Essay: COMPARISON OF RAHAT & TEHZEEB (Bakers)

ABSTRACT
The purpose of this study was to compare the strengths, weaknesses and customers’ loyalty and satisfaction of Tehzeeb and Rahat. Furthermore, we also wanted to observe that what problems have been faced by both the companies as well as the customers once they changed their names. Another aim of this research was to identify the reasons behind the separation of the bakeries. Our research was a qualitative research in which we have done non probability sampling and we used convenience sampling technique. Population was the customers of Tehzeeb and Rahat in Rawalpindi and sample size was 60. Data was collected through questionnaires and analyzed through Miles & Huberman’s method. Overall if we look at the findings of the research then we come to know that most of the answers of research questions gives us a clear idea of the fact that the division actually effects the customer base. Improvement can be done by the management of the Rahat by giving expected services to its current customers. Rahat and Tehzeeb should make some sitting arrangements for the customers who visits them.
CHAPTER-1
INTRODUCTION
PROBLEM STATEMENT
COMPARISON OF STRENGTHS, WEAKNESSES AND CUSTOMERS LOYALTY & SATISFACTION OF TEHZEEB & RAHAT
TEHZEEB BAKERS:
It’s been 75 years of Tehzeeb Bakers in the business of Bakery. Its origin is the famous historic place Shimla which was considered as the summer capital of sub-continent. Their chain starts with Chaudhry Hakeem Uddin Noon, who started baking at Roti Godown in Shimla. Chaudhry Hakeem Uddin Noon opened the most popular bakery of the region by the name of “Shimla Bakery” which made him the symbol of quality and hospitality. After partition it became the most popular household brand of Rawalpindi cantonment. With the next generation in business, the heritage of Shimla was conferred upon Rahat Bakery which was run by the sons of Chaudhry Hakeem Uddin. They are following their promise of uncompromising quality and unparalleled standards through ages. They become synonym of quality and standard in bakery and baked food products.
In north and south of Pakistan, its fame was spreading as fragrance. Because of the success of Rawalpindi branch, they opened another branch in blue area, Islamabad.
With the tradition of this running business, their third generation also came up with this bakery business. They now proudly represent their bakery business as Tehzeeb Bakers by gradually evolving and transforming into better quality and improved standards. They are successful in running their inherent business and are able to maintain their culture and heritage.
Tehzeeb is successful because it is determined to fulfill the deepest needs and values of their customers with its quality food. They consider it as their journey that will drive them towards their destination. It has been in the tradition of Tehzeeb for the past 75 years to stand as an exemplary bakery in Pakistan. Their building plans and equipment are all certified for achieve this purpose.
RAHAT BAKERS:
It’s been a half century of Rahat Bakers in the bakery business. Rahat bakers have been able to give good quality, better taste of baked food items in Lahore that people can eat and enjoy without the fear of germs or bad health effects. Its founders were Chaudhary Ghulam Nabi & Chaudhary Rehmatullah who had greatly missed quality and hygienic baked products on the market, so they decided to start his own bakery business. The first outlet was established in 1950. Initially, Mr. Nabi was able to strengthen his baking business with the support and good will of his brothers Chaudhary Rehmatullah, Chaudhry Amirud Din (late), Chaudhary Muhammad Idrees and Chaudhary Kamal-ud-Din. They were resolved to make most of themselves. This successful chain business was only possible through the combines efforts and team work of these brothers and they were able to run such an amazing business.
FROM RAHAT TO TEHZEEB
SEPARATION
FROM RAHAT TO TEHZEEB:
The branches of Rahat bakers, owned by Khalil Noon in Islamabad and Rawalpindi, had changed their names from Rahat to Tehzeeb bakers. This bakery was established by noon family before the partition. It was known as Shimla Bakery at that time. In 60’s it was renamed as Rahat Bakers. As it was a family business, it was owned by several family members coming one after another, it leads to some unconnected operations of the bakery and it leads to separation. The customers were complaining about the confusion and inconsistencies of the operations. It leads to the need of distinguishing them, resulting in changing the name of both bakeries.. According to Zahid Khan, Creative Consultant, Orange Advertising (the creative and media agency for Tehzeeb Bakers), “It was a difficult decision as it meant giving up the decades long brand equity associated with the name Rahat, but we felt it was necessary.” TV advertisements have been used to communicate this decision to the customers.
UNHYGIENIC SERVICES
SEALED BRANCHES
 Tehzeeb Bakers is very famous by its name in Islamabad & Rawalpindi. It was formerly known as Rahat Bakers.
 In G-9 Markaz Islamabad, different stores had been inspected by Assistant Commissioner Islamabad. In this inspection, food inspector found many worst conditions and unhygienic activities and on that reason, Food Inspector arrested Tehzeeb Branch Manager.
 Tehzeeb bakery in commercial market and Rahat bakers in Chaklala scheme III have been sealed.
 According to a CDGR official, the outlets have been sealed for an indefinite period. He added that the outlets are required to submit an affidavit committing to comply with health and sanitation regulations.
 “After receiving these affidavits, the locations will be monitored for a week, and the decision to reopen them will be taken accordingly,”
 Some of the outlets were sealed due to substandard conditions at their kitchens and storage spaces while others were sealed and fined due to poor hygiene of workforce.
CHAPTER-2
RESEARCH QUESTIONS & OBJECTIVES
RESEARCH OBJECTIVES
 To study promotional strategies of Rahat and Tehzeeb bakers.
 To study customer targeting strategies of Rahat and Tehzeeb bakers.
 To identify the problems faced by customers after changing their names.
 To identify the problems faced by both companies after changing their names.
RESEARCH QUESTIONS
 Does separation affect customer loyalty?
 What is the impact of promotional strategies on sales?
 What is the impact of unhygienic activities on goodwill of both bakeries?
CHAPTER-3
METHODOLOGY
METHODOLOGY
RESEARCH DESIGN:
There are various research techniques for carrying out various researches for any proposed problem .However; we had used exploratory research methodology. Basically in our research, we had done comparison among both bakeries.
DATA COLLECTION:
In order to collect data we had used
RESEARCH INSTRUMENT:
Questionnaires which were based on dichotomous scale i.e. containing two options for each question.
POPULATION:
Our population was the customers of Rahat and Tehzeeb (Rawalpindi).
SAMPLING & SAMPLE SIZE:
We had selected a sample of size 60 based on convenience sampling.
CHAPTER-4
DATA ANALYSIS
QUALITATIVE DATA ANALYSIS
Miles and Huberman
For Qualitative data analysis, Miles and Huberman had devised a method in 1994 by the name of Content Analysis. It consists if following three steps:
1. Data reduction. It refers to the process of reducing and organizing a very large amount of data that has been obtained and collected. It involves coding, writing summaries, discarding irrelevant data and so on.
The first step is to try and discard all irrelevant information, but do ensure that it can be accessed later if required, as unexpected findings may require you to re-examine the data which was previously considered unnecessary.
2. Data display. In this step, the organized and reduced data is displayed in the form of graphs, tables, pie charts, bar charts etc.
3. Conclusion drawing/verification. Finally, the organized and displayed data is used to draw out conclusions. These initial conclusions can then be verified. Their validity is examined by comparing them to the existing field notes or further data collection.
STEP-1
DATA REDUCTION
No Questions Yes No
1 Is there a difference between taste and quality of TEHZEEB and RAHAT? 40% 60%
2 Is separation effects your loyalty for TEHZEEB and RAHAT?
34% 66%
3 Is there any variation / variety in the bakery items they offers?
24% 76%
4 Is TEHZEEB is providing better services than RAHAT? 52% 48%
5 Is there any difference in their promotional strategies of TEHZEEB and RAHAT? 52% 48%
6 If TEHZEEB baker opened near your house would you go? 45% 55%
7 Is price important for you? 32% 68%
8 Is packing important for you? 22% 78%
9 Will you suggest your friends, colleagues, relatives TEHZEEB over RAHAT? 55% 45%
10 Will increase in prices of TEHZEEB bakery products compel you to switch towards RAHAT?
26% 74%
11 Does the step of health authorities and sealed branches effect your loyalty towards TEHZEEB or RAHAT? 75% 25%
STEP-2
GRAPHICAL REPRESENTATION OF ANALYSIS
Q1. Is there a difference between taste and quality of TEHZEEB and RAHAT?
In this question, we had asked about the taste and quality differences among Tehzeeb and Rahat. According to the responses, 40% said that there is a difference and 60% said that there is no difference among them.
Q2. Is separation effects your loyalty for TEHZEEB and RAHAT?
In this question, we had asked about the effect of separation on the loyalty of customers. People were very much loyal towards Rahat before separation and the responses had shown that the loyalty is not much affected by the separation.
Q3. Is there any variation / variety in the bakery items they offers?
24% said that there exist some differences among the variety in bakery products and 76% said that there is no difference. It shows that both the bakeries are somehow able to run their business with same products.
Q4. Is TEHZEEB is providing better services than RAHAT?
According to this question, 52% said that Tehzeeb is providing better services than Rahat and 48% said no. It means that the performance of Tehzeeb is better that’s why it is able to generate more customers.
Q5. Is there any difference in their promotional strategies of TEHZEEB and RAHAT?
52% said that there is a difference among the promotional strategies of Tehzeeb and Rahat and 48% said there is no difference. It shows that there is no major contribution of promotional strategies in case of these bakeries.
Q6. If TEHZEEB baker opened near your house would you go?
According to this response, 45% people said that they would go to Tehzeeb bakers if opened near their house and 55% said no. It shows, somehow, their loyalty for each and every branch of these bakeries.
Q7. Is price important for you?
According to this response, people are not much price conscious and only 32% will be affected by any change in pricing policy. The rest of them do not care.
Q8. Is packing important for you?
According to this response, packing is also not important for people. Only 22% are packing conscious and the rest are not affected.
Q9. Will you suggest your friends, colleagues, relatives TEHZEEB over RAHAT?
This response shows that 55% people will encourage others for Tehzeeb over Rahat bakers because of good quality and their loyalty with Tehzeeb bakers.
Q10. Will increase in prices of TEHZEEB bakery products compel you to switch towards RAHAT?
As we have already concluded that people are not affected by Price and hence 26% have said that they can switch to Rahat if Tehzeeb bakery items become expensive and the rest 74% will not be affected.
Q11. Does the step of health authorities and sealed branches effect your loyalty towards TEHZEEB or RAHAT?
The recent step of health authorities have somehow changed the mind of customers of Rahat and Tehzeeb. They are now becoming more conscious about the quality and cleanliness of bakery items. 75% have said that the loyalty for these bakeries is now at a risk.
STEP-3
DISCUSSION
DISCUSSION
 We conducted the research and result of our research clearly represented that Tehzeeb is not much affected by the separation rather Rahat has been affected a lot.
 People are more loyal towards Tehzeeb because of its good quality, customer service and performance.
 Customer feedback for Tehzeeb was more positive as compared to Rahat.
 The improvement measures are such that Rahat should improve not only its service quality in general but should also introduce some of the new promotional techniques along with that they should come up with new schemes which will enhance their customer base.
 It will not only retain their existing customers but new customers will also be attracted towards Rahat.
 Tehzeeb can easily attract and retain its customers because of its good promotional tactics and people are more satisfied with the performance of Tehzeeb than Rahat.
 The inspection step of health authority has affected the loyalty of customers but yet no significant decrease in the customers has been noticed.
CHAPTER-5
CONCLUSION
CONCLUSION
 The aim of this research was to assess the customer satisfaction, customer loyalty, and customer service quality in B2C bakery business.
 Although it was also observed that price do affect customers but not on the massive scale.
 The research findings we concluded that Tehzeeb was least affected by the split so Rahat should retain existing customers it will also help them to acquire new customers.
 Another result was a positive feedback for Tehzeeb than Rahat because of its good quality and services.
CHAPTER-8
QUESTIONNAIRE
We are the students of Mohammad Ali Jinnah University conducting a survey on Comparison of strengths, weaknesses and customers’ satisfaction and loyalty of TEHZEEB and RAHAT, as per requirement of Final Research Project .This information is helpful for our research paper and for academic purpose only. Give your participation in this survey to give us information. Your survey response will be coded, remain strictly confidential. Every question has two options, select any one.
Please Answer the Following questions
Gender:
I) Male II) Female
18—-24 25—-31 32—-38 39—-45
Age:
Profession/ field:
I) Student II) Job holder
Qualification:
I) Bachelor II) Master
1 Is there a difference between taste and quality of TEHZEEB and RAHAT? Yes No
2 Is separation effects your loyalty for TEHZEEB and RAHAT?
Yes No
3 Is there any variation / variety in the bakery items they offer?
Yes No
4 Is TEHZEEB providing better services than RAHAT? Yes No
5 Is there any difference in the promotional strategies of TEHZEEB and RAHAT? Yes No
6 If TEHZEEB bakers opened near your house would you go? Yes No
7 Is price important for you? Yes No
8 Is packing important for you?
Yes No
9 Will you suggest your friends, colleagues, relatives TEHZEEB over RAHAT? Yes No
10 Will increase in prices of TEHZEEB bakery products compel you to switch towards RAHAT?
Yes No
11 Does the step of health authorities and sealed branches effect your loyalty towards TEHZEEB or RAHAT? Yes No
12. Whose branches (TEHZEEB or RAHAT) are at better place?
______________________________________________________________________________
13. Do you have any recommendation for TEHZEEB and RAHAT?
TEHZEEB
____________________________________________________________________________________________________________________________________
RAHAT
____________________________________________________________________________________________________________________________________
14. What are the strengths and weaknesses of both in your opinion?
TEHZEEB
____________________________________________________________________________________________________________________________________
RAHAT
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THANKYOU