A Comparative Analysis between Goldilocks and Red Ribbon towards Consumer’s Perception along Susano Road, Novaliches, Quezon City

Vol.3, No.1B

Abstract

The concept of consumer perception in marketing refers to a customer's overall opinion about a business, brand, and its offerings. This perception can be positive or negative, depending on how the customer interacts with and experiences the products and services offered by the company. A study was conducted to determine and describe the consumer perception of Goldilocks and Red Ribbon concerning economic, personal, psychological, social, and cultural factors and the services offered. This study aimed to assist both companies in creating strategies to improve their business performance and services.

The study used a quantitative research method, with 31 females (62%) and 19 males (38%) respondents chosen through a purposive sampling technique. A survey questionnaire was used as the instrument for the study, and statistical tools such as frequency and percentage, weighted mean, and paired t-test were utilized to analyze the data. The findings revealed that most regular customers were females aged 15-25 who visited both bakeshops once a month.

The regular customers of Goldilocks and Red Ribbon strongly agreed on all variables associated with consumer perception, including economic, personal, psychological, social, and cultural factors, as well as services offered regarding employees' attitudes, delivery, convenience, and overall satisfaction. The study also revealed no significant difference between Goldilocks and Red Ribbon regarding consumer perception across the variables mentioned earlier.

The researchers suggest that consistent high-quality products and services catering to various factors can influence customer behavior and encourage patronage.Additionally, both bakeshops should ensure that their employees are well-trained and educated about the business's rules and regulations, improve their delivery services, offer digital payment options, and maintain and enhance the quality of their services to meet customer expectations. Finally, the proposed action plan by the researchers should be implemented by Goldilocks and Red Ribbon to improve their business performance and enhance their services.