Table of content

1.0 Rationale of the assignment 2

2.0 Background of the store 3

3.0 Description of sample profile 4

Findings
4.0 Consumer’s Experience 10

5.0 Consumers’ pattern of purchase by the use of a diary 11

6.0 Recommendation of marketing strategies 12

Appendix 14
DIARY 1.0 14
DIARY 2.0 15

References 16
1.0 Rationale of the assignment

“Secret Recipe” is a lifestyle and halal certified cafe chain that has become Malaysia household
brand since year 1997. It has signature desserts such as cheesecakes, western food, pastas etc. It
has because Malaysia’s favorite place for cakes and desserts. We wrote this written task about
Secret Recipe and the importance of keeping this tradition. There must be a reason behind that
Malaysians choose Secret Recipe cafe than other cafe chains. It was written with a clear and
formal tone and we hope to address audiences like adults, teenagers, etc.

In this written task, our aim is to understand and identify the purchase decision of consumers and
the consumer’s experience. We tried to use a 3rd person perspectives to identify and emphasize
on the decisions of consumers. To identify and analyze the purchase pattern and decision of
consumers, we want to emphasize on this. We tried to use a specific yet easy to understand word
choices. Using these elements, we think that we reached the purpose of identifying and analyzing
the purchase decisions of Secret Recipe.

From this task, we chose Secret Recipe because we felt that this cafe chain is more familiar to us.
This way, we could express and emphasize better from what we have learned from the topics that
we have studied in class.
2.0 Background of the store

Secret Recipe had established in year 1997 founded by Tan Sri Dato’ Steven Sim. It has now
become one of the largest bakery and restaurant chains in Malaysia. (Secret Recipe Cakes &
Cafe Sdn Bhd, n.d.) He started together with his 4 nephews and launch their first outlet at SS2,
Petaling Jaya. It establishes upon faith in featuring something new and keep on revamp for
serving better food and service which more than what customers expect. serves high-grade
delightful cakes, pastries, Malaysian cuisine, western cuisine and beverages. It mostly located in
shopping malls and prime urban locations.

Secret Recipe has expanded its business to 200 outlets with around 4000 employees throughout
the region (Thestar.com.my, 2009). It started to expand its market in Malaysia, China,
Philippines, Singapore and Thailand by increasing their quality and variety of cakes, and food.
As a leading cafe chain in Malaysia, Secret Recipe received more than 50 rewards and
recognition such as halal certification by JAKIM (Thestar.com.my, 2012). Their target customers
are mostly individual and families with higher income as they serve their products with modest
price.

3.0 Description of sample profile

Survey was conducted physically by using a face to face data collection on the respondent’s
demographic information. This survey was recorded using Google Form to collect an accurate
statistic of respondents.
Total Age of Respondents

Figure 1.0

Based on Figure 1.0, there are 38.2% of the respondents are from age 35 and above and there are
26.5% of the respondents are from age 13 to 17.

Total Gender of Respondents

Figure 2.0

Based on Figure 2.0, there are 70.6% of the respondents are female and 29.4% of the respondents
are male.

Total Race of Respondents

Figure 3.0

Based on Figure 3.0, Chinese has taken 64.7% of the total respondents; 20.6% of the respondents
are Indians and 14.7% of the respondents are Malays.

Total Respondents on Education Level

Figure 4.0

Based on Figure 4.0, 38.2% of the respondents are holding a Degree certificate/background or
currently pursuing Degree. 32.4% of the respondents are from Secondary and 29.4% are from
Diploma background or currently pursuing Diploma.

Total Respondents on Income Groups

Figure 5.0

Based on Figure 5.0, 41.2% of the respondents are from RM1000 and below income group;
38.2% of the respondents are from RM2000 to RM4000 income group; 20.6% of the respondents
are from RM4000 to RM6000 income group.
Total Respondents on Occupation

Figure 6.0

Based on Figure 6.0, more than half of the respondents (52.9%) are employed; 38.2% of the
respondents are students; less than 10% of the respondents are unemployed.
Observations

This observation was done and conducted on Secret Recipe cafe on 3rd June 2019 at 2 different
timing which are 11am, 3pm and 8pm.

The observation that was done at 11am, there were 3 males and 5 females are involved in the
results. The number of customers were lesser as it was at 11am, which is early for the customers
to be there. These customers came and grabbed cakes and covers the product placement where
the cakes are, whereas part of the customers came and dine in. Based on the observation, 4 of the
customers has interacted with the Secret Recipe staff and 3 did not. There were 6 of the
customers (5 females and 2 males) purchased the product and 1 customer (male) did not. The 6
customers who has made a purchase spent more than 25 minutes in the cafe (for those who dine
in) and a minimum of 10 minutes for those who only bought cakes.

For the observation that was done at 3pm, there were a total of 10 females and 4 males are
involved in the result. It was past lunchtime and there were still people coming in and out from
the cafe. Based on the observation, 6 females and 3 males have interacted with the staff and the
others did not. There was a family (1 male and 2 females) came together and only 1 male and 1
female interacted with the staff when ordering food. From this timing, all the customers came in
and purchased the products. An average time spent was 25 minutes.

Lastly, observation done at 8pm has a total of 9 females 3 males involved in the result.
Customers who came in are those who are here for dinner or desserts. Based on the observation,
there were a group of friends (3 females and 2 males) came in together and has purchased dinner
set and cakes. They are a group that has purchased most of the product from Secret Recipe and
has spent up to 1 hour time in the cafe. All of them interacted with the staff. The other 6 females
and 1 male has also made interactions with the staff. They have spent 10 minutes (for purchase
cakes only) and 30 minutes (for dine in).
Findings
4.0 Consumer’s Experience

According to Diary 1, two consumers share the same preference of flavour when they come to
Secret Recipe to purchase a cake. The consumers ordered Chocolate Indulgence cake which is a
fully chocolate flavoured cake show that they are a chocolate lover. However, even though the
other consumer ordered a different cake, he also share the same preference and likes for
chocolate flavoured cake. When the consumer ordered a New York Cheesecake as he has eaten
the chocolate cake before, he prefers to try the other cakes which he has never consume.
However, he claimed that he does not like the cheesecake from the Secret Recipe as it was too
sweet for him. Therefore, the product that he had purchased from Secret Recipe gave him a
negative feeling. As a result, the consumer will avoid purchasing and consuming the New York
Cheesecake in the future. In contrast, the products offered in Secret Recipe gives a positive
feeling to the other two consumers. As a result, the consumers come to the shop again and make
a repeat purchase for the same product. Besides that, we also found that consumers are not a
first-time customer who sit in Secret Recipe as the consumers shows that they often come to
Secret Recipe just to order the chocolate cakes. One of the consumers only come to Secret
Recipe to try some healthy food after post-workout from the gym. The consumer claimed to be
happy with the price as it was affordable for a bowl of fresh and high quality Caesar salads.
Therefore, the result shows that the consumers are a light user who will only come and purchase
the cake to satisfy their cravings.

5.0 Consumers’ pattern of purchase using a diary

According to Diary 2, the pattern of purchase of the consumers varies according to their mood,
seasons, location and promotion. On May 20, the consumers desire to go to Secret Recipe to
purchase some cakes as they are having a bad day to cheer themselves up. The consumers come
to Secret Recipe to order some of their signature cake which is the Red Velvet and the Chocolate
Indulgence. One of the consumers pick the cheapest cake, which is the Red Velvet for RM15
whilst the other consumer ordered the Chocolate Indulgence for RM20. Both customers also
ordered some chocolate drinks which cost RM7. The shop gives their customers a few methods
to pay for their products which is by cash and accept payment by debit or credit cards. For this
reason, it gives the customers the choice to make their payment without any hassle for one of the
consumers only have cash while the other consumer can only pay by card.

Apart from that, we also found that many Malaysians are always excited for one season which is
the durian season. Therefore, many stores will produce new products regarding on durian flavour
to offer to their customers. On May 25, the consumer visited the store to try on their new product
which is the Durian Fromage. The consumer purchased the durian cake with the price of RM35
which is pricier than any other cakes as it is limited. As a result, the shop use this strategy to
obtain profits and they also produce new flavour to test their products in the market.

Lastly, the location to set up a store is important based on the demographics of the people in
Subang Jaya. Many colleges and universities surround Bandar Sunway therefore the food
preference offered by Secret Recipe are targeted to teenagers and young adults. According to the
diary, the consumers are the university students, age 18 years old to 29 years old. As a result,
Bandar Sunway is a strategic place for Secret Recipe to open their business.

We also observed that the source is essential for the consumer to gain some information about
the products offered in an advertisement online or offline. In this case, the consumers came to
Secret Recipe on a tea break as they found that Secret Recipe was offering a promotion in a
Facebook page. Besides that, the consumer also get an extra 10% discount when they share the
promotion with their friends on Facebook and tell their friends and relatives about the promotion.
As a result, the consumer invites more friends and introduce the shop to their friends and
families to enjoy the food and the promotion that is offered.

6.0 Recommendation of marketing strategies

Marketing strategies play an important role to create awareness of an organization and to reach
out to more people. Turning the people who are aware of the organization into customers of the
products or services. Most importantly, marketing strategies can directly affect the sales and
profits generated by the organization. The role of marketing strategies is related to the
development of information-based consumer-centric marketing strategies (Emeraldinsight.com,
2019). Therefore, it is essential to know the consumer’s needs before planning a marketing
strategy. The more you know about your customer, the more acceptance you earn from your
customer.

Secret Recipe Cakes & Café as a café which provides cakes and main meal, people expect to
have a relaxing time there. Most of the people visit the cafe for desserts. To create an effective
marketing strategy, Secret Recipe can launch more flavours of cakes so that the customers have
more choices to choose. For example, they can create some special recipes like Nasi Lemak
cake, Bubble cake or Avocado cake which are related to the trendy topics now. It might attract
new customers who like to try something new. Just like Fan Jia Shi’s brother, he is willing to try
a new flavour despite choosing the same flavour.

To promote the new launching flavours, Secret Recipes can use social media to create awareness.
In this era of globalization, people can get the information quickly through social media. People
nowadays like to follow the steps by others. They want to be in the line of trendy so they would
like to try something new that is happening now. Therefore, Secret Recipes can collaborate with
popular influencers in Malaysia to create a video advertisement and upload it to their official
social media account. Not only that, Secret Recipe can invite influencers to try the launch of new
flavours launch in Secret Recipe and ask them to tag Secret Recipes and shares it to their social
media. Once the advertisement getting expose, it will benefit sales.

Furthermore, Secret Recipes can have a DIY cake customize services. They can set a corner to
let customers design their own cakes. For example, customers can choose the elements like
chocolates, cheese rice or macarons to decorate the cakes. Or they can write some words on the
cake by themselves. This service would make customers feel special. They can have their own
personal DIY cake easily.

As need recognition is the first step in the consumer decision process, for those who have the
need recognition for personalized services would have the interest to come to Secret Recipes for
the DIY cake customize services. The customers would search for information before buying.
This is the reason why marketing strategies are so important. If the marketing strategies are
workable and successful, people will give good comments. After researching the information,
customers will go into the purchase step with the hope to fulfil their needs. If the products or
services meet the customer’s expectation, he will repurchase again. However, if the customer is
unsatisfied with the product or services, they will stop buying from the stores. For the customers
who like the service of Secret Recipes DIY cake customize services, they would consider Secret
Recipes every time they want this service. In contrast, if they have a bad experience of this
service in Secret Recipes, they may not choose Secret Recipes again for this service.