INTRODUCTION
A doughnut or donut is a type of fried dough confectionery or dessert food. The doughnut is popular in many countries and prepared in various forms as a sweet snack that can be homemade or purchased in bakeries, supermarkets, food stalls, and franchised specialty outlets. Doughnuts have a disputed history. One theory suggests they were invented in North America by Dutch settlers, who were responsible for popularizing other American desserts, including cookies, apple and cream pie, and cobbler.
Indeed, in the 19th century, doughnuts were sometimes referred to as one kind of oliekoek (a Dutch word literally meaning “oil cake”), a “sweetened cake fried in fat.” Comprehensive review of recent dessert statistics, tracking consumer buying habits, home baking statistics and demographics. After meals, 70% of consumers eat dessert at least once a week, with 36% twice or more; mid-evening snack (54%), afternoon (42%), late at night (40%), mid-morning (33%). According to the International Dairy-Deli-Bakery report “What’s in Store?” – 2011 instore sales reached $10.2 billion, a 2.2% increase – with the most popular products including: cookies (84%), doughnuts (80%), special occasion cakes (79%), Danish/pastries (72%), muffins (71%), pies (68%), brownies (61%), and cupcakes (59%). Supermarket center aisle sales include: cookies ($3.7 billion), pastries/doughnut ($1.7 billion), baking mixes ($1.1 billion), and prepared pies and cakes ($1 billion). (“Digging into Desserts,” in Food Technology, November 2011 (Vol. 65, No. 11), p. 17)
Krispy Kreme is an international doughnut and coffee brand that is best known for its Original Glazed Doughnuts and Signature Coffee. The brand is present in more than 20 countries worldwide including the United States, Australia, Korea and the Philippines. Vernon Rudolph bought a secret yeast-raised doughnut recipe from a New Orleans French chef, rented a building in what is now historic Old Salem in Winston-Salem, North Carolina and began selling Krispy Kreme doughnuts on July 13, 1937 to local grocery stores. The delicious scent of cooking doughnuts drifted into the streets,and passers-by stopped to ask if they could buy hot doughnuts.
So, he cut the hole in an outside wall and started selling hot Original Glazed doughnuts directly to customers on the sidewalk. J.CO Donuts & Coffee is a cafe retailer in Indonesia specializing in donuts, frozen yogurt and coffee. The company is owned and managed by Johnny Andrean Group. J.CO Donuts & Coffee began trading in 2005. Before 2005, the donut markets in Indonesia and Southeast Asia were dominated by the Dunkin Donuts, an American brand. Since 2005, the battle of donuts totally changed. A new brand owned by Indonesian broke the domination of the Dunkin’. The new brand is J.Co. Surprisingly, the market responses were amazing. Furthermore, J.Co does not only sell donuts. It combines with coffee. Thus, Johnny’s brainchild is labeled as the J.Co Donuts & Coffee.
BACKGROUND OF THE STUDY
The researchers arrived on this topic to give knowledge to the customer readers about the customer’s preference between Krispy Kreme and J.CO in Trinoma Mall in terms of their quality of food service, and also to give an idea to the readers and customers to choose the suitable coffee and doughnuts that makes them comfortable and enjoy. There are people go to the coffee and doughnuts store to drink coffee and to eat some kinds of doughnuts. Interviews were conducted with a number of people from the business industry and a person with high interest in donuts to obtain their opinions concerning of having a new donut company in Malaysia as well as their views on the donut itself.
An interview was conducted with Mr. John, Lecturer of SEGi College on 24March 2008 in a college classroom. Mr. John has been teaching as a lecturer for the past few years, specializing in the hotel management and promotional industry. During the interview, he clarify that he do not like donuts for a reason that he claim donut is boring and contains a lot of sugar and further explains that donut is just a piece of bread with unreasonable price and it is not healthy.
But what influences him to buy a donut is peer pressure, mostly because of friends that pressure him to buy a donut when they visit a donut store. He agrees that the donut industry have been blooming over the past years which can be seen that several companies have been opening new stores in Malaysia as Dunkin Donuts were monopolizing the donut market for many years and commented that the new companies are gaining so many customers is because of people going for the brands and being influenced by friends but in the future the brand will go down. In the Philippines, Krispy Kreme has been sitting comfortably atop the (Iron) Donut Throne for years. People would willingly wait in long queues just to get their order.
They’d hover uncomfortably over other (eating) diners in their desperation to get a table. Once, I waited in line just to purchase a forty-peso Hershey’s Cookies and Kreme donut. I felt so guilty and ashamed at first but was immediately exonerated as soon as I bit into the sweet pastry. For sweet tooths like other Filipinos, Krispy Kreme was donut heaven. Fast-forward to today, more people now carry big yellow boxes of donuts home instead of the iconic white and green polka-dotted boxes of before.
Gone are the long lines and creepy table hoverers at Krispy Kreme. Meanwhile, J.Co branches often look like J.Lo autograph-signings, ones where she’s giving each fan a strand of her post-performance armpit hair. It’s the only explanation for the amount of people in line. Some of the people now seem to prefer J.Co over Krispy Kreme, because of their unique flavors of doughnuts and some people said that the doughnuts in J.CO is less sweeter than Krispy Kreme.
SIGNIFICANCE OF THE STUDY
The purpose of the study is to provide information about the Comparative Study of the Customer’s Satisfaction between Krispy Kreme and J.CO. It is important to know how to achieve Customer Satisfaction and to determine why customers patronized the Establishments. This study benefits the following; This benefits the customers by letting them know that they are important to every establishment and to also let them know that they have the right to demand of the service given to them, offering them the opportunity to participate in the process of improving the system that has disappointed them.
This study can also be used by the future researchers as a source of information or guide in relevance to their own research. It will help professors of Lyceum of the Philippines University to teach their students the values of working in a service industry. This will also help them to teach their students practically and effectively by not depending on textbooks and to let their students be sensitive with what the customers want from their service.
SCOPE AND LIMITATION
This study covers the title J.Co and Krispy Kreme: Comparative Study of Customer Sales among related customers in Trinoma Mall, Quezon City. This study will examine their preference in choosing between Krispy Kreme and J.Co as what they will choose instead of another company. The study is limited in the shoppers or walk – in customers all over the mall. Their age, gender and nationality will not limit the scope. We rely on our respondents’ feedbacks as long as they have experienced services from the said stores. Yet again, only the customers that have taken the survey questionnaire will be included in the study. The period of the study is from June to August 2013.
Research Design
They study the use descriptive type of research wherein; data and other form of gathered information are summarized. Its direction and main concern was to know the Preference of the respondents of the study. Also descriptive method is a fact finding study with adequate and accurate in interpretation of the findings. And also the researchers use this kind of method to collect information about the food quality service of the J.Co and Krispy Kreme at the Trinoma Mall of Quezon City. In this study, the researchers visited the Lyceum of the Philippines Library and the different websites on internet to gather some supporting information. Visiting a library was employed by the researchers to gather data and use them as basis for the study The researchers conduct a survey-questionnaires to random three hundred shoppers of Trinoma Mall in Quezon City. Visiting library was employed by the researchers to gather data and use them as a basis for the study.
