54 Consumers Preferences in Choosing Fast Food Store in Selected
SM Malls in Metro Manila: An Analysis
CHAPTER 1PROBLEM AND ITS BACKGROUNDIntroductionBeing independent
in life by most of the people and along with competing the time it
has resulted in patronizing fast food stores. There are reasons why
they prefer to go at fast food stores such as convenience, fast
foods taste, socialization with other people, entertainment, and
inexpensive offerings of fast food stores. Some people have
replaced their meals with quick meals. Consumers attitude,
lifestyle, and eating behaviour have changed because of their
sedulous lifestyle.Fast food is any type of food that can be
acquired quickly and cheaply, usually when people are on the go or
need something to eat quickly. It requires only a little
preparation before being served. It refers to the food sold in fast
food stores with preheated or precooked ingredients.Fast food
stores sell preheated or precooked ingredients and served to
customers in packaged form for take-out or take-away. These are
typically part of a franchise operation, which provisions
standardized ingredients and partially prepared foods and supplies
to each restaurant or store through controlled supply
channels.Consumer preferences are described as the choices of
people when selecting a product or service. It also explains how a
consumer ranks a collection of goods or services or prefers one
collection over another. It assumes that consumers rank goods or
services by the amount of satisfaction, or utility afforded.
Analyzing consumer preferences help businesses target their
products towards specific consumer groups, develop new products,
and become more successful than others. Such consumer preferences
in fast food stores that they consider are the quality of food,
variety of food, price of food, convenience of location, atmosphere
or ambience, and service quality. The study of consumer preferences
employs assumptions about consumers behaviour and how they decide
preferences.Background of the Study Nowadays, people tend to buy
their meals for their breakfast, lunch, snack and even dinner at
fast food stores because it serves packaged form meals. The
researchers come up with this study due to their earnest desire to
evaluate the preferences of consumers on fast food stores.The
researchers conducted their study on selected SM Malls in Metro
Manila as their geographical location. SM Malls are well known for
having different stores including fast food store, restaurants, and
other food establishments. Moreover, the researchers believed that
this study would predetermine the factors that could be improved
for satisfaction of the customers. Some could improve in terms of
services, food preparation, and ambiance of their businesses.The
researchers believed that this study would determine the most
preferred factor that prompts the consumers in choosing fast food
store. The researcher would also show how often customers
patronized to eat in a fast food store by knowing their fast food
consumption. Through the consumer-respondents answer, the
researchers would rank the factors and type of fast food to
determine the most preferred fast food and factors that influenced
them to choose a fast food store that they were going to
eat.Theoretical FrameworkAccording to Kotler (1997), Schiffman and
Kanuk (1997), and Solomon (1996), the consumer passes through five
stages: problem recognition, information search, evaluation and
selection of alternatives, decision implementation, and
post-purchase evaluation.According to McKinsey, one of the biggest
players in the marketing consultancy world, and they also believe
that the traditional purchase funnel could do with a few tweaks,
awareness, familiarity, consideration, purchase and loyalty.Engel
et al (1995) has developed a model to explain consumer behaviour
and highlighted five stages of the decision making process:
Consumer Purchase Model by Engel et al. 1995
The model views the purchases as a process that goes through
several steps which problem recognition, search, evaluation
ofalternatives, purchase, and outcome. Consumer decision making
process starts with recognition of the problem, which lead to a
search for ways of solving the problem. The next step is evaluating
and compares each alternative that we had to get the possible
solutions that suitable with the problem. This will lead to a
decision to buy one of them, afterward resulting in some kind
ofoutput. All buying decision can be analyzed using these five
steps, even the way they materialize may differ enormously. This is
simple model and widely used throughout the consumer behaviour
literature. It also is a good start for understanding how consumers
come to the final decision in choosing the fast food chain.
Conceptual FrameworkThe basis for conceptualizing the factors
influencing consumers preferences on choosing fast food
stores.INPUTPROCESSOUTPUT
Analysis in consumers preferences on choosing fast food
chainSurvey QuestionnaireStatistical
TreatmentPercentageFrequencyRankingChi-square TestImportance of
Consumer Preferences in Choosing Fast Food StoreCustomer
Demographic AnalysisAgeCivil StatusGenderOccupational StatusFast
Food Store motivatorsPriceService QualityFood
QualityAmbienceLocationVariety
Feedback
Figure 1 Conceptual Paradigm
Statement of the ProblemThe research generally aims to explore
and analyze the factors of consumers preferences in choosing a fast
food store.Specifically, it aims to provide answers to the
following questions:1. What is the demographic profile of the
respondents in terms of:1.1 Age;1.2 Gender;1.3 Civil Status,
and;1.4 Occupational Status2. What is the perception of the
respondents to the following variables:2.1 meal time2.2 type of
fast food3. Is there significant relationship between age and
frequency of fast food consumption, preferred meal time, and type
of fast food?4. Is there significant relationship between gender
and frequency of fast food consumption, preferred meal time, and
type of fast food?5. Is there significant relationship between
civil status and frequency of fast food consumption, preferred meal
time, and type of fast food?6. Is there significant relationship
between occupational status and frequency of fast food consumption,
preferred meal time, and type of fast food?7. What is the
perception of the respondents to the most and least important
factors in choosing fast food store?8. HypothesisH1a: There is a
significant relationship between the age and frequency of fast food
consumption.H1b: There is a significant relationship between the
age and meal time.H1c: There is a significant relationship between
the age and type of fast food.H2a: There is a significant
relationship between the gender and frequency of fast food
consumption.H2b: There is a significant relationship between the
gender and meal time.H2c: There is a significant relationship
between the gender and type of fast food.H3a: There is a
significant relationship between the civil status and frequency of
fast food consumption.H3b: There is a significant relationship
between the civil status and meal time.H3c: There is a significant
relationship between the civil status and type of fast food.H4a:
There is a significant relationship between the occupational status
and frequency of fast food consumption.H4b: There is a significant
relationship between the civil status and meal time.H4c: There is a
significant relationship between the occupational status and type
of fast food.
Significance of the StudyThis study will increase the knowledge
about the consumers preferences in choosing their preferred fast
food chain. Knowing this would be significant to the following: To
fast food managers for improvement of factors that is primarily
influences the consumers on choosing fast food; To marketing
department of fast food companies that would be aware of the
certain factors in targeting market consumer; To industry for
perceiving the present concept about consumers preferences in
choosing fast food chain; To other researchers for conducting
another study targeting different area and obtain a comparative
study for the factors that influences the consumers on SM Malls
within Metro Manila and outside the area.Scope and LimitationsThe
study would limit the generalization of results from several
factors. First, the study would focus on analyzing consumers
preferences in choosing among fast food stores as perceived by
consumers of selected SM Malls in Metro Manila. Second, in this
study, the researchers will take the age, gender, civil status and
income status. They could not consider all of the social, economic
and cultural factors that might affect the relationship between the
consumersand their fast food chain preferences. Along with those
are determinant factors wherein the study will involve are the
following: quality of food, variety of food, price of food,
convenience of location, atmosphere/ambience and service quality of
the fast food chain. Despite these limitations, the study would
assessed and evaluated main factors that plays critical role in
determining consumers fast food chain choices.Definition of
TermsAmbience is another word for atmosphere in the sense of the
mood a place or setting has.Consumer Preferences are described as
the choices of people when selecting a product or
service.Demographic the statistical data of a population,
especially those showing average age, income, education, etc.Fast
food refers to food sold in a food chain with preheated or
precooked ingredients, and served to the customer in a packaged
form for take-out or take-away.Fast food storerefers to
establishment that sells pre-heated and pre-cooked fast food and
served to consumers in a package form.Food Quality is the quality
characteristic of food that is acceptable to consumers. This
includes external factors as appearance, texture, and
flavour.Location a place where something is or could be
located.Price is the quantity of payment or compensation given by
one party to another in return for goods or services.Service
Quality- is an assessment of how well a delivered service conforms
to the clients expectations.
CHAPTER 2REVIEW OF RELATED LITERATURE AND STUDYForeign
LiteratureThe powerful fragmentation of consumers nowadays,
represents a tendency that should be taken into consideration, in
order to identify and improve the quality dimensions of the
products which are important for each category of consumers.Young
people are not concerned with food preparation and that is why,
they prefer to go out for their meals. They usually go to fast-food
restaurants, especially when there is nobody to cook for them
(while they study away from home) and also when they want to
socialize.Although they have the necessary knowledge about the
nutritional value of food and its effects on their body, they dont
act accordingly. Fast-food restaurants are famous because they
served the food very fast, they are cheap and they easily replace
homemade food. Although people, who are usually very busy working,
find fast-foods advantageous, we should all be aware of the fact
that fast-food products are high in calories, fats, sugar and salt.
Even so, young people admit that it is very difficult for them to
change their food habits especially because they dont have time and
discipline to do it.Fast-food is the fastest growing industry in
the world and in Romania, especially in the urban areas (big and
small ones). However, there are only a few things written about the
consumers preferences regarding fast-food products, especially in
Romania. (Ispas, A. & Untaru, E. 2012)Foreign StudyDifferences
in consumer Attitude towards Selective Fast Food Restaurants in
Bangladesh: An Implication of Multi attributes Attitude ModelFast
Food has increasingly become popular in Bangladesh with the effect
of globalization. Many people, specifically the younger generation
are consuming various types of fast foods everyday as these are
convenient, time saving and tasty. Consumers choice of a particular
restaurant depends on many factors, i.e. quality, variation,
location, price, environment, and many more aspects. Thus the
consumer evaluation is important to explore why a consumer visits a
particular restaurant. The present study is an attempt to find out
the differences in consumers attitude towards selective fast food
restaurants in Bangladesh. To fulfil this objective, the study
explores the most frequent salient beliefs of consumers regarding
the fast food restaurants in Bangladesh, which are quality, price,
quick service, and environment of the restaurants. Based on the
salient beliefs, multi attribute attitude model has been developed
and tested in four restaurants; these are Pizza Hut, KFC, Helvetia,
and Western Grill, which are found as most visited fast food
restaurants according to the consumers. For this study Fishbein
multi-attribute attitude model is used. Structured questionnaire
survey is evaluation of salient beliefs. The result explores that
consumers have the most favourable towards Pizza Hut and the least
favourable attitude towards Helvetia. Significant differences are
found among these four restaurants in terms of belief evaluations
about quality, price, quick service, and environment. It is also
found that consumers have most favourable evaluation about Pizza
Huts food quality and environment, and KFCs food prize and prompt
services. At the end of the paper, some recommendations are made
based on study results. (Tabassum, A & Rahman, T May
2012)According to Goyal A and Singh N.P(2007) research study, this
paper seeks to estimate importance of various factors affecting the
choice of fast food outlets by Indian young consumers. The study
applies multivariate statistical tools to estimate importance of
various factors affecting the choice of fast food outlets by Indian
young consumers. In addition, the authors analysed the consumption
patterns, impact of hygiene and nutritional values, and rating of
various attributes of McDonald's and Nirula's.Results indicate that
the young Indian consumer has passion for visiting fast food
outlets for fun and change but home food is their first choice.
They feel homemade food is much better than food served at fast
food outlets. They have the highest value for taste and quality
(nutritional values) followed by ambience and hygiene. Three
dimensions (service and delivery dimension, product dimension, and
quality dimension) of fast food outlets' attributes are identified
based on factor analysis results. The two fast food outlets' rating
differs significantly on the seven attributes. McDonald's scores
are higher on all attributes except variety. Further, consumers
feel that fast food outlets must provide additional information on
nutritional values and hygiene conditions inside kitchen. Fast food
providers need to focus on quality and variety of food besides
other service parameters. There is need to communicate the
information about hygiene and nutrition value of fast food which
will help in building trust in the food provided by fast food
players. Originality/value, estimates importance of various factors
affecting the choice of fast food outlets by Indian young
consumers.Local StudyStatement of the problem, this study is
focuses on the preferences of the BSBA Marketing 3rd year students
on how theyre going to decide of what fast food chain they will
choose in terms of: Product, Place, Price, Promotional Activities,
and Service. Sub problem, what is the demographic profile of the
respondents? Age, Gender Sub problem, in what fast food chain they
prefer to eat? Jollibee, McDonalds, Chowking, KFC, Mang Inasal,
Greenwich, Chic-boy. Sub problem, what factors that they take
consider in choosing a fast food chain? product, place, price,
promotional activities, service. Hypothesis of the study, There is
a significance of knowing the factors in choosing a fast food chain
of BSBA - MM 3rd Year Students for them to be able to find the
rightful store that will suit their preferences. Significance of
the study, this study aimed to determine the factors affecting the
preferences of BSBA-Marketing 3rd year students in choosing a fast
food chain on selected area in Sta. Rosa. These studies with
benefits the following: For the students: for them to choose the
right fast food chain that will fit to their references. For the
professor: To have an idea on what factors affecting the
preferences of the student in choosing a fast food chain.
(Bebeba1234 August 2013)Relevance of Related Literature and
StudyThe relevance of the related literature and study is that they
were both discussing what is the most preferred of the consumers in
choosing fast food chain or the factors they were going to look for
to satisfy their needs and wants.Differences in consumer Attitude
towards Selective Fast Food Restaurants in Bangladesh: An
Implication of Multi attribute Attitude Model, discuss about
consumers attitude which affects them in choosing fast food
restaurants they were going to eat. Towards consumers attitude they
will notice what is the type of fast food restaurants they
preferred to eat together of their family, friends or love ones.
This topic also discusses what are the factors affect them in
choosing fast food chain also they are going to analyze the
different kinds of consumers attitude.The powerful fragmentation of
consumers nowadays, represents a tendency that should be taken into
consideration, in order to identify and improve the quality
dimensions of the products which are important for each category of
consumers. It talks about on consumers in the new generation that
becomes busy and find fast food restaurant advantageous for them.
They preferred fast food restaurant because of it is cheap, served
the food very fast and easily replace home-made food. These are
some factors or we can say that this one of the factors on how they
choose and preferred to eat in a fast food restaurants. We notice
that consumers tend to buy food for their convenience and
practicality, but they do not care much about health effects of it
because it becomes their habit.
CHAPTER 3RESEARCH METHODOLOGYThis chapter contains the
discussion of the researcher design used, selected population and
sample size, description of the respondents, instrumentation and
procedures.Research MethodThe researchers used the Descriptive
Research Method specifically the Survey Method in obtaining facts
and information for this study. In this study, the general and
specific problems centred on factors that influences the consumers
in choosing fast food.Descriptive research is one major category of
the descriptive studies. It is concerned with the analysis
development of generalizations, extending its conclusions beyond
the sample observed. This definition led the researchers to use the
method which is the most in-depth of all the different types of
activity under the descriptive studies. The other two major
categories which in point of fact do not show researchs fullness
are the assessment and evaluation. Unlike descriptive research,
assessment only describes the status of a phenomenon at a
particular time without value judgement, explanation of reasons or
underlying causes, or recommendations for action. Different also is
the evaluation for the fact that it only adds to description or
social utility and may only suggest a course of action. Yet still,
there are no generalizations after the evaluation of the situation.
(Best 1981; ERIC Digest 2003-2007)Evaluative research is concerned
with the assessment of policies, programs or institutional
frameworks. Evaluative research evaluates: it judges, assesses, or
measures something in relation to outcomes or requirements. If you
want to know how well a policy has worked, or how well a program is
performing, or whether a practice is effective or successful, or
what the outcomes of a given policy are, youre doing Evaluative
research. Research questions in Evaluative research ask measurement
or performance questions like How much,how well,or outcome
questions pertaining to impact or results. Think of this paradigm
as a scale or calculator, measuring somethings characteristics,
growth, or performance. (Research Paradigms, Lauren F. Wollman,
PhD) This type of research design will help to give the nature and
extent of consumers preferences on choosing fast food chain.
Through the descriptive research design, the study will broaden the
discussion of the factors that influences consumers on choosing
fast food chain.The researcher used descriptive-evaluative as a
research design. It is focus in a description of the consumer in
terms of the age, gender, marital status as well as to their income
status. The researcher also considered evaluative research because
it aimed to measure the consumer preferences and factors upon
choosing a fast food chain.Population and Sample SizeThe target
population was the consumers from different selected SM Malls in
Metro Manila. The average population size based on the traffic
count of selected SM malls in Metro Manila are 40,000 in Southmall,
200,000 in SM Mall of Asia, 70,000 in SM Makati, 180,000in SM
Megamall and 240,000 in SM North Edsa. This study will be using
convenience sampling to obtain the sample size from the population
size. The sample size of the study is composed of 400
consumer-respondents.The Slovins Formula was used to determine the
sample size. The formula is:
Where: S = sample sizeN= population sizee= marginal error of
0.05The computation:
Sampling TechniqueThe sampling procedures according to Ghauri
& Gronhaug (2010) have categorized the sampling method into two
broad types which are probability and non-probability samples. For
our sampling procedures, we have chosen the non-probability sample
because it is not possible to make valid inferences about the
population. We have chosen a convenience sampling in order to save
time and cost since we decide to give the questionnaire randomly in
selected SM malls. Description of the RespondentsIn this research,
the respondents were consumers of both gender who particularly buy
and eat in fast food stores located in selected SM Malls in Metro
Manila including SM Mall of Asia, SM Makati, SM North Edsa, SM
Megamall and SM Southmall. These respondents who are students,
employed and unemployed of different age
group.InstrumentationAccording to Ghauri & Gronhaug (2010) have
cited the survey and questionnaires are among the most popular in
business studies and the major types of questionnaires are
descriptive and analytical since different surveys lead to
different problems and issuesIn this study, the researchers
integrated the knowledge from the hypothesis in order to formulate
the questionnaire. Also the precise wording of questionnaire is
considered in achieving validity of survey information collected
through direct asking the questions.The format of questionnaire the
researchers had constructed are composed of multiple choice or
checklist and ranking. The part 1 of the questionnaire was to
identify the demographic profile of our respondents in order to
know the significance of this towards consumer preferences. The
part 2 was the section applying with checklist in order to ask
people about their perspective, moreover this kind of questions
helps to know for the consumer eating pattern and able to analyze
consumption behavior. The part 3 aimed to level the variables
through ranking in determining the most and least important factors
in choosing fast food stores.
Data Gathering and ProceduresThe data collection methods were
introduced to apply for gathering the data for the study of
choosing a fast food chain. The primary and secondary data were
preferred due to the reliability and efficiency of the data
evaluation. The primary data were collected from the survey
questionnaire itself while the secondary data were collected from
the books, articles and/or internet.In this research, relevant data
were collected from primary data which is the survey
questionnaires. The survey method is the gathering of data from a
comparatively large number of cases at a particular time. This does
not give concern with the traits of each case but with the
generalized result or statistics abstracted from a number of
individual cases. Also, prior to that, it should first have clearly
defined problem and definite objectives. Then, it is one important
type of study the researchers must not be confused with the other
data gathering techniques. (Best, 1981; ERIC Digest
2003-2007)Moreover, another data gathering was through survey
questionnaires comprising of 3 questions which primarily focuses on
respondents preferences in choosing fast food stores. The
questionnaires used to determine the preferences of respondents to
the fast food store. After the questionnaires validated by the
professor, these were countered in consumers from selected SM malls
in Metro Manila. A good approach for respondents was first
observed. The researchers assured confidentiality of their survey
sheets. The researchers also understood that consumers
consciousness may also affect their honesty and effectiveness in
answering the survey, and so, the researchers gave the option of
being anonymous. As well as the participants gave a time to
respond. Afterwards, the researchers collected the surveys as soon
as it was finished by the respondents. There were no incentives
offered for participating in the research.The secondary data were
collected from books as well as related study and literature of
various local and/or foreign authors which provided different facts
that can be useful for this study. Internet helped the researcher
in a way of providing related information and different thoughts
and ideas from random people through the feedbacks that they are
giving. Statistical Treatment of Data1. Percentage. This is used to
determine and describe the demographic profile of the
consumer-respondents of selected SM Malls in Metro Manila as well
as their fast food consumption. The formula is:Where:P =
Percentagef = frequencyn = number of respondents2. Frequency. This
is the ratio of the actual number of the favourable events to the
total possible number of events.3. Ranking. This is used to
determine the total order of the factors from the most to least
important factors.4. Chi-Square Test of Association. This is used
to establish the independence of variables as well as determine the
significance of the relationship between two variables. Cross
tabulation of the two variables in question is taken. Expected
frequencies (E) are calculated using the formula:
The formula for Chi-Square Statistic:
Where: O = observed frequenciesE= expected frequencies
CHAPTER 4PRESENTATION, ANALYSIS AND INTERPRETATION This chapter
presents the different tables and graphs, analysis and
interpretations of the organized data collected from the
consumer-respondents in selected SM smalls. Each set of data was
analyzed and interpreted in the context of the study that aimed to
evaluate the factors that influences the consumers in choosing fast
food chain. The corresponding tables were presented in sequence to
give further clarity on data presentation and analysis. The
questionnaire is attached as Appendix A.The association of
variables stated in proposed hypotheses is tested suing the
Chi-square test. The exact calculated chi-square values and the
comparison with table values, as against the given significant
level and degrees of freedom are given in the respective tables of
the appendix.1. The demographic profile of the
consumer-respondents, according to:1.1 Age;1.2 Gender;1.3 Civil
Status, and;1.4 Occupational Status
Table 1Profile of Respondents According to the Category of
AgeCategory FrequencyPercentage
Adolescence (13-19) 12130.25
Young Adult (20-39) 24160.25
Middle Adult (40-59) 348.50
Senior Citizen (60 and above) 41.00
Total 400100.00
Table 1 presented the profile of the respondents in terms of
age. Data showed that majority of the respondents (about 60.25%)
are young adult consumers. There were about 30.25% who are
adolescence, 8.50% who were middle adult and 1.00% who were senior
citizen. Moreover, it implied that the consumers comprising the
population sample of this study fits the rationality of the
consumers.Table 2Profile of Respondents According to the Category
of GenderCategory Frequency Percentage
Female 228 57.00
Male 172 43.00
Total 400 100.00
Shown in Table 2 is the profile of respondents in terms of
gender. There are about 57.00% of female consumers that comprised
the population sample while the remaining 43.00% are males.
Further, it shows that there are more females than males who
responded in this study.Table 3Profile of Respondents According to
the Category of Civil StatusCategoryFrequencyPercentage
Single29874.50
Married8621.50
Separated123.00
Widowed41.00
Total400100.00
Table 3 displayed the profile of respondents in terms of civil
status. Majority of the respondents were about 74.50% who were
single while there were 21.50% who were married, 3.00% who were
separated and 1.00% who were widowed. Moreover, there are more
single than the others who involved in the population sample who
answered in this study.Table 4Profile of Respondents According to
the Category of Occupational StatusCategoryFrequencyPercentage
Employed18746.75
Unemployed5213.00
Student16140.25
Total400100.00
Showed in Table 4 is the profile of the respondents in terms of
their occupational status. There were about 46.75% consumers were
employed that comprised the population sample while the remaining
13.00% and 40.25% where unemployed and student, respectively.
Further, it showed that there are more employed than unemployed and
student who responded in this study.
Question #1. How often do you eat on a fast food store?Figure
1Frequency of Fast Food Consumption According to Age
Exhibited in Figure 1 is the manifestation of the frequency of
the consumers in fast food consumption in terms of age. Majority of
the respondents in every age bracket tend to eat in a fast food
chain once a week. There are about 62.81% (76 out of 121) of
adolescents, 60.59% (146 out of 241) of young adult, 61.76% (21 out
of 34) of middle adult and all the seniors replied once a
week.Through the chi-square statistic for the sample data falls
within the critical limit while observing the independence of age
groups and the frequency of fast food consumption, the cross
tabulation reveals significant facts.1. Hypothesis TestingHo: age =
consumptionH1: age consumption2. Statistical test: Chi-square test
of association3. = 0.05 level: df= (4-1)(3-1)=6; c.v. = 12.5924.
Decision rule:Reject Ho if Xobs 12.592Accept Ho if Xobs 12.5925.
Computation:OEO-E(O-E)2
7674.7181.2821.6440.022
4039.3250.6750.4560.012
56.958-1.9583.8340.551
146148.818-2.8187.9410.053
8178.3252.6757.1560.091
1413.8580.1420.0200.001
2120.9950.0050.0001E-06
911.05-2.054.2030.38
41.9552.0454.1820252.139
42.471.532.34090.948
01.3-1.31.691.3
00.23-0.230.05290.23
-0.0024E-065.728
X2= 5.728X=5.728X=2.3936. Decision: Accept Ho since the computed
value (2.393) is less than the critical value (12.592). Therefore,
reject H1.7. Conclusion: There is no significant relationship
between the age and fast food consumption of the consumers.8.
Interpretation: Therefore, the age of the consumer respondents
doesnt affect their fast food consumption.
Figure 2Frequency of Fast Food Consumption According to
Gender
Exhibited in Figure 2 showed the Males dont usually eat on a
fast food because 61.63% (106 out of 172) of the male respondents
answered once a week as well as the majority of the female
respondents which is 61.84% (141 out of 228).1. Hypothesis
TestingHo: gender = consumptionH1: gender consumption2. Statistical
test: Chi-square test of association3. = 0.05 level: df=
(2-1)(3-1)=2; c.v. = 5.9914. Decision rule:Reject Ho if Xobs
5.991Accept Ho if Xobs 5.9915. Computation:OEO-E(O-E)2
141140.790.210.0443E-04
7574.10.90.8100.011
1213.11-1.111.2320.094
106106.21-0.210.0444E-04
5555.9-0.90.8100.014
119.891.111.2320.125
2.1E-144.1720.245
X2= 0.245X=0.245X=0.4956. Decision: Accept Ho since the computed
value (0.495) is less than the critical value (5.991). Therefore,
reject H1.7. Conclusion: There is no significant relationship
between the gender and fast food consumption of the respondents.8.
Interpretation: Therefore, the gender of the consumer doesnt affect
their fast food consumption
Figure 3Frequency of Fast Food Consumption According to Civil
Status
Figure 3 presents the fast food consumption according to their
civil status. There are the majority of 57.72% (172 out of 298) of
singles, 73.26% (63 out of 86) of married, 100.00% (4 out of 4) of
separated and 66.67 (8 out of 12) of widowed.
Hypothesis Testing1. Ho: c.s. = consumptionH1: c.s.
consumption2. Statistical test: Chi-square test of association3. =
0.05 level: df= (4-1)(3-1)=6; c.v. = 12.5924. Decision rule:Reject
Ho if Xobs 12.592Accept Ho if Xobs 12.5925. Computation:
OEO-E(O-E)2
172184.015-12.015144.3600.785
10796.8510.15103.0231.064
1917.1351.8653.4780.203
6353.1059.89597.9111.844
1927.95-8.9580.1032.866
44.945-0.9450.8930.181
87.410.590.3480.047
43.90.10.0100.003
00.67-0.670.44890.67
42.471.532.34090.948
01.3-1.31.691.3
00.23-0.230.05290.23
0.020.000410.14
X2= 10.14X=10.14X=3.1846. Decision: Accept Ho since the computed
value (3.184) is less than the critical value (12.592). Therefore,
reject H1.7. Conclusion: There is no significant relationship
between the civil status and fast food consumption of the
respondents.8. Interpretation: Therefore, the civil status of the
consumer doesnt affect their fast food consumption
Figure 4Frequency of Fast Food Consumption According to
Occupational Status
Presented in Figure 4 is the profile of the respondents
according to their occupational status. Most of the respondents
tend to eat once a week wherein 57.75% (108 out of 187) of
employed, 73.08% (37 out of 52) of unemployed and 62.73% of
students replied.
Hypothesis Testing1. Ho: o.s. = consumptionH1: o.s.
consumption2. Statistical test: Chi-square test of association3. =
0.05 level: df= (3-1)(3-1)=4; c.v. = 9.4884. Decision rule:Reject
Ho if Xobs 9.488Accept Ho if Xobs 9.4885. Computation:
OEO-E(O-E)2
108115.473-7.47355.8460.484
6660.7755.22527.3010.449
1310.7532.2475.0490.47
3832.115.8934.6921.08
1216.9-4.924.0101.421
22.99-0.990.9800.328
10199.4181.5822.5030.025
5252.325-0.3250.1060.002
89.258-1.2581.5825640.171
-0.0024E-064.429
X2= 4.429X=4.429X=2.1056. Decision: Accept Ho since the computed
value (2.105) is less than the critical value of 9.488. Therefore,
reject H1.7. Conclusion: There is no significant relationship
between occupational status and fast food consumption of the
consumers.8. Interpretation: therefore, the occupational status of
the consumer respondents doesnt affect their fastfood
consumption
Question 2. Which meal are you most likely to eat on a fast food
store?Figure 5Frequency of Preferred Meal Time According to Age
Based on the data gathered from the survey questionnaires,
larger percentage preferred lunch as their meal time for fast food
consumption having 50.21% (121 of 241) of young adult, 50.00% (17
of 34) of middle adult, 75.00% (3 out of 4) of middle adult as well
the adolescence 35.00% ( 42 of 121).
Hypothesis Testing1. Ho: age = mealtimeH1: age mealtime 2.
Statistical test: Chi-square test of association3. = 0.05 level:
df= (4-1)(4-1)=9; c.v. = 16.9194. Decision rule:Reject Ho if Xobs
16.919Accept Ho if Xobs 16.9195. Computation: OEO-E(O-E)2
98.1680.8320.6920.085
4255.358-13.358178.4363.223
4132.0658.93579.8342.49
2925.413.5912.8880.507
1816.2681.7323.0000.184
121110.25810.742115.3911.047
5762.865-5.86534.3980.547
4550.61-5.6131.4720.622
02.295-2.2955.2672.295
1715.5551.4452.0880.134
79.01-2.014.0400.448
107.142.868.1801.146
00.27-0.270.0730.27
31.831.171.3690.748
11.06-0.060.0040.003
00.84-0.840.70560.84
0.9980.99600414.59
X2= 14.59X=14.59X=3.826. Decision: Accept Ho since the computed
value (3.82) is less than the critical value (16.919). Therefore
reject H1.7. Conclusion: There is no significant relationship
between the age and the meal time preferred of the
consumer-respondents.8. Interpretation: Therefore, the age of the
consumer respondents doesnt affect their meal time preferences.
Figure 6Frequency of Preferred Meal Time According to Gender
In terms of Gender, majority of the respondents preferred lunch
as meal time for fast food as shown in Figure 6. Majority of male
respondents with 47.09% answered Lunch followed by snack (24.42%),
dinner (21.51%) and breakfast (6.98). Also, most of the female
respondents chose lunch (44.74%) followed by snack(28.07%) , dinner
(20.61%), and breakfast (6.58%).
Hypothesis Testing1. Ho: gender = mealtimeH1: gender mealtime 2.
Statistical test: Chi-square test of association3. = 0.05 level:
df= (2-1)(4-1)=3; c.v. = 7.8154. Decision rule:Reject Ho if Xobs
7.815Accept Ho if Xobs 7.8155. Computation: OEO-E(O-E)2
1515.39-0.390.1520.01
102104.31-2.315.3360.051
6460.423.5812.8160.212
4747.88-0.880.7740.016
1211.610.390.1520.013
8178.692.315.3360.068
4245.58-3.5812.8160.281
3736.120.880.7740.021
000.673
X2= 0.673X=0.673X=0.2596. Decision: Accept H0 since the computed
value (0.259) is less than the critical value (7.815). Therefore,
reject H1.7. Conclusion: There is no significant relationship
between the gender and the meal time of the consumers in choosing
fast food store.8. Interpretation:Therefore, the gender of the
consumer respondents doesnt affect their meal time preferences.
Figure 7Frequency of Preferred Meal Time According to Civil
Status
In terms of Civil Status, most of the respondents answered Lunch
as their preferred meal time to have fast food aside from separated
respondents that have equally preferred lunch and dinner presented
in Figure 7. Single respondents answered lunch followed by snack,
dinner and breakfast. Married respondents answered lunch over
dinner, snack and breakfast. Widowed respondents preferred first is
during lunch followed by snack time.
Hypothesis Testing1. Ho: c.s.= mealtimeH1: c.s. mealtime 2.
Statistical test: Chi-square test of association3. = 0.05 level:
df= (4-1)(4-1)=9; c.v. = 16.9194. Decision rule:Reject Ho if Xobs
16.919Accept Ho if Xobs 16.9195. Computation:
OEO-E(O-E)2
2520.1154.88523.8631.186
132136.335-4.33518.7920.138
8478.2255.77533.3510.426
5763.325-6.32540.0060.632
25.805-3.80514.4782.494
4139.3451.6552.7390.07
1822.575-4.57520.9310.927
2518.2756.72545.2262.475
00.81-0.810.6560.81
85.492.516.3001.148
33.15-0.150.0230.007
12.55-1.552.4030.942
00.27-0.270.0730.27
21.830.170.0290.016
01.05-1.051.1031.05
20.851.151.32251.556
0014.15
X2= 14.15X=14.15X=3.762
6. Decision: Accept Ho since the computed value (3.762) is less
than the critical value of (16.919). Therefore, reject H1.7.
Conclusion: There is no significant relationship between the civil
status and preferred meal time in choosing fast food store.8.
Interpretation: The civil status of consumer respondents doesnt
affect the meal preferences.
Figure 8Frequency of Preferred Meal Time According to
Occupational Status
In terms of occupational status, employed, unemployed and
students-respondents replied Lunch as time for fast food. Employed
chose lunch over dinner, snack and breakfast while unemployed and
students answered lunch first over snack, dinner and breakfast
exhibited in Figure 8.
Hypothesis Thesis1. Ho: o.s. = mealtimeH1: o.s. mealtime 2.
Statistical test: Chi-square test of association3. = 0.05 level:
df= (3-1)(4-1)=6; c.v. = 12.5924. Decision rule:Reject Ho if Xobs
12.592Accept Ho if Xobs 12.5925. Computation: OEO-E(O-E)2
9281.34510.655113.5291.396
2828.518-0.5180.2680.009
2426.648-2.6487.0120.263
1726.648-9.64893.0843.493
2219.6352.3655.5930.285
11.403-0.4030.1620.116
32.8050.1950.0380.014
2722.624.3819.1840.848
67.93-1.933.7250.47
87.410.590.3480.047
27.41-5.4129.2683.95
75.461.542.3720.434
10.390.610.3720.954
10.780.220.0480.062
5570.035-15.035226.0513.228
2724.5532.4475.9878090.244
2522.9432.0574.2312490.184
3822.94315.057226.71329.882
1316.905-3.90515.249030.902
11.208-0.2080.0432640.036
22.415-0.4150.1722250.071
-0.0041.6E-0526.89
X2= 20.29X=20.29X=4.5046. Decision: Accept Ho since the computed
value (4.504) is less than the critical value of 12.592. Therefore,
reject H1.7. Conclusion: There is no significant relationship
between occupational status and preferred meal time of consumer in
choosing fast food store.8. Interpretation: the occupational status
of consumer respondent doesnt affect their meal time preference
Question # 3. Which fast food does you preferred most on a fast
food store?Figure 9Frequency of Preferred Fast Food According to
Age
The data gathered showed in Figure 9 is the preferred fast food
in a store according to their age. Adolescence chose chicken over
fries, pizza, burger and pasta. Young Adult preferred most chicken
followed by pizza, burger, pasta, fries, others aside from given
and hotdog. Middle Adult-respondents answered chicken than burger,
pasta, pizza, fires and others. Seniors preferred chicken followed
by pizza and hotdog. Moreover, most of the respondents even in
different age groups preferred Chicken as fast food in choosing
fast food store.
Hypothesis Testing 1. Ho: age = fastfoodH1: age fastfood2.
Statistical test: Chi-square test of association3. = 0.05 level:
df= (4-1)(7-1)=18; c.v. = 28.8694. Decision rule:Reject Ho if Xobs
28.869Accept Ho if Xobs 28.8695. Computation: OEO-E(O-E)2
4352.635-9.63592.8331.764
1918.4530.5470.2990.016
1817.2430.7570.5730.033
3217.24314.757217.76912.63
812.705-4.70522.1371.742
00.908-0.9080.8240.908
11.815-0.8150.6640.366
113104.8358.16566.6670.636
3836.7531.2471.5550.042
3234.343-2.3435.4900.16
2434.343-10.343106.9783.115
2825.3052.6957.2630.287
21.8080.1920.0370.02
43.6150.3850.1480.041
1614.791.211.4640.099
35.185-2.1854.7742250.921
74.8452.1554.6440250.959
14.845-3.84514.784033.051
63.572.435.90491.654
00.255-0.2550.0650250.255
10.510.490.24010.471
21.740.260.06760.039
10.610.390.15210.249
00.57-0.570.32490.57
00.57-0.570.32490.57
00.42-0.420.17640.42
10.030.970.940931.36
00.06-0.060.00360.06
-0.0041.6E-0562.44
X2= 62.44X=62.44X=7.9026. Decision: Accept Ho since the computed
value (7.902) is less than the critical value (28.869). Therefore,
reject H1.7. Conclusion: There is no significant relationship
between the age and fast food preferred by consumers in a fast food
store.8. Interpretation: Therefore, the age of the consumer
respondent doesnt affect their most preferred fast food.
Figure 10Frequency of Preferred Fast Food According to
Gender
As shown in Figure 10, preferred fast food in a store is
tabulated according to their gender. Most Male-respondents
considered Chicken as their most preferred fast food followed by
burger, pizza, fries, pasta, others aside from the given fast food
and last is hotdog. Also, female-respondents answered chicken as
their preferred fast food followed by fries, pizza, pasta, burger,
others and hotdog.
Hypothesis Testing1. Ho: gender = fastfoodH1: gender fastfood2.
Statistical test: Chi-square test of association3. = 0.05 level:
df= (2-1)(7-1)=6; c.v. = 12.5924. Decision rule:Reject Ho if Xobs
12.592Accept Ho if Xobs 12.5925. Computation:OEO-E(O-E)2
8499.18-15.18230.4322.323
3834.773.2310.4330.3
2732.49-5.4930.1400.928
4432.4911.51132.4804.078
3023.946.0636.7241.534
21.710.290.0840.049
33.42-0.420.1760.052
9074.8215.18230.4323.08
2326.23-3.2310.4330.398
3024.515.4930.1401.23
1324.51-11.51132.4805.405
1218.06-6.0636.7242.033
11.29-0.290.0840.065
32.580.420.1760.068
4000880.93921.54
X2= 21.54X=21.54X=4.641
6. Decision: Accept Ho since the computed value (4.641) is less
than the critical value (12.592). Therefore, reject H1.7.
Conclusion: There is no significant relationship between the gender
and fast food preferred of the consumers in choosing fast food
store.8. Interpretation: Therefore, the gender of the consumer
respondent doesnt affect their most preferred fastfood
Figure 11Frequency of Preferred Fast Food According to Civil
Status
Showed in Figure 11 is the preferred fast food according to
civil status. Singles-respondents chose chicken over fries, pizza,
burger, pasta and others. Married-respondents mostly answered
Chicken followed by pizza, others, burger and fries. All
separated-respondents preferred Chicken as fast food as well as the
widowed-respondents. Furthermore, it can be implied that Chicken is
the most preferred fast food in choosing a store by respondents in
terms of civil status.
Hypothesis Testing1. Ho: c.s. = fastfoodH1: c.s. fastfood2.
Statistical test: Chi-square test of association3. = 0.05 level:
df= (4-1)(7-1)=18; c.v. = 28.8694. Decision rule:Reject Ho if Xobs
28.869Accept Ho if Xobs 28.8695. Computation:OEO-E(O-E)2
124129.63-5.6331.6970.245
4445.445-1.4452.0880.046
4342.4650.5350.2860.007
5242.4659.53590.9162.141
2931.29-2.295.2440.168
12.235-1.2351.5250.682
54.470.530.2810.063
3937.411.592.5280.068
1613.1152.8858.3230.635
1312.2550.7450.5550.045
512.255-7.25552.6354.295
129.032.978.8210.977
10.6450.3550.1260.195
01.29-1.291.6641.29
85.222.787.7281.481
11.83-0.830.68890.376
11.71-0.710.50410.295
01.71-1.712.92411.71
01.26-1.261.58761.26
10.090.910.82819.201
10.180.820.67243.736
31.741.261.58760.912
00.61-0.610.37210.61
00.57-0.570.32490.57
00.57-0.570.32490.57
10.420.580.33640.801
00.03-0.030.00090.03
00.06-0.060.00360.06
8.6E-167.4E-3132.47
X2= 32.47X=32.47X=5.6986. Decision: Accept Ho since the computed
value (5.698) is less than the critical value (28.869). Therefore,
reject H1.7. Conclusion: There is no significant relationship
between the civil status and the choice of fast food in choosing
fast food store by the consumers.8. Interpretation:Therefore, the
civil status of the consumer respondent doesnt affect their most
preffered fast food.Figure 12Frequency of Preferred Fast Food
According to Occupational Status
Manifested in Figure 12 is the preferred fast food in terms of
occupational status. Majority of the Employed-respondents answered
Chicken followed by pizza, burger, pasta, fries, others and hotdog.
Unemployed-respondents chose chicken over burger, pasta, pizza,
fries, hotdog and others. Student-respondents replied chicken
followed by Fries, Pizza, Burger, Pasta, others and hotdog.
Moreover, Chicken is the preferred fast food by the employed,
unemployed and students.
Hypothesis Testing1. Ho: o.s. = fastfoodH1: o.s. fastfood2.
Statistical test: Chi-square test of association3. = 0.05 level:
df= (3-1)(7-1)=12; c.v. = 21.0264. Decision rule:Reject Ho if Xobs
21.026Accept Ho if Xobs 21.0265. Computation: OEO-E(O-E)2
9281.34510.655113.5291.396
2828.518-0.5180.2680.009
2426.648-2.6487.0120.263
1726.648-9.64893.0843.493
2219.6352.3655.5930.285
11.403-0.4030.1620.116
32.8050.1950.0380.014
2722.624.3819.1840.848
67.93-1.933.7250.47
87.410.590.3480.047
27.41-5.4129.2683.95
75.461.542.3720.434
10.390.610.3720.954
10.780.220.0480.062
5570.035-15.035226.0513.228
2724.5532.4475.9878090.244
2522.9432.0574.2312490.184
3822.94315.057226.71329.882
1316.905-3.90515.249030.902
11.208-0.2080.0432640.036
22.415-0.4150.1722250.071
-0.0041.6E-0526.89
X2= 26.89X=26.89X=5.1866. Decision: Accept Ho since the computed
value (5.186) is less than the critical value (21.026). Therefore,
reject H1.7. Conclusion: There is no significant relationship
between the occupational status and the choice of fast food in
choosing fast food store by the consumers.8. Interpretation:
Therefore, the occupational status of consumer respondent doesnt
affect their most preferred fast food.
Question # 4. Based on the following factors, rank the given, in
which 1 is the most important and 6 is the least important in your
preferred fast food store.Table 5123456TotalRank
Quality of Food234964017856841
Variety of Food216410883576714924
Price of Food821157347434011742
Convenience of Location1823497112311618065
Ambience/ Atmosphere927339211712218476
Service Quality36759790525013973
In Table 5, it showed the ranking of the consumer-respondents to
the given factors that quality of food is the most influential
factor that affects the consumer in choosing their preferred fast
food chain followed by the price of the food, service quality,
variety of food, convenience of food, and with the least which is
ambience/ atmosphere.
CHAPTER 5SUMMARY OF FINDINGS, CONCLUSIONS AND
RECOMMENDATIONSThis chapter summarizes the study by highlighting
the research conducted on the topic. The conclusions given were
drawn from the outcomes of the questionnaires and evaluation on the
top factor that highly considered by consumers on choosing fast
food chain. Moreover, recommendations were based from the findings
and conclusion of the study.General Summary of the StudyThis
research was conducted for the purpose of determining the most and
least important factor of the consumers in choosing a fast food
store, as well as their preferences in terms on their demographic
profile, and perception. Consistently, the inquiry delved to prove
if there is significant relationship between: occupational status
and frequency of fast food consumption; gender and frequency of
fast food consumption; age and frequency of fast food consumption;
as well as civil status and frequency of fast food consumption. The
study is a descriptive and evaluative research.Convenience sampling
was used to obtain the sample size from the population size.
Further, the sample size was composed of 400 respondents, who were
considered as a consumer in selected SM malls within Metro Manila.
Moreover, questionnaire was served as an instrument to collect the
data that were needed. However, all relevant data were also
gathered from books, as well as the related study and literature of
various local and/or foreign authors. Furthermore, through the use
of the internet, minor information regarding this research were
accumulated appropriately. Also, ranking, frequency, percentage,
and chi-square were the statistical treatments applied for the
study. The inquisition was conducted during the year
2014-2015.Summary of FindingsThis research analyzes the factors
that influence the consumers in choosing fast food store. The
general purpose of this study was covered on how to evaluate the
factors that could be improved and developed for the satisfaction
of the consumers as well as perceiving the present concept about
consumers preferences in choosing fast food chain.1. What is the
frequency of fast food consumption of the consumer-respondents in
terms of:1.1 AgeMajority of the respondents in every age bracket
tend to eat in a fast food chain once a week. There are about
61.79% (76 out of 123) of adolescents, 60.42% (145 out of 240) of
young adult, 63.64% (21 out of 33) of middle adult and all the
seniors replied once a week.1.2 GenderThe data showed the Males
dont usually eat on a fast food store because 57.53% (107 out of
186) of the male respondents answered once a week as well as the
majority of the female respondents which is 64.95% (139 out of
214).1.3 Civil StatusThere are the majority of 58.11% (172 out of
296) of singles, 69.67% (62 out of 89) of married, 75.00% (9 out of
12) of separated and 100% (3 out of 3) of widowed.
1.4 Occupational StatusThere are the majority of 58.11% (172 out
of 296) of singles, 69.67% (62 out of 89) of married, 75.00% (9 out
of 12) of separated and 100% (3 out of 3) of widowed.2. What is the
preferred meal time that consumers tend to eat in fast food
chain?The data showed that 46% (184 of 400) among respondents tend
to eat on fast food chain for lunch. This shows a greater
percentage than the 26.25% (105 of 400) for lunch; 21.25% (85 of
400) for dinner and 6.5% (26 of 400) for breakfast.3. What is the
preferred fast food of the consumers?The data gathered shows that
43% (172 of 400) of the respondents preferred chicken in a fast
food. Both pizza and fries got 15% (60 of 400) among respondents
choice. Also,14% (56 of 400) and 10% (40 of 400). However, 1% (4 of
400) answered while 2% (8 of 400) for others.4. What is the most
and least important factor to consumers in choosing fast food
store?The data showed quality of food is the most influential
factor that affects the consumer in choosing their preferred fast
food chain followed by the price of the food, service quality,
variety of food, convenience of food, and with the least which is
ambience/ atmosphere as the respondents ranked it.ConclusionsThe
researchers were able to arrive at these conclusions based on the
findings of the study.1. The demographic profile of the respondents
are as follows:1.1 In terms of age, majority of
consumer-respondents are young adult.1.2 When it comes to gender,
most respondents who participated in this study are female.1.3 A
great number of respondents, in terms of civil status, are
single.1.4 Most of consumer-respondents when it comes to
occupational status are employed. However, its not far to the
number of students who also participated.2. The perception of the
respondents along with the following variables are as follows:2.1 A
great number of consumer-respondents preferred to eat in a fast
food chain once a week.2.2 There are a lot among of
consumer-respondents who participated in this study tend to eat in
a fast food chain during lunch time.2.3 Most of
consumer-respondents looks for fast food chain that offers chicken
meals.3. Based on the study, age, frequency of fast food
consumption, preferred meal time, and type of fast food are not
related to each other.4. From the results, gender has nothing to do
with the frequency of fast food consumption, preferred meal time,
and type of fast food.5. The findings stated that civil status has
no significant relationship with the frequency of fast food
consumption, preferred meal time, and type of fast food.6. For the
majority consumer-respondents, the most important factor to
consider in choosing fast food chain is the food quality while the
least important factor for them is the
ambience.RecommendationsBased on the foregoing findings of the
study, the following recommendations are presented:1. To fast food
stores to come up with promotional and advertising activities that
consider young adults as their main prospect.2. To fast food stores
to include chicken dishes in their menu since the result stated
that chicken is the most preferred fast food by the consumers.
Also, they should offer great meals primarily during lunch time
since this is the meal time that consumer prefer most when going to
a fast food chain.3. To fast food stores to focused more on food
quality primarily as consumers emphasized on this study as the most
important factor in choosing fast food store. Though ambience is
the least important, fast food stores should still have
considerations with ambience. Moreover, they must also be aware on
the other certain points and factors such as price and service
quality. This might help to increase the relationship towards
consumers.4. To students to be aware on different consumer behavior
that affect their buying behavior.5. To fast food managers for
improvement of factors that is primarily influences the consumers
on choosing fast food;6. To marketing department of fast food
companies that would be aware of the certain factors in targeting
market consumer;7. To industry for perceiving the present concept
about consumers preferences in choosing fast food chain;8. To other
researchers for conducting another study targeting different area
and obtain a comparative study for the factors that influences the
consumers on SM Malls within Metro Manila and outside the area.