Advisers

Riva R. Manalo

Discipline

Marketing

Abstract

The study investigates the relationship between brand awareness and consumer satisfaction within the context of COCOPAN, a Filipino bakery chain established in 2022. Operating in the highly competitive market of Novaliches, Quezon City, Cocopan positions itself as a modern community bakery that offers affordable, high-quality bread and coffee near transportation hubs. The researchers sought to understand how the brand’s identity, meaning, and response translate into customer loyalty. The primary problem addressed by the study is the challenge of maintaining brand visibility and consistent satisfaction levels amidst a saturated market. Utilizing a descriptive-correlational research design, the study assessed 92 purposively selected customers during the 2025-2026 academic year using a structured survey questionnaire. The research aimed to identify key determinants of consumer satisfaction and evaluate the relationship between brand recognition and customer experience. Findings indicate that COCOPAN maintains a favorable level of brand awareness composite weighted mean = 3.00, driven primarily by strong trust in product quality and freshness. Respondents showed high agreement with the brand’s visual identity and the effectiveness of its slogan “Comfort Around the Corner”. In terms of satisfaction, customers reported being very satisfied with product freshness, pricing, and staff service. Statistical analysis using the Pearson’s r correlation revealed a high positive and significant relationship r = 0.74, p = 0.0001 between brand awareness and consumer satisfaction, indicating that greater brand familiarity is associated with higher satisfaction levels. Despite these strengths, the study identified significant operational challenges, including limited store visibility from main roads, hygiene concerns, and inconsistent product quality. To address this issue, the study proposes an Action Plan that includes installing pole signage to boost visibility and establishing a loyalty program to reward repeat customers. Ultimately, these findings provide actionable insights for COCOPAN to refine its marketing strategies and enhance its competitive position in the local market.

Keywords

customer experience, marketing strategies, brand recognition, brand awareness, consumer satisfaction, philippine bakery market