The diagnosis of celiac disease is on the rise, as are the number of consumers choosing a gluten-free diet. Despite these trends, the baking industry as of 2012 has not addressed the need for a gluten-free yeast-raised doughnut. The purpose of this quantitative, quasi-experimental study was to examine the possibility of producing gluten-free yeast-raised doughnuts commercially that satisfy consumer demands. The study had 1 independent variable which was the type of flour used: traditional wheat or gluten-free. The dependent variable was the participants' expectations. The theoretical framework for the study was expectation-confirmation theory, which posited a relationship between expectations, perceived performance, and consumer satisfaction. The research questions guiding the study sought to identify if there was a significant difference in participants' perceptions between doughnuts made with gluten-free flour and traditional doughnuts; the research also tested the feasibility of the commercial viability of the formula. Two convenience samples of 100 individuals in Bismarck, North Dakota, were surveyed. A 1-way ANOVA showed a significant difference between participants' expectations of gluten-free doughnuts and traditional doughnuts, with scores on the gluten-free doughnuts showing significantly lower scores on taste, texture, and appearance. These findings suggest that the gluten-free doughnut did not meet participants' expectations; however, other results suggested that a gluten-free doughnut may be commercially feasible. Further research should be conducted to find a viable formula to meet this market demand. The results of the study may inform the production of new food options for those who suffer from celiac disease, options that are satisfying to consumers and commercially viable for bakers as they meet this demand.
展开▼
