up service and a bakery at the same time in the beginning. That was
the reason why she decided to name her brand Makeup Bakery. The meeting with her
mentor had put Marina in a dilemma because Makeup Bakery was well accepted among
the Maran community at that time. She faced a callous decision whether to remain with
Makeup Bakery (which could not be registered under MYPO) or to sacrifice make-up
service and entirely focused on bakery and re-brand! She was also asked to propose a
unique selling proposition to sustain and keep her brand alive among the Maran

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community. Marina was curious either re-branding would distract her existing customer.
Would this action switch her current customers to competitors? Can the Maran community
afford premium taste cakes? That was the beginning of Marina Turiman Bakery's story.

Marina still struggled to develop a good brand name for her bakery products after eight
years in business. To date, the owner had changed the brand name twice. The first
brand name was Makeup Bakery, then in 2018, Marina decided to use her name as her
brand. Finally, Marina named her business Marina Turiman Bakery and offered the
product under the label of 'MARiMAN', a short form from her name 'Marina' and her late
father's name 'Turiman'. She also decided to use a proposition of "Luxury bakery
MARiMAN", "Kek Rasa Mewah". Hence, the main focuses of Marina Turiman Bakery's
market offerings more towards the luxury look and taste cakes and bakeries without
scarifying the price advantage.

Marina's effort to re-brand her marketing offerings greatly impacted brand-building

behavior such as awareness, preference, loyalty, and other brand engagement from the
branding perspectives. Marina is still worried about her decision on a new brand name
and selling proposition even though it could be considered as a reputable business after
being recognized and awarded by numerous parties through roadshows, events, and
awards from the government and other institutions.

Marina took a significant step to strengthen her brand equity by re-branding. She was in
dilemma either she had made a correct decision for changing the brand name at the point
whereby her brand was well accepted among customers. However, Marina decided to
stop her make-up service and focus only on cakes & bakeries. Besides, Marina had
registered "MARiMAN" via Intellectual Property Corporation of Malaysia (MyIPO) as a
trademark.

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 Figure 3 : MARiMAN registered trademark

Marina had a bigger plan for her business, and she had prepared to upgrade her sole
proprietor ownership to a private limited organization later. For the time being, Marina
Turiman Bakery depends heavily on social media marketing to promote her products.
Besides, the success story of Marina Turiman was covered by Radio Televisyen Malaysia
(RTM)’s ‘Luar Dari Kebiasaan’ and ‘Selamat Pagi Malaysia’ Slots. Marina also was
invited as a guest speaker at Pahang FM Conti. These recognitions were indeed a
valuable reputation to Marina's business.

Figure 4 : Marina Turiman Bakery on Youtube Channel

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THE TREATS

Cakes and pastries fall into the baked goods category, similar to bread, breakfast cereal,
waffles, biscuits, and many more. The demand for these products in Malaysia extremely
dynamic and fast-growing industry. The industry consists of stand-alone smaller
bakeries, commercial bakeries business, home bakeries, and F&B outlet bakeries
(Business Malaysia, 2016). According to Ken Research (2018), the growing popularity
of its consumption was due to lifestyle changes in favor of substituting rice and noodles.
It is also supported by the wide variety of choices, affordable prices, the convenience of
ready-to-eat, plenty of taste and texture, rapid urbanization, and health benefits. Besides,
the key driver for such growth was underpinned by the increased population, more
appealing advertising, western lifestyle, and reduced time for cooking. In Malaysia,
Gardenia is leading the way due to effective production and distribution capability.
Overall, the sales value of manufactured bread, cakes, and other bakery products in
Malaysia had increased from RM2.61 billion in 2018 to RM3.03 billion in 2019. Due to
the COVID-19 pandemic, according to Mordor Intelligence (2020), the Compound Annual
Growth Rate (CAGR) for baked goods in South East Asia is estimated to be around
8.33% (2020-2026). The future of baked goods was expected to grow steadily,
emphasizing healthier products such as low fat, gluten-free, sugar-free, and more
organic.

Dealing with customers in a small remote town such as Maran (approximately 116,000
population, majority depend on agricultural activities as the main income with an average
income of RM4,678)
(https://www.dosm.gov.my/v1/uploads/files/1_Articles_By_Themes/Prices/HIES/
HIS-Report/HIS_Pahang.pdf), Marina was caught in a dilemma to go premium without
sacrificing the price advantages to meet their customers' demand. With the tagline of
'Luxury Bakery MARiMAN", Marina attempts to strengthen her brand presence by offering
superior products. With the recent trend and improved style of living in the local area,
Marina believed the locals also deserved high-quality products and options. According
to Keller (2001) and Hermann et al. (2007), the product itself is a central focus of brand

8
equity. The higher the quality of the product, the higher the equity the brand could enjoy.
Besides, a proper brand name could represent the products' meaning and, more
importantly, it is associate with personality and justify most of customer brand loyalty
(Casidy & Wymer, 2016). Good branding enjoys sustainable brand equity, word of mouth
(WOM), recommendation, and repeat purchase (Alavijeh et al., 2018). Currently, Marina
concurs 80% of the market and competes with two other cake & bakery operators, namely
Azliza Bakery and Liena Bakery & Cafe, which joined the market after Marina started her
business. However, recently, Marina has lost around 8% to 10% of her government
agency's market as customers had shifted to Azliza and Lieyna Bakery. As a homemade
bakery (virtual shop via Fb and homemade), Azliza and Lieyna enjoyed a price advantage
that could offer cheaper than Marina due to no rental cost and salary for employees.

Marina Turiman Bakery indeed a market leader. Marina Turiman Bakery had expanded
its business which now operated in four shop lots rented from MARA. Besides actively
engaging in product penetration, she also planned to expand her market in a neighboring
district like Bandar Tun Razak soon (See Figure 5). In 2021, Marina opened another
outlet near Maran town based on the 'garden café' concept. Besides, the new outlet's
main killer product is the special menu from her late father, namely, Mee Bandung Muar.

Figure 5: Maran and neighbouring districts

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Products, Services and branding

Marina Turiman Bakery produces varieties of cakes, cookies, and desserts. Marina
Turiman Bakery offers up to 6 types of cakes and 20 types of desserts. All the products
were labeled as MARiMAN. Besides, Marina also provides surprise delivery for a
birthday, anniversary, and other special occasions. Currently, Marina produces and
bakes all cakes and pastries at her outlet at D'Mara Bazar Maran. Due to consistent
demand, the cycle of the production or bake was between two to three days, thus not only
provide customers with fresh cakes and pastries but more importantly, it is tasty. As most
cakes were ready-made, Marina Turiman Bakery managed to secure unplanned or urgent
customer needs. Besides, customers could buy a ready-made full-whole size of 5, 6, or
7-inch cakes or by slices, or they can customize their cakes accordingly. Few desserts
were packed with a bundle and a few with an individual pack. In short, Marina offers
cakes that suit the customer's budget. Marina fulfills significant aspects of service output
demand (SOD) in retailing by completing assortment elements, bulk breaking,
convenience, and delivery time. The following Figure 6 and Table 1 summarized the
Marina Turiman Bakery under the label of the MARiMAN brand.

Chocolate Indulgence & Bouquet Type A Brownies

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Theme cake series Cake slices

Family cake Pineapple tart

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 Chocolate Moist Cake Bun

Exclusive 9 flavors cake Cakes, gift bouquet & cheese tart

Figure 6 : Variety of Marina Turiman Bakery's products

Source: https://www.facebook.com/marinaturimanbakery

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Table 1: Product mixes by Marina Turiman Bakery

Cakes Dessert Cookies Gift

 Chocolate  Cheese tart  Dahlia  Customize

Indulgence  Brownies biscuits door gift
 Theme  Cupcakes  Caramel  Bouquet type
cakes (kids  Cheesekut popcorn A
5")  Tornado  Pineapple  Bouquet type
 Comel cakes Cheese Tart B
(kids 6") Cake  Kuih Bakar
 Chocholate  Hantu Larva
Vanilla Cheese
Beryls  Mango
 Family cakes Cheese
(Chocolate, Cake
Red velvet)  Batik cake
 Exclusive 9 (royal &
flavors cakes cheese)
(option of  Bomboloni
vanilla oreo,  Cream Puff
pandan,  Chocolate
strawberry, moist cakes
orange,  Cake slices
coffee,
mango,
chocolate,
redvelvet,
blueberry)

A variety of cakes, desserts, and cookies offer consumers a wide selection and delighted
consumers in many ways. However, many diversions of an option sometimes made

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Marina Turiman feel out of control and unable to focus. This was due to the small and
limited staff, long cycle of production, and high employee turnover.

Pricing strategy

Pricing strategy is the only element of marketing that generate money. Thus, Marina had
cautiously planned the pricing strategy. Dealing with a highly competitive market, a higher
price would create no demand; meanwhile, a lower price would significantly affect the
company's profit and loss. As a result, Marina Turiman Bakery used cost-based pricing
combining with value-based pricing. The product ranging from RM5-RM60 for ready-
made cakes and could reach more than RM100 for custom-made cakes. According to
Marina Turiman, even though the cakes taste like luxury cakes, the price still affordable
and even cheaper than those well-known luxury cakes such as Secret Recipe, thus
Marina Turiman Bakery offers a customer value for money for their spending. Marina
Turiman Bakery earned gross sales between RM500 to RM700 daily and approximately
RM200,000 per year based on the existing pricing strategy. The following Table 2
summarized the price list of Marina Turiman Bakery products.

Table 2 : List of pricing (selected items)

No. Product name Price

1. Chocolate Indulgence 5" RM25
6" RM40
7" RM60
2. Theme cake (kids 5 inch) RM18
3. Comel cake (kids 6 inch) RM30
4. Vanilla Chocolate RM30
5. Family cake (1kg) – chocolate, red velvet RM50
6. Exclusive 9 flavors RM20
7. Cheese tart RM5
8. Brownies RM10
9. Cupcakes RM3 (big)
RM5 (combo)
10. Cheese cakes (vanilla, chocolate, pandan) RM6
11. Cheesekut RM6

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 12. Tornado cheese RM15
13. Hantu larva cheese RM12
14. Mango cheese cake RM13
15. Batik Royal RM10
16. Batik Cheese RM12
17. Bomboloni (3 pieces) RM5
18. Cream Puff RM5
19. Chocolate Moist Cake RM10
20. Cake slice (3 slices) RM5

Based on the above Table 2, most of the prices were competitively priced close to Marina
Turiman Bakery's competitors. Marina Turiman Bakery tried as close as possible to
match their competitors' price.

Distribution strategy

Marina Turiman Bakery used both traditional and non-traditional distribution channels to
reach its customers. Marina Turiman Bakery did not employ intermediaries. The main
outlet is at D'Mara Bazar Maran located a bit outskirt namely 1.5 kilometers from Maran
town which opens daily from 8.30 am to 9.00 pm (Monday to Friday), and 8.30 am to 6.00
pm (Saturday and Sunday). Customers may walk in through their outlet at D'Mara Bazar
Maran R & R&R and Garden Cafe @ Dataran Tasik Maran, which provides ample parking
space and easy access. More importantly, customers could avoid crowds, especially
during peak hours in town. Besides, D'Mara Bazar Maran outlet is just 2 km away from
Toll Plaza Maran, convenient for customers via East-Coast Expressway. Customers can
make an order from social media such as Facebook and Whatsapp. Marina Turiman also
offers cash on delivery (COD) services to nearby customers, providing customers hassle-
free. During festive seasons such as Hari Raya, Marina distributes her products,
especially cookies, to selected dealers. In comparison, Leiyna Bakery & Café outlet
situated in Maran town and Azliza Bakery about 1 km from Marina Turiman Bakery's
outlet.

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 Figure 7 : Convenient location and ample parking space

Advertising and promotion strategy

Marina Turiman Bakery depends heavily on social media to promote its products. Despite
using Marina Turiman Bakery as the outlet name, Marina used a different page or channel
for Facebook. Marina Turiman promoted her business via Facebook either from her
account, 'Marina Turiman' or under 'Bakery Mewah Mariman' page/channel. Besides,
Marina Turiman Bakery also available via the Youtube Channel and Tiktok as a medium
of communication. Brochures also were used by Marina Turiman Bakery to promote
their offerings (see Appendix A). According to Marina Turiman, brochure circulation
among Maran residential areas mainly to create awareness among the community. The
brochure also served as a reminder to customers of their existence and services. In
fulfilling current trends in consumer media habits and preferences, such as social media
advertising, Marina Turiman Bakery also promoted its product via Fb Live. Marina and
her assistant rotated conducted the live streaming almost every day. Marina Turiman
Bakery also actively ran sales promotions via lucky draw, cash discount, and coupon to
attract new and loyal customers.

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Customers

Maran is situated between Temerloh and Kuantan. Bandar Tun Abdul Razak, Jengka is
outskirt of the Maran town. Maran town mainly a business center and dominated by
government offices. Neighborhoods include Kampong Pejing, Kampong Lubuk Gading,
Kampong Betong and Kampung Sekreta. In conclusion, that was the customer
population or potential customers of Marina Turiman Bakery. Marina claimed that she
doesn't specify any specific target segment. The main focus of Marina Turiman Bakery
was to produce luxury taste bakery at an affordable price. However, current customers
of Marina Turiman Bakery come from government agencies and the public. Marina
admitted that her customers were in large numbers, but she doesn't systematically record
them in the customer database. Marina noticed that customer database was an essential
plan in business, but she failed to do so after the staff initially assigned for that purpose
had resigned. Now, Marina slowly attempts to prepare their customer database for future
business planning.

Competitors

Kedai Kek Azliza (fb: Ratu Homemade Cakes) and Lieyna Bakery & Cafe were among
the close competitors for Marina Turiman Bakery in Maran. Both were relatively small-
scale businesses that produced a cake based on customer's demands. In short, both
operators were mainly homemade bakery although had a small sales outlet operated in
Maran town. However, both operators enjoyed a low cost of production running on a
home basis, which could be a major strength of the owners. They don't need to rent a
larger shop lot or hire an additional employee. Their operation currently based on
customer order and do not produce ready-made cakes and pastries in large volume.
Kedai Kek Azliza used Ratu Homemade Cakes in the Facebook channel and actively
engaged with the customer, whereby Lieyna Bakery & Cafe was not active in the
Facebook channel. In comparison, as in February 2021, Marina Turiman Bakery under
Bakery Mewah Mariman channel gained 24,480 followers, Ratu Homemade Cakes with
286 followers, and Lieyna Bakery & Cakes with 542 followers. All the three bakery's Fb
pages were developed in almost the same year i.e. 2016.
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 Lieyna Bakery & Cafe Kedai Kek Azliza

Figure 8: Main competitors

Suppliers

Marina Turiman Bakery gets supplies from multiple suppliers for raw materials (flour,
cream, cheese, chocolate), packaging, decoration, and bakery-related items. Mainly, the
suppliers were from Kuantan, Kuala Lumpur, and nearby regions. Marina Turiman
Bakery widens its supplier choices to avoid dependency, which may affect her business
operation in a shortage of raw material and supplies. To accommodate a breakneck
production cycle, few suppliers delivered their supply on a weekly basis or as requested
by Marina Turiman Bakery. However, Marina herself traveled to Kuantan on occasion to
get her supplies, especially for carton packaging and cake accessories.

Production Capacity & Technology

Currently, Marina Turiman Bakery operated at D'Mara Bazar Maran building. Marina
rents four shop lots; 1 lot dedicated for display and sales, two lots for production, and one
lot specifically for the store. Marina also operated an open garden cafe concept at Tasik
Maran, located at the center of Maran town. Currently, Marina Turiman Bakery has four

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units of the mixer, five oven units for production, and few units of display chiller. Cakes
and bakeries were prepared using semi-automated, especially for mixing. Most
operations were still dependent on human skills such as decoration and packaging.
Marina Turiman Bakery's production is supported by two permanent and two part-time
employees. They are well-trained and skilled employees with one to four years of
working experience.

Interestingly, all of Marina Turiman Bakery's employees were degree holders from various
backgrounds. To support long hours of operation, Marina Turiman Bakery used two shifts
of working hours. Marina Turiman Bakery practiced customer-oriented by customizing
her product offering to suit customer demand and budget. She also practices internal
marketing. She had empowered her employees to run the business, especially in
promoting via Fb Live and scheduling the production. Besides, as a graduate in Human
Resource Management, she always believed in employees' contribution to the
organization's success. She acknowledged her employees' contribution through a special
gift during Hari Raya, family day events, and tours locally and abroad. She also complied
with employment law such as minimum salary, contribution to Employees Provident Fund
(EPF), and Social Security Organization (SOCSO) contribution.

THE SWEET AND TREATS

Marina was losing her government market segment not because of her action of re-
branding. The major shift was due to the price advantage gained by both competitors as
a homemade bakery. Marina Turiman Bakery could not offer the price at par with
homemade cake makers due to cost-related factors (rent, salary, utilities). She admitted,
operating at a bigger scale, about 60% of her operation cost is related to compensation.
Marina Turiman Bakery still manages to retain customers and gain more customers with
an appropriate unique selling proposition based on the current state. Produce under the
label of MARiMAN – 'luxury taste bakery' opens a broader opportunity to Marina Turiman
Bakery to expose her products beyond Maran. Old customers were familiar with Make

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Up Bakery initially quite confused about the new name (Marina Turiman Bakery) and label
(MARiMAN). However, after Marina's explanation in social media to combine her name
(Marina) and her late father's name (Turiman) plus Maran DNA (Maran) in her brand,
people began to understand the meaning of the brand. Marina also believed cakes are
just not a cake. Cake relates to special memento to customers, and Marina wants to be
a part of their happy memento. Marina Turiman Bakery had a unique photo booth for the
customer to frame their special moments at Marina Turiman Bakery outlet to create such
a bond. Figure 9 was a sample of Marina Turiman Bakery to make a strong bond with
their customers.

Figure 9: Photo booth for customer frame their special memento

Dreaming Big

Marina tended to have big dreams. She had a bigger plan for the Maran community.
Besides aiming to register her business as sole proprietor ownership and achieve at least
RM800,000 per year, she also targeted diversifying her business. She plans to have her
business academy and open a 'religious house' or Madrasah for the young generation.
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Marina would like to see more opportunities to provide her community job and give back
to the community. Marina began small, intending to make a consistent contribution to her
community. For instance, during the recent flood tragedy in 2021 in Maran, Marina
involved and engaged in social responsibility activities by sponsoring more than 400 buns
to victims.

REFERENCES
Alavijeh, K., Reza, M. & Esmaeili, A., Sepahvand, A., & Davidavičienė, V. (2018). The
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Business Malaysia (2016). Bakery & Flour confectionary Trends in Malaysia. Available
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Casidy, R. & Wymer, W. (2016). A risk worth taking: Perceived risk as moderator of
satisfaction, loyalty, and willingness-to-pay premium price. Journal of Retailing and
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Herrmann, A., Xia,L., Monroe, K. B. & Huber, F. (2007). The influence of price fairness
on customer satisfaction: an empirical test in the context of automobile purchases.
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Keller K L (2001). Building customer-based brand equity. Marketing Management, 10(2):

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Mordor Intelligence (2019). Southeast Asia Bakery Products Market - Growth, Trends,
Covid-19 Impact, and Forecasts (2021 - 2026). Available online from
https://www.mordorintelligence.com/industry-reports/southeast-asia-bakery-products-
market

Statistica (2021). Sales value of bread, cakes and other bakery products in Malaysia
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