Doughnut Company Research

Marco Deterala
BSHRM

Relevant Theories

Several theories are related to the study at hand. The quality of bread is the focus of this study. The following theories are reviewed in order to know the best one that suits the topic of this study.

Shapiro’s Model

Shapiro has initiated a series of models and revisions on quality perception. One of the first models that was formulated on how customers perceive quality was developed. It reveals the underlying logic behind consumers’ purchase and attitude towards cost. The theory surmises that the customer will buy something based on his understanding of what a quality product is. A customer defines a product’s worth by its quality and its price. It demonstrates that demographics and personality traits influence how a person would attribute monetary value to a particular product. This is called the subjective cost. Another factor that would influence price attitude is the customer’s previous shopping experience. This would then generate an expected price. Both of these would influence the customer’s price attitude. On the other hand, obvious tangible attributes and the actual price of the product would influence the customer’s perceived quality. Price attitude and perceived quality are the main variables that influence the likelihood that the customer is going to buy the product (Shapiro, 1970). The following is a visual representation of the theory:
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Figure 1.
The theory would be useful to the study at hand by giving a framework on how two different variables of worth and likelihood of purchase would be related. The worth of the donuts is directly influenced by a customer’s behavior towards prices and his perception towards quality. This study focuses on the quality of the bread that is used in the process of making donuts. The customers can be characterized according to observations during store purchases. Assumptions can be made based on indicators of social and economic status, environment and location.

Steenkamp’s Model

The model that Steenkamp developed was based on Olson’s work, giving distinct qualities to quality cues and quality traits. Quality cues are perceived by a consumer prior to consumption of the product. They are experienced by the five senses, but the cues are assumptions that the customer makes even without consuming it yet. They are also what the customer desires to have in purchasing a certain product. Quality attributes are those that the customer actually experiences upon consumption of the product. These are his observations upon for instance, eating a piece of donut or drinking a cup of tea. The quality cues are simply what the consumer wants and the attributes are what he experiences during consumption of the product (Steenkamp E. , 2010).

The following diagram illustrates the different factors that contribute to perceived quality according to the Steenkamp Model:

Personal Factors include motivation, educational level, prior experience, perceived quality risk and quality consciousness. All of these have some effect on the customer’s perception of a product. Intrinsic and extrinsic quality cue beliefs are similar in their definitions to those given by Olson.

We can try to illustrate the usefulness of this theory by taking the perspective of a donut customer. A customer who had eaten from different donut brands like Dunkin’ Donuts, Krispy Kreme and Mister Donut will most likely be from an educated class, considering the wide range of donut prices among these stores. He will have all of the personal factors described above and thus may give a comprehensive quality perception than someone who has not eaten from, say, a donut brand that this particular customer had already experienced eating from. A customer who is able to perceive these cues and attributes well may also give good judgment on the main attribute that this study is focused on, which is the quality of donut bread.

Grunert’s model

Grunert’s model, although building on the previous ones, does not only account for the physical attributes of a product but also gives attention to crucial motivations in buying a product. These important values include safety, quality that affects the environment and health.

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The model is divided into two parts: the before and after purchase. This model is quite clear in its representation of different factors that will affect the way a customer perceives the quality of a product. Aside from extrinsic and intrinsic quality cues, cost cues were also added in order to account for the price, much like in Shapiro’s Model. Under expected quality, taste, health, convenience and process are outlined. This is favorable to the customer nowadays, who are empowered by the information that are widely available to help in assessing product quality. One is always conscious of how a food product tastes like. There is also the health consideration, which is increasingly being seen as a very important aspect of any food purchase. Convenience and consideration of the food-making process are also of prime importance in what a customer wants.

Notice that these attributes are not only perceived by the five senses. Only the taste is experienced by the body. All others are a customer’s mentally-observed qualifications. Though unseen, these are actually of more important than most other attributes. An example is when a customer experiences eating a donut which has hard, low-quality bread. This gives him the impression that this bread may spoiled, unclean and was not made using a good food-making process. The sole experience of eating low-quality donut bread can have dramatic impact on a customer’s awareness of how the product can affect his health and how the product was made. If his expectations are not met, the customer will most likely register that experience as negative and may not make future purchases from the same brand and store.

Heuvel at a.l’s Model

An extension of the Quality Guidance Theory developed by Steenkamp, this model includes credibility, and attributes that are perceived by consumers seen while they are purchasing products. The bulk of the theory is focused on the integration phase, wherein expectations and quality experience are formed by the consumer. There are behaviors that are observable even at the buying stage when the customer is still interacting with the product in the store. Different sensory experiences such as visual, tactile and olfactory encounters are formed even from the beginning of product consumption.
. This theory uses the concept of a “cue” selected by a customer based on the customer and the product itself. In simpler terms, there is an indicator that gives the customer a clue on the quality of the product. This indicator is perceived by the customer, who has two characteristics that are related to his cue judgment. These are called “predictive value” and “confidence value” that he uses to decide on the effectiveness of the cue as an indicator of product quality. The customer’s “PV” is dependent upon his ability to recognize the cue and to accurately view it as an indicator of quality. His “CV” is his level of confidence in deciding that the particular cue is indeed relevant to product quality. Another factor that influences cue selection is the “intrinsic-extrinsic dimension” or “I-E.” The I-E is the set of characteristics of the product. These characteristics are composed of intrinsic, or those that are already part of the product, and of extrinsic, which are outside of the product but can also affect its quality. These three elements are all part of the cue selection process.

For example, a donut has characteristics like taste and bread quality that are intrinsic to it. Other extrinsic factors would be advertising and word-of-mouth reputation. A customer who has the ability to recognize a quality cue (PV) and his confidence in seeing that cue as a deciding factor of quality (CV) can select a cue and attribute a degree of quality to the product based on that cue. In the case of donuts, the cue that can be the focus of the study is the bread quality. This can be perceived by the customer as an obvious indication of quality. The customer of the donut store is able to perceive the value of quality bread because of his PV. In the same manner, he uses previous experience in eating, buying and tasting donuts as sources of his CV in assessing the qualities of the donuts.

Observations, questioning and data gathering can provide the necessary data to deduce proper conclusions based on the sensory appeal of the products to the customers’ emotions. Both intrinsic and extrinsic stimuli are considered in this theory. Although freshness, healthiness or other qualities such as the rate of satisfaction can be attributes that are very abstract, Heuvel et al.’s Model makes it possible to give measurement to these by referring to the consumer’s sensory experience based on the quality cues that are present in the product. By eliciting responses from the customer, one can safely conclude from observations on their behavior and emotional expressions.

Related Literature

A constant consideration to the food quality business is the length of freshness that a product can sustain, with the help of food handling techniques like efficient packaging and storage. One product that can easily lose freshness is fruit, especially the banana. If the shelf life of food can be kept longer, then it will be safer for both the handlers and the consumers because this can prevent any health issues in consumption if the product is stored or not eaten for a longer period of time. In an article published on August 10, 2012, Joe Whitworth describes how the ripening process of bananas is slowed by using unique packaging technology (Whitworth, 2012). They use their patented “FreshPack,” which has very small openings and pouches that prevent the bananas from ripening all at the same time. Dole Fresh Fruit claims that this process of preserving the freshness of the fruit is based on natural processes that delay ripening, thus reducing cost by not having to throw away unconsumed overripe fruit. This can also positively affect the sales of Dole bananas: the fresher the bananas keep, the more the consumer will purchase without having to worry about early spoilage. Although the donuts will need a different kind of packaging and technology, this advancement in the packaging of fruit is evidence that there is a big difference made by trying to preserve food in its freshest form by using appropriate packaging techniques such as this one made by Dole. The freshness preservation impacts not only the health and satisfaction of the customers but also the sales of the product. The move towards health and freshness in the product results in a win-win situation for both sides of the selling process.

The usual packaging of donuts in stores around the globe utilize paper and plastic containers that are cost-effective and easy to carry as the customers move around the mall or a commercial area. Some plastic wraps are deliberately open so the customers may eat the donuts immediately. However there are some cartons made of paper that are shaped into a bag-like box that the customers may carry around until they get to the place they will eat the donuts. Some donuts are placed in simple plastic containers, especially if they were purchased by less than a dozen. These packaging options are what are currently used in the market. Considerations in the aspect of health and preservation would ultimately affect the way a product is packed and presented to the customers.

A study by the Spanish government found that using cinnamon-based active packages did reduce the chance of bacteria building up gluten-free bread (Glaberson, 2011). However these packages had a significant impact on the taste, texture and flavor of the bread. They used tasters’ ratings and learned that active packaging is favored by tasters instead of MAP. There are packages that use a combination of these technologies in order to retain both the freshness and the flavor of the bread. One of the important properties of what is deemed fresh and tasty bread is the soft, spongy texture that is pleasurable on the palate. This attribute was easily lost in MAP packages. This study is highly promising on the field of food preservation, particularly on the preservation of fresh palatable donuts. The fact that the demand for gluten-free bread had increased over the past few years gave rise to the study. Because of the availability of information on the benefits and disadvantages of certain ingredients used commonly in products, there is an increasing number of health-conscious persons. The study is vital in giving information to many bread companies as to how bread is preserved to the highest quality. Gluten-free bread is very good for the health, but its shelf-life is reduced because it lacks preserving ingredients. By employing the best methods of food preservation to healthy alternatives to bread, the consumers are presented with the best possible products that are not only healthy but have equal sensory appeal.

The study described above stressed the relationship of loss of taste and flavor to the kind of preserving package used for bread. The researchers disclosed that the cinnamon flavor interferes with the true taste of the product when it was used together with MAP, which implies that there is a great desire to increase customer satisfaction in terms of palatability and taste. Another result of the study revealed that active cinnamon packaging resulted in better bread texture. This being a government-sponsored study is evidence that there is constant craving for good bread that they can enjoy any moment without worrying too much about health and safety considerations. Pleasure in eating includes the mental freedom of being confident that what is being consumed is not only desirable but free of risk at the same time.

Pleasure is indeed an aspect of eating that, although not a necessity, can greatly affect one’s dining experience. This is why many studies like the gluten-free bread study are continuously being conducted. Another such study that puts emphasis on customer experience is a Japanese study that has found the best size for a bottle opening while enjoying soda beverage (Bouckley, 2012). The study found that most consumers prefer a 33mm-bottle opening for screw-top bottles, which is best in order to experience ease of drinking. The researchers say that 28mm was found too small, while 38mm was too big for most consumers. They believe that there is an ideal amount of fluid that beverage drinkers prefer to flow into their mouth. The ideal amount varied among beverages. For instance, they found that the ideal amount for Coke is 34.4mm while the ideal amount for green tea is 35.4mm. The researchers, however, do not claim that the findings are universal. They insist that the results are exclusive to the participants involved in the study. The amounts that are ideal are most likely met by a 33mm-bottle opening. The results of the study are in congruence with a previous set of results from other studies. Although quite successful in their search for the optimal size of bottle opening among adults, the study does not account for other age groups such as children, who may not favor the same size.

The study about bottle openings above clearly indicates that manufacturers give a lot of efforts to make consumer experience pleasurable. The study at hand, therefore, gains support from this fact and further stresses that donut consumers will most likely get a pleasurable experience in eating fresh, soft and fluffy donuts as opposed to hard and badly textured ones. Great bread does not only mean health, but also a great time eating and enjoying a few donuts and a cup of coffee.

Health is a very important consideration among the buying public. In the presentation by Leatherhead Food Research, they disclose that heart health, digestive health and bone health are among the issues that are being addressed by current cereal brands that have functional benefits. Foods that are good for the heart include those that have soluble fiber, beta-glucan, whole grains and oats. The ones that are friendly to the digestive tract are those that have inulin and prebiotics. Calcium and vitamin D are the main components of a food item that is particularly beneficial for bone health. Although the products that belong to the functional food category are mainly breakfast items such as cereals, the industry sees bread as one of the major food groups that can employ healthy improvements not only for the benefit of health but also for the establishment of good public perception.

Donuts are not often perceived as a health option, but the freshness of bread can surely contribute to the perception of donut as a product that will not have detrimental impact on the digestives system. A recent effort on food safety and health management found that bread is highly exposed to mineral oil, a substance that is possibly a source of carcinogenic ingredients (Nieburg, 2012). An expensive and meticulous scientific process is used to find out if certain foods underwent mineral oil hydrocarbon exposure. However interviews revealed that bread made in the UK contain none of the feared components because they are not exposed to mineral oils.

This is great news for the consumers of bread from the UK. However, the concern does not end in the demographic region of the British Isles. Every day, people around the planet are exposed to bread in some way. This article is also another manifestation of the importance of the aspect of health in consumer decisions. Watching out for exposure to harmful contaminants is something that is not new to the general public these days. The internet is a wide source of useful information regarding food quality, and the perception of people about food is constantly changing. Before the onset of this information age that we are now in, people have been interested in counting the number of calories or the presence of certain minerals and vitamins in what they eat. Presently, myriad considerations are at the back of many consumers ' minds. Before purchasing a product, they most likely will want to determine if it could potentially harm them.

Many consumers do not eat donuts because of the health benefits, but for many reasons aside from this. They could be sharing them with other people, and thus eating them would help with building trust, openness and camaraderie. The donuts could be a source of comfort, and therefore be purchased at a time when the customer perceives a need to relieve stress. The consumers do know that donuts are not as beneficial to the body as fruits and vegetables, but they still purchase it because they feel a need to indulge in what it can offer. If bread is stiff and has the consistency of cardboard, then customers are deprived of the luxury they are seeking in eating a donut. Fresh donut bread that is soft, good-smelling and has good taste can convince one that if the bread is not very beneficial, then it can at least be devoid of danger.

In a recent report on the development of donuts concerning consumer health, Dunkin ' Donuts claims that it has produced a kind of oil that does not contain any trans-fat. According to the report, the newly-developed oil eliminates the presence of trans-fats in the donut without affecting its taste and flavor. This is a dramatic leap to the goal of healthier donuts. Stringent measures have been undertaken in order to come up with this innovation in oil. The new trans-fat-free oil will be used across all products within the brand, including croissants, sandwiches, muffins and the like. The procedure was to test out less than thirty oils in order to find out which one will bring the most benefits without the lack in palatability that is often characteristic of products that are good for the body.

One of the epidemics of the present-day society is obesity. This illness is one that can be remedied or avoided by making lifestyle changes that lead to a healthier and fitter physique. However, as the pace of life gets faster and as people become more exposed to ready meals, these changes are often neglected and people resort to easy sources of food such as donut chains that can give instant satiety and satisfaction without the commitment of time and effort. Pastry-makers such as Dunkin ' Donuts are under constant pressure to produce goods that respond to the overwhelming need to become more health-conscious. This is the main motivation of the development of the trans-fat-free oil that was made by the donut chain. Each year, thousands of people are added to the statistics of those whose waistlines are much wider in circumference than the average healthy person.

Those who consume donuts are at risk for their bad effects on the body. Therefore such a move in order to make healthier products is crucial in maintaining the popularity of the product and the continued patronage of their particular brands. In relation to the main concern of this study bread that is incorporated into creating a pastry that is palatable and satisfying can also have an appeal to the health-conscious because of its texture and other characteristics that are associated with fresh ingredients that lead to health. Bread that is freshly-made and has great quality is perceived as having been made using new ingredients. Customers also tend to think that food made this way is good for their health as opposed to food that does not seem as fresh.

The Research Institute in Campden made a partnership with a commercial company to produce a new bread-making process that, according to them, will significantly improve the quality of bread and cut costs in production (Nieburg, 2012). Named the Radical Bread Process, it has advantages over the older production process that relied on high-quality flour in order to produce high-grade bread. The new Radical process employs techniques that make it possible to make high-grade bread without having to use expensive flour.

This new piece of technology is not yet available locally, but there is great potential in the idea of producing bread of optimum quality using technological advancement to the benefit of the consumer. If technology is of any help, it should be to assist production in a way that the consumers will be the ultimate winners.

In making donuts or any other pastry product, the consumer should always be in the mind of the bakers. Processes are constantly being improved with the goal of customer satisfaction in mind. No customer would be disappointed in purchasing a donut that is fresh, tasty and yet is very affordable. Consumers in the Philippines already have access to the internet. Many of the people who purchase donuts belong to the young generation, almost all of whom know how to use a device that can connect to the vast array of information available to everyone on the web.

It would be wonderful if donut stores reduce the amount of stale bread returned to the main bakeries. One German firm has developed an enzyme that could make it possible to extend the shelf life of donuts (Heller, 2005). According to the company, the enzyme Veron Amylofresh preserves the softness and moisture in the bread while also reducing the production cost to more than thirty percent. The aim of Veron products is to reduce cost while improving baking and production output. The product could potentially save millions of tons of flour each year, and lowering the 20% return of stale bread to a significantly lower value. Donuts are not the only products that this enzyme can save, as flour-made products are highly varied and diverse. Brioches, baked muffins, cakes and other goods can also benefit from the newly-developed enzyme. The enzyme that is presently being used in today’s baking process is Xylanase, which is the standard one to add to baked products in terms of bread quality and in consideration of the quality of dough which is the main ingredient in making bread. The enzyme production market is huge in the bread manufacturing industry. It holds a third of the market in baking flour goods and is estimated to become the largest contributor of sales to the said industry in a matter of years.

Components and ingredients such as the baking enzyme have great effects on the quality of bread that is used in baked goods. They contribute to shelf life, together with processing and packaging being done on the donuts. The emergence of developments such as the one made by the German firm mentioned in the article are constantly leading to a better bread processing standard to be used by many other manufacturers in the near future. Trends in improvement of different facets of technology have been proven to be beneficial to many manufacturers in the same field. Throughout history, improvements have been done on processes such as making cars, developing software, creating road paths, designing buildings, etc. Cooking and baking are of course some of those that are subject to constant improvement through time.

There are food auditors who monitor the quality of food in a particular food production site. These third-party sectors are tasked to ensure that standards are met by the producers audited, and report in order to penalize and discipline any store or manufacturer that does not follow the strict food guidelines. However, these inspections and audits are not a guarantee that the producer or manufacturer will no longer be a source of poorly-prepared or illness-bearing food. According to a professor from the University of Kansas, there have been cases of improper food handling even from food producers that have passed the regulatory standards as carried out by food inspectors. He stresses that the ultimate responsibility in handling food lies on the food producers themselves. It’s like when there is an examination prepared for students. The preparation is only done for the inspection but not for the maintenance of knowledge. If, however, the students review the results of the test and understand the implications of its results then the students have a better chance of maintaining or improving their current academic status. The same goes for the producers of food that are presented with the results of the audit: If they understand the results and carry out the implications, only then will they be successful in being food institutions that truly ensure the safety of their customers.

One incident that I have encountered myself was when I ate beef at one of the producers at SM Food Court. Thinking that I wanted to eat something that has high palatability and satiety values, I selected one of their most expensive viands. However, I came home nauseated and eventually had to cope with a bout of diarrhea. I could have sued the company, but I didn’t want to cope with the difficulty and long process which would also involve money. However, I am certain that this producer would have surely passed inspections and audits based on the standards. However, they should have taken the responsibility to act on basic things that could have prevented the incident of food poisoning that I have experienced. Auditors are there to help and monitor and give suggestions, but restaurants, food chains and other manufacturers such as bakeries and mills are all given the task to maintain the safety of their products at their own efforts and self-checking. This is important because in the Philippines, some people are well aware of the fact that some food producers, especially those that are not accredited and are not subject to inspection by auditing institutions resort to dishonest and manipulative schemes in order to gain more profit from their clients. Some manufacturers do not take the health of their clients into consideration and simply reuse the old ingredients (and some even the very same food) and serve that to their customers. Although very unprofessional, this is a socially accepted practice among those that do not wish to provide the best food and simply thrive on the innocence of others. However strict institutions seem to be, there will always be a way for swindlers to maneuver into a system and avoid getting caught.

Donuts that undergo inspection are not guaranteed safe and harmless to the customers. Although donuts do not easily become spoiled because of their high sugar content, donuts still need to undergo good maintenance in order to establish their integrity and credibility. It is not enough to keep donuts in good edible condition. There should be quality that goes beyond the donut being harmless. It is also imperative that extra measures are done in order to keep pleasurable texture, color and moisture in order to convey to the customers that the brand carries products that are neither reused nor recycled.

Europe is eight years behind Asia in the use of active packaging because of fears of consumers and laws that prevent the implementation of this kind of packaging technique. Many people in Europe are not trusting of the technologies used within the packs, and this is a major hindrance in the implementation of the use of the packages in their region. Active packs do not follow a certain legislation that is followed in the European countries: the mandate to indicate an expiration date. Some active packs indicate the current status of quality of the product encased within them. There are three characteristics of the active packs that Europeans are wary of. The first one is called nano-coating. Nano-coating involves the use of chemicals lining the inside of packages in order to preserve the quality of the food. Some of the major food groups that benefit from this technology are fruits and vegetables. There is also what they call quick-response coding or QR coding. This type of technology makes a visual indication if some chemical or physical change was undergone by the product upon, say, transit or some passage of time. An example of this is when a product has already thawed and this is indicated by a change in the appearance of the package. A third kind of technology that is integrated into food packaging is near-field technology that helps consumers interact with the products using their mobile phones. Although these indeed seem too highly technological and new, the techniques have been used by many in Asia, with Japan leading their implementation. According to the report, meetings were held in Tokyo in order to discuss issues regarding the intelligent pack technology being implemented by many manufacturers in Asia and America (Searby, 2012).

The report gives us several insights into the minds of customers, especially of the Europeans and those who are highly conscious of the way their food is handled. Some people are simply very concerned about how their food is packaged and would not tolerate any addition of chemicals to their food, even if these would involve preservation or enhancement of quality in their delicacies.

Donuts would especially be vulnerable to packaging that is inclined to the preservation and elongation of their shelf life, considering they are very popular in Asia and the Americas. Packaging would be a small consideration for consumers if the products are immediately consumed. However, many people bring donuts to their loved ones as presents and the products may undergo a significant amount of time in transit. The concerns and issues arise when these situations call for a packaging process that will preserve the store-bought quality of the goods.

One very promising innovation in the field of pastry making is the use of a sweetener derived from the stevia plant. This natural sugar substitute has been making some news in the baking industry because of its taste without the undesirable effects of sugar.

One study has found that adding stevia can produce virtually the same quality of muffins with the benefit of increasing the fiber content of the sweets up to 400 percent (Nieburg, 2012). The research has found that putting in the sugar-replacing plant can make the muffin a healthier choice in terms of having fiber in the diet. Products such as these potentially provide the diet with the needed fiber, especially by those who are deficient. The stevia component rebaudioside A has replaced 30% of the supposedly artificial sugar content in the bread, says LWT – Food Science and Technology Journal. When inulin or polydextrose was added as a component to the pastry, the fiber content was boosted without affecting the taste, texture and general quality of the muffins. This was proven by texture, chemical and even color tests. The fiber was necessary to replicate the original quality of regular sugar muffins. This is another evidence that stevia is indeed promising in the field of sugar replacement in the world of baking. Right now, the European Union has approved the use of stevia in products across 31 categories, but these do not include bakery products. In the US however, the category stevia belongs to is GRAS, or Generally Recognized as Safe. This makes the bakers in the US free to use it in their products. This observation also proves another significant difference between Europe and the US: Europe is not hasty in approving the use of certain ingredients, packaging and methods which have not yet been proven safe and beneficial. This could also be an indication of cultural differences, but the most important insight that can be gained from this is that there are people who are as health-conscious as the Europeans, that even a seemingly very harmless ingredient such as stevia is censored in their baking goods.

In the Philippine context, the use of stevia is very promising. There are already products that can function as sugar substitutes being distributed in the local market. Stevia plants are also available in the country, having been imported from the origin and their advantages recognized. Filipinos are naturally inclined to eat sweet food. This is evident in their love for the kakanin, which is a native Filipino rice cake that has countless varieties. Sapin-sapin, bibingka, suman, puto, kutsinta, kalamay, and many more kinds of Filipino rice cakes are beloved by the Filipinos. In fact, there are donut varieties that are based on Filipino snacks. Filipinos who have a sweet tooth are going to love a version of their favorite kakanin in donut form and with little or no artificial sugar. It does not necessitate belonging to a very high class in society in order to possess a health-conscious mindset. With the success of advertisement especially on local television, local consumers are now well-aware of the existence of products that purport to have fitness or health advantages. These products encourage buyers to entertain products that have even the slightest kind of health enhancement, albeit the scanty advantages they really have on one’s health. The point is that if there are two products that are the same in all aspects aside from the health factor, then the one possessing characteristics that seem to benefit the body will most likely be purchased instead of the other. This is true not only of the Filipino community but of the whole buying public as well.

Aside from the assurance that fresh bread is safe, it has an added benefit: moist and soft bread is always pleasant to eat. One report that is related to this quality of bread that is central to this study is by Kacey Culliney (2012). According to the article, tenderness and moistness is possible to retain in bread even without gums such as guar, which is often added to bread to attain these characteristics that are often desirable to consumers. The company that has announced this recent development in the making of bread and tortillas is TIC Gums. They have introduced an alternative to guar gum in their Ticaloid Tortilla blend. Although their scientists have explained that guar gum has been used for some time in maintaining the moisture and crispness of the products, they said that they have managed to reproduce the same results without the traditional additive.

According to TIC Gums, using their alternative product with water will ensure its efficiency in making quality bread with proper texture and moisture content. The target goods that can benefit from their formulation are flatbread and the well-liked tortilla, which not only rely on their taste but on their other characteristics as well. The prices of guar gum have been fluctuating from a measly USD 13 to as high as USD 19 per kg in the international market. These unstable prices are the reasons why many manufacturers are resorting to hydrocolloids in their bread compositions. The use of hydrocolloid in the bread industry is related to the topic of this study in the sense that the qualities one naturally looks for in bread is maintained in this process. Gums and other additives such as hydrocolloids are important in delivering the qualities of donuts that all consumers demand for. This further proves that the study is a significant one and that the focus disclosed in this paper is of utmost importance in many aspects.

Another issue that can be discussed in light of the topic of this study is a process that could be detrimental to the texture and taste of the bread (Daniells, 2012). The said process is the freezing of bread dough that could dehydrate the formulation and thus affect the moisture within the produce. The water often forms ice crystals and separates away from the solid particles of the bread. One recent discovery is that the use of soy proteins can improve bread quality of those that are made from frozen dough. There have already been different ingredients that were tried and experimented on in order to resolve this problem but soy proteins have the greatest potential in its resolution. Soy proteins are promising in this area of improvement because they demonstrate the ability to bind in water. The results of taste tests disclose that using soy proteins in frozen dough make more acceptable bread that were chosen by 70% of the participants. According to the report from Ohio State University, soy-formulated dough was seen to be as suitable to freezing as dough-formulated ones. The addition of soy showed dramatic boosting of physical properties while freezing in the aspect of flexibility, softness and tenderness. They used dough with almost 50 percent soy, including flour and soy milk.

Freezing dough that can be used in making donuts is a practice that cannot be avoided in some situations. This article is helpful in determining the kind of flour that is ideal to use in these circumstances. The storage of ingredients that are important in making bread products is something that manufacturers deal with on a daily basis, and it helps that there are many improvements being done on ingredients and processes for the benefit of those who thrive from this industry. According to the report though, there are not enough explorations into adding other components to soy dough. This means that soy dough is a field that is yet to be improved and experimented on.

This article is also evidence that much research and effort is done in order to achieve best qualities in baked goods such as muffins and donuts. Universities and institutions all take part in creating, testing and reporting on these kinds of necessary developments so that the industry as a whole will improve and benefit.

Research of universities and institutions prove that the central issue in this paper is important to the whole bread industry, and not only in the production of high-quality donuts. The new developments arising in the use of frozen dough is important in supporting this study. There are many resources consumed and much time used in order to achieve the very results this study wishes to expound on.

Taste is one aspect that can contribute to the quality of fresh bread. Although it seems secondary to the quality of bread, it is still indicative of freshness that a product tastes good and is faithful to the flavor it presents to the buying public. For instance, is the mango-flavored donut faithful to the taste of fresh mangoes? Caffeinated products in the bread manufacturing field are a boon to the industry. However, there is one problem: The goods seem too bitter to be consumed palatably. Some consumers might take this as an indication of staleness and lack of freshness. R&D Firm, which is based in Carolina, made a unique and pioneering method in making donuts with caffeine as one of its main flavors. The technology made it possible to make caffeine disintegrate while in the inner parts of the digestive system and not in the mouth (Eyre, 2007). This prevents the problem of producing bread with extremely bitter tastes. The particles of caffeine are coated in oil that has properties of vegetables, and which temporarily prevents the bitter taste from being released in the mouth. Even if the consumer chews the donut, this does not immediately result in the release of the undesirable effect of caffeine in the product. Therefore the small particles of caffeine are still coated and do not interact with the taste buds that detect bitter tastes. The doughnuts made this way are composed of about 50mg of caffeine. The formulator of the caffeinated donuts says that there is no need to worry as the amounts of coffee in the product should not cause any health concerns to the regular consumer. He says that the component is no greater than that contained in a cup of coffee.

According to Robert Bohannon, he gathered the inspiration in formulating the idea while taking breakfast on a particular morning. He thought that some people who do not like drinking hot beverages would still want to get the extra energy gained from drinking a cup of coffee, and adding the component to pastries would mean they still get the boost without the hot drink. Coffee is very popular in the Philippines and is part of the daily routine of people, whatever they engage in throughout the day. Old ones are especially keen in including it in their diet, and they are aware of its benefits and risks. Coffee-flavored donuts that taste good are going to be a hit for the donut-purchasing customers and will likely be sold out in the shelves once they are out. However, if a coffee-flavored donut tastes bad, one will not want to buy it again.

Although this report is indirectly related to the main concern of this paper, it gives massive implications on the role of taste in the perception of bread quality. Taste is important in conveying the freshness of bread, and bad taste is often associated with lack of newness in terms of cooking and production.

An interesting article has disclosed that edible packages will be available by 2013. The ultimate goal of the project is the elimination of plastic containers, says Wikicell, the developer of this type of new technology. A USD 10M investment was established in order to be able to launch the creative products by next year. They seek to develop packages that are designed similar to the covers of natural produce such as fruits and vegetables. According to the report, this technology will soon render plastic containers unnecessary.

This innovation is going to gain much popularity and make waves in the food industry in the coming years. This technology is going to accelerate and maybe even reach the donut market. Although this technology is not yet available, the potential output implies that the food technology realm requires constant improvement especially in terms of product freshness and quality. There is also a demand for more environment-friendly products that do not pose risks to the human health as well.

The bread quality will most likely improve if the packaging is much improved in a sense that there is retention in the basic characteristics that one would normally look for in bread. The aspect of producing healthy alternatives to otherwise plain versions presents much potential in sales and marketability, aside from the obvious beneficial effects it has on the consumer. Changes in the way a product is processed can also improve the time produce is made, and reduce the costs of making them as well.

The related literature reviewed in this section of the study serve as proof of the necessity of delving into the central focus of this paper. The articles have been selected and reviewed according to their relevance to the study at hand.

Related Studies

Related Study:

Influence of package design on the dynamics of multisensory and emotional food experience (Schifferstein, 2011)

Abstract:

In the different phases of interactions between users and their products, there are important sensory stimuli that can elicit various emotions from the consumer. This paper looked at the response of customers at the different stages of using a dehydrated food product. The said parts of consumption are the following: choosing it from an array of other products on the shelf, opening its package, and finally consuming it. The study found that visual properties mattered during the buying process, smell was crucial at the cooking stage, while taste was the most important sensory experience during consumption of the product.

Fascination, surprise, satisfaction and boredom were rated by the consumers, and their responses varied at different stages they were interacting with the product. They rated less on the the area of satisfaction and pleasant surprise at the buying stage, and tended to become less and less as the experiments progressed. Inherent and prior assumptions played a large part in the purchasing stage. The study found that the sensory experience was directly influencing their ratings in their emotional satisfaction or lack of it.

Relevance to the present study: Sensory experience was proven to be very important in the emotional experience of customers. Starting from the selection of which product to choose based on packaging to the actual tasting of the food, senses and emotions were much involved.

There are many applications of the study to the production of donuts. The appeal of the senses is of utmost importance in the production of the right kind of donut customers tend to get attached to. Customers who feel they are pleasantly surprised, fascinated and satisfied are the ones who will really feel a certain attachment to a product and keep going back to buy the products again.

In relation to the present study, a customer will most likely purchase a donut that appeals to his senses, such as a donut that has good bread quality. During the buying stage, a consumer will most likely try to see which ones seem soft and freshly-baked basing on his sense of vision or touch. Then satisfaction will increase as the customer finds out that his suspicions are correct upon opening the donut package and revealing the high-quality bread within. Real attachment will occur once the customer proves that the texture and taste is indeed true to the visual and sensory appeal that was presented prior to eating.
Related Study:

Foreign Body Detection (Sartorius Mechatronics, 2008)

Abstract:

The white paper details how metal detectors and x-ray inspection machines are used to filter foreign bodies in products and maintain quality. The foreign bodies that could potentially harm consumers can be composed of glass, bones, metal, ceramics and plastics. The detection is crucial especially if they are located in critical locations such as in the food items themselves.

Machinery products from Sartorius Mechatronics are described in detail in this technical paper, with description of the impending danger that is being prevented by the machinery, the necessity of the utility for consumer safety, the different machineries that detect foreign bodies, and the nature and cause of the inclusion of the elements to food.

The foreign particles are described, and cases that led to the conviction and penalty to previous food manufacturing institutions are also described in the paper.

This technical study emphasizes the need to avoid the fatal mistake of presenting a customer with a highly-unsafe product.

Relevance to the Present Study:

Quality has safety as its utmost goal. This means that a high-quality is exquisitely safe that it is a pleasure to deal with. The palate and the mind are both in a comfortable state and the consumer is at ease. On the other hand, an unsafe product has zero quality as far as the customer is concerned, no matter how pleasurable it is to one’s senses.

Nothing could trouble a consumer more than a foreign material found in their food. This related study is relevant to the focus of our paper in the sense that it establishes the importance of safety and quality.

A safe donut is considered a good donut. A safe donut that tastes good and has great texture is considered a high-quality donut. Bread is meant to be soft and delicious, not hard and containing a dangerous substance such as metal. Imagine a razor blade found inside a donut. This is a tragic disaster that could harm not only the customer but also the reputation and integrity of a brand.

Related Study:

Consumer Orientations toward Private Labels and National Brands in the Different Product Categories: Exploring young adults’ personal values through Means-End-Chain Analysis (Šeštokaitė, 2010)

Abstract:

The purpose of this study is to present further dimensions to the motivations of consumers in purchasing products. The main methodology that was chosen for this particular study is the Means-end Chain method and its technique of interviewing which employs the process of laddering. Cognitive links are established to relate the results of the interviews to consumers’ values that affect their buying habits. In this study, there are two categories of produce that are selected in order to gain data. The products are divided into food and non-food categories. Orange juice was particularly chosen for the food category and toothpaste was selected for the non-food category. Results on managerial techniques are emphasized after gathering data and conducting the necessary analysis. Profiles of the consumers considered and their motivations are highlighted in terms their selection of stores and manufacturers.

The first part of the study introduces the topic and the motivations behind its creation. The second part is a review of related literature that gives the reader an idea of the theories that are important in the composition of the study. The third part of this study shows the conceptual framework. It gives the readers the theoretical composition that plays a huge role in the development of its methods and gathering of its results. In part four of the study, the approaches and methods used in the study are outlined.

The data is gathered from a group of 60 respondents who were divided into four subgroups. The researchers say that this small number of respondents is one limiting aspect of the study.

Relevance to the present study:

Every product manufacturer’s main concern is how to please customers with the ultimate end to profitability. This related study therefore is highly-concerned with the analysis of what customers want in terms of branding and age bracket. The particular concern of this study is how young adults perceive products which come are either from private or national brands. The researchers have added the non-food dimension in its exploration of consumer behavior, as products are not only restricted to the food category. Actual data gathered from respondents is necessary in order to make conclusive remarks on their behavior based on their answers to questions about their choices on their purchasing perceptions.
Related Study:

Consumer’s perception of food quality and its relation to the choice of food (Lazarova, 2010)

Abstract:

According to the study, food quality is of great importance to people’s lives. There is increasing concern on factors such as nutrition, environment and safety of food products. The study takes a look at the way a customer looks at food and the way they choose which products to buy. The main concern of the study is the definition of study in terms of different theories that try to analyze the nature of quality, especially that of edible produce. The chosen theory is that of the Total Food Quality Theory. Both the tangible and intangible characteristics of food are taken into consideration in the definition of quality food.

Different models on the perception of quality are detailed within the preliminary parts of the study. Models of quality such as Andersen’s, Grunert’s and Heuvel et al’s were used as points of reference prior to the selection of the main theoretical framework utilized in the analysis of data in the study.

Profiles of different types of consumers are given in the section that involves different consumer segments. Uninvolved, careless, rational, adventurous and conservative customers are all discussed in a particular section.

Relevance to the Present Study:

This related study is more closely related to the focus on the quality of donut bread that is central to the present undertaking. The models that are outlined in this study are important in the selection of the theoretical framework that is essential in the analysis of the data gained for this study.

A survey of the different theories on food quality perception was done excellently in this study, and they are all contributive to the present theories that are crucial in formulating analyses for more modern studies. Without the past theoretical frameworks that were instrumental in formulating today’s frameworks, present studies are not feasible.

The present study recognizes that this paper has outlined some important theories that are very relevant in looking at what comprises a high-quality donut with characteristics that can be observed by both sensory receptors and mental analysis. Bread quality of donuts can be subject to customers’ judgment and requirements. Demands for good bread in donuts can be approximated by relevant theories that are applicable to human behavior in response to their particular beliefs and values. The Filipino consumer possesses universal characteristics that are observable in many consumer groups, and they are not exempt from the fact that there are general qualities that a client asks for in service or products.

Related Study:

Efficiency, High Production Rates and Quality. A Contradiction? (Toledo, 2009)

Abstract:

This paper gives details on the use of software to give solutions for proper weighing of ingredients and recipes and their dispensation in order to keep production under control. Processes are also enhanced in order to decrease cost and maintain flexibility. This paper explores the seeming contradiction between efficiency, high production rates and quality. Some people think that in order to attain one, the other needs to be compromised. A fast and reliable process does not need to sacrifice the quality of products as they are manufactured using a fast pace and low cost.

The paper stresses the importance of the development of software in order to meet the need to meet customer demands of efficiency and quality without the unnecessary burden of putting profit in the sidelines. Manufacturers of food are being coerced into having to choose between two very important goals, but they don’t have to do so if only they are equipped with the right tools to achieve both. The advantage of using software in quality and fast output is that there is high accuracy and untiring monitoring of the ingredients and time consumed during production.

Relevance to Present Study:

Whenever there is increase in competition, there is always a need to develop materials that maintain brand dominance in a certain field. Systems of production must rely on faster throughput times and low maintenance of tools. There is constant demand to innovate, produce products with longer shelf lives and variations in packaging. In the effort to meet these increasing demands, the production line must be optimized in order to ensure no debilitating effects are seen during the manufacturing of the food.

For instance, donuts are expected to be fresh, tasty and filling. If ingredients used are too generous on a particular ingredient and it takes too long to make, the donut can be a very popular in-demand product to the customers, but the profit of the company could suffer much because there is no control in the use of ingredients and time. Resources are better managed when there is a system that controls portions and production rates. A standard of quality can still be met without sacrificing profit by properly managing resources.

There is no need to waste precious resources in order to satisfy customers. In fact, a reasonable management and proper use of ingredients and processes ensures timely and efficient delivery to customers who constantly demand for good products such as donuts. This study is highly relevant in that it stresses the importance of high quality that the customers deserve. This quality can be maintained by ensuring profitability, which will them equip the manufacturer to produce better results for the consumer.

Related Study:

High quality assurance at Unilever Mexico: Complete solution from Sartorius perfectly meets all requirements

Abstract:

This is a case study that shows how the standards of Unilever are met by a supplier in their foodstuffs manufacturing line. A worldwide leader in the market of foodstuffs production is based in Mexico. Unilever Mexico continuously raises the bar in standards of quality assurance in making palatable products. The increased standards of Unilever was achieved by Sartorius ProControl together with Combics Food. The program was specifically designed for Windows.

The company that sets standards in the industry was established in the 1980s in their production of Sunlight soap. This product revolutionized the hygiene of people during the Victorian Era. They were originally the Lever Brothers, some of the most innovative minds in history to date. Until now the history of innovative excellence is carried on by the company in establishing quality measures of the highest degree.

In terms of food production, Unilever needs to meet HACCP specifications, present products that have the exact amount of food as stated in the labels, and eliminate any errors in the production. A supplier that can meet these demands is tasked with a difficult assignment of making a production program that can satisfy consumers with very high expectations of product quality.

Relevance to the Study:

There are a few companies that can match the history of quality that is possessed by Unilever. This relevant study is important in realizing that this type of measure in terms of making food such as donuts is attainable and can concretely be sustained using proper measures and practices.

Even without the presence of a highly utilitarian tool such as the one offered by Sartorius, there is still a constant demand to innovate and meet customer demands in the food industry. A close look at the current system of donut production can at the very least ensure that there is proper monitoring being done by the producers on the processes that are being done at the moment.

One example is on the integrity and freshness of the bread that is used as the main component of the donut. If managers, staff, bakers and consumers all contribute to the evaluation and maintenance of the bread quality, then the donuts will consistently move towards higher quality and the processes will continue to gain better efficiency.

Case studies such as these is very relevant to the study at hand in giving a reminder to producers to constantly improve on their processes and production with the betterment of the final result in mind.

Related Study:

Dynamic Fill Level Control at Danone (Sartorius, 2009)

Abstract:

This case study is focused on the fill level control of the yogurt product Activia. Immediately following the product introduction of Activia yogurt from Danone, it has captured the fruit yogurt market in Germany. It achieved the primary position in terms of sales and popularity. There are three shifts for each 24 hours, and there is nonstop production for the whole week. A total of 220 employees are involved in the production of this yogurt. 65 percent of the products are widely distributed in almost all of the grocery stores in Germany.

Fill level control is one of the most crucial parts of the packaging process. This is the part that can potentially waste or conserve a recipe, and therefore optimum control of this phase of the manufacturing of yogurt should be undertaken.

Manual control of fill level was done previously, utilizing human resources to check on the levels after every 20 minutes. This process proved to be tedious and inconsistent, and minor errors such as misplacement of dates and numbers occurred. Furthermore, only random samples were checked at the expense of taking 4 minutes each. This was highly costly and posed some risks to the product quality. The solution was to use a mechanical checkweigher that fits certain specifications in order to function properly for the intended product.

Relevance to the Present Study:

The solution to the problems in production of the yogurt from Danone brought about large savings in time and money. There used to be two workers operating on one line, but it now requires only one person to work efficiently. There is now no need to randomly check products every 20 minutes because the checkweigher already does the job automatically. The adjustments are done by SAP offsite, and maintenance of data is now reduced to a minimum. These recent changes also made compliance to industry standards easier to achieve.

The challenges that were met by the utilization of a machine called a checkweigher has been huge on the improvement of efficiency in the Danone Activia yogurt factory. This implies that a single change in the production line can result in dramatic improvements in the product as a whole.

Donuts are manufactured using technology and human resources. The relationship of this study to the one at hand is simple: When there is a need for a resolution, an addition to the current process can make a significant change in final results. Donuts that are not as fresh as they should be could be improved upon assessment and consequential change even in just one part of the baking or cooking.

Related Study:

How fresh is fresh? Perceptions and experience when buying and consuming (Østli, 2011)

Abstract:

It has been mandated that capture dates be indicated in captured marine produce in Norway. The study aimed to know the extent of willingness of the consumers to purchase fresh produce, how long they are willing to store it, and estimate the shelf life of these products. 419 respondents were involved in the survey and questions were asked in order to assess their willingness to buy and store the products. The study found that fresh produce that were frozen for 3-5 days were still good to buy, and that they would keep it for a day at maximum average before consumption. Although the products were reportedly fresh up to the 7th to 11th day, the customers preferred to purchase them at a far earlier time than their shelf lives would allow. This gives us insight into the high standards that are set by consumers in the realm of freshness and recent production or capture. Immediate consumption after buying indicates that there is less tolerance on storage in the home than in the market, where tools and materials for preservation are believed to be better than that of the house. This study was conducted on evaluations of consumers coming from three major cities in Norway.

Relationship to the Present Study:

More insights on the behavior of consumers towards the quality of food and preference were gained from this related study. In fact, it showed that there are many customers who think that freshness is much more than shelf life. The attitude that was shown is consistent with the perception that the best and most recently-made products deserve the attention of clients and consumers, and this aspect of production should never be underestimated.

This calls for authenticity or genuineness in the creation of pastries like muffins and donuts. Bread that has been on display on the shelf generally loses its value as the store approaches closing. This makes customers realize that the products sold in the particular outlets are indeed safe and are no longer reused on the next day.

A store that really sells the freshest products can be detected by consumers. Customers can be deceived, but only for a limited amount of time. Eventually, dirty tactics will be found out and customers are going to leave if they find out they are not being given authentic fresh goods.
Donut manufacturers are challenged to meet demands of consumers, but only the genuine tactics that do not sacrifice profitability give the most promising potential in gaining and retaining consumers in the donut production industry. Fresh bread that has great flavor, texture and moisture cannot be artificially manipulated. These qualities can only be attained by real processes that produce real satisfying results.

Conceptual Framework

Heuvel at al.’s Model is the chosen theory that is to be applied on the present study. The need to measure customers’ perception on the quality of bread prompts this study to use a theoretical framework that will rely on the response of the consumers to their interactions with the product.

Since the characteristics of bread are the main considerations in this study, knowing how customers perceive freshness of bread in general is the main concern of data gathering. There are no absolute ways of measuring satisfaction or pleasant experience, but responses to sensory perceptions can be assessed to some degree.

Using this theoretical model in constructing a methodology for the study meets the need for a process that can account for knowing how to read consumers’ minds and find out if they indeed consider the quality of bread as of ultimate necessity in their choice of donuts. This can separate the motivation in purchasing due to bread quality from other reasons in buying such as good color, more aggressive advertising or price.

Heuvel et al.’s Framework has proven to be the proper theory to be taken in approaching the questions and delimitations of this study.

Research Paradigm

The research at hand seeks to find the relationship or non-relationship of bread quality to consumers’ emotive responses to stimuli gained from their experience with the product. The following stimuli are considered to be experienced by consumers prior to rating their emotional experience with the donut bread:

Hypothesis

The hypothetical assumption that this study takes is that there is significant relationship between what the consumer perceives is fresh bread in the donut and his satisfaction in consumption and purchase of the product.

The stimuli elicit responses that are indicative of their emotional experience with the quality of bread used in the donuts.

Tactile: softness on the touch, texture in the mouth during consumption Visual: presentation of donut (design, color, packaging) Olfactory: smell of store ambiance, smell of the donut itself

The following are the emotional expressions elicited by the above sensory stimuli:

Satisfaction Regret

Definition of Terms

• Tactile – pertaining to the sense of touch

• Visual – pertaining to the sense of sight

• Olfactory – pertaining to the sense of smell

• Satisfaction – the degree of pleasure in an experience

• Regret – the degree of disappointment in an experience

• Hypothesis – an assumption based on factual evidence

• Research – a thorough search for knowledge

• Paradigm – certain perspective on a particular subject

• Study – a scholarly undertaking on a particular topic

• Theory – a set of assumptions based on observation

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Correlation

Tactile Stimuli

Visual stimuli

Olfactory stimuli

Satisfaction

Regret

Cited: Daniells, S. (2012 9 12). Could soy protein boost frozen dough quality? Retrieved from bakeryandsnacks.com: http://www.bakeryandsnacks.com/Formulation/Could-soy-protein-boost-frozen-dough-quality. Eyre, C. (2007). New technology for caffeinated doughnuts. Retrieved from foodproductiondaily.com: http://www.foodproductiondaily.com/Processing/New-technology-for-caffeinated-doughnuts Glaberson, H Grunert, K. G. Market orientation in food and agriculture. In R. Lazarova (2010), Consumer 's conception of food quality and its relation to the source of food. Aarhus Universitet. Heller, L. (2005) New cheaper enzyme could double shelf life. http://www.foodproductiondaily.com/Quality-Safety/New-cheaper-enzyme-could-double-shelf-life Incles, Matt Lazarova, R. (2010, July). Consumer 's conception of food quality and its relation to the source of food. Aarhus Universitet. Sartorius Mechatronics C&D GmbH & Co. KG. (2008 7). Dynamic Fill Level Control at Danone. Retrieved from sartorius-mechatronics.com Schifferstein, H Šeštokaitė, Agnė. (2010 9). Consumer Orientations Toward Private Labels and National Brands in the Different Product Categories: Exploring young adults’ personal values through Means-End-Chain Analysis. University of Aarhus. Shapiro, B. (1970). The effect of price on consumer behavior. Lazarova, R. (2010). Consumer 's conception of food quality and its relation to the source of food. Aarhus Universitet. Steenkamp, E. (2010). Conceptual model of the quality perception process. In R. Lazarova, Journal of business research. Consumer 's conception of food quality and its relation to the source of food. Aarhus Universitet. Whitworth, Joe. (2012). Food safety ultimately the producers responsibility. Retrieved from foodproductiondaily.com: http://www.foodproductiondaily.com/Quality-Safety/Food-safety-ultimately-the-producers-responsibility-says-professor Willmer, Karen