Chris's FYP

9.  Research Development

9.1 Market Place Research
I visited most of the RT Pastry branches around the Kuala Lumpur. The branches I have visited where at : Taman Danau Desa, Klang Valley, namely, Subang Jaya, Bandar Puchong Jaya and Bandar Baru Klang and their central kitchen which is located at Serdang.

9.2 Market Observation
Part of my observation to RT Pastry throughout weekdays I realized that;

Outlet	Peek Time
RT Pastry in Bandar Baru Klang	11am - 3pm
RT Pastry in Puchong	10am – 4pm
RT Pastry in Subang	11am-3pm ( told by the staff )
RT Pastry in Taman Denau Desa	11am-3am  ( told by the staff )

There are more peoples purchase RT Pastry in Puchong because of the IOI Boulevard is the center point of all the office worker gather around and most of them buy it as tea time food.

9.3 Online Survey
The Online survey was conducted from 15th November 2011 to 20th of November 2011, with a total of 124 participants. The objective of the survey is to investigate on the consumer behavior in the baked good & bakery industry & their perception.

The result of the survey shows that 60% have heard about RT Pastry House and 72% said that they have recommended RT Pastry House to their friend through “ word of mouth “ and 49% show that RT Pastry need a better advertising strategy.


9.3.1 Survey Results

Question 1 : What is your gender?
Female – 60% (75)
Male – 40% (49)

Question 2 : What is your age?
15-20 – 22% (27)
21-25- 72% (89)
26-30- 6% (7)
30 and above – 1% (1)

Question 3 : What is your occupation?
Student- 74% (92)
Office Worker- 16% (20)
Homaker- 2% (2)
Other- 8% (10)

Question 4 : What is your monthly income/salary?
RM0-Rm800- 61% (76)
RM800-RM1500- 13% (16)
RM1500-RM2500- 20% (25)
RM2500 and above- 6% (7)

Question 5 : What is your race?
Chinese- 98% (121)
Malay- 0% (0)
Indian- 2% (2)
Other- 0% (0)

Question 6 : Do you like bakery products?
Yes- 89% (110)
No- 11% (14)

Question 7 : How often do you eat bakery goods?
Everyday- 10% (12)
2-4 times a week- 37% (46)
Once a Week- 23% (29)
Twice a month- 15% (19)
Once a month or less- 15% (18)

Question 8 : What kind of baked goods you love the most?
Cake- 73% (91)
Sandwiches- 52% (65)
Tart- 52% (65)
Cookies- 44% (55)
Donuts- 38% (47)
Muffin- 38% (47)
Bread/baguette- 64% (79)

Question 9 : What occasions do you usually buy ( family-sized cakes)
Family Gathering- 5% (6)
Special celebration ( e.g Birthday, Wedding and etc)- 77% (96)
As a dessert- 15% (18)
As a gift- 3% (4)
Other- 0% (0)

Question 10 : What is your criterion while choose a cake or dessert?
Brand- 5% (6)
Price- 4% (5)
Taste- 73% (90)
Design of the Product- 10% (13)
Not particular- 8% (10)

Question 11 : Which bakery shop are you familiar with?
RT Pastry House- 48% (60)
The Loaf Bakery & Bistro- 3% (4)
Lavender Bakery- 24% (30)
Baker’s Cottage- 18% (22)
Other- 6% (8)

Question 12 : How likely would you try a bakery product which is brand new to market?
Sure, Why not?- 43% (53)
If there are some one recommend- 56% (69)
Not Really- 2% (2)

Question 13 : What will attract you to buy bakery good in a bakery shop?
Well-designed logo- 5% (6)
Appearance- 23% (28)
Smell- 19% (23)
Clean and clear in shop environment- 26% (32)
Unique products- 28% (35)

Question 14 : Are you familiar with RT Pastry House?
Yes- 61% (76)
No- 39% (48)

Question 15 : How did you know about RT Pastry House?
Friend/Family- 73% (90)
Magazine, Newspaper- 2% (2)
Social Network, Internet- 10% (13)
Other- 15% (19)

Question 16 : Have you recommended RT Pastry House to your family or friends?
Yes- 58% (72)
No- 42% (52)

Question 17 : What are your expectations/ suggestions on RT Pastry House?
Advertisement and Promotion- 40% (49)
A better environment- 6% (8)
More flavor- 16% (20)
More Outlets- 26% (32)
Packaging- 2% (2)
Other- 10% (13)

9.3.2 Survey Conclusion
From the survey we can see a high demand over baker goods in general, but people usually put in consideration on unique product since RT pastry is the newly concept of Japanese and Taiwan style. In addition there is a recognition of RT Pastry yet the brand image is not sharp since as most of them think that the advertising/promotional strategies is not strong enough, which means RT Pastry should put in consideration a better advertising channels since the brand fundamentals are there.

9.4 Interviews
Conduction interviews were the most difficult step. I have interviewed with Mr.Wang, General Manager from RT Pastry House’s via email. He said they are busy on renovation since the New Year is coming soon and busy on some event, so they have no time to arrange appointment with me. He has replied some of my question through the email and some of the question he asks me to gets it from their website which is www.rtpastry.com .At least at the end, I get some important information.