A COMPARISON OF CUSTOMER’S SATISFACTION

OF PASTRIES BETWEEN BASIC KNEAD

AND NEW LEAF BAKESHOP

AKUT, FLORA LUZ G.

BSBA –II

2023

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 ABSTRACT

Nowadays, visualization of food appearance has become an important

factor in influencing customer satisfaction. The aspect of visualizing the appearance of
food must also be balanced by good quality. Bread, pastry, and cakes are very much a
part of the snack food scene. Pastries are baked goods mainly produced to complement
the flavor of the fillings and to provide them with a casing. The purpose of this study was
to survey the satisfaction of the customers in terms of taste on the pastries of Basic
Knead and New Leaf bakeshops. In this study visualization of food appearance has
some factor like color, size, and shape, and ingredients they use. Therefore, the
pastries has two important factor, which are: taste of bread, and the variety of bread.

Aside from taste, quality of service and customer satisfaction to be key

components if a business establishment desires to achieve and sustain competitive
advantage in the industry. Thus provision of good service by a firm cannot be over
emphasized. It usually is the goal of any organization to have the ability to tell the
degree to which consumers are pleased with the services offered as well as have
capacity to understand their expectations of service quality. Success and failure of a
business is determined by customer satisfaction (Kottler& Kelvin 2006).

The methodology used in this study was quantitative data obtain through questionnaire
to the people live in Alubijidd.

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 TABLE OF CONTENTS

Abstract……………………………………………………………………………........2

Chapter 1………………………………………………………………………………..4-5
The Problem
1.1 Introduction
1.2 Statement of the Problem

Chapter 2…………………………………………………………………………….......6-8
The Body

Chapter 3…………………………………………………………………………………9-10
Result and Discussion
1.1 Profile of the Respondents

Chapter 4………………………………………………………………………………….11
Summary Findings
Conclusion
Recommendations

Bibliography………………………………………………………………………………..12

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 CHAPTER 1

THE PROBLEM

INTRODUCTION

Today, pastries and bread have now become a common food items in
Filipino homes and enjoyed every day. Pastry is differentiated from bread by having a
higher fat content, which contributes to a flaky or crumbly texture. Typically fresh
pastries have a firm and relatively crisp eating character when freshly baked. In terms of
taste and how to satisfy customer, a good product is the key to success. The look of a
pastry product tempts your customer’s eye making them want to taste it. Taste plays an
important role in food choice and a better understanding of the links between the taste
of food.

New Leaf and Basic Knead are growing pastry business located at Poblacion,
Alubijid, same place different establishment. Both building are sitting at Alubijid and still
working up to this day. Both are known for its affordable and tasty pastries but the
question is does the taste of their pastry product satisfy customer?
“Always freshly baked” the tagline of the New Leaf Bakeshop indeed an always freshly
baked bread and pastries. New Leaf is a chain of bakeshops in Alubijid, operating 24
hours a day. They offer a wide range of hot breads and pastries, both sweet, and
savory.

Basic Knead is the first popular bakeshop in Alubijid and also a growing pastry
up to know because of their delish product of bread and pastry. They sell also different
varities of bread and pastry. People until now IinAlubijid are always satisfied by their
product.
Customer satisfaction is a measure of how well a company’s product and
services, an overall customer experience meet customer expectations. It is the one of
the most important aspects of any organizations. Customer satisfaction is important
because it illustrates whether your customer base like what you’re doing. Research
shows that high satisfaction leads to greater customer retention, higher lifetime values,
and a stronger brand reputation. Low customer satisfaction scores are important too.
They can reveal customer pain points and provide data-backed insights on how to
improve the product and overall customer experience.

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 In this research the readers will have an idea about the difference of the two
establishment in terms of individual product and taste and does the two bakeries satisfy
the customer. Their difference and opinion of satisfaction will base from people who
buys bread of Basic Knead and New Leaf via survey. This research will be important for
it will give information about the difference and opinion of customer of the two business
in Alubijid.

STATEMENT OF THE PROBLEM

This study aims to determine the customer satisfaction in terms of taste on the
pastry of New Leaf and Basic Knead Bakeshop.
The study sought to answer the following:
1. Sweetness
2. Buttery
3. Savory
4. Crunchy crust
5. Texture

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 CHAPTER 2
THE BODY

In any business, knowing the current consumer trend is crucial to building a

successful company. A business cannot properly survive if the owner is oblivious to the
consumer’s wants and needs. If the owner is in tune with his or her business consumer
trends and understand what the product to capitalize on, and marketing strategies to
implement, the business can thrive.

Understanding consumer trend is incredibly crucial in the bakery business. No

industry has quite the swings in consumer trends like the food industry. Significant
trends for the bakery, pastry and chocolates parts of business have been rising and
there are a few trends that should stand out as the important one of 2019.

One of the most important constantly- changing trend is taste among

consumer of bakery products. While there are other important factor such as health and
appearance – the taste of the product can make or break a company and should be
kept at the forefront of all bakery owners priorities. It is up to the owners to try and figure
out whether his or her customer base is more interested in traditional taste, or if he or
she has customer with more adventurous palates.

A good product is the key to success. For example, chefs says that without
good raw materials it’s very difficult to create memorable dish. The same applies if your
field is cafeterias, bakeries, and ovens a really good product makes a major differenced
and more than anything determines how your customer will view the experience.

Going hand – in – hand with taste, texture, and appearance are just as
important. People are oftentimes, willing to spend more money on a product depending
on the appearance of the treats. Additionally, a majority customer like to experiment
with the textures of the product they buy. This is especially important for certain types of
baked goods that cater to dietary restrictions, such as gluten- free or vegan that bring us
to the next point, which relates to the health components of baked goods.

Freshness of bread and pastries is not a necessarily a new trend, but it has
been skyrocketing in popularity for the past few years. In fact, most consumers have
been known to associate freshness with quality. This is specially realized by retail

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bakeries or any outlet that sell baked goods. Oftentimes, if a consumer finds a product
that does not use fresh ingredients , her or she more likely to pass up the purchase for a
different product.

Aside from pastries a bakery shop also offer different varieties of bread like
Pan De Coco, Ensaymada, Spanish Bread and many more. In Alubijid, although there is
lots of existing bakery shops, the customer are looking for their favorite baked goods
especially to pastries (Pan De Sal, Hopia and many more). There are some common
pastry and bread that Filipinos loves to eat:

Pandesal, is a popular yeast- raised bread in the Philippines. It has a

characteristic of light brown crust, slightly crunchy crust; and contrary to its name, it is a
little sweet rather than salty.

Hopia, it is a popular Filipino pastry filled with bean paste made of thin flaky
pastry. Buy nowadays, there are more variations to choose from when it comes to the
filling.

Pan De Coco, a soft bread roll stuffed with sweetened grate coconut meat it is a
popular Filipino snack sold in most local Panaderias and Bakeries.

Ensaymada, a Filipino sweet pastry that is available in any neighborhood bakery

and the well know bakeshop chain as well. The last one is Spanish bread, it has a
sweet buttery filling and also a favorite “merienda” or afternoon snack in the Philippines
that can be found in any local bakeries.

Sweet and decadent pastries are indeed some of the best things you can have
after a heavy meal or meat and vegetables. Surprisingly, apart from their mouthwatering
taste, pastries can also bring several benefits to your overall health and mood. In the
Philippines, bread and pastries are not just for eating they are a tradition, Filipinos share
these breads and pastries with their loved ones, bringing them home as pasalubong or
gifts, and eating them together with family and friend during special occasions.

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 In fact, any true-blue Pinoy should be able to recall a morning of eating a hot
pandesal with his to her family, an afternoon of eating siopao with friends, or the
surprise of opening his or her lunch box at school and seeing a large, puffy, creamy
ensaymada.

Unfossy, modest, and without airs – if Filipino bread and pastries have
character, then that’s what it is. These breads and pastries form Basic Knead and New
Leaf Bakeshop are well – liked by their equally self – effacing Filipino or Pinoy makers,
who take delight in the though that their baked creations nourish their bodies and lift
their spirits.

Much has changed in tastes and lifestyle of most Filipinos, many of us are now
heavy eaters of muffins, bars, scones, buns, and rolls, croissants, and other non –
Filipino breads and pastries. Amazingly, we Filipinos always come back to our time –
honored Pinoy hopia, ensaymada, and Pan De Coco.

In order to satisfy customer there are some tips according to Panamar Bakery
Group – first, you need to strengthen the aroma through emotional actions people
makes more favorable to purchasing a baked – goods products. Second, conduct a
small survey among the customers you only need to get information about what make
them satisfy. You can ask regular customer through survey if they are satisfied or why
they always choose a certain product to find out more about their impressions.

New Leaf and Basic Knead Bakeshop is a business engaged in the retail
business sector, which provides services and sells product in the form of bread and
pastry, and other products serves in bakery. Although many competitors have emerged,
New Leaf and Basic Knead bakeries still has a place for consumer. One of the factors
that encourage consumer decisions is the taste of the product through the taste given to
consumers, it is hoped that consumer will be choose the product offered by the
bakeshop.

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 CHAPTER 3
RESULTS AND DISCUSSION

This chapter presents the result and discussion that researcher have
gathered through the process of conducting survey of the study on satisfaction of
customer in terms of taste on the pastries of Basic Knead and New Leaf Bakeshop. It is
divided into three sections: 1) Profile of the respondents 2) Satisfaction Level of Bread
on Basic Knead Bakeshop 3) Satisfaction Level of Bread on New Leaf Bakeshop.

Profile of the Respondents

A total of 20 respondents were surveyed, as shown in Table 1. Most of the
respondents were aged 16 to 55 years and above. In terms of their civil status, most of
them are single. In employed status, the high result in survey most of them are student.
In the income status, the lowest had the highest vote.

Table 1. Profile of the Respondents

Age: Total

18-24 15
25-34 3
35-55
And above 2
Civil Status: Total

Single 16
Married 3
Widow 1
Single Parent
Employed Total
Status:

Employed 3

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Unemployed 1
Self – 6
employed
Student 10
Income range Total
per month:
5,000 below 6
6,000 – 8,000 5
8,000 – 10,000 4
10,000 above 5

Table 2 below shows the scores of the respondents in the satisfaction level of bread on
Basic Knead Bakeshop. Divided into three satisfaction level, were most of the
respondent are satisfied in the taste of the bread.

Table 2. Satisfaction Level of Bread on Basic Knead Bakeshops

Very Satisfied Satisfied Dissatisfied
Sweetness 2 18
Buttery 1 19
Savory 19
Crunchy Crust 20
Texture 1 19
Total 4 95

Table 3 below shows the scores of the respondents in the satisfaction level of bread on
New Leaf Bakeshop. Divided into three level, the highest score is “very satisfied”, which
means mostly of the respondents are very satisfied with the product of the said bakery.

Table 3. Satisfaction Level of Bread on New Leaf Bakeshop.

Very satisfied Satisfied Dissatisfied
Sweetness 14 6
Buttery 11 8
Savory 11 9
Crunchy Crust 11 9
Texture 8 12
Total 55 44

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 CHAPTER 4
SUMMARY OF FINDINGS, CONCLUSIONS, AND RECOMMENDATIONS

This chapter presents the summary of findings, conclusions, and

recommendations based on the data gathered. This study is on the satisfaction
of customers in terms of taste on the pastries of Basic Knead and New Leaf
Bakeshops.

Summary of Findings
1. Most of the satisfied respondents of Bread on Basic Knead and New Leaf are
students aged 16-24 years old.
2. The satisfaction level of bread on Basic Knead shown in Table 1 the satisfied
customer had the biggest sum indicates that the majority of respondents are
satisfied with their product.
3. Table 2 shows the satisfaction level of bread on New Leaf, the highest total
among the respondents is “very satisfied”, followed by “satisfied”, which
means that the most of the respondents in Alubijid were very satisfied of their
product.

CONCLUSIONS
To conclude, most customers on Basic Knead and New Leaf
Bakeshops are satisfied with the taste of their bread and pastries, and exceeds
their expectations as a consumer. Texture of bread and pastry in both bakeries
plays an important role in attracting consumers. The common tastes the people
seek out are sweetness, buttery flavor, savory, and crunchiness. According to
the survey of International Food Information Council in 2020, 88% of those
surveyed stated taste as their primary reason for buying a product. Taste matters
when consumer decide whether they like a product and it is the most important
factor. It state that taste should be a key focus during product development.

RECOMMENDATIONS

To satisfy customers in terms of taste on the bread and pastries of

Basic Knead and New Leaf Bakeshop, the researcher recommends buying
freshly and hotly baked goods to ensure that they are happy with the product.
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