ABSTRACT
This study is about Product quality and customer satisfaction using UNIBEN bread as a case. It investigated the factors influencing the perceived quality of Uniben bread from the perspective of student consumers and assessed the impact of perceived quality on overall consumer satisfaction and demand. The research employed a mixed-methods approach, utilizing quantitative data from a survey of 120 student respondents and qualitative data through thematic analysis. The quantitative findings revealed that freshness, taste, and texture were critical factors influencing consumer satisfaction with Uniben bread. Freshness emerged as a paramount concern, with 90% of respondents considering it "very important" or "important" in determining their satisfaction. However, only 20% expressed satisfaction with Uniben bread's freshness compared to other options. Regarding taste and texture, 60% considered taste "very important," and 30% cited texture as the most important aspect, yet dissatisfaction levels were high for both factors. The qualitative thematic analysis identified four main themes: freshness concerns, availability of alternatives, texture concerns, and taste dissatisfaction. Respondents frequently cited instances of stale or dry bread, leading to doubts about freshness and quality. The presence of alternative bread options with different flavors, ingredients, and perceived quality contributed to a decline in demand for Uniben bread. Complaints about the bread's texture and overall flavor were also prevalent. The study found a significant association between citing quality issues as a reason for the decline in demand and perceiving a decline in demand for Uniben bread among students (χ² = 28.07, p < 0.05). Additionally, awareness and perceptions of industry standards for bread quality were mixed among respondents. The findings highlight the importance of addressing quality concerns, particularly regarding freshness, taste, and texture, to enhance consumer satisfaction and revive demand for Uniben bread among student consumers. Recommendations include implementing strategies for freshness enhancement, taste and texture improvements, product variety and innovation, marketing and awareness campaigns, consumer engagement, operational efficiency, and potential collaborations or partnerships. Keywords: Uniben bread, perceived quality, consumer satisfaction, demand, freshness, taste, texture, student consumers, thematic analysis
