De La Salle – College of Saint Benilde

School of Information and Technology

Career Development Program

A Study on the introduction of Herran Bakery: Herran Bread

In Partial Fulfillment for methods of research class

De La Salle - College of Saint Benilde

By:
Archibald Travilla

BSBA - Marketing Management

Table of Contents
I. INTRODUCTION ..................................................................................................................... 2
ABSTRACT..................................................................................................................................2
PRODUCTS AND SERVICES.......................................................................................................... 3
BREADS .......................................................................................................................................3
COMPANY HISTORY ...................................................................................................................... 4
STATEMENT OF THE PROBLEM.............................................................................................5
OBJECTIVE.................................................................................................................................5
II. METHODOLOGY ....................................................................................................................... 6
III. Results and Discussion ............................................................................................................... 7
A. Usage, Awareness and Image (UAI) Study Results - Survey out of 34 Respondents......................... 7
Part 1. Demographics....................................................................................................................7
PART II – CONSUMER BEHAVIOR ........................................................................................ 10
BRAND AWARENESS............................................................................................................... 19
....................................................................................................................................................... 23
B. Focused Group Discussion (FGD) ........................................................................................... 25
PART 1.................................................................................................................................... 25
PART II................................................................................................................................... 29
Discussion ................................................................................................................................... 34
Survey ..................................................................................................................................... 34
FGD......................................................................................................................................... 34
Referrences: ................................................................................................................................... 35

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 I. INTRODUCTION

ABSTRACT

Imagine what it would be like in a world without bread? Or if this food that is composed of
flour mixed with water has never been invented. Could you imagine what would our breakfast
tables be like? Bread come in different shapes, sizes, and style. It has been an essential food for
every culture and ethnicity. All throughout history bread is one of the oldest man-made food all
over the world. Aside from rice, bread has been a secondary staple food for every pinoy. From
pandesal to long loaves, from spanish breads to pan de coco’s, you could always find one on
every breakfast table of Filipino households. Whether it be partnered with a delicious spread or
just eating it plain, as long as it is dipped in a nice hot locally branded coffee. Bread was always
there to energize us before we jump start our day. This is a good opportunity for HERRAN
BREAD INC.

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PRODUCTS AND SERVICES
BREADS:

• American Bread - Monay

• Cinnamon ring
• French baguette
• High fiber wheaten bread
• Hotdog buns
• Jumbo Loaf
• Pullman Loaf
• Raisin Custard Ring
• Super Burger Roll 1
• Super Cream Loaf
• Super Jumbo White Cream Loaf
- Mongo Bread
- Old Fashioned English Bread
- Old Fashioned Raisin Bread
- Pan de Legazpi
- Pan de Sioza
- Raisin Bonnet
- Raisin Monay
- Super Burger Roll
- Super Hi-Fiber Wheaten Bread
- Super Jumbo Whole Wheat Loaf

CAKES:

• Banana Cake
• Butter Cake
• Choco Crinkles
• Kababayan
• Special Mamon
• Taisan Cake

HOPIA:

• Goodluck Hopia
• Hopia Baboy
• Hopia Dice
• Hopia Hapon
• Hopia Mongo
• Hopia Products

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 • Special Mooncake

CHINESE DELI:

• Taisan Cake

COMPANY HISTORY

Herran bread started about 55 years ago; it was founded by Mr. Wong Kay Ying together
with some Chinese entrepreneurs. The bakery was first operational in Pedro Gil Sta. Ana,
Manila way back in 1956. It was first introduced to a group of bread peddlers who would buy
wholesale breads and will sell them anywhere. During those times, the quality and packaging
was not the main concern of the bread industry. What was important to the manufacturers back
then was to meet the demand of the buyers.

Then in 1979, the business was managed by the son, Mr. Raymond lee who left his job in
a prestigious bank to take over because of his father’s passing. Raymond lee was the one who
innovated the bakeshop and produced a wide variety of bakery products. They’ve even opened
up a modern European design bakery shop known as “La Brioche”.

4
STATEMENT OF THE PROBLEM

According to the Filipino-Chinese Bakery Association INC., the Baking industry

in the Philippines is continually growing. With all these leading brands in the market we
would like to know how to keep HERRAN BREAD & FOOD MART, INC., as
competitive as before.

The purpose of this study is to understand reasons why consumers eat and
purchase baked goods, come up with creative strategies on how to keep HERRAN
BREAD INC competitive, and to bring back the brand’s awareness to the existing
market.

OBJECTIVE

The objective of this study is to be able to give consumers a high level of

satisfaction in the baking industry. To position Herran bread in the competitive market
and to increase its market share.

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II. METHODOLOGY

The methodology of the study will begin by applying the method called UAI or USAGE
ATTITUDE and IMAGE. This will identify what are the reasons that a consumer will consider
in a brand of bread. So that we could recognize which marketing strategy will be effective to
leverage our product. The UAI will be composed by a series of questions that will identify the
consumer’s preference when it comes to their brand of bread.

And another method called as the FGD or Focus Group Discussion will also be used,
wherein we will experiment on bringing product samples from a top leading brand and one from
our subjects brand to a number of participants for them to try, in order for us to observe what
would be their insights in comparing the products.

The objective is to have at least 30 respondents for the UAI and 3 respondents for the
FGD.

6
III. Results and Discussion

A. Usage, Awareness and Image (UAI) Study Results - Survey out of 34 Respondents
Type of Sampling: Random

Part 1. Demographics

GENDER FREQUENCY PERCENTAGE

MALE 13 39.4%

FEMALE 20 60.6%

TOTAL 34 100%

AGE FREQUENCY PERCENTAGE

15-24 11 33.4%

25-34 17 51.6%

35-44 4 12.1%

45-54 1 3%

55-64 0 0

65+ 0 0

TOTAL 34 100%

This survey shows that most of the respondents belonged to the 25-34 years old age group
and despite of it being random there are no respondents from age 55 and above. Stating that

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 the generation of the respondents are a majority of the younger batch or the so-called
Millennials, and are mostly female.

CIVIL STATUS FREQUENCY PERCENTAGE

SINGLE 27 81.8%

MARRIED 6 18.2%

SEPARATED 0 0

TOTAL 34 100%

RESIDENCE FREQUENCY PERCENTAGE

METRO MANILA 21 77.8%

OUTSIDE MM 6 22.2

TOTAL 27 100%

This statistic shows that most respondents are in the Metro Manila area and are mostly single.
This will lead us to determine the status of the majority of bread consumers.

EMPLOYMENT FREQUENCY PERCENTAGE

EMPLOYED 22 66.7%

UNEMPLOYED 10 30.3%

STUDENT 1 3%

TOTAL 34 100%

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The data also shows that majority of respondents employed are 22 out of 33. I assume that most
of the survey takers are students and part of it are working students. Out of the 33 only 10 are
unemployed, it is either they are still studying or stay at home wives.

Average monthly income

4.50%
4.50%

0 - 5,000 22.70%
5,001 - 15,000
15,001 - 25,000
26,000 - 50,000 40.90%
27.30%
50,000 - more

For the employed group, survey shows that 40.90% are in the 15,001 – 25,000 monthly
income bracket, 27.30% are in the 26,000 – 50,000. 22.70% are earning more than
50,000, and only 10% are earning less than 15,000 a month. This shows that survey
respondent can do purchase bread even at least once a month.

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PART II – CONSUMER BEHAVIOR

1.Do you eat bread?

YES NO

3%

97%

97% of the survey takers do eat bread and only 3% do not.

2.If not, why?

I just don’t like bread

50% 50%

I am on a low carb
diet

For those respondents who do not eat bread. 50% says that they just do not like bread and the
other half says that they are on a low carb diet.

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 3.What time of the day do you eat
bread?
0% 0%

Breakfast
47%
53% Merienda
Lunch
Dinner

53% of the respondents consume bread during breakfast, and 47% during merienda time.
None of them selected a different time of the day. This shows that bread is a staple meal
during these two particular times.

4.How do you eat your bread?

Eating it as it is 35.30%
12

Partnering it with spread or cheese 76.50%

26

Partnering it with a dish such as spagghetti 14%

5

Removing the crust or the sides of the bread 2.90%

1

Playing with it before consuming it 0%

0

Sharing it with people 20.60%

7

Majority or 76.50% of the respondents prefer eating their breads partnered with cheese or a
kind of spread. 35.30% only prefer it as it is, and 14% would like to partner it with a dish
such as spaghetti. 20.60% would share it while eating it and only 2.90% prefers eating it
without the crust. Indicating that it is essential to eat bread while partnered with something
else.

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 5. What type of bread do you usually eat?
Sugar Free
6%

Wheat
Plain 45%
42%

Stuffed Flavored
5% 2%

45% of the respondents eat wheat bread, while the 42% likes it plain. 5% likes it stuffed, 6%
sugar free, and only 2% wants it flavored. This shows that majority of the bread consumers
are health conscious.

6. Who else in your family eats bread?

24%
41%
Mother
11% Father
Siblings

24% Other

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24% of the respondents said that sibling and their mother are those who eat bread in their
family, while 11% said their fathers. 41% declared other members of the family such as
cousins, and grandparents.

7. Who or What influenced you to eat

bread?
Advertisment Husband
3% 2%

Only myself
39%

Family
56%

56% of the respondents said that they were influenced by family members to eat bread. 39%
are just by themselves and 3% got it from advertisement. Only 2% was influenced by a
spouse. This indicates that the foundation of where we began to enjoy bread is at home.

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 8. How often do you buy bread?
Daily Weekly Monthly Other

6%
9%
23%

62%

62% of the participants said that they often buy bread weekly and 23% daily. The rest of the
data shows that some of them often buy monthly and some other days. This shows that most
of the respondents make sure that they would purchase bread, if not daily but at least weekly.

9. What form of bread do you usually buy?

Packed Freshly Baked Pre-Sliced Other

0%

30% 35%

35%

14
 The data shows almost equal results on the forms of bread that the respondents usually buy.
Majority wants it packed or freshly baked with an average count of 35% and 30% wants it
pre-sliced which they assumed to be loaf breads.

10.How many pieces of bread do

you usually buy?
1 loaf 10 pieces 1 piece Other

6%
6%

18%

70%

The data shows that 70% of the respondents usually buy 1 loaf of bread. Indicating that most
households would always have a loaf of bread on their tables compared to other quantities. The
18% who responded 10 pieces may be the ones who prefer buying it freshly baked such as pan
de sal.

11. The Last time you bought bread, do

you already had a brand in mind?
Yes No

29%

71%

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71% or majority of the respondent are fully aware of the brand they’ve wanted to buy. This
means that most of them have a favorite choice.

12. The last time you bought bread,

where did you buy it from?
Sari-Sari Store Supermarket/Grocery Bakery Other

3% 3%

23%

71%

71% of the respondents say that the last time they bought bread was in the supermarket or at
the grocery. This result makes sense, since the majority of the consumers are influenced by
their families, and most of them prefer to buy loaves which can be mostly found in groceries
and supermarkets. In this case we can check the strategic positioning of other brands in the
groceries and supermarkets.

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 13. What was the brand you had in
mind?
Gardenia Sari Rotti Marby Walter Herran Bread Other

11%

11%
3%
3%
0%
72%

Majority 72% of the respondents prefers Gardenia more than the other brands. Which shows
that gardenia is one of the most preferred brand. We would like to know what makes them
such.

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 14. Did you find the brand that you
had in mind?
Yes No

3%

97%

97% of the respondents say that they found their pre-meditated brand. This indicates that the
brand of the majority respondents is always available in the market. Only 3% of the
respondent did not find what they had in mind.

15. When you did not find your

brand in mind, what did you do
next?

15% Bought another brand

Looked for my preferred

22% brand in another store
63%
Did not buy, and went
straight back home

63% of the respondents said that when they did not find the brand they’ve wanted, and
they’ve bought another brand instead. This result shows that the majority of the respondents
did not show an effort to search for their brand on a different store. Probable reason might be

18
 because it may add up to the stress of hopping from one place to another. Only 22% did, and
15% did not buy at all. Which also is an interesting observation, for we would like to find out
what alternative element could replace their preferred brand.

BRAND AWARENESS

1. Are you familiar with herran bread?

Never heard of it I am aware but have never eaten it
I seldom eat it Eat it on a regular basis

15%

14%

62%
9%

62% of the respondents never heard of Herran bread. 38% are aware of it and almost half of the 38% eat it
on a regular basis. Those who are not aware of it may probably belong to the younger age gap of the
respondents.

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 2. How do you feel about this product?
Very Negative
4%

Very
Positive Negative
14% 14%

Positive
68%

It is interesting to find out that despite of the lesser number of those who are aware of the product, still,
68% of them feels positive about it. The reason might be because of the brands name, that may also be
familiar to most. It is being used as a jeepney sign or a land mark by jeepney drivers. Some may not know
the origin of Herran, but if you are not aware that it is a brand of bread you might be familiar of the
destination signs of jeepneys routed along Pedro Gil Avenue that may resonate to peoples subconscious.

3. Which of these brand of breads in the

market you've already tasted?

OTHER 2

HERRAN BREAD 8

MARBY 18

SARI ROTTI 9

GARDENIA 34

0 5 10 15 20 25 30 35

Series 1

20
It is not surprising to know that the leading result of this survey where which brand of breads have they
already tasted, is Gardenia bread followed by Marby, Sari Rotti, and Herran, and the least are other
brands.

4. When did you first heard about Herran

Bread?

OTHER 21.60%
6
NOT SURE 32.10%
9
WORD OF MOUTH 14.30%
4
FRIENDS/RELATIVES 42.90%
12
INTERNET 3.60%
1
MAGAZINE 0
RADIO 3.60%
1
TV 3.60%
1

Majority of the respondents which is 42.90% said, that they’ve first heard about Herran bread from family
members. This may be since Herran has been there for generations.

5. Have you tasted herran bread?

YES NO

32%

68%

21
Majority of the respondents have not yet tasted Herran bread. and only 32% had. Probable cause is that
most of the respondents are in the younger generation.

6. What do you like about Herran Bread?

40.90%
TASTE 9

0%
BRAND APPEAL 0

13.60%
PACKAGING 3

18.20%
PRICE 4

49.60%
OTHER 11

40.90% responded that the reason why they liked Herran bread is because of the taste, while 13.60% liked
it for the packaging and 18.90% is for the price. The rest is for other personal reasons. And it is a fact that
the price of Herran bread is more affordable compared to other brands.

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 7. What do you dislike about it?

5%
TASTE 1

20%
BRAND APPEAL 4

5%
PACKAGING 1

10%
PRICE 2

75%
OTHER 13

Only 5% of the respondents disliked the taste of Herran Bread, 20% are due to brand appeal, 5%
is for the packaging and 10% disliked it for the price. The rest has other reasons on why they
didn’t like the brand.

8. How do you rate the taste of Herran

Bread?
0%

15%
POOR
30%
FAIR
GOOD
25% VERY GOOD
EXCELLENT
NOT SURE, HAVEN'T TASTED IT
20%
10%

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25% of the respondents said that the taste of Herran is good, while 20% say that it is excellent, 15% says
it is fair while 10% good. The rest of the responders are not sure and haven’t tasted the bread yet.

9. WHEN WAS THE LAST TIME YOU HAVE

EATEN HERRAN BREAD?
LESS THAN A
OTHER MONTH
23% 19%
1 TO 6
MONTHS AGO
7%
6MONTHS TO
1 YEAR AGO
NEVER ATE 3%
24%
NOT SURE
24%

24% are not sure when was the last time they’ve eaten Herran bread, 19% are less than a month,
7% are about 1-6 months ago, and 3% are 6-1 year ago. And the rest of the responders are not
sure.

10. Would you recommend Herran Bread?

3% 3%
DEFINITELY NOT

23% PROBABLY NOT

PROBABLY

45% DEFINITELY
26%
I DON'T KNOW YET, NEVER
HEARD OF IT.

24
Majority of the respondents said that they would probably recommend herran bread. 26% are
definite that they would and only 6% would not.

B. Focused Group Discussion (FGD)

Type of Sampling: Random

Date: November 24, 2018
Time: 1:00 PM – 2:00 PM
Venue: Sun life office, Place One Bldg, Rajah matanda st. Katipunan, Quezon City.

RESPONDENT 1 RESPONDENT 2 RESPONDENT 3

NAME Jezreel Calilong Joy Tarroja Marianne Pinky Siquijor
SEX Male Female Female
AGE 28 35 46
OCCUPATION CPA, TAX Expert Financial Advisor Unit Manager
CIVIL STATUS Single Married Married

Approach: The researcher introduced himself to the respondents after a branch seminar on handling
taxes. He explained the process and the guidelines of the research. The researcher recorded the whole
discussion and the participants were fully aware of it.

PART 1.

QUESTION 1: What is your favorite bread?

Respondent 1: “Chocolate bread!”
Respondent 2: “ I love pan de sal”
Respondent 3: “Gardenia”

Analysis: One of the respondents answered Gardenia. While one answered pan de sal. This is an obvious
answer since Gardenia is one of the known brands in the market today, and pan desal has always been in
our breakfast tables ever since. According to a blog from wheninmanila.com in August of 2011, when

25
you hear gardenia it comes with the notion of freshly baked at all times, smells good, tastes even better,
feels soft & nutritious.

QUESTION 2: Why is it your favorite?

Respondent 1: “Masarap ang chocolate eh!”
Respondent 2: “ Parang ano, Ano all day bread siya!”
Respondent 3: “ Sabi nga ng commercial malambot! Masarap! kehet welang pelaamaeen!”

Analysis: The respondents have chosen their favorite bread either because of its texture or taste.
Bread has been a part of the filipino culture, such as pan de sal and freshly baked breads. This
shows that a part from the taste it is essential that the bread’s texture must be soft. According to
an article created by Rappler in October 22, of 2018, that the breads freshly baked, pillowy
goodness completes every breakfast, merienda, recess… even midnight snacking and the down
times we get in between cramming tasks at work. A go-to baon for beach outings, road trips, and
out-of-town getaways. When we want to fill our tummies in a jiffy or just when craving strikes,
it’s often a piece or two of bread that we find ourselves reaching for.

QUESTION 3: How often do you buy your favorite bread?

Respondent 1: ‘’Siguro weekly”
Respondent 2: ‘’Every day!’’
Respondent 3: ‘’Susko! Everyday, anlalakas kumain ng bread ng mga tao sa bahay, sabi ko nga eh! Hala!
Ubos na yung isang loaf!?’’

Analysis: Two of the respondents said that they buy bread everyday, this may be due to the fact that they
are Mothers and they are the ones thinking and preparing their family’s meal. Loving Mother’s make sure
that their family would receive a well nourished care, provides nutritious and great tasting meals for their
children. One responded said weekly. The reason may be because he is a single young male adult.

QUESTION 4: How much do you pay for it?

Respondent 1: ‘’Siguro mga pipti’’

26
Respondent 2: ‘’tatlo lang kame eh, mga terti to pipti”
Respondent 3: “Ako Sixty pesos”

Analysis: The amount of bread every time the respondents would buy will be ranging from fifty to sixty
pesos. Which higher than the regular price of a Herran bread. According to Ric Pinca in an article
published by manila bulletin last September of 2018, the market The Philippines is expected to increase
wheat importation between 5-6 percent this year from the 2.6 million MT last year due to higher consumption
of flour. At least 95 percent of the country’s wheat importation comes from the US, which has already adjusted
prices due to strong demand. This means that there will be a hike in bread prices. Which may affect the budget
of the consumers such as our respondents.

QUESTION 5: Do you do the groceries?

Respondent 1: ‘’yes’’
Respondent 2: ‘’yes’’
Respondent 3: ‘’yes’’

Analysis: It is not surprising to know that all the respondents are the one’s doing the groceries. Because
of the 2 mothers and the single young adult male . according to the latest survey conducted by market
research firm Nielsen. Which is publish in the daily inquirer website last May 09, 2017, The
grocery stores are not just a typical turf for women, the presence of men is increasingly being felt
as well. This shows that even young male adult can take the responsibility of listing their shop
list and may include bread in it.

QUESTION 6: Do you include your favorite bread in your groceries?

Respondent 1: ‘’hindi, minsan lang pag naisip ko lang.’’
Respondent 2: ‘’yeah! sometimes I buy it at the grocery, they have pan de manila eh.’’
Respondent 3: ‘’Yes,…Yes!!!’’

Analysis: The mothers definitely answered that bread is always included in their list of to buy list in the
grocery.

27
QUESTION 7: Do you prefer your bread plain or heated?
Respondent 1: ‘’Iniinit..!!!’’
Respondent 2: ‘’I want it soft eh, kaya iniinit ko! Pero hindi toasted’’
Respondent 3: ‘’Medyo warm, medyo warm!’’

Analysis: The respondents wanted their bread warm, which I believe is also preferable to most. For my
own perception bread is better served freshly baked or straight out of the oven.

QUESTION 8: So, What brand of breads are you aware of?

Respondent 1: ‘’Bread Talk!’’
Respondent 2: ‘’yung ano pinoy pan de sal, yung ganon. Di ako familiar eh basta naalala ko lang ano eh.
yun!’’
Respondent 3: ‘’Bread Talk’’

Analysis: It is interesting here that two of the respondents mentioned bread talk. Filipino bread lovers
got the surprise of their lives when BreadTalk was formally launched in the Philippines in 2004.
The first BreadTalk store opened in May 2004 at Glorietta 4, Ayala Center. To further its market,
today, BreadTalk Philippines is still expanding as they still aim to open more branches in the
provinces and in key locations in Metro Manila. (n.d). Retrieved November 30, 2013 from
http://www.breadtalk.com.ph

QUESTION 9: Which other brands have you already tried?

Respondent 1: ‘’Mulachs!’’
Respondent 2: ‘’Ayun Julies’’
Respondent 3: ‘’Julie’s’’
Analysis: The respondents other brand aside from bread talk is julie’s, one is Mulachs. These bakeshops
bake delicious breads and pastries especially those cheesy ensaymada’s of Mulachs. Why was it
mentioned by the respondents? Well, in my own analysis, you can find Julies bakeshop in any city you
go, there are also stalls in some MRT/LRT stations around the metro. Even Mulachs can be found in
almost every mall in Metro manila.

28
QUESTION 10: ‘’Do you currently have a brand of bread?’’

Respondent 1: ‘’Julies’’
Respondent 2: ‘’yung Pullman, kasi Malaki laki!’’
Respondent 3: ‘’Julies’’

Analysis: Because of the presence of Julies everywhere, it is not impossible for the respondents to prefer
this bakeshop as a go to for a source of bread. The other is pullman, which can be found in groceries as
well. Pullman was preferred by respondent 2 due to its size.

QUESTION 11: Have you ever heard of Herran bread?

Respondent 1: ‘’Hindi pa’’

Respondent 2: ‘’herran? Wala atang branch samin nun, I haven’t heard!’’
Respondent 3: ‘’Ako OO kasi malapit sa bahay’’

Analysis: Only one of the respondents is certain about herran bread. This is because she lives in pedro gil
Santa Ana Manila. Her home is just a few blocks away from the Herran La brioche bakeshop.

PART II

Researcher: “I’ll show you products produced by Herran bread. Please have a look at the whole product
like the packaging and you can also taste it.” This is the mongo bread which is 43 pesos, this is the raisin
bread 37 pesos, I bought these yesterday, but the expiry date is up until the 29th . And this is their special
diced hopia 30 pesos.

QUESTION 1: What is your impression of the product overall?

Respondent 1: “parang masarap yung hopia! Di ako mahilig sa raisin kasi maasim, naasiman ako sa
raisin eh!”
Respondent 2: “Parang normal lang siya pero di kasi ako familiar sa kanya eh! Kung yung price niya ay
katulad sa gardenia, ay di siya mag aappeal sa akin ng ganon.”

REASERCHER: “Itong monggo 43 pesos, etong raisin 37, etong hopia 30 pesos.”

29
Respondent 3: “Wow! (Ang mura expression) Mukha siyang ano. Mukha siyang malambot.”

Analysis: They’ve perceived that the product is just cheap because of the appearance of the packaging.
But when they’ve found out the price they were amazed for its affordable rate. Respondent 3 was a
frequent Herran buyer, but this may be the first time that she encountered the new breads I’ve used as a
sample. Because she was surprised by the price.

QUESTION 2: “How would you rate the products packaging?”

Respondent 2: “Normal Packaging”

Respondent 3: “The usual, Pang Tao, pang masa”

Researcher: “Eto bubuksan ko siya”

Respondent 2: “Mukhang bagay sa price, the price is cheaper”

Respondent 1: … Silent
Analysis: It shows here that they perceived the product packaging as normal, and as per one respondent
the packaging is just like the usual, a typical bread fit for the masses.

QUESTION 3: What specific features of the product impressed you?

Respondent 1: “Meron, Etong hopia! Maganda itsura!”

Researcher: “Masarap?”
Respondent 1: “Oo, Masarap”
Respondent 2: “Malambot”
Respondent 3: “Kung Based on looks lang mukhang malabot siya. Pero masarap siya!”

Analysis: All the respondents were impressed by the taste. it shows here that Herran can still be
competitive when it comes to the quality. One even said that it is soft.

QUESTION 4: What specific feature of the product disappointed you?

Respondent 3: “Color!, Choice of color ng packaging.”

30
Respondent 2: “Ano.. uu.. Hindi bagay yung color”
Respondent 1: “Ayun packaging.”
Respondent 2: “Siguro ano.. They won’t exert effort. To keep the price low!”
Respondent 3: “Oo, pang masa lang nga!”
Analysis: But they were not impressed by the packaging of the bread. Packaging may play a big impact
on why a consumer will not opt to try a brand of bread, especially if they are not aware, or haven’t heard
of it. I believe that they must invest more in this element.

QUESTION 5: What recommendations can you suggest to improve the product?

Respondent 2: “Aa.. Wala!”

Respondent 3: “Ako yung ano.. Sa packaging kasi manipis yung plastic nya. Kaya yah! The packaging!”
Respondent 1: “Ako same”

Respondent 3: Pero ang tanong jan is uhmmm..will the market be uhmm willing to pay more to get
better packaging?
Analysis: Even the respondents suggest that they must improve in the packaging. I rest my case on this
part.

QUESTION 6: How likely are you to purchase this product?

Respondent 2: Now na nalaman ko, and very old na pala siya. Parang interested na ako.
Respondent 3: I buy actually kasi malapit sa house naming yan!

Respondent 1: Ako OO, kasi mahilig ako sa hopia.

Respondent 2: Parang interesting siya kasi antagal na pala nila and may history na sila. Tapos nag
susurvive pa sila.
Respondent 3: Oo (Adlib) Parang Sun life! hahah
Analysis: The respondents would definitely buy the product. But this is after they’ve known about it, and
get to taste it. But probably if they haven’t, they most likely would not.

QUESTION 7: How much are you willing to pay for this?

Respondent 1: Yes
Respondent 2: Nod, yes!
Respondent 3: Of course!

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Analysis: I got all yes’ that they would certainly pay for it. Showing the price compared to other brands,
Herran’s quality and price is a good catch.

QUESTION 8: On a scale from 1-10 where 1 is extremely dissatisfied and 10 is extremely satisfied, rate
the packaging.

Respondent 3: “Packaging? Packaging lang! payb!”

Researcher: “Five? So pwede na. so-so!”
Respondent 2: “Siguro ano.I want to be fair siguro Six, Seben. “
Respondent 1: “Ako five!”
Analysis: Everyone was not satisfied with the packaging that is why they gave it a rate of five out of ten.

QUESTION 9: How about price or value for money? (In lieu to previous question)

Respondent 1: “Ten”
Respondent 2: “Good..Ten”
Respondent 3: “Ten din”
Analysis: Everyone gave the price a ten, due to its affordability, even when the quality could be matched
to a much higher price.

QUESTION 10: How about the quality?

Respondent 2: “I think it’s ok sa price, very good. We were expecting na sa ganyang price, low quality.
Pero masarap pala. Kasi bibili ka terti. Expect ko agad di yan masarap, hindi yan malabot.’’
Respondent 3: ‘’Mga eight..Eight”
Respondent 1: ‘’Eight’’

Researcher: ‘’Antagal ko na palang hindi bumili ng tinapay kasi parang kala ko normal lang yung 37
tska 30. Haha’’

Analysis: They also gave the quality a good rate. The bread quality surprised the respondents, they’ve
thought that because of the price they would just have a mediocre quality of dough. Then they’ve known
that it was otherwise.

QUESTION 11: How likely would you be to recommend this product to a family member or friend?

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Respondent 1: “oo (Will Recommend)’’
Respondent 2: ‘’Ako personally, pag nadaan ako sa sta ana hahanapin ko siya! I will buy’’
Respondent 3: ‘’Highly recommend’’

Analysis: The bread quality and price impressed the respondents and all of them would surely
recommend it to their friends. This shows that Filipinos would still go for quality and affordability. I think
if only most people would have known Herran’s taste and softness, they may prefer it as an alternative to
their own brand.

QUESTION 12: One word to describe how you feel when you tasted Herran Bread?

Respondent 3: ‘’Sweet’’
Respondent 2: ‘’Tasty’’
Respondent 1: ‘’Masarap’’

Analysis: This again shows the positive comment on the breads quality. All respondents gave good
remarks on how the bread tasted.

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Discussion

Survey

The majority of the respondents belongs to the younger generation, aged 20-35 years old who are
employed. I found that majority lived in Metro manila, this indicates that these survey
respondents are either the decision makers or the purchasers.

The survey result shows that almost all of the respondents are bread consumers.
Most of the respondents consume bread around breakfast and merienda time. Since majority of
the respondents are working, most of them purchase their breads in nearby groceries and
supermarkets. The respondents also prefer eating their breads partnered with cheese or a kind of
spread. The respondent may seem to be a little bit health conscious because of the major result of
those who prefer wheat bread over any other kind. And the respondents are mostly influenced by
their families to eat bread, and most of them would buy bread loaves.

The respondent’s likeliness to purchase bread would depend on the taste, second comes the price
and packaging. The majority of the respondents may probably recommend this brand to their
friends.

FGD

The researcher found out that only one of the participants is aware of the brand. Most of them haven’t
heard and tasted it. The researcher was impressed because the participants were satisfied by the bread’s
quality. They were just not that impressed with the packaging.

The participants were also satisfied with the price and would definitely go and buy Herran bread in the
future. The survey enabled the researcher to know what are the strength and weakness of the brand, that
we can enhance in the future to keep it competitive in the market.

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Referrences:

Retrieved from http://herranbread.net/#/news

Herran Bread and Foodmart Inc.. (2016, February 11). A VISIT TO HERRAN
BAKESHOP : ICONIC BAKERY WITHIN SANTA ANA, MANILA. Retrieved November
30, 2018, from https://renz15.wordpress.com/2016/02/11/a-visit-to-herran-bakeshop-
iconic-bakery-within-santa-ana-manila/

Baes, P. (2017a, August 13). Taste Test: White Bread from Gardenia, Neubake, Marby, Real
Good, Tiffany’s, and Olsen’s. Retrieved November 30, 2018, from from
http://www.pepper.ph/taste-test-stuff-white-bread-gardenia-neubake-marby-real-good-tiffanys-
olsens/

Briones, A. (2014, August 11). Behind the Softness of Gardenia : A World-Class Bread
Manufacturing Plant. Retrieved November 30, 2018, from
https://www.wheninmanila.com/behind-the-softness-of-gardenia-a-world-class-manufacturing-
bread-plant/

Matabuena, J. (2018, October 22). Why we love bread. Retrieved November 30, 2018, from
https://www.rappler.com/brandrap/travel-food-and-lifestyle/214874-why-people-love-bread

Retrieved from http://www.breadtalk.com.ph/index.php

Philippine Daily Inquirer. (2017, May 9). More Pinoy men now shop for groceries, says
survey Read more: https://newsinfo.inquirer.net/895316/more -pinoy-men-now-shop-for-
groceries-says-survey#ixzz5YOWPHglN Follow us: @inquirerdotnet on Twitter |
inquirerdotnet on Facebook. Retrieved November 30, 2018, from
https://newsinfo.inquirer.net/895316/more-pinoy-men-now-shop-for-groceries-says-
survey

Herran Bread and Foodmart Inc.. (2014, November 9). Herran Bread. Retrieved
November 30, 2018, from http://herranbread.net/#/news

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