COMPARATIVE ANALYSIS OF PRODUCT QUALITY DUNKIN DONUTS AND J.CO DONUT & COFFEE THAT CONSUMERS PERCEIVE

Abstract

This study aims to conduct a comparative analysis of product quality between Dunkin' Donuts and J.Co Donut & Coffee, focusing on consumer perceptions. Product quality is a key factor in the competition of the snack food industry, especially in donut products which are the main attraction of both brands. Using survey research method and statistical data analysis, we collected data from a number of respondents who are loyal consumers of both donut brands.
The results show that there are significant differences in consumer perceptions of product quality between Dunkin' Donuts and J.Co Donut & Coffee. In the dimensions of taste, variety, softness, and visual appearance, J.Co Donut & Coffee was rated superior by most respondents. Innovative donut flavor, variety, soft texture, and aesthetic presentation are the main factors that support positive perceptions of J.Co Donut & Coffee's product quality.
On the other hand, Dunkin' Donuts still maintains an advantage in the price aspect, with most respondents stating that the price of Dunkin' Donuts products is more affordable. This shows that, despite differences in product quality, price is still an important consideration for some consumers. Sentiment analysis of consumer comments also indicates that J.Co Donut & Coffee is more often identified with positive words such as "innovative," "classy," and "unique," while Dunkin' Donuts is often associated with attributes such as "affordable" and "traditional."
Method. This article discusses a comparative analysis of product quality between two leading brands in the café and pastry industry, namely Dunkin' Donuts and J.CO Donut & Coffee, from a consumer perception perspective. This study aims to understand consumer preferences regarding their product quality and identify factors that influence consumer perceptions.The research method involved a survey of respondents who are active consumers of both brands. The data collected was analyzed using a statistical approach to identify significant differences in consumer perceptions of product quality aspects, such as taste, texture, and menu variety.
Data Analysis. A comparative study of product quality between Dunkin' Donuts and J.CO Donut & Coffee explored consumer perceptions of the two brands. The analysis showed significant differences in the aspects of taste, texture, and product variety. Dunkin' Donuts was rated highly in the classic flavor and consistency categories, while J.CO stood out with its unique and diverse flavor innovations. In addition, aspects of customer service and experience are also important factors in determining consumer preferences.While Dunkin' Donuts can be considered more traditional and reliable, J.CO managed to create a special appeal with an emphasis on more exclusive flavor creations. In this study, consumer satisfaction appears to be influenced by individual preferences for authenticity and innovation in donut and coffee products. The findings can provide valuable insights for both brands in optimizing marketing strategies and product development to increase competitiveness in an increasingly competitive market.
Results. This study provide an in-depth insight into consumer preferences regarding the product quality of these two leading donut brands. The implication is that marketing and product development strategies need to be tailored to the advantages of each brand to meet consumer expectations. This research provides a foundation for companies to continuously improve product quality and optimize marketing strategies to maintain or increase their market share.