BNAVHS- SENIOR HIGH

CONSUMER PREFERENCES TOWARDS FAST FOOD CHAINS IN

BAUAN BATANGAS

A Thesis
Presented to
The Faculty of Senior High School
Bauan National Agricultural and Vocational High School
San Agustin, Bauan, Batangas

In Partial Fulfillment
of the Requirements in
Senior High School

Kim Angel V. Abante

Klea Jean D. Espiritu
Reyzamae M. Masangcay

March 2020
 BNAVHS- SENIOR HIGH
APPROVAL SHEET

This thesis entitled “CONSUMER PREFERENCES TOWARDS

FAST FOOD CHAINS IN BAUAN BATANGAS,” prepared and submitted

by KIM ANGEL V. ABANTE, KLEA JEAN D. ESPIRITU, and REYZAMAE

M. MASANGCAY, in partial fulfillment of the requirements in Senior High

School has been examined and recommended for approval and

acceptance for Oral Examination.

JUAN PAULO N. DIPALAC, MAEd, LPT SCOTH M. CASTILLO, MAEd, LPT

Research Adviser Research Adviser

Approved by the Committee on oral Examination with a grade of _______.

PANEL OF EXAMINERS

MARILOU B. DIENTRE, MAEd, LPT

Chairman

ADRIAN C. AUSTRIA, MAEd, LPT RONALDO S. CASISERANO

Member Member

JONATHAN A. ADAO MAEd, LPT

Member

Approved and accepted in partial fulfillment of the requirements for

the Senior High School.

WILFREDO M. DAKILA
Principal IV
________________________
Date
 BNAVHS- SENIOR HIGH
ABSTRACT

Title : CONSUMER PREFERENCES TOWARDS

FAST FOOD CHAINS IN BAUAN,
BATANGAS

Researchers : Kim Angel V. Abante

Klea Jean D. Espiritu
Reyzamae M. Masangcay

Type of Document : Thesis

School : Bauan National Agricultural and Vocational

High School

Address : San Agustin, Bauan, Batangas

Number of Pages : 178

Year Completed : 2020

Research Advisers :
Juan Paulo N. Dipalac, MAEd, LPT
Scoth M. Castillo, MAEd, LPT
___________________________________________________________
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Summary

The purpose of this study is to know the preferences of customers

towards fast food chains. The researchers conducted this study to know

the possible reasons to generate a popular restaurant, it could be the

quality or how they treat their customers. The output of this study will be

significant to all fast food chains to improve their service and to acquire

customer‟s loyalty. Moreover, they will become aware about the

customer‟s preferences, and it will help them to manage smoothly their

business.

The study focused on the consumer preferences in Bauan,

Batangas towards fast food chains. Furthermore, the study described the

extent of consumer preferences in terms of convenience, brand name

reputation, cost of food, consistency, quality of food, and the socio-

demographic profile of the respondents such as age, sex, and monthly

income. The responses of the respondents were compared.

The research design that was utilized in this study is the descriptive

research design. The statistical measures used in the data analysis were

ANOVA, percentage, ranking, t-test, and weighted mean.

Questionnaires were distributed to selected consumers with a total of one

hundred consumers in Bauan, Batangas.

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In this study, the majority of respondents were ages 29 years old

and above and their monthly income is 18,000 pesos and above also.

Hypothesis testing revealed the significant differences between the socio-

demographic profile of the respondents and consumer preferences such

as convenience, brand name reputation, cost of food, consistency, and

quality of food. On the other hand, there is a significant difference between

the profile of the respondents in terms of sex on quality of food. From the

results, an infomercial was prepared to the fast food to guide them in

selecting fast food chains.

Based on the findings and conclusions of the study, it was

recommended that the proposed infomercial may be presented for experts

and consumers for further suggestions and comments to enrich the

content of this output. Fast food chains management may use the

proposed infomercial as their guide or references and be consistent in

everything to gain more customers. Lastly, it was recommended that

similar study may be conducted focusing on other topics in fast food

chains.
 BNAVHS- SENIOR HIGH
ACKNOWLEDGMENT

The researchers would like to express their deepest appreciation

and gratitude for the support, significant contribution, and concern to the

following people that have made this study a reality:

To the principal, Sir Wilfredo M. Dakila, the researchers would like to

express their deep gratitude for giving them the golden opportunity to do

this wonderful project.

To the research advisers namely: Sir Juan Paulo N. Dipalac and Sir

Scoth Castillo, the researchers would also like to express their heartfelt

gratitude towards the given opportunity to fulfill this study‟ willingly giving

them moral support, their professional, expertise, suggestions, advice and

guidance in order to achieve only the best for this study; and

To Maam Marilou Dientre, Sir Ronaldo Casiserano, Sir Adrian

Austria, Sir Jonathan Adao, who had shared their time and efforts to

improve this research work as panel members thank you so much.

To the adviser, Ms. Sheryll Lopez, the researchers would like to

thank her for the support, advices, guidance, valuable comments, and

suggestions for the success of this study. Sharing her knowledge have

helped us to improve our study.

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To the researchers‟ parents, brothers, sisters and cousins, for the

financial and moral support as well as the endless prayers for the

endeavor;

Above all, in the name of God the most benevolent and merciful who

has given the researchers strength and knowledge for the accomplishment

of their research.

Kim Angel

Klea Jean

Reyzamae
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DEDICATION

This research is dedicated to the researchers’ families, teachers,

friends, and classmates who have supported and believed throughout the

course of conducting the study.

This humble work is also dedicated to the current and future

researchers who may find help in the content the study presents.

Most importantly, this study is dedicated to Almighty God who has

never failed to bless the researchers with strength and knowledge that

helped them in accomplishing the goals of this study.

Kim Angel

Klea Jean

Reyzamae
 BNAVHS- SENIOR HIGH
TABLE OF CONTENTS

Page

TITLE PAGE………………………………………………………………..i

APPROVAL SHEET………………………………………………………ii

ABSTRACT ……………………………………………………………….iii

SUMMARY…………………………………………………………..…….iv

ACKNOWLEDGMENT…………………………………………………...vi

DEDICATION…………………………………………………………….viii

TABLE OF CONTENTS………………………………………………….ix

LIST OF TABLES………………………………………………………..xii

LIST OF FIGURES………………………………………………………xv

LIST OF ACRONYMS…………………………………………….……xvi

CHAPTER

I THE PROBLEM

Introduction……………………………………………………………..1

Theoretical Framework………………………………………………..4

Statement of the Problem……………………………………………..10

Hypotheses of the Study ……………………………………………..11

Scope, Delimitation, and Limitation of the Study…………………….11

Significance of the Study ……………………………………………...12

Definition of Terms……………………………………………………...13
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II REVIEW OF LITERATURE

Conceptual Literature…………………………………………………..15

Research Literature…………………………………………………….34

Synthesis………………………………………………………………...53

III RESEARCH METHODOLOGY

Research Design………………………………………..……………...65

Subjects of the Study……………………………….…..……………...66

Data Gathering Instruments……………..……………..……………...67

Data Gathering Procedures………………………..…..……………...69

Statistical Treatment of Data……………………………….…..……...69

IV PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

Socio-Demographic Profile of the Respondents……………….……71

Extent of the Consumer Preferences

Towards Fast Food Chains……………………………………..73

Comparative Assessment of the Respondents

On the Consumer Preferences…………………………………90

Proposed Infomercial………………………………………………….106

V SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS

Summary of Findings………………………………………………….107

Conclusions…………………………………………………………….116

Recommendations…………………………………………………….117

BIBLIOGRAPHY…………………………………………………………...118
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APPENDICES

A. Survey Questions…………………………………………………126

B. Interview Guide Questions……………………………………….129

C. Communication Letter………………………………………….…130

D. Statistical Results……………………………………………….…131

E. Documentation………………………………………………….….171

F. Minutes for Pre Oral Defense………………………………….…172

G. Minutes for Final Defense………………………………………...174

H. Certification of Grammarian……………………………………....176

CURRICULUM VITAE……………………………………………...……..177
 BNAVHS- SENIOR HIGH
LIST OF TABLES

TABLES Page

1 Distribution of Respondents per Barangay

in Bauan, Batangas……………………………………………..66

2 Percentage Distribution of the Respondents‟

Profile According to Age………………………………………..71

3 Percentage Distribution of the Respondents‟

Profile According to Sex……………………………………….72

4 Percentage Distribution of the Respondents‟

Profile According to Monthly Income…………………………73

5 Extent of Consumers Preferences Influenced by

Fast Food in Bauan Batangas in terms of

Convenience……………………………………………….……74

6 Extent of Consumers Preferences Influenced by

Fast Food in Bauan Batangas in terms of

Brand Name Reputation………………………………..…….78

7 Extent of Consumers Preferences Influenced by

Fast Food in Bauan Batangas in terms of

Cost of Food……………………………………………………81
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8 Extent of Consumers Preferences Influenced by

Fast Food in Bauan Batangas in terms of

Consistency…………………………………………………….84

9 Extent of Consumers Preferences Influenced by

Fast Food in Bauan Batangas in terms of

Quality of Food………………………………………………88

10 Comparative Assessment of Convenience

and Age of the Respondents………………………………….90

11 Comparative Assessment of Brand Name Reputation

and Age of the Respondents………………………………….91

12 Comparative Assessment of Cost of Food

and Age of the Respondents………………………………….92

13 Comparative Assessment of Consistency

and Age of the Respondents………………………………….93

14 Comparative Assessment of Quality of Food

and Age of the Respondents………………………………….94

15 Comparative Assessment in Convenience

and Sex…………………………………………………………..95

16 Comparative Assessment in Brand Name Reputation

and Sex…………………………………………………………..96
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17 Comparative Assessment in Cost of Food

and Sex………………………………………………………….98

18 Comparative Assessment in Consistency

and Sex………………………………………………………….98

19 Comparative Assessment in Quality of Food

and Sex………………………………………………………….99

20 Comparative Assessment of Convenience

and Monthly Income of the Respondents……………………100

21 Comparative Assessment of Brand Name

Reputation and Monthly Income of the

Respondents……………………………………..…………….101

22 Comparative Assessment of Cost of Food

and Monthly Income of the Respondents……………………102

23 Comparative Assessment of Consistency

and Monthly Income of the Respondents……………………103

24 Comparative Assessment of Quality of Food

and Monthly Income of the Respondents……………………105

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LIST OF FIGURES

FIGURES Page

1 Theoretical Framework of the Study……………………………..5

2 Research Paradigm Consumer Preferences

Towards Fast Food Chains in Bauan,

Batangas………………………………………….……………8
 BNAVHS- SENIOR HIGH
LIST OF ACRONYMS

Acronym Meaning Page

ANOVA Analysis of Variance 69

FIES Family Income and

Expenditure Survey 15

IDEA Institute for Development and

Econometric Analysis 15

GEC Global Economic Crisis 17

PDI Personal Disposable Income 24

PSIC Philippine Standard Industrial

Classification 16
 BNAVHS- SENIOR HIGH
CHAPTER I

THE PROBLEM

Introduction

Eating good food especially with family and friends is one of the

pleasures in life. Everyone knows that people who eat healthy and well-

balanced diet were likely to have plenty of energy to work and to enjoy

themselves which could prevent infections and other illnesses. Food can

fulfill one of the most important physiological needs of human being. In

fact, human beings cannot live without air for single minute, but without

food, they also cannot survive. Foods are responsible for giving necessary

nutrition for our body. Its importance is necessary. Due to the differences

in human cultures, locations, and environment, food items tend to change.

Some might change in terms of ingredients, presentation, cooking, and

eating method. Sometimes, new branch of food types can be found in

some places of the world. Such type of food is restaurant or fast food.

A Restaurant is an establishment where people can eat or buy a

meal that will satisfy their hunger. It is open to all customers that have

enough money to spend for the goods. Some people think that those

customers who eat inside the restaurant were affluent, compared to other

people who only eat in a carinderia stall were thought to be poor or lacking

in money to buy goods. They differ only in the place and food that the
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customers are consuming, but in the intent why everyone is eating in a

high-end restaurant and in an ordinary restaurant is the same, it is to

satisfy consumers‟ hunger. In restaurant, there is no accommodation

system to stay day or night but here people can get only facilities of food

and beverages.

On the other hand, fast food chains belong to a type of restaurant

that can prepare and serve food quickly. The time for preparation of food is

quite fast because it‟s already pre-processed. Fast Food chains can be

local or international. It also offers food to go and have special offers for

families or big groups. Some of the most popular fast food restaurants here

in the Philippines are Jollibee, McDonalds, Chowking, Mang Inasal, etc.

Fast food is the fastest growing sector in food industry. Nowadays,

fast food is an important food option of people around the world. The habit

of taking fast food is also growing day by day. Those who are living in the

cities the tendency to consume fast food is more in them compared to the

people living in the rural areas. This habit has been changed because of

the urgency of the people. As a society develops, the economic activities

are also increased and therefore, people become busier. A business-

minded person‟s mindset now is to order quickly-served food rather than to

cook his/her own food as an alternative means because of his/her hectic

schedule at work.
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According to Stamoulis et al. (2004), habits of dining out have

become central everyday concerns. In social context, gradually the

numbers of families were both parents are working are increasing

worldwide. This allows the families less time to cook and eat at their own

house. Today, everyone needs to socialize with people around, like

friends, neighbors, for business or social purposes. Due to lack of time, all

of people tend to prefer convenient, quick meals rather than traditional

long-hour cooking preparations.

Some Filipinos love to eat in fast food chains because of their

schedules in their work. They are tired enough to prepare their own meals

so they will go to the place that can serve food for them. Also for family

reunion or gathering, they choose to eat in fast food to lessen for being

tired. They also choose or tend to hold gathering programs out of their

home, in a restaurant or any other laces instead at home due to

convenience and privacy. It can be the way for them to socialize to others

especially those who have business. Also for them to have the

opportunities to enjoy, gathered together, to have bonding with each other

or to celebrate as one.

In the municipality of Bauan, fast food chains that exist in this place

are Jollibee, Mc Donalds, Mang Inasal, and Chowking and it is convenient

to Bauangenos. People take those because of how they serve the food
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and it is not expensive. They choose them over homemade food because

of their hectic schedules. The customers here are satisfied with all the

services offered by the fast food enterprises. Also they are satisfied with

the treatment of the crew, appearance of the staff and consistency of the

service.

The purpose of this study is to know the preferences of consumer

towards fast food chains. The researchers conducted this study to know

the possible reasons to have a popular restaurant, it could be the quality or

how they treat their customer. The output of this study will be significant to

all fast food chains to improve their services to win customers. Moreover,

they will be aware in customer‟s preferences, and it will help them to

manage smoothly their businesses.

Theoretical Framework

Presented in this section is the framework that will discuss about the

consumer preferences model and theory. The researchers strengthened

their concepts and ideas on the said study on the following theory and

model.
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Biswas’
Schiff’s Theory of Marshallian
Microeconomics Consumer
Behaviour Theory

CONSUMER PREFERENCES TOWARDS FAST FOOD CHAINS

Figure 1
Theoretical Framework of the Study

Theory of Microeconomics

Schiff‟s (2000) Microeconomic Theory of consumer behavior

provides the framework for analyzing and understanding buyer behavior.

The study of consumer behavior is very important to consumers because it

enables them to understand why people buy, so that they can effectively

develop strategies that will predict consumer buying behavior in the

marketplace. The knowledge of consumer buying behavior enables

marketers to know why consumers buy particular products, when, where,

how they buy it, how often they buy it, and also how they consume it as

well as dispose it.

This theory relates to the present study because it talks about how

the behavior of consumer towards specific fast food products and services

affect the cost, profit and revenue of the firm. Understanding the process of

how a purchase decision is reached is fundamental as this forms the

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foundation that can be used to analyze the impact of any given product in

specific markets. Furthermore, this theory has a contribution in knowing

the preferences of the consumer towards fast food chains.

Marshallian Consumer Behaviour Theory

Biswas‟ model is having complete knowledge of their wants and of

all available means to satisfy the consumer. This model is based on the

law of diminishing marginal utility. This model states that expenditures vary

directly with income (price effect); lesser the price of the substitute product,

lesser will be the utility of the product first bought (substitution effect); and

more quantity will be purchased when a person‟s income is increased

(income effect). The main criticism of this model is that it assumes the

homogeneity of the market and similarity of buyer behaviour. It ignores the

aspects such as motivation, perception, learning, attitude and socio

cultural factors.

This theory relates to the present study because this theory indicates

the price of a product which leads to have greater sales. Also it refers to

the price and what will be the outcome if they increased the price of one

product. With the help of this theory, the fast food chain will be aware if

they increased the price of their product. Most important of all, it helps in

determining the market price of the product under consideration which, in

turn, forms the basis for profits for the firm producing that product. They
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will know that the quantity of fast food supplied by an individual firm in any

country depends on profit and cost considerations. This theory helped the

researchers in supporting the foundation of the present study.

Conceptual Framework

This is the part of the study wherein the researchers identified the problem

and gives direction to the study by showing the relationships of the

construct that they want to investigate.

The main concern of this study is to know the consumer preferences

towards fast food chains in Bauan, Batangas. This study utilized the IPO

(Input-Process-Output) model. The input contains socio-demographic

profile of the respondents such as age, sex, and monthly income,

consumer preferences that influenced consumer to purchase food in the

fast food chains like convenience, brand name reputation, cost of food,

consistency, and quality of food. Likewise, it will be treated with utmost

confidentiality and ethics.

Next is the process. It enumerates the procedures that will lead the

researchers to the final product. In the process, data collected by the

researchers through the use of survey questionnaires will be interpreted.

Analysis was done, and the findings are results were presented.
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INPUT PROCESS OUTPUT

Profile of the
Respondents

Consumer Questionnaire
Proposed
Preferences
Infomercial to
 Convenience guide the
Interview
 Brand Name consumers in
Reputation selecting fast
 Cost of Food food chains
 Consistency
 Quality of
Food

Figure 2
Research Paradigm of Consumer Preferences towards Fast Food Chains
in Bauan Batangas
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Lastly, the output contains is an infomercial about preferences of

fast food to guide the consumers in selecting fast food chains. This study

will help the fast food chains in Bauan, Batangas to know the preferences

of customers towards fast food chains.

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Statement of the Problem

This study determined the preferences of the consumers towards Fast

Food Chains in Bauan, Batangas.

Specifically, this study sought answers to the following questions.

1. What is the socio-demographic profile of the respondents in terms

of:

1.1 age;

1.2 sex; and

1.3 monthly income?

2. To what extent are the consumers‟ preferences influenced by the

fast food chains:

2.1 convenience;

2.2 brand name reputation;

2.3 cost of food;

2.4 consistency; and

2.5 quality of food?

3. Is there any significant difference on the consumers‟ preferences

when grouped according to profile?

4. Based on the results, what advertisement may be proposed to guide

the consumers in selecting fast food chains?

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Hypothesis

On the basis of the above-mentioned research questions, the

null hypothesis was formulated:

Ho: There is no significant difference on the consumers‟ preferences

when grouped according to socio-demographic profile.

Scope, Delimitation and Limitation

The study aimed to prepare an infomercial for the consumer

preferences towards fast food chains in Bauan, Batangas. It covered the

socio-demographic profile of the respondents in terms of age, sex, and

monthly income. Likewise, the study covered the assessment on the extent

of the consumer preferences like convenience, brand name reputation,

cost of food, consistency, and quality of food. Furthermore, it also covered

the comparative between in consumers‟ preferences and the profile

variables.

The research instrument that will be utilized in the study is adopted

from the study of Ozdemir and Ergin (2017), entitled, “Consumer

Preferences for Fast Food Brands: Evidence from an Emerging Country”.

The instrument was used to gather the necessary data for statistical

treatment. Data from the questionnaire were supported by interview to

substantiate results.
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The study was conducted within the academic year 2019-2020. It

has single variable which is the consumer preferences towards fast food

chains. Descriptive Comparative research design will be employed in the

conduct of the study. There were one hundred consumers who participated

in this study. Quota sampling was employed in the selection of samples.

The results of the study were limited only to the data provided by the

respondents.

Significance of the Study

The following individuals are the beneficiaries of the study.

To fast food chains, this study will help that fast food chains in

managing, servicing, and evaluating those consumer or customer. Also,

this research will serve as their guide to improve their facilities to increase

customer.

To all the entrepreneurs, this study will help those entrepreneurs to

have guidelines or background on how to grow their business. They can

use the study to solve their problems regarding to have an improvement in

their business.

To consumers, this study will help them to know the current situation

of fast food in a particular place. Also, they will be aware on how one

preferences of one customer affect the restaurants.

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To future researchers, this study will serve as reference as basis to

the future researcher for further study that is related to this topic. This will

be their guidelines to somehow improve their research.

Definitions of Terms

To gain better understanding about the study being conducted, the

following terms are defined conceptually and operationally.

Behavior. It is a response of an individual or group to an action,

environment, person, or stimulus (businessdictionary 2009). In this study, it

refers to the customers‟ actions and way of thinking.

Consumer. It is the buyer‟s mindset behind the purchase that

defines your buyer (Leonard, 2019). In this study, it refers to someone who

can make decision whether or not to purchase an item.

Fast Foods. Fast foods are characterized as quick, easily

accessible and cheap alternatives to home-cooked meals (National

Institutes of Health, 2000). In this study, it refers to the food that can be

prepared and served quickly.

Fast Food Chains. Fast Food Chains are restaurants that are

possibly with seating or possibly not where customers go to a counter to

place their order and receive their food, rather than having a waiting staff

to come for them and take orders and deliver food (MacNeill et al. 2014).
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In this study, it refers to the buildings used for preparation of food and also

it is the place where the customers go.

Food. Foods are those materials consisting essentially of protein,

carbohydrate, and fat used in the body of an organism to sustain growth,

repair, and vital processes and to furnish energy also: such material

together with supplementary substances (https:www.merriam-

webster.com/dictionary/food). In this study, it refers to what are being

served in the consumer.

Infomercial. It is the amalgamation of the words information and

commercial. While some conventional commercials may describe and

demonstrate a product, infomercials present needs, explain how the

promoted product will solve them and exhibit benefits while driving the

viewers to take consumer action (Kittel, 2016). In this study, it is the

instrument that is used as output to guide the consumers in selecting fast

food chains.

Preferences. Consumer preferences can be measured by their

satisfaction with a specific item, compared to the opportunity cost of that

item since whenever the consumer buy one item; they forfeit the

opportunity to buy a competing item (Weedmark, 2018). In this study, it

refers to the personal choice of the customers.

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CHAPTER II

REVIEW OF LITERATURE

This chapter presents literature and studies which are related to the

present study. The study presents some sources and some researcher

who wrote their own idea about Consumer Preferences.

Conceptual Literature

After reading through literatures in the study under discussion, the

material has been narrowed down to the topics as being significant to the

present study. This includes the following main topics namely: Fast Food

Industry, Consumer Preferences such as: convenience, brand name

reputation, cost of food, consistency, and quality of food and preparation of

Infomercial.

Fast Food Industry. According to the IDEA latest Industry Trends, a

regular publication produced by IDEA, food is always viewed as an

indispensable household necessity. Based on the 2009 Family Income and

Expenditure Survey (FIES), around 42.6 percent of the total expenditure of

a typical Filipino household is solely being allocated for food. Changing

consumer behavior and lifestyle, however, are some of the factors that

continuously shape and influence households‟ decisions on food

consumption. The increasing numbers of white-collar workers, the

women‟s changing role in the society, the shifting consumers‟ preferences

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towards leisure and convenience, and urbanization have heightened

consumer demand for food services particularly for fast food services.

Per IDEA, a fast food refers to a type of restaurant that offers quick

services and affordable food. This thriving industry has transformed the

landscape of Filipinos‟ diet and culture. Buying of fast food has now

become an everyday routine for most people, especially for middle class

earners engaged in productive activities. Most fast food establishments are

located in Metro Manila and in several major cities in Central Luzon and

Southern Tagalog. As of 2009, there are around thirty-two thousand fast

food outlets in Metro Manila area alone. Emerging urban areas outside

Luzon including Metro Cebu and Metro Davao are also considered as

strategic locations for outlet expansion.

Per same published report, it was revealed that according to the 1994

Philippine Standard Industrial Classification (PSIC) handbook, fast food

services are classified under class 55210 restaurants, cafes and fast-food

centers. This classification comprises all activities concerned with the sale

of prepared foods and drinks for immediate consumption in the premises

such as restaurants, cafes, lunch counters and fast food outlets. It is also

concerned with take-out operation activities which includes drive-thru

option.
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Furthermore, the industry posted a decade best of 9.3 percent GVA

growth in 2007, but was immediately followed by modest GVA growth rates

of 3.1 percent and 2.7 percent in 2008 and 2009, respectively. The

slowdown illustrated the industry‟s difficulties in sustaining high growth

during the height of the Global Economic Crisis (GEC) in 2008 and 2009.

The industry reverted back to its bullish growth in 2010 with 9.1 percent.

The sustained positive growth of the industry during the last decade can be

attributed to the robust performance of the restaurant sector, particularly

the fast food subsector given that approximately 80 percent of the

restaurants in the country are classified as fast food. Based on a report

released by the Department of Primary Industries–Victoria, Australia, the

Philippine Fast Food subsector is valued at USD 3 billion, with growth

rates ranging from 10% to 15% in the last decade. This subsector is

immune to most economic turmoil given its large pool of consumers,

ranging from middle class workers to wealthy local and expatriate

customers. In addition, the fast food industry has managed to capture high-

end restaurant goers when general prices are rising; this was said to be

evident during the GEC, according to IDEA. (Limtingco, 2012)

Consumer Preferences. By Fromm 2019, convenience, as a retail

concept, once meant providing a product or experience within a

reasonable walk or drive, perhaps on the way home from work or in a town
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nearby. Maybe they could pick up that carton of milk they need in the

morning, or a pint of ice cream for a late night sugar fix. Or perhaps, if the

need were not too urgent, they could order online and expect a delivery

within a few days.

Today, Millennial and Gen-Z customers play by a different set of

rules and expectations. Driven by technology and an on-demand culture,

younger generations of consumers have grown up with media and services

that are available at the push of a button, anytime and anyplace. You can

call this the Amazon Effect or just what modern consumers expect from

top-tier modern brands.

This is not a concept that‟s in the distant future, it is happening now.

Millennial generally prefer not getting in a car to pick something up if cost

and product availability are equal. True convenience, in a digital

landscape, means the products and services is available to come to you.

So the definition of convenience has changed, and the expectations are

that retailers must be willing to bring their product closer to this new

consumer. That means fast home delivery at a good value.

Keep in mind, this isn‟t a small sector that is on the verge of great

changes. Convenience store industry sales totaled $616.3 billion in 2017

about 11% of all retail and foodservice sales in the United States. When an
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industry this large faces changes in consumer behavior, new and

innovative services are sure to emerge.

In recent years, the traditional convenience store model has become

glaringly outdated, plagued with franchisee disputes, antiquated

technology and an increasing lack of brand loyalty. Instead of costly retail

locations and multiple pick up points, Go Puff owns its own distribution and

delivery networks. They position warehouses centrally in each market to

maintain proximity to their core consumers.

And they market aggressively and creatively to millennial.

“Convenience stores have no idea how to speak to millennial in an

authentic voice”, says Go Puff founder Yakir Gola. “We are consumer

obsessed. Everything we do is with that young consumer in mind. We think

like them, and know what they want, because we are them. Go Puff‟s

entire mission is to bring them the products they need, faster than anyone.

And that‟s why they love us.”

That creative voice is important to create trust and engagement. Go

Puff uses colorful design and an irreverent but on-brand voice on social

media that its aging competitors in the convenience store space are

quickly trying to replicate. Unfortunately, that at times is through not so

subtle short cuts, like mimicking Go Puff‟s social presence and straight out

copying its app interface. However, Go Puff‟s first-mover advantage and

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authentic roots have given it a clear lead in the race to own the space for

this next generation consumer.

With more market entrances on the horizon, Go Puff‟s name could

easily become ubiquitous to its target consumer on college campuses and

in young-adult centric markets. Millennial are fickle consumers, but a brand

can quickly gain their loyalty if their service is consistent and authentically

targeted to their needs. One bad experience can push their attention

elsewhere, and options are sure to be coming. That‟s why Go Puff has

moved quickly and aggressively, and has relentlessly focused on

delivering a seamless ordering and delivery experience. Two years ago,

the brand first launched alcohol delivery in many of its markets, which

broadened their demographic reach while increasing order size and

cementing their position as the go-to brand for consumers‟ real-time

needs.

This may sound as if Go Puff is attempting to satisfy the holy trinity

of retail demands: quality, speed and price. So far, Go Puff seems likely to

succeed. And if lessons can be learned from their example, more

companies should think about their marketing to Millennial and marketing

to Gen Z, and how they make convenience tangible.

Next is brand reputation, based from Stibel, 2017, it is how the

particular brand of the company is viewed and perceived by the customers,

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stakeholders, and the market as a whole. It is the culmination of ideas and

emotions that a customer associated with the brand with the customer

service experienced during the purchase of goods and services, while

using them, and after-sales services provide by the company. Studies

have found that our brains respond differently to names than to any other

words. Our brains light up at the sounds of positively associated names,

sending endorphins that give us a high. Names with negative associations

can induce reactions that create fear and anxiety. And a name that has

deep meaning like your own can be heard across a crowded room or

easily spotted in an obscure picture. When psychologists test brand

names, they find similar responses. So companies exploit this by

deliberately linking their brands to positive emotional triggers. Coca-Cola

embraces cuddly polar bears and world peace; Apple has, well the

delicious apple.

Over time and with consistent marketing, a brand‟s message is

reinforced in our minds. As long as it stays true to itself, its mark becomes

indelible. With consistency, brands ultimately build trust and confidence.

Inconsistency, of course, does the opposite: It creates havoc that can

damage a brand. Company founders work to protect brands as if they were

their own names, and with good reason: A founder‟s reputation is linked to

the success of their company. Taken to the extreme, a company can

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quickly become synonymous with its founder. To that point, a Duke

economist found that companies with a founder included in the brand‟s

name perform better than those that do not. . It is far better to use a name

that is authentic, and nothing can be more authentic than the name of a

real person.

Nonetheless, business folks with newly minted MBAs often get

involved at some point and like to make their mark. They tend to do two

things wrong. The first is to change founding names to something “better,”

not realizing the impact on the consumer mindset. Second, if new

executives keep the name, they still put it at risk by exploiting it. The brand

name is an asset, so why not reap value from it, they reason. So they

create new products, new features, and new claims, all of which dilute the

value and impact of the underlying brand. It is no wonder that 96% of

businesses fail within ten years.

It should be obvious what to do if you are running a business: Treat

your brand with care. If you can, use your own name. Make sure your

message remains authentic, and treat each customer as if your reputation

depends on it. Seems obvious, but far too often companies don‟t respect

their own brands, let alone their customers. As a consumer, that leaves us

with the age old adage “buyers beware.” Consumers shouldn‟t just beware,

they should be downright wary. The tricks that marketers play on our
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brains to build their brands can be overwhelming. The only way to fight

back is by reminding ourselves of these tricks. If you forget about them,

you will succumb to their effects.

To have become successful and hence profitable, brands must have

developed a positive reputation. Brand names can often be repositories for

a firm's reputation: high-quality performance on one product can often be

transferred to another product via the brand name. Reputation is a concept

very familiar especially in the business world. Reputation is the estimation

of the consistency over time of an attribute of an entity. A reputable brand

is a strong asset, which benefits from a high degree of loyalty and thus

from stability of future sales. The reputation of the brand is a source of

demand and lasting attractiveness, the image of superior quality and

added value justifies a premium price. Brand reputation from the

company‟s perspective, is a long central construct in marketing, it is a

measure of the attachment that a customer has affected by this brand. It

reflects how likely a customer will be to switch to another brand, especially

when that brand makes a change, either in price or in product features.

According to the Encyclopedia 2020, the cost of food is viewed from

two perspectives. One is the cost to households, the other is the cost of

production and marketing. Since food is a basic necessity in every society,

a falling portion of household income needed to purchase food is an

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indicator of growing households' incomes and a measure of improved

national economic development. In high-income countries the percentage

of income needed for food is smaller than in low-income countries. This

phenomenon reflects an economic principle known as Engels' Law. As

income rises, the percentage of the additional income spent on food

declines.

In the United States the percentage of personal disposable income

(PDI) spent for food fell precipitously during the second half of the

twentieth century from 20 percent in 1960 to 11 percent in 2000. At the

beginning of the twenty-first century the United States had the lowest ratio

of food expenditures to PDI in the world. Expenditures for food ingredients

to cook at home fell in tandem with the decline in the percentage of income

spent on all food. Expenditures on food from restaurants and other food

service places remained steady at around 4 to 5 percent of PDI in the late

twentieth century. Consequently the percentage of households' total food

budget spent for food service increased from 27 percent in 1960 to 47

percent in 2000.

Expenditures on food rise with income and the number of people in

the household. The absolute amount spent on food rises with income as

consumers shift to more expensive brands, higher-quality food, and more

convenient forms of food, including more food eaten away from home.
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Households with only one person spend 16 percent more per person on

food than households with two people and 62 percent more per person

than households with four people. Per capita expenditures for food are

greater for single people because of the economies of scale involved in

feeding more people in the same household. With more people to feed,

less waste occurs from preparing full recipes, and people are more inclined

to cook food at home. Single persons tend to eat more food away from

home, increasing their food costs. Lower-income households spend about

two-thirds the number of dollars per person on food compared with higher-

income households and about 85 percent as much compared with middle-

income households. Even though households in the lowest income group

spend fewer dollars on food, these expenditures account for almost half of

their incomes. Those in the highest-income group spend only 8 percent of

their incomes on food. The average food expenditure, 11 percent of PDI,

represents middle-income households and hides the fact that great

disparity persists.

Production and marketing costs determine the minimum price of

food in the retail marketplace. Production costs are typically called the

"farm value" of food, and they comprise about 20 percent of the final food

cost. This percentage varies by type of food, depending on how highly

processed or perishable the food is. The farm value for meats and dairy
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products is around 28 percent, for poultry around 41 percent, for cereals

around 5 percent, for fresh fruits 16 percent, and for fresh vegetables 19

percent. As consumers demand more highly processed foods, fresh foods

from distant places, and foods ready to eat, the farm value falls as a

percentage of the retail price.

The rest of the costs are in transportation, advertising, rent, profits,

energy, business taxes, depreciation, interest payments, miscellaneous

costs, and repairs. These last types of costs have increased at about the

rate of inflation and have not changed their share of the food dollar much

over time. Since considerable price competition exists at the retail end of

the food chain, the marketing chain tends to absorb increases in the cost

of raw commodities. Also the cost of the raw commodity is a relatively

small percentage of the total cost. In the case of cereals, cyclical

fluctuations in grain prices barely affect the final food price. One way for

manufacturers to decrease their risks of price fluctuations in raw materials

is to contract with farmers for a set amount of commodity at a set price that

does not change at the whims of the market.

Moreover, based from McHale, 2018, everyone wants consistency,

whether it regards running a business, investing, supervising employees,

dieting, exercising or parenting. Consistency develops routines and builds

momentum. It forms habits that become almost second nature.

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For example, think about one of your goals. It requires consistent

effort to push toward that goal. If you are not consistently focused on

achieving it, you will likely fall back into old habits or lose interest. Being

consistent is the difference between failure and success. The late Jim

Rohn, entrepreneur and author, said: "Success is neither magical nor

mysterious. Success is the natural consequence of consistently applying

basic fundamentals.” Leadership guru John Maxwell said: "Small

disciplines repeated with consistency every day lead to great

achievements gained slowly over time.”

Consistency is especially important in business. Restaurants, for

example, must be consistent, because customers come in expecting the

same good food all the time. If they slip up even one day, they lose

customers. Consistency establishes reputations.

In any business, customers expect the same standards. The last

thing people want is to be surprised they want predictability. Let's face it

people live in an unpredictable world. When people get what they want,

they are happy and will return. Managers and leaders must be consistent

in their behavior and attitude. This sets a good example for employees and

eases concerns. If bosses are inconsistent, it can waste valuable time for

both employees and customers. That's why trust is built upon the

foundation of consistency.
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The key to repeat business is consistency in both what you offer and

how you deliver it. Customers will be loyal and return again and again

when they have confidence in your products and services. They will come

back when they trust, they will have a consistent experience each and

every time they comeback. The strength of customer loyalty is in direct

proportion to the confidence they feel regarding how well consistently

deliver on your service promise.

The only way people can guarantee your products and service

delivery will be the same each time is by ensuring all of your employees

maintain the same standards, abide by the same policies and procedures,

and use the same processes, practices and systems to perform their jobs

at the desired level. Take a hotel for example; if one housekeeper uses

one procedure or process to clean a hotel room, and another has a

different procedure or process, the room may be cleaned inconsistently.

Standards, policies, procedures, processes, practices and systems

are put in place as a means to replicate the specific performance and

experience expected by your customers. If employees fail to follow those

guidelines, it is impossible to guarantee the results will be consistent.

Consistent enforcement of the defined procedures and processes is the

key to consistent service.

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Your employees need to realize the importance of performing their

work and following your standards exactly as designed, and they must

commit to do so each and every time. This is when training is essential.

You should teach your employees how to consistently perform their tasks

according to your standards. Fast-paced work environments and complex

tasks can often make it a challenge to pay close attention to the details of

every element of your job performance. But overlooking details can

sometimes be costly, detrimental to the quality of your work product, or in

some cases, even dangerous.

Furthermore, by Leitzman, 2000, food quality is the quality

characteristics of food that is acceptable to consumers. This includes

external factors as appearance, texture, and flavour; factors such as

federal grade standards and internal. Food quality in the United States is

enforced by the Food Safety Act 1990. Members of the public complain to

trading standards professionals, who submit complaint samples and also

samples used to routinely monitor the food marketplace to public analysts.

Public analysts carry out scientific analysis on the samples to determine

whether the quality is of sufficient standard. Food quality is an important

food manufacturing requirement, because food consumers are susceptible

to any form of contamination that may occur during the manufacturing

process. Many consumers also rely on manufacturing and processing

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standards, particularly to know what ingredients are present, due to

dietary, nutritional requirements, or medical conditions. Besides ingredient

quality, there are also sanitation requirements. It is important to ensure that

the food processing environment is as clean as possible in order to

produce the safest possible food for the consumer.

Food quality represents the sum of all properties and assessable

attributes of a food item. Usually this is done by the three accepted

categories of quality: sensory value, suitability value and health value. All

three deal with an assessment, which are judgments with a subjective

component.

In addition to the value-related interpretation of quality there is the

value-neutral term in the sense of condition that is the sum of properties of

a product. From this can be concluded that quality is not easily definable

scientifically and that it comprises many different aspects. Obligatory and

uniform definitions are also made difficult, since those aspects are subject

to constant change.

A holistic assessment of quality of food comprises, in addition to the

three recognized partial qualities, additional categories of quality which are

currently gaining in significance. On the one hand there is a psychological

or notional value of food, based on usually difficult-to-explain conceptions,

opinions and expectations of consumers concerning a product. Foods are

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imputed to have certain properties which determine, whether these will be

selected and eaten. Without a clear delimitation to this area foods have a

cultural or social value. The prestige value of food is determined by food

habits of certain population groups as well as by supply and price. Foods

that are taboo or that are used as reward get their social value in this

manner. The political value of foods comprises aspects like the import of

foods and feeds, especially from developing countries as well as

production and handling of food surplus and employment of food aid. A

further category of quality is the ecological value of foods which assesses

the consequences on the environment due to food production and food

processing, as well as their manifold interactions and feedbacks. Quality

should make a product what it is; conforming to requirements or

specification. In this context, quality may be defined in different ways

depending on the interest of the manufacturers, or how they want to

impress it upon their customers.

Preparation of Infomercial. An infomercial is a form of

advertisement which is aimed at educating the customer about a product

or a series of products via television in the form of a program. Infomercial

typically lasts longer than a regular advertisement and thus is more

detailed. Infomercials are good for those products which require detailed

explanation about their features as they can run as a regular length

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television program. In the print media, infomercials appear as a separate

supplement. Infomercials are able to directly connect with its consumers

on a real-time basis. They create that connect with the potential customer

to make an enquiry about the product or place an order. Usually, various

offers or promotions/discounts are pitched to customers at the time of

product promotion. A toll-free number is generally aired on the television

channel as part of an infomercial with the product code to help customers

order that particular product.

Another important feature of an infomercial is that it appears during

off-peak hours, as compared to regular advertisements which appear

during peak hours. One possible reason is that advertisement rates are

generally lower around off-peak hours and because infomercials require

more time, it comes out to be economical for them. There is no defined

category of products that use infomercials as part of their strategy to woo

customers. Products ranging from clothes, cosmetics, sarees, home

improvement, kitchen items, shoes, gym equipment use infomercial.

One of the major features of infomercials is the reach and because

of the way it is communicated, it makes an instant connect with consumers

across regions. Most of the demand comes from tier II and tier III cities.

Home shop 18 is one example which runs infomercials. It is a 24-hour

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television channel which only airs infomercials. Apart from that, it has

some more shows which run on other channels such as Colors or Sony.

An infomercial is a longer-form video or television advertisement that

acts as a stand-alone program to pitch a good or service with a call to

action. Infomercials are different than regular commercials because they

last longer and have no breaks in the program. Infomercials usually appear

on television during off-peak hours and can run from a half-hour to nearly

one-hour long.

Infomercials typically include a lengthy attempt to sell a product or

service by appealing to the viewpoints or interests of the viewer.

Infomercials usually show a toll-free phone number and implore the viewer

to "call now," and that "operators are waiting" for what is described as a

"limited-time offer." Infomercials can run as a video online or during a

television time slot. In any format, an infomercial will contain a call to

action, such as an incentive to act immediately.

Advantages of infomercials for companies include there's more time

to showcase a product, demonstrate how it works, and present a

persuasive call to action. The term infomercial is a combination of the

words "information" and "commercial." However, in Europe, they're

referred to as "paid programming" or "teleshopping."

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Infomercials are famed for appearing on television during off-peak

hours, typically late at night or early in the morning. Advertising rates for

these hours are lower than during the day, allowing companies selling their

products to buy up more time than they would be able to if advertising on a

popular television show. Also, T.V. stations earn revenue from

infomercials, which help to offset the lack of advertising revenue that's

typical from shows during off-peak hours. Any infomercial that runs longer

than 15 minutes must tell viewers that it is a paid advertisement.

Infomercials are seen by many as employing sensationalism, half-truths,

and exaggeration. Infomercials are also commonly used to sell dietary and

sexual health supplements, memory improvement aids, personal fitness

equipment, and more. Such advertising may also be used by religious

figures or politicians that are seeking donations.

Research Literature

The research literature presents a summary of all studies by the

other researchers. The different studies presented served as the

foundation of the studies.

Tomas Sadilek (2019), the purpose of his paper is to identify

consumer segments based on preferences for food quality labels in

Czechia. The goal of the research is to identify the attitudes of Czech

consumers towards foods bearing quality labels and to create a consumer

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typology based on attitudes towards food quality labels. The survey was

conducted among 444 respondents of Czechia over 18 years of age,

addressed in front of grocery stores. Using cluster analysis, the

segmentation of Czech consumers based on their attitudes to food quality

labels was investigated. The findings are three most important factors for

Czech consumer when buying food are price, origin and appearance.

Furthermore, the study confirms a need to extend and intensify

promotional and communication activities to increase consumer

preferences for food quality labels.

Abraham et. al (2018), the purpose his study was to explore college

students‟ perceptions of the health effects of fast food consumption and

their eating habits. The consequences of increased fast food consumption

among college students is rising health problems, which include obesity,

diabetes, and metabolic syndrome. The problem was explored in a

quantitative survey using a cross sectional approach with a descriptive

design. A sample size of 120 college students among a 2000 student-body

population in the Midwestern United States participated in the survey. On a

4-point Likert-type scale of strongly disagree (1) to strongly agree (4), the

strongest agreement for the perception statement was: “Obesity is linked

to increased fast food consumption”.

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Hervàs et. al (2018), analyse the brand perceptions of users a sports

service and to subsequently carry out a comparison of the results based

on gender. They aim to determine what perceptions men and women have

of the different variables related to the brand perception of a sports

service, what their preferences are when choosing a brand and what

aspects are the most important in that election. In addition, they aim to

identify which aspects are perceived to be significantly different depending

on gender and which of those aspects are those that significantly predict

loyalty and future purchase intentions for both genders. Mean comparisons

will be carried out using T tests for independent samples and linear

regression analysis to obtain the predictive information of the

aforementioned variables. This information will allow others to better

understand the behaviour of consumers of sports services based on their

gender, which can provide valuable information to managers to guide their

marketing actions in one way or another, depending on whether the target

audience for such actions includes the male or female users of your

service.

Tabish (2018), a survey was carried out by taking a sample of 400

fast food and restaurant customers from Karachi. The questionnaire

consists of 36 questions that are related to four constructs. Exploratory

factor analysis and Confirmatory factor analysis verified the construct

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validity while Cronbach's alpha confirmed the reliability of data. Regression

analysis has been used to examining the research hypothesis and

hypothesized model. The result of the study indicates that the prediction of

customer loyalty by service quality and restaurant ambiance through direct

effect has been decreased in the presence of mediating variable customer

satisfaction. The results are showing partial mediation between service

quality, restaurant ambiance and customer loyalty through customer

satisfaction that highlight the importance of customer satisfaction in order

to achieve customer loyalty.

Omari et.al (2016), a cross-sectional consumer survey was

conducted among 400 fast food consumers, 15 years and older, drawn

from 20 fast food restaurants in the Accra Metropolitan Area of Ghana.

Firstly, findings showed that the more consumers perceived fast food as

convenient the greater the odds of eating it more frequently. Secondly,

convenience orientation was measured by three components, namely

consumers‟ inclination to in influencing fast food consumption. Thirdly, the

predictive power of income level and cooking skill on frequency of fast food

consumption could not be confirmed although positive associations were

found between them. Fourthly, the findings could not show any significant

association of age, gender, education level, employment status, working

status, and marital status with frequency of fast food consumption.

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Persaud (2016), his study is to examine the relationship of corporate

fast food and health within the context of gender. It tests the hypothesis

that Western perceptions of masculinity and femininity inform a

differentiated pattern of food preference, which will correlate with health as

measured by Body Mass Index. The targeted sample population for the

study is the undergraduate community of the University of Central Florida,

and fast food is a chosen dietary medium because it is an increasingly

ubiquitous source of caloric energy in the American food scape,

representative of the mass production model applied to cuisine in Western

nations. While no gender based food preference is demonstrated, a

correlation between BMI and frequency of consumption can be

established. This suggests a gender differentiated preference for fast food

in general, if not for specific food items.

Based on Shoaib (2016), restaurants can have built trust and satisfy

consumer by having high-quality service because satisfied customer will

come back to that restaurant. The idea of his study is to investigate those

factors which influence consumer preferences to the fast food restaurants

(international and domestic). His study shows that three subsets of

DINESERV (Tangible, Reliabilty and Responsiveness) and Price are those

factors which influence most. While others two subsets of DINESERV

(Assurance and Empathy) also have influence the consumers but have
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insignificant positive effect on consumer‟s preferences. This means that

consumers are more concerned about the reliable service and

environment.

Al-Tit (2015), investigate the relationships between service quality,

food quality, customer satisfaction and customer retention in limited

service restaurants in Jordan. A questionnaire-based survey was

distributed to 400 students served at 10 limited service restaurants in the

neighborhood of universities in Amman, the capital city of Jordan. Service

quality was measured in terms of SERVQUAL attributes. The data

collected (283 valid questionnaires) were analyzed using SPSS 20.0. The

findings showed that service quality and food quality have a positive

influence on customer satisfaction. Finally, the results confirmed that

customer satisfaction mediates the relationship between service quality

and customer retention. The practical implications of this study are

founded on the fact that limited service restaurants in the neighborhood of

universities should realize the critical role of service and food quality in

satisfying their customers as an antecedent of their retention. This study is

original as it examines the relationships between service and food quality

and customer satisfaction and retention in a specific type of restaurants in

Jordan.
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Based from Nondzor & Tawiah (2015), sample size of one hundred

and fifty nine students from the population was used through a pretested

structured questionnaire. Findings from the study indicated that the growth

of fast food is perceived to be as a result of urbanization, people working

for long hours, growing interest in exotic meals, advertising, availability of

commercial buildings and rise in income. Those who do not consume fast

food however perceive fast food as unhealthy, quite expensive and too

foreign as related to Ghanaian dishes. The study has an inherent limitation

due to its focus on tertiary students making it quite difficult to generalize

the findings. It however provides the opportunity for further investigations.

Study on the opportunities and challenges in the fast food industry will also

enrich literature on fast foods.

On the other hand, Awi et al., (2014) on Study of Factors Affecting

Consumer's Repurchase Intention Toward Xyz Restaurant, Myanmar,

examines those factors which affect the consumers repurchase intention of

Myanmar restaurant. There are 400 respondents. They use five different

variables; quality of the physical environment, service quality, brand

preference, customer satisfaction and repurchase intention. Results

indicate that all variables were statistically significant. If the restaurants

want to increase the level of customers repurchase intension they should

focus on these factors to develop the future benefits.

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Choi et.al (2014), the importance of clean food contact surfaces has

been recognized; however, the importance of cleanliness on nonfood

contact surfaces such as menus may be underestimated. The aim of the

study was to determine the cleanliness of restaurant menus, evaluate

typical cleaning methods used in a restaurant, and provide

recommendations for improving menu cleanliness. The authors' study used

an adenosine triphosphate meter to assess the cleanliness of the menus.

A pretest identified the most commonly touched areas of the menu by

consumers. Based on the results of the pretest, menus were collected from

casual-family dining restaurants and analyzed for cleanliness. Results

suggested that menus should be cleaned after each shift and that menus

distributed by the staff when guests are seated are cleaner than those kept

on the table.

Dingman et al. (2014), their study tested whether days on campus,

financial access through a meal plan, and health consciousness were

associated with number of meals that college students obtained from fast

food restaurants. In April 2013, all students currently enrolled in a meal

plan were invited to participate in an online survey (N = 1,246). Students

were asked to report the total number of meals eaten in the past week and

where they obtained them. Negative binomial regression was used, and it

was found that the number of meals obtained from fast food restaurants
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was positively associated with financial access and negatively associated

with health consciousness. An association between days on campus and

the number of meals obtained from fast food restaurants was not found.

Increasing levels of health consciousness and reducing access to fast food

restaurants through flex plans may reduce college students' consumption

of fast food.

Ergin & Akbay, (2014) examine the factors influencing consumer

preferences toward international and domestic fast food restaurant. They

use multi regression analysis and semantic differential scales for the study.

They collected the data of 400 students of male and female from public

and private universities. They use five variables which are brand name,

cost, convenience, consistency and quality. The finding of this research

that the most important elements factor among these five is convenience.

The gender has an impact on the frequency of fast food consumption and

age has no significant impact.

Furthermore, Prabhavathi et al., (2014) examine the consumer

preference and spending pattern in Indian fast food industry of male and

female. This study is held in two different cities of India with 100

respondents. They use statistical method. In their study they select four

factors; health and service quality, taste and location orientation and

ambience. The result indicates that all the factors are significant.
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From the study of Matiza et. al, (2014), a quantitative survey was

undertaken, with data being generated from a convenient sample of N=267

respondents. Data were analyzed by utilizing the Statistical Package for

Social Sciences 20.1. As a result of the study the paper also determines

that the country of origin of the franchise brand does not play a distinctive

role in the consumer decision process. However, this paper recommends

further research into the consumer buyer behaviour for rural fast food

consumers to generate further empirical data as fast food franchise brands

continue to explore new previously disadvantaged markets.

Ahmad et al., (2013) examine the consumer‟s preferences between

fast food restaurant and casual dining restaurant. There are 800

respondents in their study. They use three different variables; physical

surrounding, service quality and food attributes. The data is collected

between the ages of 21 to 64. The study is conducted in different cities of

Malaysia. The finding shows that all three variables are significant towards

the consumer‟s behavior intension.

Kaynak et al., (2013) examine the consumer preferences for the fast

food outlets in the developing countries among frequent buyers, old and

consumers. There are 259 respondents in their study. They use seven

attributes; price, taste, speed, delivery service, variety, seating capacity,

and cleanliness. Correspondence analysis was used for the consumer

 44
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perception. Results indicate that frequent buyers prefer location, speed,

price, service and taste. Older consumer considers nutritional value,

friendly staff, novelties and cleanliness. On the other side location, taste,

variety and price were considered by the consumers.

Kumar & Radhika (2013) on a study on Customers Preference

Towards Fast Foods with Reference to Coimbatore City, any customer

survey is a means of getting valuable inputs from the customer and

interpreting then to provide valuable feedback to the users of the

information. This study is done with that objective only. From the study it

can be concluded that the overall level of satisfaction of the respondents

with regard to the service rendered at the fast food outlets is satisfactory.

The study has brought out the customer preference of fast food and fast

food outlets and also the factors that need to be improved.

Sharifirad et. al, (2013) cross-sectional data were available from high

school students (n = 521) who were recruited by cluster randomized

sampling. All of the students completed a questionnaire assessing

variables of standard TPB model including attitude, subjective norms,

perceived behavior control, and the additional variables past behavior,

actual behavior control. Concurrently, intentions accounted for 6% of the

variance for fast food consumption. Past behavior and ABC accounted for

an additional amount of 20.4% of the variance in fast food consumption.

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Overall, the present study suggests that the TPB model is useful in

predicting related beliefs and norms to the fast food consumption among

adolescents. Subjective norms in TPB model and past behavior in TPB

model with additional variables (past behavior and actual behavior control)

were the most powerful predictors of fast food consumption.

He et.al (2012), his study examined the relationship between the

neighborhood food environment and the food purchasing behaviors among

adolescents. Grade 7 and 8 students (n = 810) at 21 elementary schools in

London, Ontario, Canada completed a questionnaire assessing their food

purchasing behaviors. Parents of participants also completed a brief

questionnaire providing residential address and demographic information.

Logistic regression analysis was conducted to assess the influence of the

home neighborhood food environment on students‟ food purchasing

behaviors, while two-level Hierarchical Non-Linear Regression Models

were used to examine the effects of school neighborhood food

environment factors on students‟ food purchasing behaviors. In conclusion,

macro-level regulations and policies are required to amend the health-

detracting neighborhood food environment surrounding children and

youth‟s home and school.

Moreover, Joshi, (2012) examines the consumer preferences

towards the restaurants in Dehradun city. She uses percentage analysis,

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ranked analysis, chi-squared analysis and ANOVA test in her study. There

are 89 respondents and she uses eight different variables; quality, rates,

variety in the menu, efficiency, cleanliness, location, ambience, and good

taste. The finding of this study is that people who visited to take dinner

preferred quality and taste which are the two main elements for the

restaurant.

In addition, Khan et al., (2012) examine the factors for customer

satisfaction in fast food restaurants in Peshawar. They use seven different

variables in their study; Service quality, Physical Environment, Price,

Promotion, Customer Expectation, Brand and Taste. They select four well

known restaurants of the city. They collected the data by using non-

probability sampling technique. Five Point Likert-scale questionnaires were

designed. The total sample size was 120. Multiple regression and

correlation test was applied to test the hypothesis. Results show that

Service quality has positively significant impact on the Customers

Satisfaction. Service quality is the most important factor for any type of

business organization. To satisfy the customer‟s organization should focus

on the service quality.

Kristanti et al., (2012) investigate the service quality of the

consumers towards fast food restaurant in Indonesia. They use five

dimensions of service quality; tangible, responsiveness, reliability,

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assurance and empathy. The respondents were 553. They use descriptive

statistics, customer satisfaction index, independent sample T-test and one-

way ANOVA. The result indicates that in the model empathy has the

biggest satisfaction index.

Habib et al., (2011) investigates the consumer preferences towards

the fast food restaurants. Respondents are the two leading universities of

Malaysia. There are 187 respondents. This study was done from the

Malaysian, Chinese and Indian students, which fast food they prefer. The

variables are; quality, freshness, suitable taste, food safety, attractive

packaging, halal status, health reason, rapidity of service, easy to cook.

The results show that food safety among three countries students is the

main factor to prefer the fast food.

Gurusamy et al., (2011) investigate the changes in consumer

preferences to the organized retailing to the unorganized retailing. The

study is descriptive. They use simple random probabilistic sampling

technique. The respondents are 150. There are seven variables in their

study; quality, service, choice, consistency, convenience, price and

hygiene. Results show that people who like local stores from their point of

view quality are the main element for them and on the other hand for the

supermarkets same case for them, they also prefer quality in the product.
 48
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Kaushik et.al,(2011), many of our children are fond of such

readymade food. Sponsorship of sports or cultural competitions with

attractive gifts is the main way of promotion of first food sale. Nuclear

families, working mother, socioeconomic status, close proximity of fast

food shop, food test and quick service in the shop are important

contributing factors of fast food consumption. This kind of food is

responsible for obesity, hypertension, dyslipidemia, heart disease

and diabetes. Easy availability of healthy food with reasonable prices along

with its campaign, school midday-food programmed and health education

can improve dietary habits of children. Implementation of laws for

regulation of marketing and selling of fast food may be another step in

controlling consumption of such food by our children.

Kunz et. al, (2011), PFI is conceptualized as the consumer's

perception of an enduring firm capability that results in novel, creative, and

impactful ideas and solutions. They develop and validate a PFI scale and

show that PFI impacts consumer loyalty via two processing routes: a

functional-cognitive route and an affective-experiential route. The results

indicate that a firm needs to consider consumer perceptions of the firm as

a whole, and not just new products and technologies, and take into

account a functional-cognitive perspective as well as consumer emotions

and experiences.
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French et. al, (2010) the present study examined income-related

household food purchases among a sample of 90 households from the

community. Annotated food purchase receipts were collected for a four-

week period by the primary household shopper. Receipt food source and

foods items were classified into specific categories, and food quantities in

ounces were recorded by research staff. For home sources, a limited

number of food/beverage categories were recorded. For eating out

sources, all food/beverage items were recorded. Median monthly per

person dollars spent and per person ounces purchased were computed.

Food sources and food categories were examined by household income

textile.

Ha & Jang (2010), empirically examined not only the relationship

between perceived quality and satisfaction or loyalty, but also the role of

customer perceptions of atmospherics in an ethnic restaurant segment.

Specifically, this study, using hierarchical regression analyses, investigated

the direct effects of service quality and food quality on customer

satisfaction and loyalty as well as the moderating effect of the perception

of atmospherics, in Korean restaurants. As expected, this study showed

that service and food quality have positive and significant effects on

customer satisfaction and loyalty. This study found that good employee

service can be more effective for increasing the satisfaction and loyalty of
 50
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customers with a low perception of the atmospherics compared to those

with a higher perception. Further, providing quality food is particularly

critical for creating customer satisfaction in ethnic restaurants where

atmospherics are not satisfactory.

Mcdermott et al., (2010), financial limitations in low-income

populations, those at highest risk for poor health outcomes, may preclude

adherence to recommended dietary guidelines. They examine the financial

burden of shopping for foods to meet national dietary recommendations in

a supermarket compared to eating primarily in a fast-food restaurant.

Using a single-parent, low-income model, obtained whole food costs

(healthy) from local supermarkets and from fast-food outlets (convenient).

Using cost per calorie as a metric for comparison, they used estimated

single-parent, low-income living expenses to determine the relative costs

of meeting national dietary guidelines. Food costs represent a significant

proportion of annual income. Diets based heavily on foods from convenient

sources are less healthy and more expensive than a well-planned menu

from budget foods available from large supermarket chains.

According to Nasim et. al.,(2010), the results showed that the

consumers give most importance on brand reputation of the fast food

followed by closeness and accessibility, similar taste of fast food, cost and

quality relationship, discount & taste, clean and hygiene, salesmanship

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and decoration, fat & cholesterol, and self-service. This study suggests

that the brand reputation, closeness and accessibility, similar taste of fast

food, and cost and quality relationship might be emphasized to improve the

attraction of the university students towards fast food at Dhaka city. This

study recommends that the fast food producers or distributors at Dhaka

city should focus more on the brand reputation, nearness or proximity and

accessibility, cost, quality, discount, and similarity in taste factors.

Dave et. al(2009), examined the association between attitudes

toward fast food and the frequency of fast-food intake in adults. This study

is a cross-sectional evaluation of random digit-dial telephone surveys to

identify patterns of eating away from home and attitudes toward it.

Participants included 530 adults (94% white, 65% women, 70% married,

42% with college educated). Additionally, frequency of fast-food intake was

also found to be significantly associated with perceived convenience of fast

food and dislike toward cooking but not with perceived unhealthfulness of

fast food. These findings suggest public education regarding the

unhealthfulness of fast food may not influence fast food consumption.

Interventions targeting the issue of convenience and quick or efficient

preparation of nutritious alternatives to fast food could be more promising.

Rydell et. al(2009), a convenience sample of adolescents and adults

who regularly eat at fast-food restaurants were recruited to participate in

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an experimental trial to examine the effect of nutrition labeling on meal

choices. As part of his study, participants were asked to indicate how

strongly they agreed or disagreed with 11 statements to assess reasons

for eating at fast-food restaurants. Logistic regression was conducted to

examine whether responses differed by demographic factors. Some

differences were found with respect to the demographic factors examined.

It appears that in order to reduce fast-food consumption, food and nutrition

professionals need to identify alternative quick and convenient food

sources.

Davy et. al., (2006), the influence of sex on dietary trends, eating

habits, and nutrition self-assessment and beliefs of a group of college

students at a large Midwestern university was investigated. A

questionnaire was completed by 105 male and 181 female undergraduate

students. Men had significantly higher height, weight, and body mass index

values. Significantly higher percentages of women than men had tried a

low-fat diet and a low-carbohydrate diet. Sex differences existed in these

college students with regard to anthropometric measurements, certain

choices of diets, some sources of nutrition knowledge, and some nutrition

beliefs.

Yelkur & Subhra (2006), examine if there are any gender-based

differences in the expectations of service quality in the fast food industry.

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Hypotheses on gender differences in expectations were tested by an

ANOVA, where the composite scores of each of the five dimensions of fast

food service were used as dependent variables. The expectations of

women were significantly higher than men in four of the five dimensions of

fast food service quality.

Synthesis

Conclusively, the results of the past and present studies were looked

into by the researcher to give further insights on the Consumer

Preferences towards Fast Food Chains in Bauan, Batangas.

The present study is similar with the previous study done by Tomas

Sadilek. They both categorized that the quality of food is a factor in buying

a food. Moreover, Tomas Sadilek confirms that they need communication

activities to increase consumer preferences for food quality labels. The

studies differ in terms of locale and respondents because the present

study focused only in Bauan, Batangas with a one hundred respondents

while the previous study focused in Czech with a four hundred forty-four

respondents.

The present study also has a similarity in the previous study done by

Abraham et. al in terms of increasing fast food consumption by the

consumers. From Abraham et. al, „Obesity is linked to increased fast food

consumption‟. The difference between their studies and the present study
 54
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is on sample size, and locale. The present study conducted in Bauan,

Batangas with a 100 participants while their study conducted in

Midwestern United States with a 120 participants.

The study of Hervàs et. al has something to do in the present study

in terms of the factor that the previous study used which is the brand name

reputation. They aim to determine what perceptions men and women have

of the different variables related to the brand perception while the present

study aim to know the consumer preferences towards fast food chains.

The present study similar to the study of Tabish in terms of used

factor in the study which are quality and the consistency of the fast food

chains. The previous study was carried out a survey by taking a sample of

400 fast food and restaurant customers from Karachi while the present

study compromise a 100 consumers from Bauan, Batangas.

The present study and the study of Omari et. al similar to the

findings that more consumers perceived fast food as convenient the

greater the odds of eating it more frequently and there is no also significant

difference between the socio-demographic profile and cost of food. They

differ in terms of sample size and to the locale. The present study

conducted 100 respondents from Bauan, Batangas while the study of

Omari et.al conducted among 400 fast food consumers, 15 years and
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older, drawn from 20 fast food restaurants in the Accra Metropolitan Area

of Ghana.

The present study is similar to the study of Persaud in preference

used in sex of the respondents. The previous study examines the

relationship of corporate fast food and health within the context of gender

while the present study aims to know the consumer preferences towards

fast food chains. The previous study has no gender based food preference

is confirmed while the present study determined that quality of food and

sex has a significant difference.

The present study and the study of Shoaib have a similarity to those

factors which influence consumer preferences to the fast food restaurants.

From Shoaib, restaurants can have built trust and satisfy consumer by

having high-quality service because satisfied customer will come back to

that restaurant. The present study and previous study differ to the findings

which is in the previous study found out that consumers are more

concerned about the reliable service and environment while the present

study found out that consumers are more concerned for being convenient

of fast food chains.

The present study has something to do in the study of Al-Tit in terms

of the variables it used in the study. Limited service restaurants in the

neighborhood of universities should realize the critical role of service and

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food quality in satisfying their customers as an antecedent of their

retention. They differ in respondents and to the locale of the study. The

present is in Bauan, Batangas with a 100 respondents while the previous

study distributed to 400 students served at 10 limited service restaurants in

the neighborhood of universities in Amman, the capital city of Jordan.

The study of Nondzor & Tawiah has the same intention like the

present study, to know the consumer preferences to the locale they

conducted. The study indicated that the growth of fast food is perceived to

be as a result of urbanization, people working for long hours, growing

interest in exotic meals, advertising, availability of commercial buildings

and rise in income. They differ in terms of the locale and sample size. The

present has 100 respondents conducted from Bauan, Batangas while the

previous study is in Ghana with a 159 students.

The present study and the study of Awi et. al both examines those

factors which affect the consumers repurchase intention in fast food

restaurant. They both have a number of variables but differ in the variables

used. The present study used convenience, brand name reputation, cost of

food, consistency and quality of food while the previous study used quality

of the physical environment, service quality, brand preference, customer

satisfaction and repurchase intention. They differ also in locale and to the
 57
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sample size. The present study is in Bauan, Batangas compromise 100

respondents while the previous is in Myanmar with a 400 respondents.

The study of Choi et. al helped the researchers to support the

findings regarding to the consistency of fast food chains. From the result of

it which is menus should be cleaned after each shift and that menus

distributed by the staff when guests are seated are cleaner than those kept

on the table, it helped the researcher in supporting the study.

The study of Dingman et. al helped the researchers to support the

findings regarding to the cost of food in fast food chains. Increasing levels

of health consciousness and reducing access to fast food restaurants

through flex plans may reduce college students' consumption of fast food.

They differ in the respondents, the present study has 100 respondents and

the previous study has 1,246 respondents.

The present study and the study of Ergin & Akbay similar to the

variables used in the study which are the brand name, cost, convenience,

consistency and quality. They also have similar findings in the study which

is the most important elements factor among these five is convenience.

They differ in the sample size, the present study has 100 respondents

while the study of Ergin & Akbay has 400 respondents.

The study of Prabhavathi et. al has similar intentions like the present

study to examine the consumer preference. They both also have 100
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respondents. In their study they select four factors; health and service

quality, taste and location orientation and ambience while in the present

have five factors which are the brand name, cost, convenience,

consistency and quality. They differ to the locale, the present is in Bauan,

Batangas only while the previous study is in two different cities of India.

The study of Matiza et. al is related to the present study because the

study is also identified that the affordability, convenience and accessibility

of the fast food chains are the key motivators to the consumers to select

the fast food chain. It also serves as the supporting literature to the present

study. They differ to the sample size, the present have 100 respondents

while the previous study have 267 respondents.

The study of Ahmad et. al and the present study both wants to know

the consumer‟s preferences in fast food restaurant. In their study they use

three different variables; physical surrounding, service quality and food

attributes while the present study use five different variables. The study is

conducted in different cities of Malaysia with a 800 respondents while the

present is in Bauan, Batangas only with a 100 respondents.

The study of Kaynak et. al and the present study also wants to know

the consumer‟s preferences in fast food outlets. The results of their study

indicate that frequent buyers prefer location, speed, price, service and

taste. They use seven attributes while the present study used five different
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variables. They differ to the respondents, the study of Kaynak et. al have

259 respondents while the present have 100 respondents.

The related study of Kumar & Radhika helped the present study to

support the results from the data gathered in monthly income and quality of

food. From the study the overall level of satisfaction of the respondents

with regard to the service rendered at the fast food outlets is satisfactory.

They differ to the locale, the present study is in Bauan, Batangas while the

previous study is in Coimbatore City.

The related study of Sharifirad et. al helped the present study to

support the results from the data gathered in brand name reputation. Their

study confirmed that past behavior and actual behavior control the most

powerful predictors of fast food consumption while in the present study the

most factors is convenience. They differ in the sample size, the present

have 100 while the previous study has 521.

The study of He et.al helped the researcher to support the findings

in the present study. It examined the relationship between the

neighborhood food environment and the food purchasing behaviors among

adolescents. The present study and the previous study differ in the

respondents, and to the locale. The present is in Bauan, Batangas with a

100 respondents while the previous study is in elementary schools in

London, Ontario, Canada with a 810 respondents.

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The study of Joshi also examines the consumer preferences towards

fast food restaurant. They differ to the statistical tool used in the study. The

present study used t-test, weighted mean, and ANOVA while the previous

study used percentage analysis, ranked analysis, chi-squared analysis and

ANOVA. Also, they differ to the locale, variables, and sample size. The

present study is in Bauan, Batangas with a 100 respondents while the

previous is in Dehradun City with a 89 respondents.

The previous study done by Khan et.al helped the researcher to

support the findings of the present study. The previous study used seven

different variables in their study while the present study used five different

variables. They collected the data by using non-probability sampling

technique while the present study used quota sampling method. They

differ also in the locale and in the sample size. The present study is on

Bauan, Batangas with a 100 respondents while the study of Khan et. al is

in Peshawar with a 120 total sample size.

The study of Kristanti et al. used to support the present study in their

findings. They used descriptive statistics, customer satisfaction index,

independent sample T-test and one-way ANOVA while the present study

used weighted mean, t-test, and ANOVA to have the results. The

respondents of the previous study are 553 while the present study has 100

respondents.
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The study of Habib et al. also investigates the consumer preferences

towards the fast food restaurants. The previous study is done in Malaysia

while the present study is in Bauan, Batangas. The result in their findings

show that food safety is the main factor to prefer the fast food chains while

the main factor in the present study is convenience. They differ also in the

number of the respondents in the study; the present has 100 respondents

while the previous study has 187 respondents.

The study of Gurusamy et al. is used also to support the findings in

present study. The results of the previous study is differ to the results of

present study which is in the previous study, quality is the main element in

preferring fast food chains while in the present study, convenience is the

main factor in purchasing in the fast food chain. The previous study used

simple random probabilistic sampling technique while the present study

used quota sampling method. The respondents in the study of Gurusamy

et al. are 150 while in the present study are 100.

The related study by Kaushik et. al helped the researchers in

supporting other factors that can influenced to buy in fast food chains. In

their study, nuclear families, working mother, socioeconomic status, close

proximity of fast food shop, food test and quick service in the shop are

important contributing factors of fast food consumption. Moreover, Kunz et.

al also helps the researchers in supporting the other variables in the

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present study. From the results of their study, it indicates that a firm needs

to consider consumer perceptions of the firm as a whole and not just new

product. In addition, French et.al helps the researchers to have a

supporting literature in the findings of the present study in terms of monthly

income.

The study done by Ha & Jang has something to do in the present

study because it supported some variable used in the present study. It

examined the relationship between perceived quality and satisfaction or

loyalty and also the role of customer perceptions of atmospherics in an

ethnic restaurant segment while the present study wants to know the

consumer preferences towards fast food chains. Food quality has positive

and significant effects on customer satisfaction and loyalty while in the

present study quality of food and sex of the respondents have significant

difference.

The study of Mcdermott et. al is used in supporting the findings in

the present study in terms of cost of food. Based from them food costs

represent a significant proportion of annual income and diets based heavily

on foods from convenient sources are less healthy and more expensive

than a well-planned menu from budget foods available from large

supermarket chains, it helps to support the present study.

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The study done by Nasim et. al helped the researcher to support the

findings in the present study. From their study, brand reputation is the

consumer give most importance in the fast food chains while in the present

study, convenience is the reason why they are purchasing food in the fast

food chains. The locale of his study is in Dhaka City while the present

study is in Bauan, Batangas.

The study of Dave et. al used to support the findings in the present

study. Statement „some organizations such as the World Cancer Research

Fund and the American Institute for Cancer Research suggested minimal

fast-food consumption because of the possible association between fast-

food intake and weight gain‟ helped the researchers to support the variable

in the present study which is the consistency. Participants in their study are

530 while in the present study has 100 respondents.

The study of Rydell et. al helped also the present study in supporting

the findings in brand name reputation. From the conclusion of it „in order to

reduce fast-food consumption, food and nutrition professionals need to

identify alternative quick and convenient food sources‟ helped to support

the results in the present study.

The study done by Davy et al. has something to do in the present

study by supporting the findings in the present study. The previous study is

done in the Midwestern University while the present is in Bauan Batangas.

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They differ also in the number of the respondents; in the present study it

has 100 respondents while the previous study has 286 respondents.

The study of Yelkur & Subhra is used in supporting the findings in

the present study in terms of comparative assessment between sex and to

the quality. In the study ANOVA is used to know the differences in terms

of sex while in the present study, ANOVA is used to know if there is

significant difference in terms of age and monthly income of the

respondents.

Despite the found similarities of the aforementioned studies with the

present study, the researchers believe that the present study is not a

duplication of any of them as it focused on developing an infomercial to

guide the consumers in selecting fast food chains.

 BNAVHS- SENIOR HIGH
CHAPTER III

RESEARCH METHODOLOGY

This chapter presents the research method and procedures used in

the study. It includes the research design, subject of the study, data

gathering instrument, data gathering procedures as well as the statistical

treatment of data.

Research Design

This study aimed to know the consumer preferences towards fast

food chains in Bauan, Batangas. Furthermore, the assessment of the

respondents will be compared based on the profile variables to further

deepen the study.

To achieve the purpose of this study, the researchers employed the

descriptive method of utilizing a questionnaire. The questionnaire was

adopted from the study of Ozdemir and Ergin (2017), entitled, “Consumer

Preferences for Fast Food Brands: Evidence from an Emerging Country”.

The findings of the study were given meaningful interpretations through the

use of appropriate statistical analyses. The results were used as bases for

preparation of an infomercial to guide the consumers in selecting fast food

chains.

According to Calderon, 2012, descriptive research involves the

description, recording, analysis and interpretation of the present nature,

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composition or processes of phenomena which focuses on prevailing

conditions, or how a person, group or thing behaves or functions in the

present. It often involves some type of comparison or contrast. In other

words, descriptive research maybe defined as a purposive process of

gathering, analyzing, classifying and tabulating data about prevailing

conditions, practices, beliefs, processes, trends and cause effect

relationship and then making adequate and accurate interpretation about

such data with or without the aid of statistical methods.

Subject of the study

The table shows the frequency distribution of the respondents per

barangay in Bauan, Batangas.

Table 1
Distribution of Respondents per Barangay in Bauan, Batangas
Barangay Number of Respondents

LocLoc 45

Sampaguita 41

San Agustin 14

Total 100

This study entitled “Consumer Preferences towards Fast Food

Chains in Bauan, Batangas” considered one hundred research

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participants. Quota sampling was employed in the determination of the

sample size.

Data Gathering Instrument

The study will utilize an adopted questionnaire as a main data

gathering instrument. The instrument will correlate the customer

preferences towards fast food chains in Bauan, Batangas.

Questionnaire. The researchers prepared a questionnaire which

underwent the process of construction, validation, retrieval, administration,

and scoring.

Construction. The questionnaire was used in this study was adopted

from the study of Ozdemir and Ergin (2017), entitled, “Consumer

Preferences for Fast Food Brands: Evidence from an Emerging Country”.

The instrument is composed of two parts. The first part requires the socio-

demographic profile of the respondents, while the second part tackles the

consumer preferences that influenced the consumers to buy.

Validation. The research instruments (was) were face validated by

the experts. The experts will check the instruments independently to

ascertain whether they can solicit the right information as per expectations

according to the research topic. Views on the content and structure will be

incorporated in the final draft of instruments. This was procedural in

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ascertaining the content validity of research instruments so as to ensure

the instruments will solicit the right information for the given study.

Administration. To facilitate the administration the questionnaire, the

researchers will personally administer it together with the letter informing

the respondents of the purpose of the study and giving the trust that all

information gathered would be treated with utmost confidentiality. The

respondents will be guided and instructed as regard to the purpose of the

study.

Retrieval. The questionnaire was gathered on the same date. The

response rate of the filled out questionnaire was 100. To supplement the

gathered data, an interview was done with the randomly chosen

respondents.

Scoring of Responses. The item in the questionnaire was scored

using a four- point Likert scale to determine the extent of the consumers‟

preferences towards fast food chains. Highest score is 4 and lowest is 1.

Scores were provided with qualifying verbal interpretation.

Option Scale Verbal Interpretation

4 3.26 - 4.00 Great Extent

3 2.51 - 3.25 Moderate Extent

2 1.76 - 2.50 Slight Extent

1 1.00 - 1.75 Least Extent

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Interview. The researchers also conducted unstructured interview among

consumers to gather relevant information which supported the data for the

study. Twenty consumers were interviewed and the questions asked to

them where about consumer preferences.

Data Gathering Procedures

The researchers submitted a letter to the school principal

requesting for the conduct of the study. A letter of consent was shown and

explained to the respondents regarding the purpose of the study.

The researchers personally distribute the questionnaires to the

respondents. The researchers collected the questionnaires after the given

time allotment. The data will be collected, classified, tabulated and coded

for analysis.

Statistical Treatment of Data

The following statistical tool was applied in interpreting the data

obtained from the instrument used in the survey.

ANOVA. This was applied to determine if there is a significant

difference between the responses of the participants based on age,

duration and monthly income.

t- test. This was utilized to determine if there is a significant

difference between the responses of the participants based on gender.

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Weighted Mean. This was used to determine the number that would

represent the average of the responses taken from the participants to have

a general description of the consumer preferences towards fast food

restaurants in Bauan, Batangas.

 BNAVHS- SENIOR HIGH
CHAPTER IV

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

This chapter deals with the presentation, analysis, and interpretation

of data gathered to answer the specific questions posted in the statement

of the problem.

1. Socio-demographic profile of the respondents

To further deepen the study, the socio-demographic profile of the

respondents were considered such as age, sex and monthly income. This

study determined the profile of the respondent such as age, sex, and

monthly income.

1.1 Age

Age is an important demographic factor that affects consumer

behavior. As people grow, their needs change. Age brings

changes to people‟s lifestyle and with it their needs and personal

values are also affected. Table 2 shows the socio-demographic

profile of the respondents in terms of age.

Table 2
Age Frequency Percentage
29 years old-above 47 47
25-28 years old 36 36
21-24 years old 17 17
Total 100 100
Percentage Distribution of the Respondents’ Profile According
to Age
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The sample is composed of 100 consumers contained of 47 percent

which is in the range of 29 years old and above, 25-28 years old got 36

percent and 17 percent which is in the range of 21-24 years old. This

means that in the range of 29 years old and above has the most

respondents that the researchers got.

1.2 Sex Between male and female sexes, several things are

different and these differences also affect their buying choices. However,

there are several areas where consumption patterns can be similar too like

in terms of food and fun. Table 3 reveals the sex profile of the

respondents.

Table 3
Percentage Distribution of the Respondents’ Profile According to Sex

Sex Frequency Percentage

Female 59 59
Male 41 41
Total 100 100

It can be seen in the table that there are 100 participants, female

acquired highest frequency in terms of sex with a frequency of 59 and

male have the lowest frequency and that is 41. The result shows that there

are more female respondents than male.

1.3 Monthly Income It is everything that the consumers earn in one

month, before taxes or deductions. This is typically outlined on their job

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offer letter, and it can find it itemized on their paycheck. Table 4 shows the

monthly income of the respondents.

Table 4
Percentage Distribution of the Respondents’ Profile According to
Monthly Income

Monthly Income Frequency Percentage

₱18,000-above 45 45
₱16,000-₱17,999 23 23
₱10,000- ₱15,999 17 17
₱9,999-below 15 15
Total 100 100

In can be gleaned in the table that 18,000 pesos and above got 45 as

the highest frequency and percentage in terms of monthly income, and

9,999 pesos and below got 15 as the lowest frequency and percentage.

This means that there are more respondents are in the range of monthly

income of 18,000 pesos and above.

2. Extent of Consumers Preferences Influenced by Fast Food

Chains in Bauan Batangas

Consumer preference is the term in which consumer like one thing

over another. The extent of consumer preferences influenced by fast food

chains in Bauan Batangas such as convenience, brand name reputation,

cost of food, consistency and quality of food.

2.1. Convenience. It is one of the preferences that can influence the

consumer to buy in the fast food chains. Table 5 shows the extent of
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consumer preferences influenced by the fast food chains in terms of

convenience.

Table 5
Extent of Consumers Preferences Influenced by Fast Food Chains in
Bauan Batangas in Terms of Convenience
Items WM VI
1. I prefer fast food chains that are close to my workplace. 3.38 GE
2. Fast food is open until late at night. 3.34 GE
3. I prefer going to fast food restaurants due to their proximity. 3.3 GE
4. Fast food simplifies my life. 3.22 ME
5. Fast food saves a lot of time for me. 3.04 ME
Composite mean 3.26 GE
Legend: WM= Weighted Mean; VI= Verbal Interpretation;
GE=Great Extent; ME=Moderate Extent
It can be gleaned from the table that to a great extent, the

consumers prefer fast food chains that are close to their workplace as

reflected in the highest weighted mean of 3.38. This result affirms that the

consumers prefer to patronize food in the nearby fast food chains. As

transpired on the interview conducted, the fast food chains‟ proximity to

workplace is the biggest factor considered by the consumers in buying

food. Based from Essays, UK., convenience was another good perception

view from public to fast food. Working adult willing to purchase fast food as

their lunch or dinner due to its efficient for getting their meal and also its

value packages which provided by fast food restaurant. Other than that,

normally, fast food restaurant based in or near shopping complex or office

building. This had build another good reason while employees are rushing
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for their lunch hour and they are much more prefer to have fast food in 15

minutes to enjoy for their one hour lunch time.

Fast food is open until late at night was also got the interpretation of

great extent with a weighted mean of 3.34. This result affirms that

consumers take fast food because of accessibility of it. Based on the

interview conducted, consumers took fast food availability as the reason to

purchase in fast food chains. The present study was supported by Melanie

Hicken, beyond adapting to the changing American work schedule,

increasing 24-hour operations could be a smart strategy for fast food

chains to beat the growing health food trend. Studies have shown that late-

night eaters are more likely to indulge in junk food.

Item that got also a verbal interpretation of great extent that obtained

a weighted mean of 3.3 is consumer prefer going to fast food restaurants

due to their proximity. This result proves that consumer likes to go to fast

food because of being close of this place. Consumers were purchasing

food in the fast food because it is near in their house, as being stated by

respondent in the interview. He et al. founded, closer proximity to the

nearest fast food outlet increased the likelihood of purchases at these

establishments and that a higher density of fast food outlets was

associated with increased fast food dining. Likewise, Burgoine and

colleagues found that people who have greater access to fast food or
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“take-away” restaurants near home, work, and along their commute are

more likely to consume fast food for meals.

Next that got the second to the least weighted mean of 3.22 was that

fast food simplifies their life and took as moderate extent by the

respondents. This outcome shows that consumers were having ways to

simplify their life and that is because of those fast food outlets. As what the

respondent said in the interview conducted, their life became easier

because of fast food, From Kaushik et. al, easy availability, taste, parent‟s

occupation and marketing strategies make them popular among children.

One important aspect of fast food restaurant is that it is primed to

maximize the service speed and is standardized to minimize waiting time.

So customers can save their time in taking their food. Here, food menu is

limited in number.

Lastly, fast food saves a lot of time for the consumers obtained the

lowest weighted mean of 3.04 and evaluated by the respondents as

moderate extent. Based on the results, some consumers saves their time

because of fast food and some are not. From the consumer that

participates in the interview conducted, consumer saves a lot of time in

preparing their foods. Based from what University of California-Los

Angeles said, surprisingly, dinner didn't get on the table any faster in

homes that favored convenience foods. The difference in the total amount
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of time expended was not statistically significant between meals involving

extensive use of convenience foods and more limited use of such items.

In general, the composite mean of 3.26 revealed that consumers

preferences influenced by fast food chains in Bauan Batangas in terms of

convenience were pursued to a great extent. This shows that consumers

were influenced by the fast food chains in terms of being convenient. As

supported in the present study, Omari et al., pointed out that convenience

encompasses people‟s desire to save time and energy while engaging in

the consumption process, which include planning, shopping, storage,

preparation of food, consumption, cleaning up, and disposal of leftovers

and wastes.

2.2 Brand Name Reputation. Also it is one of the reasons why the

consumers purchase product in fast food chains. It is a name that has

deep meaning, a name that is unique like your name. As social creatures,

there is not much that is more important than a person‟s name, and brands

are like names in terms of how the brain works. Table 6 shows the

consumer preferences of the respondents in terms of brand name

reputation.
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Table 6
Extent of Consumers Preferences Influenced by Fast Food Chains in
Bauan Batangas in Terms of Brand Name Reputation

Items WM VI

1. A popular branded fast food restaurant has a positive effect 3.34 GE

on my consumption.
2. I prefer not to eat at unfamiliar brands of fast food 3.32 GE
restaurants.
3. It is important to be a well-known brand in the fast food 3.28 GE
industry.
4. A global fast food brand provides better quality food. 3.1 ME
5. A global fast food brand is trustworthy in every aspect. 3.02 ME
Composite Mean 3.18 ME
Legend: WM= Weighted Mean; VI= Verbal Interpretation;
GE=Great Extent; ME=Moderate Extent

A popular branded fast food restaurant has a positive effect on their

consumption obtained as the highest weighted mean of 3.34 and

described as great extent by the respondents. Based from the interview

conducted, consumer were has positive effect in their consumption in

branded fast food restaurant. This shows that consumers were has a

positive effect in consumption when it is a branded fast food. In the study

of Sharifirad et. al, over the past decades, the consumption of fast foods

has increased worldwide. Recent studies have shown that the trend of

fast-food consumption among Iranians as well as the number of fast-food

restaurants in Iran are considerably increasing, which is an important

health concern.
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Item preferring not to eat at unfamiliar brands of fast food

restaurants attained the second to the highest weighted mean of 3.32 and

labeled as great extent. As what the consumers said in the interview

conducted, they are not purchasing food that is not familiar in the society.

This means that consumers were not eating food that is not popular or

unfamiliar brands of fast food restaurants. In lined in the study of Rydell et

al., it appears that in order to reduce fast-food consumption, food and

nutrition professionals need to identify alternative quick and convenient

food sources.

The result shows that it is important to be a well-known brand in the

fast food industry with a weighted mean of 3.28 and described as great

extent. According to the interview conducted, consumer wants products

that are popular in fast food industry. This shows that the food that they eat

must be popular in the fast food industry. Indeed, branding is a very

important aspect of fast foods. Schlevogt, sizes up the importance of a

company brand name: “Branding is the most powerful invention in

commercial history.” The perceptions consumers hold are at least partially

based upon the advertising a company does in an effort to get the

consumer to remember that company‟s brand name and the image which

goes with it.

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A global fast food brand provides better quality food obtained a

weighted mean of 3.1 and defined as moderate extent. As what one of the

consumers participated in the interview conducted said, those branded fast

food chains are more provides great quality of food. This means that

global fast food brand providing a great quality of food. From the study of

Metin et. al, there are lots of differences among the nations‟ cultures and it

may affect the cooking or preparing the food and beverage. In this context,

to adapt their selves to local communities, global fast-food chains have to

take into consideration about the economic, cultural and religious

properties of the consumers who live all over the world.

Item that got a weighted mean of 3.02 and labeled as moderate

extent is a global fast food brand is trustworthy in every aspect. Based on

the interview conducted, branded fast food is more trustworthy in

everything they serve in the consumers. This result encourages that every

global fast food brand can affirm trusted in every aspect. Kunz et. al,

brands perceived as having the competence to provide new and useful

products are expected to offer better-performing products and are,

therefore, trustable.

In general, the composite mean of 3.18 revealed that extent of

consumers preferences influenced by fast food chains in Bauan Batangas

in terms of brand name reputation were pursued to a moderate extent.

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This proves that brand name reputation influenced the consumers to buy in

fast food chains. By the study of Syed Nasim, Dr. Nazrul Islam, & G. M.

Shafayet Ullah, it showed that the consumers give most importance on

brand reputation of the fast food followed by closeness and accessibility,

similar taste of fast food, cost and quality relationship, discount & taste,

clean and hygiene, salesmanship and decoration, fat & cholesterol, and

self-service.

2.3 Cost of Food. It is the prices that the consumers need to pay

for their food. Table 7 shows the extent of consumer preferences

influenced by the fast food chains in terms of cost of food.

Table 7
Extent of Consumers Preferences Influenced by Fast Food Chains in
Bauan Batangas in Terms of Cost of Food
Items WM VI
1. Promotions increase my fast food consumption. 3.24 ME
2. Price of my favorite fast food is acceptable to me. 3.24 ME
3. I get good value for my money. 3.2 ME
4. I go to the fast food chains that offer group discounts. 3.18 ME
5. Fast food is a cheaper. 2.92 ME
Composite mean 3.16 ME
Legend: WM= Weighted Mean; VI= Verbal Interpretation;
GE=Great Extent; ME=Moderate Extent

It can be seen from the table that promotions increase consumer fast

food consumption and price of consumers‟ favorite fast food is acceptable

to them, it shows the same verbal interpretation of “Moderate Extent” as

shown by the highest weighted mean of 3.24. In the interview conducted,

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consumers were increasing their consumption because of promotions that

the fast food give and also consumers‟ favorite fast food price are suitable

to them. This result shows that when the fast food chains have promotions

in their product, consumers increased their consumption in fast food

chains. Consumers are favor to the price that their favorite fast food chains

give. By Wyrick D, et al, increased fast food consumption can affect health

because it has been linked to a diet that is “high in calories, saturated fat,

sugar, and sodium, as well as body fatness, weight gain, and increased

body mass index”.

Based on the findings, consumers get good value for their money

got a verbal interpretation of moderate extent with a weighted mean of 3.2.

From the interview conducted, consumers were having a great value in

their money because of the cost of food in fast food chains. This shows

that consumers were got good value for their money because of fast food

chains. Dario undertook a project in order to create a comparison between

what fast-food outlets advertise and what customers actually receive. He

found that most of the food did not look as appetizing and was not the

same size as advertised. In such a case, customers of fast-food outlets

may feel that they are not getting what they pay for and this may lead to

dissatisfaction with value.

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Going to the fast food chains that offer group discounts shows a

verbal interpretation of moderate extent and got the second to the lowest

weighted mean of 3.18. According to the interview conducted, consumers

were purchasing foods that are having discounts to save their money. This

result affirms that some consumers were going to fast food because of

discounts that the fast food chains offered. From UK, Essays, price

discounts are incentives offered to consumers in order to catch their

attention. Actually price discounts is the initiative which give consumers

feeling of receiving some additional value by not paying a certain

percentage of amounts of that product such as 10%, 20% or 50%. This is

one of the most commonly used ways to convince customers to increase

their purchases.

It can be gleaned in the table that fast food is a cheaper got a verbal

interpretation of moderate extent with a weighted mean of 2.92. From the

interview conducted, fast must be cheaper but give satisfaction to the

consumers‟ money. This means that fast food for some consumers were

cheap. Based from the results of the study of Salas G, et al., students in

this study agree that fast food is cheaper than home-made meals, and they

are conscious of the calories they consume at fast food restaurants.

In general, the composite mean of 3.16 revealed that extent of

consumers preferences influenced by fast food chains in Bauan Batangas

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in terms of cost of food were pursued to a moderate extent. This proves

that cost of food also moderately influenced the consumers to buy to the

fast food chains. As supported by Mcdermott, Andrew & Stephens, Mark.,

food costs represent a significant proportion of annual income. Diets based

heavily on foods from convenient sources are less healthy and more

expensive than a well-planned menu from budget foods available from

large supermarket chains.

2.4 Consistency. It is something that stays the same, ended with

the same looks or way, and a circumstance that is being consistent. Table

8 shows the extent consumer preferences influenced by the fast food

chains in terms of consistency.

Table 8
Extent of Consumers Preferences Influenced by Fast Food Chains in
Bauan Batangas in Terms of Consistency
Items WM VI
1. The standard, consistent menus at global fast food 3.14 ME
restaurants increase my overall fast food consumption.
2. I prefer global fast food restaurant due to the standard 3.04 ME
and consistent menus they serve.
3. I prefer fast food due to their surrounding for being clean 3.04 ME
and no foul odors.
4. Every branch of global branded fast food restaurant has 3.02 ME
consistent service ability.
5. I feel safe knowing that a global fast food restaurant 2.92 ME
serves a consistent menu with a consistent taste in every
branch it operates.
Composite mean 3.03 ME
Legend: WM= Weighted Mean; VI= Verbal Interpretation;
GE=Great Extent; ME=Moderate Extent
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The standard, consistent menus at global fast food restaurants

increase their overall fast food consumption attained a weighted mean of

3.14 and got a verbal interpretation of moderate extent. From the interview

conducted, because of being consistent in their food consumers were

increasing their consumption. It can be seen in the result that consumers

were increasing their consumption because of being consistent of the fast

food chains in their food. From the study of Dave et. al, some

organizations such as the World Cancer Research Fund and the American

Institute for Cancer Research suggested minimal fast-food consumption

because of the possible association between fast-food intake and weight

gain.

Preferring global fast food restaurant due to the standard and

consistent menus they serve and preferring fast food due to their

surrounding for being clean and no foul odors obtained the same verbal

interpretation of moderate extent and got also the same weighted mean of

3.04. Based on the interview conducted, consumers preferred branded fast

food because of cleanliness and consistent menus of it. This means that

consumers preferred fast food chains that have consistent to their food

they serve and to the cleanliness of the surrounding inside or outside of

the fast food chains. As Choi et al. suggested, menus should be cleaned
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after each shift and that menus distributed by the staff when guests are

seated are cleaner than those kept on the table.

Based on the findings, every branch of global branded fast food

restaurant has consistent service ability obtained a weighted mean of 3.02

and describe as moderate extent. According to the interview conducted,

branded fast food that has consistent service is the one that the consumer

wants. This result affirms that every branch of branded fast food chains

have an ability of being consistent in their services. From Al-Tit, Ahmad,

service quality has been regarded an antecedent of customer satisfaction,

which in turn results in customer retention. Hence, investigating all these

constructs can assist companies not only to meet or exceed their

customers' expectations, but also to affect their intentional behaviour.

Consumers feel safe knowing that a global fast food restaurant

serves a consistent menu with a consistent taste in every branch it

operates attained a verbal interpretation of moderate extent and has a

weighted mean of 2.92. From the interview conducted fast food can serve

consistent menus in every branch of it. This shows that some consumers

were not feeling safe to the new branch they operate for having a

consistent taste in every food they serve. Base from the study of Chen, the

survey of consumer tendency in Metro Manila shows that profit of fast food
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franchises depend on product consumption frequencies. Most fast food

franchises create profits by expanding branch stores.

In general, the composite mean of 3.03 revealed that extent of

consumers preferences influenced by fast food chains in Bauan Batangas

in terms of consistency were pursued to a moderate extent. This verifies

that being consistent moderately influenced the consumers to buy in fast

food chains. As supported by Mary Shacklett, consistent and repeatable

practices are underrated. They seldom earn their way onto board agendas,

and if people ask the CEO, it might likely refer him/her to a vice president

or director of quality control. But consistency matters and if it runs amok, it

can bring serious consequences to CEOs, boards, regulators, investors,

and customers.

2.5 Quality of Food. It is a characteristic of product or food that is

favor to the consumers. It is done with the appearance, features, and value

of a food. Table 9 shows the extent of consumer preferences influenced by

the fast food chains in terms of quality of food.

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Table 9
Extent of Consumers Preferences Influenced by Fast Food Chains in
Bauan Batangas in Terms of Quality of Food
Items WM VI
1. Global branded fast food restaurants use high quality 2.96 ME
ingredients.
2. Global branded fast food restaurants offering quality meals. 2.94 ME
3. Costlier fast foods offer better quality. 2.94 ME
4. The service is fast but assures quality product. 2.94 ME
5. Global branded fast food restaurants are more reliable. 2.92 ME
Composite mean 2.94 ME
Legend: 3.26-4.00= Great Extent; 2.51-3.25= Moderate Extent;
1.76-2.50=Slight Extent; 1.0-1.75=Least Extent

It can be gleaned in the table that global branded fast food

restaurants use high quality ingredients got a highest weighted mean of

2.96 and describe as moderate extent. Based from the interview

conducted, branded fast food can serve a quality that can meet the

satisfaction of their customers. This result affirms that global branded fast

food chains use high quality to satisfy their consumers with their food. In

the study of Kivela et.al, emphasizing the importance of food quality in the

dining experience, previous studies evaluated food quality according to

various characteristics.

Global branded fast food restaurants offering quality meals, costlier

fast foods offer better quality, and the service is fast but assures quality

product got the same verbal interpretation of moderate extent and same

weighted mean of 2.94. According to the interview conducted, even it is

costlier and the service is fast, fast food assured to their consumers that
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they serve better quality in the food. This shows that branded fast food

offered good quality meals, expensive fast foods deals a better quality and

even it is easy to serve they assured that everything that they serve have a

good quality. According to Tabish, it is also seen even there is an impact

of restaurant environment on customer‟s consumption, if the environment

of a restaurant is not good and healthy then it can impact on customer‟s

consumption and customer satisfaction, to reduce this risk a restaurant has

to provide a better physical environment in order to remain his customer

satisfy.

Based from the table, global branded fast food restaurants are more

reliable obtained a verbal interpretation of moderate extent with a weighed

mean of 2.92. From the interview conducted, those branded fast food are

more reliable and give better quality than other outlets. This means that

some consumers think that global fast food chains are more consistent

than others to have a lowest weighted mean. As supported by the study of

Ozdemir and Ergin, they believe that these global brands have higher

quality standards, do more research, use high quality ingredients and work

more on delivering healthier meals.

In general, the composite mean of 2.94 revealed that extent of

consumers preferences influenced by fast food chains in Bauan Batangas

in terms of quality of food were pursued to a moderate extent. This proves

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that quality of food moderately influenced the consumers to purchase in

fast food chains. From the study of Tomas Sadilek, since no studies, so

far, in Italy, about consumer insight, about their preferences about

information provided on foodstuffs labeling, and the meaning that they give

to the concept of traceability, consumers' preferences were studied about a

set of quality attributes of food products. To assess the quality of a food

product every consumer considers a variety of aspects and attributes a

specific degree of importance to each.

3. Comparative Assessment on the Responses in Consumers

Preferences and Profile of respondents

The Comparative Assessment of the Respondents‟ were compared to

further deeper the study.

Table 10
Comparative Assessment of Convenience and Age of the
Respondents

Independent Mean f- p- Decision Interpreta

Groups value value on H0 tion
21-24 y/o 3.42
Not
25-28 y/o 3.33 1.48 Accept
0.2329 Significant
29 y/o-above 3.19
a=0.05

The table portrays the difference on the extent of consumer

preferences influenced by fast food chains in Bauan, Batangas in terms of

convenience when grouped according to age. It revealed that the mean of

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21-24 years old is 3.42, in 25-28 years old were 3.33, and in 29 years old

and above are 3.19. The computed f-value of 1.48 and looking at the p-

value attained in the said differences, the researchers see that 0.2329 is

not significant which means there is a need to accept the null hypothesis.

This result affirms that age is not important in dealing with preferences of

the consumers. As corroborated in the interview, age that is in 21-24 years

old wants convenient to their place.

As supported Kapanen et al., one of the grounds offered for the

healthiness of self-made food was that a self-made meal always

includes vegetables or fresh ingredients. They did not regard convenience

food as complete food because it lacks fresh ingredients such as

vegetables and greens in the form of a salad, for example. Some of the

participants were annoyed because they had found the picture

indicating healthiness on the package of the convenience meal misleading.

Table 11
Comparative Assessment of Brand Name Reputation and Age of the
Respondents

Independent Groups Mean f- p- Decision Interpreta

value value on H0 tion
21-24 y/o 3.35
25-28 y/o 3.30 Not
0.54 Accept
0.5869 Significant
29 y/o-above 3.23
a=0.05
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The table portrays the difference on the extent of consumer

preferences influenced by fast food chains in Bauan, Batangas in terms of

brand name reputation when grouped according to age. It revealed that the

mean of 21-24 years old is 3.35, in 25-28 years old were 3.30, and in 29

years old and above are 3.23. The computed f-value of 0.54 and looking at

the p-value attained in the said differences, the researchers see that

0.5869 is not significant which means there is a need to accept the null

hypothesis. This shows that brand name is also not significant in any age

of the consumers. Based from the interview conducted, people in any age

want food that has a brand or label.

Indicate in the study of Pankaj Jain, age, income and occupation are

strongly related with brand preference for fixed line services provided by

telecom service providers. Though majority of the respondents prefer

BSNL fixed line to RCOM fixed line but this does not hold true for the

respondents between 24 years to 28 years as 15% prefer RCOM’s

fixed line and 13% prefer BSNL’s fixed line.

Table 12
Comparative Assessment of Cost of Food and Age of the
Respondents
Independent Groups Mean f-value p-value Decision on H0 Interpretation
21-24 y/o 3.31
25-28 y/o 3.19 0.41 Accept Not Significant
29 y/o-above 3.17 0.6671
a=0.05
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The table summarizes the difference on the extent of consumer

preferences influenced by fast food chains in Bauan, Batangas in terms of

cost of food and age. It revealed that the mean of the extent of consumer

preferences according to age of 21-24 years old is 3.31, in 25-28 years old

is 3.19, and in 29 years old and above is 3.17. The computed f-value of

0.41 and looking at the p-value obtained in the said comparison, the

researchers see that 0.6671 is no significance level which means there is a

need to accept the null hypothesis. Hence, there is no significant difference

on the extent of consumer preferences in terms of cost of food and age.

This can be determined from this result that age is not significant also in

cost of food. In the interview conducted, people do not care the cost of

their food they just care how they will satisfy their hunger.

According to Sturm & Datar, food prices may affect diet and weight

gain among youth and lead to geographic disparities in obesity.

Table 13
Comparative Assessment of Consistency and Age of the
Respondents

Independent Mean f- p- Decision Interpreta

Groups value value on H0 tion
21-24 y/o 3.35
Not
25-28 y/o 3.21 1.01 Accept
Significant
29 y/o-above 3.21 0.3691
a=0.05
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The table reveals the difference on the extent of consumer

preferences influenced by fast food chains in Bauan, Batangas in terms of

consistency when grouped according to age. It shown that the mean of 21-

24 years old is 3.35, in 25-28 years old and 29 years old and above are

3.19. The computed f-value of 1.01 and looking at the p-value attained in

the said differences, the researchers see that 0.3691 is not significant

which means there is a need to accept the null hypothesis. This shows that

age that is in 21-24 years old is not significant when it comes to

consistency of the service of any place. Based from the interview

conducted, people in any age wants that has a consistent service.

Shown in the study of Jekanowski, Binkley, & Eales the location of a

retail establishment can be a critical determinant of financial success,

especially in the fast food industry where restaurant sites are often

strategically selected to increase convenience and maximize long term

profits. McDonald's, in particular, has traditionally focused on a strategy

centered around high accessibility.

Table 14
Comparative Assessment of Quality of Food and Age of the Respondents

Independent Groups Mean f-value p-value Decision on Interpretati

H0 on
21-24 y/o 3.19
Not
25-28 y/o 3.07 1.43 Accept
Significant
29 y/o-above 2.95 0.2445
a=0.05
 95
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The table summarizes the difference between consumer preferences

in terms of quality of food and age. It revealed that the mean of the extent

of consumer preferences according to age of 21-24 years old is 3.19, in

25-28 years old is 3.07, while in 29 years old and above is 2.95. The

computed f-value of 1.43 and looking at the p-value obtained in the said

comparison, the researchers see that 0.2445 is not significant which

means there is a need to accept the null hypothesis. Hence, there is no

significant difference on the consumer preferences in terms of quality of

food and age. This means that even quality of food there is no significant in

any age of the consumers. Based from the interview, quality of food is

important to the consumer to value the money they give.

By Dirrado, 34 percent of children between the ages of 2 and 19

consume fast food daily. Studies show that although newer generations

have emphasized an importance of eating “clean food”, they would rather

eat fast food than a full service restaurant.

3.2 Comparative Assessment on the Responses in Consumers

Preferences and Sex

Table 15
Comparative Assessment in Convenience and Sex
Independent Mean t-value p-value Decision on Interpretation
Groups H0
Male 3.385 0.0578
1.920 Accept Not Significant
Female 3.186
a=0.05
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The table reviews the difference between consumer preferences in

terms of convenience and sex of the respondents. It shows that the mean

of male respondents is 3.385 while the mean of female respondents is

3.186. The computed t-value of 1.920 and looking at the p-value obtained

in the said comparison, the researchers could see that 0.0578 is greater

than 0.05 alpha which means there is a need to accept the null hypothesis.

Hence, there is no significant difference on difference in convenience to

sex of the respondents. This result shows that both male and female can

influence the fast food chains. From the interview, female just want to eat

and they do not bother where it could be.

As supported to the study of Donald Persaud, he stated that

differences in the amount of discussion male and female respondents

devoted to time or convenience may not necessarily indicate any

difference between sexes. Rather, it may reflect individual differences

between respondents or the overall fast pace of today‟s university

lifestyle. What is of greater interest, however, is the significance of

convenience in influencing diet or food choice.

Table 16
Comparative Assessment in Brand Name Reputation and Sex
Independent Mean t- p-value Decision on Interpretation
Groups value H0
Male 3.346 0.2608
1.131 Accept Not Significant
Female 3.231
a=0.05
 97
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From the table above, it summarizes the difference in brand name

reputation when grouped according to sex. It revealed that the mean of the

male is 3.346 while the female is 3.231. The computed t-value of 1.131

and looking at the p-value obtained in the said evaluation, the researchers

could see that 0.2608 is greater than 0.05 alpha which means there is a

need to accept the null hypothesis. Hence, there is no significant difference

on the two sectors. This result affirms that male got more influenced than

female in terms of brand name of the food. Based from the interview,

whether it is male or female, they do not care the brand as long as they will

satisfy to the food.

Based from the study of Hervas et. al., an analysis was then made of

the preferences of the users when choosing the brand they buy. The

decision to choose between a white label and a recognized brand, both

male and female users prefer to buy a recognized brand, although the

large percentage that is indifferent in both cases stands out. Specifically, in

the case of men, 18.7% prefer to buy a white label, 40.7% prefer the

known brand, and 40.7% are indifferent. On the other hand, in the case of

women, they see that 18% would choose a white label, 35% would choose

a recognized brand, and 47% are indifferent.

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Table 17
Comparative Assessment in Cost of Food and Sex
Independent Mean t- p-value Decision Interpretation
Groups value on H0
Male 3.288 0.2833
1.079 Accept Not Significant
Female 3.173
a=0.05

The table summarizes the difference in cost of food when grouped

according to sex. It revealed that the mean of the male is 3.288 while the

female is 3.173. The computed t-value of 1.079 and looking at the p-value

attained in the said assessment, the researchers could see that 0.2833 is

greater than 0.05 alpha which means there is a need to accept the null

hypothesis. Hence, there is no significant difference on the two groups. It

can be seen in the results that male consider the cost of food than female.

In the interview, female do not care at all when it comes to the price.

From the study of Ergin & Akbay, the gender has significant impact to

the fast food consumption of the consumers.

Table 18
Comparative Assessment in Consistency and Sex
Independent Mean t- p-value Decision Interpretation
Groups value on H0
Male 3.161 0.4013
0.843 Accept Not Significant
Female 3.081
a=0.05

The table portrays the difference in consistency when grouped

according to sex. It revealed that the mean of the male is 3.161 while the
 99
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assessment of female is 3.081. The computed t-value of 0.843 and the p-

value obtained in the said evaluation, the researchers see that 0.4013 is

greater than 0.05 alpha level which means there is a need to accept the

null hypothesis. Hence, there is no significant difference in the assessment

of two groups. This shows that it is not significant to the sex of the

respondents when it comes to being consistent of the place.

In fact, it has been reported in the study of Davy S. R., Benes B. A.,

Driskell J. A., that women tend to be more consistent in food-related

issues, have better knowledge of food and nutrition, are more prone to go

on a diet.

Table 19
Comparative Assessment in Quality of Food and Sex

Independent Mean t- p-value Decision Interpretation

Groups value on H0
Male 3.171 0.0228
2.313 Reject Significant
Female 2.932
a=0.05

The table reveals the difference in quality of food when grouped

according to sex. It revealed that the mean of the male is 3.171 while the

assessment of female is 2.932. The computed t-value of 2.313 and the p-

value obtained 0.0228 is less than 0.05 alpha level which means there is a

need to reject the null hypothesis. Hence, there is a significant difference in

the quality of food and sex. This result affirms that in terms of quality of the
 100
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food, both sexes cared. Based from the interview, people want food that

has a good quality.

According to the study of Yelkur et. al.,the expectations of women

were significantly higher than men in four of the five dimensions of fast

food service quality.

3.3 Comparative Assessment on the Responses in Consumers

Preferences and Monthly Income

Table 20
Comparative Assessment of Convenience and Monthly Income of the
Respondents

Independent Mean f- p- Decision Interpreta

Groups value value on H0 tion
₱9,999-below 2.95
₱10,000- ₱15,999 3.31 Not
2.38 0.0740 Accept
₱16,000-₱17,999 3.36 Significant
₱18,000-above 3.31
a=0.05

The table reveals the difference on the extent of consumer

preferences influenced by fast food chains in Bauan, Batangas in terms of

convenience when grouped according to monthly income. It shown that the

mean of ₱9,999-below is 2.95, in ₱10,000- ₱15,999 is 3.31, ₱16,000-

₱17,999 is 3.36, and ₱18,000-above is 3.31. The computed f-value of 2.38

and the p-value attained in the said differences, the researchers see that

0.0740 have no significance which means there is a need to accept the

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null hypothesis. Hence, there is no significant difference on the consumer

preferences in terms of convenience to monthly income. This means that

those who have a low monthly income patronize more those convenient

places. Based from the interview, people wants a place that is convenient

to them especially who have low income.

It seems that, in the study of Jekanowski, Binkley, & Eales the

location of a retail establishment can be a critical determinant of financial

success, especially in the fast food industry where restaurant sites are

often strategically selected to increase convenience and maximize long

term profits. McDonald's, in particular, has traditionally focused on a

strategy centered on high accessibility.

Table 21
Comparative Assessment of Brand Name Reputation and Monthly
Income of the Respondents

Independent Mean f- p- Decision Interpreta

Groups value value on H0 tion
₱9,999-below 2.99 0.0791
₱10,000- ₱15,999 3.34 Not
2.33 Accept
₱16,000-₱17,999 3.30 Significant
₱18,000-above 3.36
a=0.05

The table summarizes the difference between extent of consumers‟

preferences in terms of brand name reputation and monthly income. It

shown that the mean of the monthly income that range ₱9,999-below is
 102
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2.99, in ₱10,000- ₱15,999 is 3.34, ₱16,000-₱17,999 is 3.30, and ₱18,000-

above is 3.36. The computed f-value of 2.33 and the p-value attained in

the said differences, the researchers see that 0.0791 have no significance

which means there is a need to accept the null hypothesis. Hence, there is

no significant difference on the consumer preferences in terms of brand

name reputation to monthly income. This shows that income that is low

cared so much to the brand of the food they eat. From the interview, a

person that has a high income do not care at all in the food they eat.

From Farina & Springer, there was no relationship between the age

and monthly income levels of participants and the perceived quality and

attitude toward brand.

Table 22
Comparative Assessment of Cost of Food and Monthly Income of the
Respondents

Independent Mean f- p- Decision Interpreta

Groups value value on H0 tion
₱9,999-below 3.00
₱10,000- ₱15,999 3.11 Not
1.71 Accept
₱16,000-₱17,999 3.34 0.1705 Significant
₱18,000-above 3.28
a=0.05

The table summarizes the difference between extent of consumers

preferences in terms of cost of food and monthly income. It revealed that

the mean of the monthly income that range in ₱9,999-below is 3.00, in

 103
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₱10,000- ₱15,999 is 3.11, ₱16,000-₱17,999 is 3.34, and ₱18,000-above is

3.28. The computed f-value of 1.71 and the p-value made a 0.0791 that

have no significance which means there is a need to accept the null

hypothesis. Hence, there is no significant difference on the consumer

preferences in terms of cost of food to monthly income. This result shows

that people who have a high monthly income do not cared so much while

people that have low income bothered. From the interview, those who

have a high income do not bothered so much because they have more

money to spend.

As supported by Simone A French, Melanie Wall, and Nathan R

Mitchell, in the study the higher income households spent more money on

both healthy and less healthy foods from a wide range of sources. Lower

income households spent a larger proportion of their eating out dollars at

carry out places, and a larger proportion of their home beverage purchases

were sugar sweetened beverages.

Table 23
Comparative Assessment of Consistency and Monthly Income of the
Respondents

Independent Mean f- p- Decision Interpreta

Groups value value on H0 tion
₱9,999-below 3.09
₱10,000- ₱15,999 3.01 Not
0.45 0.7158 Accept
₱16,000-₱17,999 3.18 Significant
₱18,000-above 3.12
a=0.05
 104
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The table summarizes the difference between extent of consumers

preferences influenced by fast food chains in terms of consistency and

monthly income. It is presented that the mean of the monthly income of

₱9,999-below is 3.09, in ₱10,000- ₱15,999 is 3.01, ₱16,000-₱17,999 is

3.18, and ₱18,000-above is 3.12. The computed f-value of 0.45 and the p-

value attained 0.7158 have no significance which means there is a need to

accept the null hypothesis. Hence, there is no significant difference on the

consumer preferences in terms of consistency and monthly income. This

shows that who has high income is more consistent to revisit the place.

Based from the interview, people that has a high monthly income become

more consistent to the place to went again because of their income.

From the study conducted by Ha and Jang, when a customer has a

high household income and see that the restaurant was have nice

ambiance, they are tending to be consistent to revisiting the place.

Furthermore, when the physical environment of the restaurant was not up

to the mark, customers were not satisfied with the place and there were

less chances of their next visit.

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Table 24
Comparative Assessment of Quality of Food and Monthly Income of
the Respondents

Independent Mean f- p- Decision Interpreta

Groups value value on H0 tion
₱9,999-below 2.91
₱10,000- ₱15,999 2.99 Not
0.46 Accept
₱16,000-₱17,999 3.04 Significant
₱18,000-above 3.08 0.7129
a=0.05

The table summarizes the difference between extent of consumers‟

preferences in terms of quality of food and monthly income. It shown that

the mean of the monthly income that range ₱9,999-below is 2.91, in

₱10,000- ₱15,999 is 2.99, ₱16,000-₱17,999 is 3.04, and ₱18,000-above is

3.08. The computed f-value of 0.46 and the p-value got 0.0791 have no

significance which means there is a need to accept the null hypothesis.

Hence, there is no significant difference on the consumer preferences in

terms of quality of food and monthly income. This result shows that those

who has a low monthly income do not concerned to the quality of the food

they eat. In the interview conducted, high income is more bothered than to

the low income when it comes to the quality of the food.

From the findings of Dr.M.Ashok Kumar & S.Radhika, the majority of

the respondents belonging to the in group 5,000-10,000 prefer taste as a

factor influencing choice of particular outlet.

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4. Proposed Infomercial to guide the consumers in selecting fast food
chains

Infomercial is a long television advertisement that has more

information. This television advertisement is about promoting someone‟s

business or yourself.

It was created in order to improve the consumers‟ perception

regarding to one fast food chains. This proposed advertisement is

presented through video to help the consumers in selecting which fast food

has a great quality of food, price, and so on. Some consumers who

participated in this video shows different insight about fast food they want.
 BNAVHS- SENIOR HIGH

CHAPTER V

SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

This chapter presents the summary of findings revealed in the study,

conclusions formulated based on the findings, and the recommendations

offered based on the conclusions drawn.

Summary of Findings

This study determined the extent of the consumers‟ preferences

towards fast food chains in Bauan, Batangas.

Specially, this study sought answers to the following questions:

1. What is the profile of the respondents in terms of:

1.1 age;

1.2 sex; and

1.3 monthly income?

2. To what extent are the consumers preferences influenced by the fast

food chains:

2.1 convenience;

2.2 brand name reputation;

2.3 cost of food;

2.4 consistency; and

 BNAVHS- SENIOR HIGH
108

2.5 quality of food?

3. Is there any significant difference on the consumers‟ preferences

when grouped according to profile variables?

4. Based on the results, what advertisement may be proposed to guide

the consumers in selecting fast food chains?

Hypothesis

This study will test the hypothesis below:

Ho: There is no significant difference on the consumers‟ preferences

when grouped according to profile variables.

The research design used in this study was descriptive research

design with constructed questionnaires adopted from the study of Ozdemir

and Ergin (2017), entitled, “Consumer Preferences for Fast Food Brands:

Evidence from an Emerging Country” as the main instrument in data

gathering. This involved select customers of fast foods chains in Bauan,

Batangas. The statistical tools used to analyze and interpret data were

ANOVA, percentage, ranking, t-test, and weighted mean.

Findings

This study revealed the following findings:

1. Socio-Demographic Profile of the Respondents

In terms of age, the sample is composed of 100 consumers

contained of 47 percent which is in the range of 29 years old and above,

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25-28 years old got 36 percent and 17 percent which is in the range of 21-

24 years old.

There are 100 participants, female acquired highest frequency in

terms of sex with a frequency of 59 and male have the lowest frequency

and that is 41.

18,000 pesos and above got 45 as the highest frequency and

percentage in terms of monthly income, and 9,999 pesos and below got

15 as the lowest frequency and percentage.

2. Extent of Consumers Preferences Influenced by Fast Food

Chains in Bauan Batangas

2.1 Convenience. To a great extent, the consumers prefer fast food

chains that are close to their workplace as reflected in the highest

weighted mean of 3.38. Fast food saves a lot of time for the consumers

obtained the lowest weighted mean of 3.04 and evaluated by the

respondents as moderate extent. In general, the composite mean of 3.26

revealed that consumers preferences influenced by fast food chains in

Bauan Batangas in terms of convenience were pursued to a great extent.

2.2 Brand Name Reputation. A popular branded fast food

restaurant has a positive effect on their consumption obtained as the

highest weighted mean of 3.34 and described as great extent by the

respondents. Item that got a weighted mean of 3.02 and labeled as

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moderate extent is a global fast food brand is trustworthy in every aspect.

In general, the composite mean of 3.18 revealed that extent of consumers

preferences influenced by fast food chains in Bauan Batangas in terms of

brand name reputation were pursued to a moderate extent.

2.3 Cost of Food. Promotions increase consumer fast food

consumption and price of consumers‟ favorite fast food is acceptable to

them, it shows the same verbal interpretation of “Moderate Extent” as

shown by the highest weighted mean of 3.24. Fast food is a cheaper got a

verbal interpretation of moderate extent with a weighted mean of 2.92. In

general, the composite mean of 3.16 revealed that extent of consumers

preferences influenced by fast food chains in Bauan Batangas in terms of

cost of food were pursued to a moderate extent.

2.4 Consistency. The standard, consistent menus at global fast

food restaurants increase their overall fast food consumption attained a

weighted mean of 3.14 and got a verbal interpretation of moderate extent.

Consumers feel safe knowing that a global fast food restaurant serves a

consistent menu with a consistent taste in every branch it operates

attained a verbal interpretation of moderate extent and has a weighted

mean of 2.92. In general, the composite mean of 3.03 revealed that extent

of consumers preferences influenced by fast food chains in Bauan

Batangas in terms of consistency were pursued to a moderate extent.

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2.5 Quality of Food. Global branded fast food restaurants use high quality

ingredients got a highest weighted mean of 2.96 and describe as moderate

extent. Global branded fast food restaurants are more reliable obtained a

verbal interpretation of moderate extent with a weighed mean of 2.92. In

general, the composite mean of 2.94 revealed that extent of consumers

preferences influenced by fast food chains in Bauan Batangas in terms of

quality of food were pursued to a moderate extent.

3. Comparative Assessment of the Respondents towards the

Consumers Preferences

3.1 Comparative Assessment of Convenience and Age of the

Respondents

The computed f-value of 1.48 and looking at the p-value attained in the

said differences, the researchers see that 0.2329 is not significant which

means there is a need to accept the null hypothesis.

3.2 Comparative Assessment of Brand Name Reputation and

Age of the Respondents

The computed f-value of 0.54 and looking at the p-value attained in the

said differences, the researchers see that 0.5869 is not significant which

means there is a need to accept the null hypothesis.

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3.3 Comparative Assessment of Cost of Food and Age of the

Respondents

The computed f-value of 0.41 and looking at the p-value obtained in the

said comparison, the researchers see that 0.6671 is no significance level

which means there is a need to accept the null hypothesis. Hence, there is

no significant difference on the extent of consumer preferences in terms of

cost of food and age.

3.4 Comparative Assessment of Consistency and Age of the

Respondents

The computed f-value of 1.01 and looking at the p-value attained in the

said differences, the researchers see that 0.3691 is not significant which

means there is a need to accept the null hypothesis.

3.5 Comparative Assessment of Quality of Food and Age of the

Respondents

The computed f-value of 1.43 and looking at the p-value obtained in the

said comparison, the researchers see that 0.2445 is not significant which

means there is a need to accept the null hypothesis. Hence, there is no

significant difference on the consumer preferences in terms of quality of

food and age.

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Comparative Assessment of Consumer Preferences and Sex of the

Respondents

3.2.1. Comparative Assessment in Convenience and Sex

The computed t-value of 1.920 and looking at the p-value obtained in

the said comparison, the researchers could see that 0.0578 is greater

than 0.05 alpha which means there is a need to accept the null

hypothesis. Hence, there is no significant difference on difference in

convenience to sex of the respondents.

3.2.2. Comparative Assessment in Convenience and Sex

The computed t-value of 1.131 and looking at the p-value obtained in

the said evaluation, the researchers could see that 0.2608 is greater than

0.05 alpha which means there is a need to accept the null hypothesis.

Hence, there is no significant difference on the two sectors.

3.2.3. Comparative Assessment in Convenience and Sex

The computed t-value of 1.079 and looking at the p-value attained in

the said assessment, the researchers could see that 0.2833 is greater than

0.05 alpha which means there is a need to accept the null hypothesis.

Hence, there is no significant difference on the two segments.

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3.2.4. Comparative Assessment in Convenience and Sex

The computed t-value of 0.843 and the p-value obtained in the said

evaluation, the researchers see that 0.4013 is greater than 0.05 alpha level

which means there is a need to accept the null hypothesis. Hence, there is

no significant difference in the assessment of two sectors.

3.2.5. Comparative Assessment in Convenience and Sex

The computed t-value of 2.313 and the p-value obtained 0.0228 is less

than 0.05 alpha level which means there is a need to reject the null

hypothesis. Hence, there is a significant difference in the quality of food

and sex.

Comparative Assessment of Consumer Preferences and Monthly

Income of the Respondents

3.3.1. Comparative Assessment of Convenience and Monthly Income

of the Respondents

The computed f-value of 2.38 and the p-value attained in the said

differences, the researchers see that 0.0740 have no significance which

means there is a need to accept the null hypothesis. Hence, there is no

significant difference on the consumer preferences in terms of

convenience to monthly income.

3.3.2. Comparative Assessment of Convenience and Monthly Income

of the Respondents
 115
BNAVHS- SENIOR HIGH
The computed f-value of 2.33 and the p-value attained in the said

differences, the researchers see that 0.0791 have no significance which

means there is a need to accept the null hypothesis. Hence, there is no

significant difference on the consumer preferences in terms of brand name

reputation to monthly income.

3.3.3. Comparative Assessment of Convenience and Monthly Income

of the Respondents

The computed f-value of 1.71 and the p-value made a 0.0791 that

have no significance which means there is a need to accept the null

hypothesis. Hence, there is no significant difference on the consumer

preferences in terms of brand name reputation to monthly income.

3.3.4. Comparative Assessment of Convenience and Monthly Income

of the Respondents

The computed f-value of 0.45 and the p-value attained 0.7158 have

no significance which means there is a need to accept the null hypothesis.

Hence, there is no significant difference on the consumer preferences in

terms of consistency and monthly income.

3.3.5. Comparative Assessment of Convenience and Monthly Income

of the Respondents

The computed f-value of 0.46 and the p-value got 0.0791 have no

significance which means there is a need to accept the null hypothesis.

 116
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Hence, there is no significant difference on the consumer preferences in

terms of quality of food and monthly income.

4. Proposed Advertisement

Infomercial was created in order to improve the consumers‟ perception

regarding to one fast food chains. This proposed infomercial is presented

through video to help the consumers in selecting which fast food has a

great quality of food, price, and so on.

Conclusions

Based from the findings of the study, the following conclusions are

drawn:

1. Age that is 29 years old and above, female, and a monthly income of

18,000 pesos and above are the one who influenced more by the

fast food chains.

2. Convenience is the most influencing preferences that the consumer

wants to the fast food chains.

3. Only quality of food has significant difference to the profile of the

respondents in terms of sex.

4. Watching infomercial was significantly needed to help the consumer

to guide them in selecting fast food chains.

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Recommendations

In view of the findings and conclusions of this study, the following

recommendations were offered:

1. The proposed infomercial may be presented for everyone and

consumers for further suggestions and comments to enrich the

content of this output.

2. Fast food chains management may use the proposed infomercial as

their guide or references and be consistent in everything to gain

more customers.

3. Similar study may be conducted focusing on other topics in fast food

chains.
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BNAVHS- SENIOR HIGH
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Ipek Ltinbasak-Farina, Sebnem Burnaz Springer, 2019. Ethics, Social

Responsibility and Sustainability in Marketing-Business ethics-279

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Fromm, J. (2019). Marketing Convenience To the Modern Consumer.

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 BNAVHS- SENIOR HIGH
Appendices

Appendix A

Survey Questionnaire

PART I. Demographic Profile

Direction: Put a check mark (√) on the corresponding box of your answer.

What is the profile of the respondent in terms of:

Age: 17-20 years old 21-24 years old
25-28 years old 29 years old -above

Sex: Male Female

Monthly Net Income: ₱9,999-below ₱16,000-₱17,999

₱10,000- ₱15,999 ₱18,000-above

PART II. Questionnaire

Direction: Put a check (√) on corresponding box of your answer.
4 - Great Extent 2 - Slight Extent
3 - Moderate Extent 1 - Least Extent
Factor 1: Convenience

4 3 2 1

1. Fast food chains save a lot of time for me.

2. I prefer going to fast food chains due to their

proximity.

3. Fast food simplifies my life.

4. Fast food is open until late at night.

5. I prefer fast food chains that are close to my

 BNAVHS- SENIOR HIGH
workplace.

Factor 2: Brand Name Reputation

4 3 2 1

1. A global fast food brand is trustworthy in every

aspect.

2. I prefer not to eat at unfamiliar brands of fast food

restaurants.

3. A global fast food brand provides better quality food.

4. A popular branded fast food restaurant has a

positive effect on my consumption.

5. It is important to be a well-known brand in the fast

food industry.

Factor 3: Cost of food

4 3 2 1

1. Fast food is a cheaper option compared to

alternative food outlets.

2. I get good value for my money.

3. Promotions increase my fast food consumption.

4. Price of my favorite fast food is acceptable to me.

5. I go to the fast food chains that offer group

discounts.
 BNAVHS- SENIOR HIGH
Factor 4: Consistency

4 3 2 1

1. I feel safe knowing that a global fast food restaurant

serves a consistent menu with a consistent taste in
every branch it operates.

2. I prefer global fast food restaurant due to the

standard and consistent menus they serve.

3. The standard, consistent menus at global fast food

restaurants increase my overall fast food
consumption.

4. Every branch of global branded fast food restaurant

has consistent service ability.

5. I prefer fast food due to their surrounding for being

clean and no foul odors.

Factor 5: Quality of food

4 3 2 1

1. Global branded fast food restaurants offering quality

meals.

2. Global branded fast food restaurants use high

quality ingredients.

3. Global branded fast food restaurants are more

reliable.

4. Costlier fast foods offer better quality.

5. The service is fast but assures quality product.

 BNAVHS- SENIOR HIGH
Appendices

Appendix B

Interview Guide Questions

1. What are the preferences that the consumer wants in fast food

chains?

2. What are the effects of those preferences in the management of fast

food chains?
 BNAVHS- SENIOR HIGH
Appendix C

Communication Letter

Dear Respondent:

Greetings of peace!

We, the GRADE 12 students of Bauan National Agricultural and Vocational

High School under ABM strand, are currently conducting a study entitled,
“CONSUMER PREFERENCES TOWARDS FAST FOOD CHAINS IN
BAUAN, BATANGAS”.

In connection with this, we will gather information and data that can help us
in completing our research study. Furthermore, we kindly request your
good office to allow us to conduct a survey to the consumers here in your
barangay in October. Rest assured that the data gathered will be treated
with utmost confidentiality.

May this letter merit your most favorable response, thank you very much
and God Bless!

We hope this request will merit your kind and favorable consideration. Rest
assured that the gathered data will be treated confidentially.

Respectfully yours,

(Sgd.) KIM ANGEL ABANTE

(Sgd.) KLEA JEAN ESPIRITU
(Sgd.) REYZAMAE MASANGCAY
Researchers

Noted:
(Sgd.) Scoth M. Castillo, MAEd, LPT

(Sgd.) Juan Paolo N. Dipalac, MAEd, LPT

Research Advisers
 BNAVHS- SENIOR HIGH
Appendix D

Statistical Result

CONVENIENCE BRAND NAME REPUTATION

C1 C2 C3 C4 C5 BNR1 BNR2 BNR3 BNR4 BNR5
R1 3 1 1 3 1 1.8 3 4 4 4 3 3.6
R2 3 2 2 4 3 2.8 4 3 3 4 4 3.6
R3 3 3 3 4 3 3.2 4 3 3 3 3 3.2
R4 3 3 3 3 3 3 3 3 3 3 3 3
R5 3 2 2 3 3 2.6 2 4 3 3 4 3.2
R6 3 2 2 3 3 2.6 2 4 4 4 3 3.4
R7 3 3 3 3 3 3 3 4 3 3 3 3.2
R8 3 3 2 2 2 2.4 3 4 2 2 3 2.8
R9 3 4 4 2 4 3.4 3 4 3 3 4 3.4
R10 3 4 4 2 4 3.4 3 4 3 3 4 3.4
R11 3 4 4 4 4 3.8 3 4 3 3 3 3.2
R12 3 1 1 4 4 2.6 4 4 4 4 4 4
R13 3 3 3 4 3 3.2 3 3 3 3 3 3
R14 3 3 3 3 4 3.2 3 3 4 3 3 3.2
R15 3 4 3 3 3 3.2 3 3 3 3 4 3.2
R16 3 4 4 4 4 3.8 3 3 3 4 4 3.4
R17 3 4 4 4 4 3.8 3 3 3 4 4 3.4
R18 3 4 4 4 4 3.8 3 4 3 3 3 3.2
R19 3 3 3 3 3 3 3 3 4 3 3 3.2
R20 3 4 4 4 4 3.8 3 3 3 2 2 2.6
R21 3 3 4 4 3 3.4 3 3 3 3 3 3
R22 3 4 4 4 4 3.8 3 3 3 3 3 3
R23 3 3 4 4 3 3.4 3 3 3 3 3 3
R24 4 4 4 4 4 4 4 3 3 3 3 3.2
R25 3 4 4 4 4 3.8 3 4 4 4 4 3.8
R26 3 4 4 4 4 3.8 3 3 3 3 3 3
R27 3 4 4 4 4 3.8 3 4 3 4 4 3.6
R28 3 3 4 4 4 3.6 3 3 3 4 4 3.4
R29 3 4 3 3 4 3.4 3 3 3 3 3 3
R30 3 4 3 2 3 3 3 4 3 3 3 3.2
R31 4 4 4 4 4 4 4 4 4 4 4 4
R32 3 3 2 3 3 2.8 3 4 3 3 3 3.2
R33 3 4 3 3 4 3.4 3 3 2 3 3 2.8
R34 3 4 4 4 4 3.8 3 3 4 3 3 3.2
R35 3 3 3 3 3 3 3 3 3 4 3 3.2
R36 3 4 3 3 3 3.2 3 3 3 3 3 3
R37 3 2 2 2 2 2.2 3 3 2 1 3 2.4
R38 3 2 2 2 2 2.2 2 2 2 2 2 2
R39 3 1 1 1 1 1.4 1 1 1 1 1 1
R40 3 2 2 3 2 2.4 1 2 2 3 2 2
R41 3 3 2 3 3 2.8 4 3 3 3 4 3.4
R42 3 3 4 4 4 3.6 3 4 4 4 4 3.8
 BNAVHS- SENIOR HIGH
R43 3 4 4 4 4 3.8 3 4 4 3 3 3.4
R44 3 4 4 3 3 3.4 3 3 3 4 4 3.4
R45 3 4 4 4 4 3.8 4 4 4 4 4 4
R46 3 4 4 4 4 3.8 3 3 3 4 4 3.4
R47 3 4 4 3 4 3.6 3 4 3 3 3 3.2
R48 3 4 4 3 4 3.6 4 4 3 4 4 3.8
R49 3 4 4 4 4 3.8 3 3 3 3 4 3.2
R50 3 4 4 4 4 3.8 3 3 4 4 3 3.4
R51 4 2 2 2 3 2.6 3 3 3 3 4 3.2
R52 3 3 3 3 3 3 3 3 3 3 3 3
R53 3 2 2 2 3 2.4 2 2 2 2 3 2.2
R54 3 4 3 4 3 3.4 3 3 3 3 3 3
R55 3 3 3 3 3 3 3 3 3 3 3 3
R56 3 2 2 3 3 2.6 2 4 3 3 4 3.2
R57 3 2 3 3 2 2.6 3 4 3 4 3 3.4
R58 3 3 3 3 3 3 3 4 3 3 3 3.2
R59 3 3 3 3 3 3 3 4 3 3 4 3.4
R60 3 3 3 4 4 3.4 4 3 4 3 4 3.6
R61 3 3 3 4 3 3.2 4 3 4 3 3 3.4
R62 3 3 4 3 3 3.2 4 3 3 3 4 3.4
R63 3 4 3 3 3 3.2 4 4 3 4 4 3.8
R64 3 3 4 4 3 3.4 4 3 3 4 4 3.6
R65 3 4 4 3 3 3.4 3 3 4 4 3 3.4
R66 3 4 4 4 4 3.8 3 3 3 3 3 3
R67 3 3 3 3 3 3 3 4 4 4 3 3.6
R68 3 3 4 4 4 3.6 4 4 4 4 4 4
R69 4 4 4 4 4 4 4 4 4 4 4 4
R70 3 3 4 4 3 3.4 4 4 3 4 3 3.6
R71 3 4 2 4 4 3.4 3 2 2 3 2 2.4
R72 4 4 4 4 4 4 3 4 4 3 3 3.4
R73 3 4 4 3 4 3.6 4 4 4 4 4 4
R74 3 3 3 4 3 3.2 4 1 3 3 1 2.4
R75 3 3 3 4 4 3.4 3 4 4 4 3 3.6
R76 4 4 4 4 4 4 4 3 3 3 3 3.2
R77 2 1 2 1 2 1.6 3 1 3 2 3 2.4
R78 3 4 4 3 4 3.6 4 4 4 4 4 4
R79 3 3 4 4 4 3.6 3 3 3 4 4 3.4
R80 3 3 3 3 4 3.2 3 3 3 4 4 3.4
R81 3 3 4 4 4 3.6 4 3 3 4 4 3.6
R82 3 4 3 3 4 3.4 3 3 3 4 3 3.2
R83 3 2 4 3 3 3 4 4 4 4 4 4
R84 4 3 3 4 4 3.6 3 4 4 3 4 3.6
R85 3 4 4 3 3 3.4 2 3 2 3 3 2.6
R86 3 3 4 4 4 3.6 4 3 4 4 4 3.8
R87 3 4 4 3 3 3.4 3 4 4 3 3 3.4
R88 3 3 3 4 4 3.4 3 3 3 4 4 3.4
R89 3 4 4 3 3 3.4 4 4 4 4 4 4
R90 3 3 4 3 4 3.4 3 4 4 3 3 3.4
R91 3 4 3 2 3 3 4 4 3 4 4 3.8
 BNAVHS- SENIOR HIGH
R92 3 2 4 4 4 3.4 3 3 3 3 4 3.2
R93 3 3 3 3 3 3 3 3 4 4 3 3.4
R94 3 3 4 4 4 3.6 4 4 4 4 4 4
R95 3 3 4 3 3 3.2 4 4 3 3 3 3.4
R96 3 4 3 3 4 3.4 3 3 3 3 3 3
R97 3 3 3 3 3 3 3 3 3 3 3 3
R98 3 4 3 4 4 3.6 3 4 3 4 4 3.6
R99 3 4 4 3 3 3.4 4 4 4 4 4 4
R100 4 3 3 3 4 3.4 4 4 4 4 4 4

COST OF FOOD CONSISTENCY

CF1 CF2 CF3 CF4 CF5 CY1 CY2 CY3 CY4 CY5
R1 3 3 1 3 4 2.8 3 4 3 4 3 3.4
R2 3 3 3 3 3 3 3 2 2 2 2 2.2
R3 3 3 3 3 3 3 3 3 3 3 3 3
R4 3 3 3 3 3 3 4 3 3 3 3 3.2
R5 4 3 3 4 3 3.4 3 4 4 3 3 3.4
R6 4 3 3 4 3 3.4 3 4 4 3 3 3.4
R7 3 2 2 2 3 2.4 3 3 3 2 2 2.6
R8 3 3 2 3 2 2.6 3 2 3 2 3 2.6
R9 3 3 4 3 3 3.2 3 3 3 3 3 3
R10 3 3 4 3 3 3.2 3 4 3 3 3 3.2
R11 4 4 4 4 4 4 3 3 3 3 3 3
R12 3 4 4 4 1 3.2 4 4 4 4 4 4
R13 3 3 4 3 3 3.2 3 2 4 3 3 3
R14 2 3 3 2 3 2.6 2 3 2 3 3 2.6
R15 2 3 2 3 4 2.8 3 4 3 4 3 3.4
R16 4 4 4 4 4 4 3 4 3 4 4 3.6
R17 3 4 4 4 4 3.8 3 3 3 3 3 3
R18 3 3 3 3 3 3 3 3 3 3 3 3
R19 4 4 3 3 3 3.4 3 3 3 3 3 3
R20 3 4 4 3 3 3.4 3 3 3 3 3 3
R21 3 4 4 4 4 3.8 3 3 3 3 3 3
R22 4 4 4 3 3 3.6 3 3 3 3 3 3
R23 4 4 4 4 4 4 3 3 4 4 3 3.4
R24 3 3 4 4 4 3.6 4 4 4 3 4 3.8
R25 3 4 4 4 4 3.8 3 3 3 3 3 3
R26 3 4 4 4 3 3.6 3 3 4 3 4 3.4
R27 4 4 4 4 4 4 4 4 4 3 3 3.6
R28 3 4 4 4 3 3.6 3 3 3 3 3 3
R29 2 3 3 3 4 3 2 3 4 3 3 3
R30 2 3 3 3 4 3 2 3 4 3 2 2.8
R31 3 3 3 3 3 3 4 3 3 4 4 3.6
R32 2 3 3 2 3 2.6 3 4 4 3 3 3.4
R33 2 3 3 3 4 3 2 3 3 2 4 2.8
R34 3 3 4 3 3 3.2 3 3 3 4 3 3.2
R35 2 3 4 3 2 2.8 3 2 3 3 4 3
 BNAVHS- SENIOR HIGH
R36 2 3 3 2 3 2.6 2 3 3 2 2 2.4
R37 2 2 2 2 1 1.8 2 2 2 3 3 2.4
R38 2 2 2 2 2 2 2 2 2 2 2 2
R39 1 1 1 1 1 1 2 1 1 1 1 1.2
R40 2 2 2 3 2 2.2 2 2 1 2 2 1.8
R41 3 4 3 3 3 3.2 3 3 3 3 3 3
R42 3 3 3 4 4 3.4 4 3 4 4 4 3.8
R43 3 3 3 3 3 3 2 3 3 3 3 2.8
R44 3 3 3 4 4 3.4 3 3 3 3 3 3
R45 3 3 4 4 4 3.6 3 3 3 3 3 3
R46 4 4 4 4 4 4 3 3 3 3 3 3
R47 3 4 4 4 4 3.8 3 3 3 4 4 3.4
R48 3 3 3 4 4 3.4 3 3 4 3 3 3.2
R49 3 3 4 4 3 3.4 3 3 4 4 4 3.6
R50 3 3 3 3 3 3 3 4 4 3 3 3.4
R51 2 2 2 2 2 2 4 2 3 3 3 3
R52 3 3 3 3 4 3.2 3 4 3 4 3 3.4
R53 1 2 2 2 2 1.8 3 2 2 2 3 2.4
R54 4 4 3 4 3 3.6 3 3 3 3 3 3
R55 3 3 3 3 3 3 4 3 4 3 3 3.4
R56 4 3 3 4 3 3.4 3 4 4 3 3 3.4
R57 3 3 3 3 3 3 3 3 3 3 3 3
R58 3 3 3 2 2 2.6 2 2 2 2 2 2
R59 3 3 4 3 4 3.4 4 3 3 4 3 3.4
R60 4 3 4 3 4 3.6 4 4 4 4 4 4
R61 4 4 3 3 3 3.4 3 4 3 4 3 3.4
R62 3 3 3 4 4 3.4 3 3 3 3 3 3
R63 3 3 3 4 4 3.4 3 3 4 4 4 3.6
R64 4 4 3 4 3 3.6 3 3 3 3 3 3
R65 3 3 4 4 3 3.4 3 3 3 3 3 3
R66 3 3 4 3 3 3.2 4 3 3 3 3 3.2
R67 3 3 3 3 3 3 4 3 3 4 3 3.4
R68 3 4 3 4 3 3.4 4 3 3 3 3 3.2
R69 3 3 3 3 3 3 4 4 4 4 4 4
R70 3 3 4 4 4 3.6 4 4 3 3 3 3.4
R71 3 4 4 4 3 3.6 3 3 2 3 4 3
R72 4 4 3 3 3 3.4 3 3 3 3 3 3
R73 2 4 2 4 4 3.2 2 4 4 4 4 3.6
R74 3 4 3 3 3 3.2 3 3 1 3 4 2.8
R75 3 3 1 3 4 2.8 3 4 3 4 3 3.4
R76 4 4 4 3 3 3.6 3 3 3 4 4 3.4
R77 3 3 2 2 2 2.4 3 3 2 3 2 2.6
R78 2 4 4 3 4 3.4 3 3 3 4 3 3.2
R79 3 3 1 3 4 2.8 3 4 3 4 3 3.4
R80 3 3 3 3 3 3 3 2 2 2 2 2.2
R81 3 4 4 4 4 3.8 3 3 3 3 3 3
R82 3 3 3 3 3 3 3 3 3 3 3 3
R83 4 3 3 3 3 3.2 3 4 4 3 4 3.6
R84 3 3 3 3 3 3 4 3 3 4 3 3.4
 BNAVHS- SENIOR HIGH
R85 4 3 3 3 4 3.4 3 4 3 3 3 3.2
R86 3 4 4 4 4 3.8 3 3 3 4 4 3.4
R87 3 3 3 3 3 3 2 3 3 3 3 2.8
R88 3 3 3 4 4 3.4 3 3 3 3 3 3
R89 3 3 4 4 4 3.6 3 3 3 3 3 3
R90 3 4 3 3 3 3.2 3 3 3 4 4 3.4
R91 3 3 3 4 4 3.4 3 3 4 3 3 3.2
R92 3 3 4 4 3 3.4 3 3 4 4 4 3.6
R93 3 3 3 3 3 3 3 4 4 3 3 3.4
R94 3 3 3 3 3 3 3 3 3 3 3 3
R95 4 4 4 4 4 4 3 3 4 4 3 3.4
R96 3 4 4 4 4 3.8 4 4 4 4 4 4
R97 3 4 3 4 3 3.4 3 3 3 3 3 3
R98 4 4 4 4 4 4 4 4 4 3 3 3.6
R99 2 4 4 4 4 3.6 3 3 3 3 3 3
R100 4 4 4 4 4 4 3 3 3 3 3 3

QUALITY OF FOOD
QF1 QF2 QF3 QF4 QF5
R1 3 3 3 3 3 3
R2 3 3 3 3 2 2.8
R3 4 4 3 3 3 3.4
R4 4 3 3 3 3 3.2
R5 3 3 3 2 2 2.6
R6 3 3 3 2 2 2.6
R7 2 2 2 2 2 2
R8 3 2 2 3 2 2.4
R9 3 3 3 3 3 3
R10 3 3 3 3 3 3
R11 4 4 4 4 4 4
R12 2 2 4 4 4 3.2
R13 3 2 3 3 4 3
R14 2 4 3 3 2 2.8
R15 3 3 4 3 4 3.4
R16 3 3 3 4 4 3.4
R17 4 4 4 4 4 4
R18 3 3 3 3 3 3
R19 3 3 2 2 3 2.6
R20 3 3 3 3 3 3
R21 3 3 3 3 3 3
R22 3 2 3 2 3 2.6
R23 3 3 3 2 3 2.8
 BNAVHS- SENIOR HIGH
R24 4 3 4 4 4 3.8
R25 3 3 3 3 3 3
R26 3 3 3 3 4 3.2
R27 3 3 3 2 3 2.8
R28 3 3 3 3 3 3
R29 2 3 3 3 2 2.6
R30 2 3 3 2 3 2.6
R31 3 3 3 3 4 3.2
R32 3 4 2 3 3 3
R33 2 3 3 4 2 2.8
R34 3 4 3 3 3 3.2
R35 2 3 3 3 2 2.6
R36 3 3 2 3 2 2.6
R37 2 2 2 2 2 2
R38 2 2 2 2 2 2
R39 1 1 1 1 1 1
R40 2 3 3 2 1 2.2
R41 3 2 2 3 2 2.4
R42 3 3 3 3 4 3.2
R43 3 2 3 3 3 2.8
R44 3 3 3 3 3 3
R45 3 3 3 3 3 3
R46 4 3 3 4 4 3.6
R47 4 4 3 4 4 3.8
R48 3 3 3 4 4 3.4
R49 4 4 3 3 3 3.4
R50 4 4 4 4 4 4
R51 3 3 3 3 3 3
R52 3 3 3 3 3 3
R53 2 2 2 2 2 2
R54 4 4 3 3 3 3.4
R55 4 3 3 3 3 3.2
R56 3 3 3 3 2 2.8
R57 4 4 4 4 4 4
R58 4 4 4 4 4 4
R59 3 3 3 4 4 3.4
R60 3 3 3 3 3 3
R61 3 3 3 3 3 3
R62 3 3 3 4 4 3.4
R63 4 3 3 4 4 3.6
 BNAVHS- SENIOR HIGH
R64 3 3 3 4 4 3.4
R65 4 3 3 4 3 3.4
R66 3 3 3 3 3 3
R67 3 3 3 3 3 3
R68 3 3 2 2 2 2.4
R69 4 4 4 4 4 4
R70 3 3 2 3 2 2.6
R71 3 3 3 3 3 3
R72 4 4 4 4 3 3.8
R73 3 3 3 3 3 3
R74 3 4 3 4 3 3.4
R75 3 3 3 3 3 3
R76 4 4 4 4 4 4
R77 3 3 2 2 2 2.4
R78 3 3 3 3 3 3
R79 3 3 2 3 3 2.8
R80 3 3 3 3 2 2.8
R81 3 3 3 2 3 2.8
R82 4 4 3 3 3 3.4
R83 3 3 3 2 3 2.8
R84 4 4 4 3 3 3.6
R85 3 2 2 3 2 2.4
R86 3 3 3 3 4 3.2
R87 3 2 3 3 3 2.8
R88 3 3 3 3 3 3
R89 3 3 3 3 3 3
R90 4 4 3 4 4 3.8
R91 3 3 3 3 3 3
R92 4 4 3 3 3 3.4
R93 4 4 4 4 4 4
R94 3 3 3 3 3 3
R95 3 3 3 2 3 2.8
R96 3 3 3 3 3 3
R97 3 3 3 2 3 2.8
R98 3 3 3 2 3 2.8
R99 3 3 3 3 3 3
R100 4 3 2 2 2 2.6
 BNAVHS- SENIOR HIGH
SIGNIFICANT DIFFERENCE BETWEEN SOCIO-DEMOGRAPHIC

PROFILE AND CONSUMER PREFERENCES

SIGNIFICANT DIFFERENCE BETWEEN AGE AND CONSUMER

PREFERENCES

21-24 YEARS OLD 21-24 YEARS OLD

TO CONVENIENCE TO BRAND NAME REPUTATION
BNR BNR BNR BNR BNR
C1 C2 C3 C4 C5 1 2 3 4 5
1 4 4 4 4 4 4 4 3 3 3 3 3.2
2 3 4 3 3 3 3.2 3 3 3 3 3 3
3 4 3 4 4 4 3.8 3 4 4 4 4 3.8
4 4 4 4 3 3 3.6 3 3 3 4 4 3.4
5 4 4 4 3 4 3.8 4 4 3 4 4 3.8
6 4 4 4 4 4 4 3 3 3 3 4 3.2
7 3 3 3 3 3 3 3 3 3 3 3 3
8 3 3 3 3 3 3 3 3 3 3 3 3
9 3 2 2 3 3 2.6 2 4 3 3 4 3.2
10 3 2 3 3 2 2.6 3 4 3 4 3 3.4
11 3 3 3 4 4 3.4 4 3 4 3 4 3.6
12 3 3 4 4 4 3.6 3 3 3 4 4 3.4
13 3 3 4 4 4 3.6 4 3 3 4 4 3.6
14 3 2 4 4 4 3.4 3 3 3 3 4 3.2
15 3 3 3 3 3 3 3 3 3 3 3 3
16 4 4 4 4 4 4 4 3 3 3 3 3.2
17 3 4 4 3 4 3.6 4 4 4 4 4 4

21-24 YEARS OLD 21-24 YEARS OLD

TO COST OF FOOD TO CONSISTENCY
CF1 CF2 CF3 CF4 CF5 CY1 CY2 CY3 CY4 CY5
1 3 3 4 4 4 3.6 4 4 4 3 4 3.8
2 2 3 3 2 3 2.6 2 3 3 2 2 2.4
3 3 3 3 4 4 3.4 4 3 4 4 4 3.8
4 3 3 3 4 4 3.4 3 3 3 3 3 3
5 3 3 3 4 4 3.4 3 3 4 3 3 3.2
6 3 3 4 4 3 3.4 3 3 4 4 4 3.6
7 3 3 3 3 4 3.2 3 4 3 4 3 3.4
8 3 3 3 3 3 3 4 3 4 3 3 3.4
9 4 3 3 4 3 3.4 3 4 4 3 3 3.4
 BNAVHS- SENIOR HIGH
10 3 3 3 3 3 3 3 3 3 3 3 3
11 4 3 4 3 4 3.6 4 4 4 4 4 4
12 3 3 1 3 4 2.8 3 4 3 4 3 3.4
13 3 4 4 4 4 3.8 3 3 3 3 3 3
14 3 3 4 4 3 3.4 3 3 4 4 4 3.6
15 3 4 3 4 3 3.4 3 3 3 3 3 3
16 4 4 4 3 3 3.6 3 3 3 4 4 3.4
17 2 4 2 4 4 3.2 2 4 4 4 4 3.6

21-24 YEARS OLD TO QUALITY OF FOOD

QF1 QF2 QF3 QF4 QF5
1 4 3 4 4 4 3.8
2 3 3 2 3 2 2.6
3 3 3 3 3 4 3.2
4 3 3 3 3 3 3
5 3 3 3 4 4 3.4
6 4 4 3 3 3 3.4
7 3 3 3 3 3 3
8 4 3 3 3 3 3.2
9 3 3 3 3 2 2.8
10 4 4 4 4 4 4
11 3 3 3 3 3 3
12 3 3 2 3 3 2.8
13 3 3 3 2 3 2.8
14 4 4 3 3 3 3.4
15 3 3 3 2 3 2.8
16 4 4 4 4 4 4
17 3 3 3 3 3 3

25-28 YEARS OLD 25-28 YEARS OLD

TO CONVENIENCE TO BRAND NAME REPUTATION
BNR BNR BNR BNR BNR
C1 C2 C3 C4 C5 1 2 3 4 5
1 3 2 2 4 3 2.8 4 3 3 4 4 3.6
2 3 4 4 2 4 3.4 3 4 3 3 4 3.4
3 3 3 3 4 3 3.2 3 3 3 3 3 3
4 3 3 3 3 4 3.2 3 3 4 3 3 3.2
5 3 4 3 3 3 3.2 3 3 3 3 4 3.2
6 4 4 4 4 4 4 3 3 3 4 4 3.4
 BNAVHS- SENIOR HIGH
7 4 3 4 4 3 3.6 3 3 3 3 3 3
8 4 4 4 4 4 4 3 3 3 3 3 3
9 4 4 4 4 4 4 4 4 4 4 4 4
10 3 3 2 3 3 2.8 3 4 3 3 3 3.2
11 4 4 3 3 4 3.6 3 3 2 3 3 2.8
12 2 3 2 3 3 2.6 4 3 3 3 4 3.4
13 4 2 2 2 3 2.6 3 3 3 3 4 3.2
14 3 2 2 2 3 2.4 2 2 2 2 3 2.2
15 3 3 3 3 3 3 3 4 3 3 3 3.2
16 3 3 4 3 3 3.2 4 3 3 3 4 3.4
17 3 4 3 3 3 3.2 4 4 3 4 4 3.8
18 3 3 4 4 3 3.4 4 3 3 4 4 3.6
19 3 4 4 3 3 3.4 3 3 4 4 3 3.4
20 3 4 4 4 4 3.8 3 3 3 3 3 3
21 3 3 3 3 3 3 3 4 4 4 3 3.6
22 3 3 4 4 4 3.6 4 4 4 4 4 4
23 3 3 4 4 3 3.4 4 4 3 4 3 3.6
24 3 4 2 4 4 3.4 3 2 2 3 2 2.4
25 4 4 4 4 4 4 3 4 4 3 3 3.4
26 3 4 4 3 4 3.6 4 4 4 4 4 4
27 3 3 3 4 3 3.2 4 1 3 3 1 2.4
28 3 3 3 4 4 3.4 3 4 4 4 3 3.6
29 3 4 4 3 4 3.6 4 4 4 4 4 4
30 3 4 3 3 4 3.4 3 3 3 4 3 3.2
31 3 4 4 3 3 3.4 2 3 2 3 3 2.6
32 3 3 4 4 4 3.6 4 3 4 4 4 3.8
33 3 4 4 3 3 3.4 3 4 4 3 3 3.4
34 3 4 4 3 3 3.4 4 4 4 4 4 4
35 3 3 3 3 3 3 3 3 4 4 3 3.4
36 3 3 4 3 3 3.2 4 4 3 3 3 3.4

25-28 YEARS OLD 25-28 YEARS OLD

TO COST OF FOOD TO CONSISTENCY
CF CF CF CF CF CY CY CY CY CY
1 2 3 4 5 1 2 3 4 5
1 3 3 3 3 3 3 3 2 2 2 2 2.2
2 3 3 4 3 3 3.2 3 4 3 3 3 3.2
3 3 3 4 3 3 3.2 3 2 4 3 3 3
4 2 3 3 2 3 2.6 2 3 2 3 3 2.6
5 2 3 2 3 4 2.8 3 4 3 4 3 3.4
 BNAVHS- SENIOR HIGH
6 4 4 4 4 4 4 3 4 3 4 4 3.6
7 3 4 4 4 4 3.8 4 4 4 4 4 4
8 3 4 4 4 3 3.6 3 3 4 3 4 3.4
9 3 3 3 3 3 3 4 3 3 4 4 3.6
10 2 3 3 2 3 2.6 3 4 4 3 3 3.4
11 2 3 3 3 4 3 2 3 3 2 4 2.8
12 3 4 3 3 3 3.2 3 3 3 3 3 3
13 2 2 2 2 2 2 4 2 3 3 3 3
14 1 2 2 2 2 1.8 3 2 2 2 3 2.4
15 3 3 3 2 2 2.6 2 2 2 2 2 2
16 3 3 3 4 4 3.4 3 3 3 3 3 3
17 3 3 3 4 4 3.4 3 3 4 4 4 3.6
18 4 4 3 4 3 3.6 3 3 3 3 3 3
19 3 3 4 4 3 3.4 3 3 3 3 3 3
20 3 3 4 3 3 3.2 4 3 3 3 3 3.2
21 3 3 3 3 3 3 4 3 3 4 3 3.4
22 3 4 3 4 3 3.4 4 3 3 3 3 3.2
23 3 3 4 4 4 3.6 4 4 3 3 3 3.4
24 3 4 4 4 3 3.6 3 3 2 3 4 3
25 4 4 3 3 3 3.4 3 3 3 3 3 3
26 2 4 2 4 4 3.2 2 4 4 4 4 3.6
27 3 4 3 3 3 3.2 3 3 1 3 4 2.8
28 3 3 1 3 4 2.8 3 4 3 4 3 3.4
29 2 4 4 3 4 3.4 3 3 3 4 3 3.2
30 3 3 3 3 3 3 3 3 3 3 3 3
31 4 3 3 3 4 3.4 3 4 3 3 3 3.2
32 3 4 4 4 4 3.8 3 3 3 4 4 3.4
33 3 3 3 3 3 3 2 3 3 3 3 2.8
34 3 3 4 4 4 3.6 3 3 3 3 3 3
35 3 3 3 3 3 3 3 4 4 3 3 3.4
36 4 4 4 4 4 4 3 3 4 4 3 3.4

25-28 YEARS OLD TO QUALITY OF FOOD

QF1 QF2 QF3 QF4 QF5
1 3 3 3 3 2 2.8
2 3 3 3 3 3 3
3 3 2 3 3 4 3
4 2 4 3 3 2 2.8
5 3 3 4 3 4 3.4
6 3 3 3 4 4 3.4
 BNAVHS- SENIOR HIGH
7 3 3 3 3 3 3
8 3 3 3 3 4 3.2
9 3 3 3 3 4 3.2
10 3 4 2 3 3 3
11 2 3 3 4 2 2.8
12 3 2 2 3 2 2.4
13 3 3 3 3 3 3
14 2 2 2 2 2 2
15 4 4 4 4 4 4
16 3 3 3 4 4 3.4
17 4 3 3 4 4 3.6
18 3 3 3 4 4 3.4
19 4 3 3 4 3 3.4
20 3 3 3 3 3 3
21 3 3 3 3 3 3
22 3 3 2 2 2 2.4
23 3 3 2 3 2 2.6
24 3 3 3 3 3 3
25 4 4 4 4 3 3.8
26 3 3 3 3 3 3
27 3 4 3 4 3 3.4
28 3 3 3 3 3 3
29 3 3 3 3 3 3
30 4 4 3 3 3 3.4
31 3 2 2 3 2 2.4
32 3 3 3 3 4 3.2
33 3 2 3 3 3 2.8
34 3 3 3 3 3 3
35 4 4 4 4 4 4
36 3 3 3 2 3 2.8

29 YEARS OLD AND ABOVE 29 YEARS OLD AND ABOVE

TO CONVENIENCE TO BRAND NAME REPUTATION
C1 C2 C3 C4 C5 BNR1 BNR2 BNR3 BNR4 BNR5
1 3 1 1 3 1 1.8 3 4 4 4 3 3.6
2 3 3 3 4 3 3.2 4 3 3 3 3 3.2
3 3 3 3 3 3 3 3 3 3 3 3 3
4 3 2 2 3 3 2.6 2 4 3 3 4 3.2
5 3 2 2 3 3 2.6 2 4 4 4 3 3.4
 BNAVHS- SENIOR HIGH

6 3 3 3 3 3 3 3 4 3 3 3 3.2
7 3 3 2 2 2 2.4 3 4 2 2 3 2.8
8 3 4 4 2 4 3.4 3 4 3 3 4 3.4
9 3 4 4 4 4 3.8 3 4 3 3 3 3.2
10 3 1 1 4 4 2.6 4 4 4 4 4 4
11 3 4 4 4 4 3.8 3 3 3 4 4 3.4
12 3 4 4 4 4 3.8 3 4 3 3 3 3.2
13 3 3 3 3 3 3 3 3 4 3 3 3.2
14 3 4 4 4 4 3.8 3 3 3 2 2 2.6
15 3 4 4 4 4 3.8 3 3 3 3 3 3
16 3 3 4 4 3 3.4 3 3 3 3 3 3
17 4 4 4 4 4 4 4 3 3 3 3 3.2
18 3 4 4 4 4 3.8 3 4 4 4 4 3.8
19 3 4 4 4 4 3.8 3 4 3 4 4 3.6
20 3 3 4 4 4 3.6 3 3 3 4 4 3.4
21 3 4 3 3 4 3.4 3 3 3 3 3 3
22 3 4 3 2 3 3 3 4 3 3 3 3.2
23 3 4 4 4 4 3.8 3 3 4 3 3 3.2
24 3 3 3 3 3 3 3 3 3 4 3 3.2
25 3 2 2 2 2 2.2 3 3 2 1 3 2.4
26 3 2 2 2 2 2.2 2 2 2 2 2 2
27 3 1 1 1 1 1.4 1 1 1 1 1 1
28 3 2 2 3 2 2.4 1 2 2 3 2 2
29 3 4 4 4 4 3.8 3 4 4 3 3 3.4
30 3 4 4 4 4 3.8 4 4 4 4 4 4
31 3 4 4 4 4 3.8 3 3 3 4 4 3.4
32 3 4 4 3 4 3.6 3 4 3 3 3 3.2
33 3 4 4 4 4 3.8 3 3 4 4 3 3.4
34 4 2 2 2 3 2.6 3 3 3 3 4 3.2
35 3 4 3 4 3 3.4 3 3 3 3 3 3
36 3 3 3 3 3 3 3 4 3 3 4 3.4
37 3 3 3 4 3 3.2 4 3 4 3 3 3.4
38 4 4 4 4 4 4 4 4 4 4 4 4
39 2 1 2 1 2 1.6 3 1 3 2 3 2.4
40 3 3 3 3 4 3.2 3 3 3 4 4 3.4
41 3 2 4 3 3 3 4 4 4 4 4 4
42 3 3 3 4 4 3.4 3 3 3 4 4 3.4
 BNAVHS- SENIOR HIGH

43 3 3 4 3 4 3.4 3 4 4 3 3 3.4
44 3 4 3 2 3 3 4 4 3 4 4 3.8
45 3 3 4 4 4 3.6 4 4 4 4 4 4
46 3 4 3 4 4 3.6 3 4 3 4 4 3.6
47 3 4 4 3 3 3.4 4 4 4 4 4 4

29 YEARS OLD AND ABOVE 29 YEARS OLD AND ABOVE

TO COST OF FOOD TO CONSISTENCY
CF CF CF CF CF CY CY CY CY CY
1 2 3 4 5 1 2 3 4 5
1 3 4 4 4 3 3.6 3 4 3 4 3 3.4
2 3 3 3 3 3 3 3 3 3 3 3 3
3 3 3 3 3 3 3 4 3 3 3 3 3.2
4 4 3 3 4 3 3.4 3 4 4 3 3 3.4
5 4 3 3 4 3 3.4 3 4 4 3 3 3.4
6 3 2 2 2 3 2.4 3 3 3 2 2 2.6
7 3 3 2 3 2 2.6 3 2 3 2 3 2.6
8 3 3 4 3 3 3.2 3 3 3 3 3 3
9 4 4 4 4 4 4 3 3 3 3 3 3
10 3 4 4 4 1 3.2 4 4 4 4 4 4
11 3 4 4 4 4 3.8 3 3 3 3 3 3
12 3 3 3 3 3 3 3 3 3 3 3 3
13 4 4 3 3 3 3.4 3 3 3 3 3 3
14 3 4 4 3 3 3.4 3 3 3 3 3 3
15 4 4 4 3 3 3.6 3 3 3 3 3 3
16 4 4 4 4 4 4 3 3 4 4 3 3.4
17 3 3 4 4 4 3.6 4 4 4 3 4 3.8
18 3 4 4 4 4 3.8 3 3 3 3 3 3
19 4 4 4 4 4 4 4 4 4 3 3 3.6
20 3 4 4 4 3 3.6 3 3 3 3 3 3
21 2 3 3 3 4 3 2 3 4 3 3 3
22 2 3 3 3 4 3 2 3 4 3 2 2.8
23 3 3 4 3 3 3.2 3 3 3 4 3 3.2
24 2 3 4 3 2 2.8 3 2 3 3 4 3
25 2 2 2 2 1 1.8 2 2 2 3 3 2.4
 BNAVHS- SENIOR HIGH

26 2 2 2 2 2 2 2 2 2 2 2 2
27 1 1 1 1 1 1 2 1 1 1 1 1.2
28 2 2 2 3 2 2.2 2 2 1 2 2 1.8
29 3 3 3 3 3 3 2 3 3 3 3 2.8
30 3 3 4 4 4 3.6 3 3 3 3 3 3
31 4 4 4 4 4 4 3 3 3 3 3 3
32 3 4 4 4 4 3.8 3 3 3 4 4 3.4
33 3 3 3 3 3 3 3 4 4 3 3 3.4
34 2 2 2 2 2 2 4 2 3 3 3 3
35 4 4 3 4 3 3.6 3 3 3 3 3 3
36 3 3 4 3 4 3.4 4 3 3 4 3 3.4
37 4 4 3 3 3 3.4 3 4 3 4 3 3.4
38 3 3 3 3 3 3 4 4 4 4 4 4
39 3 3 2 2 2 2.4 3 3 2 3 2 2.6
40 3 3 3 3 3 3 3 2 2 2 2 2.2
41 4 3 3 3 3 3.2 3 4 4 3 4 3.6
42 3 3 3 4 4 3.4 3 3 3 3 3 3
43 3 4 3 3 3 3.2 3 3 3 4 4 3.4
44 3 3 3 4 4 3.4 3 3 4 3 3 3.2
45 3 3 3 3 3 3 3 3 3 3 3 3
46 4 4 4 4 4 4 4 4 4 3 3 3.6
47 2 4 4 4 4 3.6 3 3 3 3 3 3

29 YEARS OLD AND ABOVE TO QUALITY OF FOOD

QF1 QF2 QF3 QF4 QF5
1 3 3 3 3 3 3
2 4 4 3 3 3 3.4
3 4 3 3 3 3 3.2
4 3 3 3 2 2 2.6
5 3 3 3 2 2 2.6
6 2 2 2 2 2 2
7 3 2 2 3 2 2.4
8 3 3 3 3 3 3
9 4 4 4 4 4 4
10 2 2 4 4 4 3.2
11 4 4 4 4 4 4
 BNAVHS- SENIOR HIGH
12 3 3 3 3 3 3
13 3 3 2 2 3 2.6
14 3 3 3 3 3 3
15 3 2 3 2 3 2.6
16 3 3 3 2 3 2.8
17 4 3 4 4 4 3.8
18 3 3 3 3 3 3
19 3 3 3 2 3 2.8
20 3 3 3 3 3 3
21 2 3 3 3 2 2.6
22 2 3 3 2 3 2.6
23 3 4 3 3 3 3.2
24 2 3 3 3 2 2.6
25 2 2 2 2 2 2
26 2 2 2 2 2 2
27 1 1 1 1 1 1
28 2 3 3 2 1 2.2
29 3 2 3 3 3 2.8
30 3 3 3 3 3 3
31 4 3 3 4 4 3.6
32 4 4 3 4 4 3.8
33 4 4 4 4 4 4
34 3 3 3 3 3 3
35 4 4 3 3 3 3.4
36 3 3 3 4 4 3.4
37 3 3 3 3 3 3
38 4 4 4 4 4 4
39 3 3 2 2 2 2.4
40 3 3 3 3 2 2.8
41 3 3 3 2 3 2.8
42 3 3 3 3 3 3
43 4 4 3 4 4 3.8
44 3 3 3 3 3 3
45 3 3 3 3 3 3
46 3 3 3 2 3 2.8
47 3 3 3 3 3 3

SIGNIFICANT DIFFERENCE BETWEEN SEX AND CONSUMER

PREFERENCES
 BNAVHS- SENIOR HIGH

MALE MALE
TO CONVENIENCE TO BRAND NAME REPUTATION
BNR BNR BNR BNR BNR
C1 C2 C3 C4 C5 1 2 3 4 5

1 3 4 4 2 4 3.4 3 4 3 3 4 3.4

2 3 1 1 4 4 2.6 4 4 4 4 4 4

3 3 4 4 4 4 3.8 3 3 3 4 4 3.4

4 3 4 4 4 4 3.8 3 3 3 2 2 2.6

5 3 4 4 4 4 3.8 3 3 3 3 3 3

6 3 3 4 4 3 3.4 3 3 3 3 3 3

7 4 4 4 4 4 4 4 3 3 3 3 3.2

8 3 4 4 4 4 3.8 3 3 3 3 3 3

9 3 3 4 4 4 3.6 3 3 3 4 4 3.4

10 3 4 3 2 3 3 3 4 3 3 3 3.2

11 3 4 3 3 4 3.4 3 3 2 3 3 2.8

12 3 2 2 2 2 2.2 2 2 2 2 2 2

13 3 4 4 4 4 3.8 4 4 4 4 4 4

14 3 4 4 3 4 3.6 3 4 3 3 3 3.2

15 3 4 4 4 4 3.8 3 3 3 3 4 3.2

16 3 4 4 4 4 3.8 3 3 4 4 3 3.4

17 4 2 2 2 3 2.6 3 3 3 3 4 3.2

18 3 3 3 3 3 3 3 3 3 3 3 3

19 3 4 3 4 3 3.4 3 3 3 3 3 3

20 3 3 3 3 3 3 3 3 3 3 3 3
 BNAVHS- SENIOR HIGH

21 3 2 3 3 2 2.6 3 2 3 3 2 2.6

22 3 3 3 3 3 3 3 3 3 3 3 3

23 3 4 3 3 3 3.2 4 4 3 4 4 3.8

24 3 4 4 3 3 3.4 3 3 4 4 3 3.4

25 3 3 4 4 4 3.6 4 4 4 4 4 4

26 4 4 4 4 4 4 4 4 4 4 4 4

27 3 3 4 4 3 3.4 4 4 3 4 3 3.6

28 4 4 4 4 4 4 3 4 4 3 3 3.4

29 3 4 4 3 4 3.6 4 4 4 4 4 4

30 3 3 3 4 4 3.4 3 4 4 4 3 3.6

31 4 4 4 4 4 4 4 3 3 3 3 3.2

32 3 3 3 3 4 3.2 3 3 3 4 4 3.4

33 3 3 4 4 4 3.6 4 3 3 4 4 3.6

34 3 4 3 3 4 3.4 3 3 3 4 3 3.2

35 3 2 4 3 3 3 4 4 4 4 4 4

36 3 4 4 3 3 3.4 3 4 4 3 3 3.4

37 3 4 3 2 3 3 4 4 3 4 4 3.8

38 3 2 4 4 4 3.4 3 3 3 3 4 3.2

39 3 3 3 3 3 3 3 3 3 3 3 3

40 3 4 4 3 3 3.4 4 4 4 4 4 4

41 4 3 3 3 4 3.4 4 4 4 4 4 4
 BNAVHS- SENIOR HIGH

MALE MALE
TO COST OF FOOD TO CONSISTENCY

CF1 CF2 CF3 CF4 CF5 CY1 CY2 CY3 CY4 CY5

1 3 3 4 3 3 3.2 3 4 3 3 3 3.2

2 3 4 4 4 1 3.2 4 4 4 4 4 4

3 3 4 4 4 4 3.8 3 3 3 3 3 3

4 3 4 4 3 3 3.4 3 3 3 3 3 3

5 4 4 4 3 3 3.6 3 3 3 3 3 3

6 4 4 4 4 4 4 3 3 4 4 3 3.4

7 3 3 4 4 4 3.6 4 4 4 3 4 3.8

8 3 4 4 4 3 3.6 3 3 4 3 4 3.4

9 3 4 4 4 3 3.6 3 3 3 3 3 3

10 2 3 3 3 4 3 2 3 4 3 2 2.8

11 2 3 3 3 4 3 2 3 3 2 4 2.8

12 2 2 2 2 2 2 2 2 2 2 2 2

13 3 3 4 4 4 3.6 3 3 3 3 3 3

14 3 4 4 4 4 3.8 3 3 3 4 4 3.4

15 3 3 4 4 3 3.4 3 3 4 4 4 3.6

16 3 3 3 3 3 3 3 4 4 3 3 3.4

17 2 2 2 2 2 2 4 2 3 3 3 3
 BNAVHS- SENIOR HIGH

18 3 3 3 3 4 3.2 3 4 3 4 3 3.4

19 4 4 3 4 3 3.6 3 3 3 3 3 3

20 3 3 3 3 3 3 4 3 4 3 3 3.4

21 3 3 3 3 3 3 3 3 3 3 3 3

22 3 3 3 2 2 2.6 2 2 2 2 2 2

23 3 3 3 4 4 3.4 3 3 4 4 4 3.6

24 3 3 4 4 3 3.4 3 3 3 3 3 3

25 3 4 3 4 3 3.4 4 3 3 3 3 3.2

26 3 3 3 3 3 3 4 4 4 4 4 4

27 3 3 4 4 4 3.6 4 4 3 3 3 3.4

28 4 4 3 3 3 3.4 3 3 3 3 3 3

29 2 4 2 4 4 3.2 2 4 4 4 4 3.6

30 3 3 1 3 4 2.8 3 4 3 4 3 3.4

31 4 4 4 3 3 3.6 3 3 3 4 4 3.4

32 3 3 3 3 3 3 3 2 2 2 2 2.2

33 3 4 4 4 4 3.8 3 3 3 3 3 3

34 3 3 3 3 3 3 3 3 3 3 3 3

35 4 3 3 3 3 3.2 3 4 4 3 4 3.6

36 3 3 3 3 3 3 2 3 3 3 3 2.8

37 3 3 3 4 4 3.4 3 3 4 3 3 3.2
 BNAVHS- SENIOR HIGH

38 3 3 4 4 3 3.4 3 3 4 4 4 3.6

39 3 4 3 4 3 3.4 3 3 3 3 3 3

40 2 4 4 4 4 3.6 3 3 3 3 3 3

41 4 4 4 4 4 4 3 3 3 3 3 3

MALE TO QUALITY OF FOOD

QF1 QF2 QF3 QF4 QF5
1 3 3 3 3 3 3
2 2 2 4 4 4 3.2
3 4 4 4 4 4 4
4 3 3 3 3 3 3
5 3 2 3 2 3 2.6
6 3 3 3 2 3 2.8
7 4 3 4 4 4 3.8
8 3 3 3 3 4 3.2
9 3 3 3 3 3 3
10 2 3 3 2 3 2.6
11 2 3 3 4 2 2.8
12 2 2 2 2 2 2
13 3 3 3 3 3 3
14 4 4 3 4 4 3.8
15 4 4 3 3 3 3.4
16 4 4 4 4 4 4
17 3 3 3 3 3 3
18 3 3 3 3 3 3
19 4 4 3 3 3 3.4
20 4 3 3 3 3 3.2
 BNAVHS- SENIOR HIGH

21 4 4 4 4 4 4
22 4 4 4 4 4 4
23 4 3 3 4 4 3.6
24 4 3 3 4 3 3.4
25 3 3 2 2 2 2.4
26 4 4 4 4 4 4
27 3 3 2 3 2 2.6
28 4 4 4 4 3 3.8
29 3 3 3 3 3 3
30 3 3 3 3 3 3
31 4 4 4 4 4 4
32 3 3 3 3 2 2.8
33 3 3 3 2 3 2.8
34 4 4 3 3 3 3.4
35 3 3 3 2 3 2.8
36 3 2 3 3 3 2.8
37 3 3 3 3 3 3
38 4 4 3 3 3 3.4
39 3 3 3 2 3 2.8
40 3 3 3 3 3 3
41 4 3 2 2 2 2.6

FEMALE FEMALE
TO CONVENIENCE TO BRAND NAME REPUTATION
BNR BNR BNR BNR BNR
C1 C2 C3 C4 C5 1 2 3 4 5
1 3 1 1 3 1 1.8 3 4 4 4 3 3.6
2 3 2 2 4 3 2.8 4 3 3 4 4 3.6
3 3 3 3 4 3 3.2 4 3 3 3 3 3.2
4 3 3 3 3 3 3 3 3 3 3 3 3
5 3 2 2 3 3 2.6 2 4 3 3 4 3.2
6 3 2 2 3 3 2.6 2 4 4 4 3 3.4
 BNAVHS- SENIOR HIGH
7 3 3 3 3 3 3 3 4 3 3 3 3.2
8 3 3 2 2 2 2.4 3 4 2 2 3 2.8
9 3 4 4 2 4 3.4 3 4 3 3 4 3.4
10 3 4 4 4 4 3.8 3 4 3 3 3 3.2
11 3 3 3 4 3 3.2 3 3 3 3 3 3
12 3 3 3 3 4 3.2 3 3 4 3 3 3.2
13 3 4 3 3 3 3.2 3 3 3 3 4 3.2
14 3 4 4 4 4 3.8 3 3 3 4 4 3.4
15 3 4 4 4 4 3.8 3 4 3 3 3 3.2
16 3 3 3 3 3 3 3 3 4 3 3 3.2
17 3 3 4 4 3 3.4 3 3 3 3 3 3
18 3 4 4 4 4 3.8 3 4 4 4 4 3.8
19 3 4 4 4 4 3.8 3 4 3 4 4 3.6
20 3 4 3 3 4 3.4 3 3 3 3 3 3
21 4 4 4 4 4 4 4 4 4 4 4 4
22 3 3 2 3 3 2.8 3 4 3 3 3 3.2
23 3 4 4 4 4 3.8 3 3 4 3 3 3.2
24 3 3 3 3 3 3 3 3 3 4 3 3.2
25 3 4 3 3 3 3.2 3 3 3 3 3 3
26 3 2 2 2 2 2.2 3 3 2 1 3 2.4
27 3 1 1 1 1 1.4 1 1 1 1 1 1
28 3 2 2 3 2 2.4 1 2 2 3 2 2
29 3 3 2 3 3 2.8 4 3 3 3 4 3.4
30 3 3 4 4 4 3.6 3 4 4 4 4 3.8
31 3 4 4 4 4 3.8 3 4 4 3 3 3.4
32 3 4 4 3 3 3.4 3 3 3 4 4 3.4
33 3 4 4 4 4 3.8 3 3 3 4 4 3.4
34 3 4 4 3 4 3.6 4 4 3 4 4 3.8
35 3 2 2 2 3 2.4 2 2 2 2 3 2.2
36 3 2 2 3 3 2.6 2 4 3 3 4 3.2
37 3 3 3 3 3 3 3 4 3 3 4 3.4
38 3 3 3 4 4 3.4 4 3 4 3 4 3.6
39 3 3 3 4 3 3.2 4 3 4 3 3 3.4
40 3 3 4 3 3 3.2 4 3 3 3 4 3.4
41 3 3 4 4 3 3.4 4 3 3 4 4 3.6
42 3 4 4 4 4 3.8 3 3 3 3 3 3
43 3 3 3 3 3 3 3 4 4 4 3 3.6
44 3 4 2 4 4 3.4 3 2 2 3 2 2.4
45 3 3 3 4 3 3.2 4 1 3 3 1 2.4
46 2 1 2 1 2 1.6 3 1 3 2 3 2.4
47 3 4 4 3 4 3.6 4 4 4 4 4 4
 BNAVHS- SENIOR HIGH
48 3 3 4 4 4 3.6 3 3 3 4 4 3.4
49 4 3 3 4 4 3.6 3 4 4 3 4 3.6
50 3 4 4 3 3 3.4 2 3 2 3 3 2.6
51 3 3 4 4 4 3.6 4 3 4 4 4 3.8
52 3 3 3 4 4 3.4 3 3 3 4 4 3.4
53 3 4 4 3 3 3.4 4 4 4 4 4 4
54 3 3 4 3 4 3.4 3 4 4 3 3 3.4
55 3 3 3 3 3 3 3 3 4 4 3 3.4
56 3 3 4 4 4 3.6 4 4 4 4 4 4
57 3 3 4 3 3 3.2 4 4 3 3 3 3.4
58 3 4 3 3 4 3.4 3 3 3 3 3 3
59 3 4 3 4 4 3.6 3 4 3 4 4 3.6

FEMALE FEMALE
TO COST OF FOOD TO CONSISTENCY
CF CF CF CF CF CY CY CY CY CY
1 2 3 4 5 1 2 3 4 5
1 3 4 4 4 3 3.6 3 4 3 4 3 3.4
2 3 3 3 3 3 3 3 2 2 2 2 2.2
3 3 3 3 3 3 3 3 3 3 3 3 3
4 3 3 3 3 3 3 4 3 3 3 3 3.2
5 4 3 3 4 3 3.4 3 4 4 3 3 3.4
6 4 3 3 4 3 3.4 3 4 4 3 3 3.4
7 3 2 2 2 3 2.4 3 3 3 2 2 2.6
8 3 3 2 3 2 2.6 3 2 3 2 3 2.6
9 3 3 4 3 3 3.2 3 3 3 3 3 3
10 4 4 4 4 4 4 3 3 3 3 3 3
11 3 3 4 3 3 3.2 3 2 4 3 3 3
12 2 3 3 2 3 2.6 2 3 2 3 3 2.6
13 2 3 2 3 4 2.8 3 4 3 4 3 3.4
14 4 4 4 4 4 4 3 4 3 4 4 3.6
15 3 3 3 3 3 3 3 3 3 3 3 3
16 4 4 3 3 3 3.4 3 3 3 3 3 3
17 3 4 4 4 4 3.8 3 3 3 3 3 3
18 3 4 4 4 4 3.8 3 3 3 3 3 3
19 4 4 4 4 4 4 4 4 4 3 3 3.6
20 2 3 3 3 4 3 2 3 4 3 3 3
21 3 3 3 3 3 3 4 3 3 4 4 3.6
22 2 3 3 2 3 2.6 3 4 4 3 3 3.4
23 3 3 4 3 3 3.2 3 3 3 4 3 3.2
 BNAVHS- SENIOR HIGH
24 2 3 4 3 2 2.8 3 2 3 3 4 3
25 2 3 3 2 3 2.6 2 3 3 2 2 2.4
26 2 2 2 2 1 1.8 2 2 2 3 3 2.4
27 1 1 1 1 1 1 2 1 1 1 1 1.2
28 2 2 2 3 2 2.2 2 2 1 2 2 1.8
29 3 4 3 3 3 3.2 3 3 3 3 3 3
30 3 3 3 4 4 3.4 4 3 4 4 4 3.8
31 3 3 3 3 3 3 2 3 3 3 3 2.8
32 3 3 3 4 4 3.4 3 3 3 3 3 3
33 4 4 4 4 4 4 3 3 3 3 3 3
34 3 3 3 4 4 3.4 3 3 4 3 3 3.2
35 1 2 2 2 2 1.8 3 2 2 2 3 2.4
36 4 3 3 4 3 3.4 3 4 4 3 3 3.4
37 3 3 4 3 4 3.4 4 3 3 4 3 3.4
38 4 3 4 3 4 3.6 4 4 4 4 4 4
39 4 4 3 3 3 3.4 3 4 3 4 3 3.4
40 3 3 3 4 4 3.4 3 3 3 3 3 3
41 4 4 3 4 3 3.6 3 3 3 3 3 3
42 3 3 4 3 3 3.2 4 3 3 3 3 3.2
43 3 3 3 3 3 3 4 3 3 4 3 3.4
44 3 4 4 4 3 3.6 3 3 2 3 4 3
45 3 4 3 3 3 3.2 3 3 1 3 4 2.8
46 3 3 2 2 2 2.4 3 3 2 3 2 2.6
47 2 4 4 3 4 3.4 3 3 3 4 3 3.2
48 3 3 1 3 4 2.8 3 4 3 4 3 3.4
49 3 3 3 3 3 3 4 3 3 4 3 3.4
50 4 3 3 3 4 3.4 3 4 3 3 3 3.2
51 3 4 4 4 4 3.8 3 3 3 4 4 3.4
52 3 3 3 4 4 3.4 3 3 3 3 3 3
53 3 3 4 4 4 3.6 3 3 3 3 3 3
54 3 4 3 3 3 3.2 3 3 3 4 4 3.4
55 3 3 3 3 3 3 3 4 4 3 3 3.4
56 3 3 3 3 3 3 3 3 3 3 3 3
57 4 4 4 4 4 4 3 3 4 4 3 3.4
58 3 4 4 4 4 3.8 4 4 4 4 4 4
59 4 4 4 4 4 4 4 4 4 3 3 3.6

FEMALE TO QUALITY OF FOOD

QF1 QF2 QF3 QF4 QF5
1 3 3 3 3 3 3
 BNAVHS- SENIOR HIGH
2 3 3 3 3 2 2.8
3 4 4 3 3 3 3.4
4 4 3 3 3 3 3.2
5 3 3 3 2 2 2.6
6 3 3 3 2 2 2.6
7 2 2 2 2 2 2
8 3 2 2 3 2 2.4
9 3 3 3 3 3 3
10 4 4 4 4 4 4
11 3 2 3 3 4 3
12 2 4 3 3 2 2.8
13 3 3 4 3 4 3.4
14 3 3 3 4 4 3.4
15 3 3 3 3 3 3
16 3 3 2 2 3 2.6
17 3 3 3 3 3 3
18 3 3 3 3 3 3
19 3 3 3 2 3 2.8
20 2 3 3 3 2 2.6
21 3 3 3 3 4 3.2
22 3 4 2 3 3 3
23 3 4 3 3 3 3.2
24 2 3 3 3 2 2.6
25 3 3 2 3 2 2.6
26 2 2 2 2 2 2
27 1 1 1 1 1 1
28 2 3 3 2 1 2.2
29 3 2 2 3 2 2.4
30 3 3 3 3 4 3.2
31 3 2 3 3 3 2.8
32 3 3 3 3 3 3
33 4 3 3 4 4 3.6
34 3 3 3 4 4 3.4
35 2 2 2 2 2 2
36 3 3 3 3 2 2.8
37 3 3 3 4 4 3.4
38 3 3 3 3 3 3
39 3 3 3 3 3 3
40 3 3 3 4 4 3.4
41 3 3 3 4 4 3.4
42 3 3 3 3 3 3
 BNAVHS- SENIOR HIGH
43 3 3 3 3 3 3
44 3 3 3 3 3 3
45 3 4 3 4 3 3.4
46 3 3 2 2 2 2.4
47 3 3 3 3 3 3
48 3 3 2 3 3 2.8
49 4 4 4 3 3 3.6
50 3 2 2 3 2 2.4
51 3 3 3 3 4 3.2
52 3 3 3 3 3 3
53 3 3 3 3 3 3
54 4 4 3 4 4 3.8
55 4 4 4 4 4 4
56 3 3 3 3 3 3
57 3 3 3 2 3 2.8
58 3 3 3 3 3 3
59 3 3 3 2 3 2.8

SIGNIFICANT DIFFERENCE BETWEEN MONTHLY INCOME AND

CONSUMER PREFERENCES

₱9999-BELOW ₱9999-BELOW
TO CONVENIENCE TO BRAND NAME REPUTATION
BNR BNR BNR BNR BNR
C1 C2 C3 C4 C5 1 2 3 4 5
1 3 2 2 3 3 2.6 2 4 3 3 4 3.2
2 3 2 2 2 2 2.2 2 2 2 2 2 2
3 3 1 1 1 1 1.4 1 1 1 1 1 1
4 3 2 2 3 2 2.4 1 2 2 3 2 2
5 3 3 3 3 3 3 3 3 3 3 3 3
6 3 3 3 3 3 3 3 3 3 3 3 3
7 3 2 2 3 3 2.6 2 4 3 3 4 3.2
8 3 2 3 3 2 2.6 3 4 3 4 3 3.4
9 3 3 3 4 4 3.4 4 3 4 3 4 3.6
10 4 4 4 4 4 4 4 3 3 3 3 3.2
11 3 3 4 4 4 3.6 3 3 3 4 4 3.4
 BNAVHS- SENIOR HIGH

12 4 3 3 4 4 3.6 3 4 4 3 4 3.6
13 3 2 4 4 4 3.4 3 3 3 3 4 3.2
14 3 3 3 3 3 3 3 3 3 3 3 3
15 3 4 4 3 3 3.4 4 4 4 4 4 4
₱9999-BELOW ₱9999-BELOW
TO COST OF FOOD TO CONSISTENCY
CF CF CF CF CF CY CY CY CY CY
1 2 3 4 5 1 2 3 4 5
1 4 3 3 4 3 3.4 3 4 4 3 3 3.4
2 2 2 2 2 2 2 2 2 2 2 2 2
3 1 1 1 1 1 1 2 1 1 1 1 1.2
4 2 2 2 3 2 2.2 2 2 1 2 2 1.8
5 3 3 3 3 4 3.2 3 4 3 4 3 3.4
6 3 3 3 3 3 3 4 3 4 3 3 3.4
7 4 3 3 4 3 3.4 3 4 4 3 3 3.4
8 3 3 3 3 3 3 3 3 3 3 3 3
9 4 3 4 3 4 3.6 4 4 4 4 4 4
10 4 4 4 3 3 3.6 3 3 3 4 4 3.4
11 3 3 1 3 4 2.8 3 4 3 4 3 3.4
12 3 3 3 3 3 3 4 3 3 4 3 3.4
13 3 3 4 4 3 3.4 3 3 4 4 4 3.6
14 3 4 4 4 4 3.8 4 4 4 4 4 4
15 2 4 4 4 4 3.6 3 3 3 3 3 3

₱9999-BELOW TO QUALITY OF FOOD

QF1 QF2 QF3 QF4 QF5
1 3 3 3 2 2 2.6
2 2 2 2 2 2 2
3 1 1 1 1 1 1
4 2 3 3 2 1 2.2
5 3 3 3 3 3 3
6 4 3 3 3 3 3.2
7 3 3 3 3 2 2.8
8 4 4 4 4 4 4
9 3 3 3 3 3 3
10 4 4 4 4 4 4
11 3 3 2 3 3 2.8
 BNAVHS- SENIOR HIGH

12 4 4 4 3 3 3.6
13 4 4 3 3 3 3.4
14 3 3 3 3 3 3
15 3 3 3 3 3 3

₱10,000-₱15,999 ₱10,000-₱15999
TO CONVENIENCE TO BRAND NAME REPUTATION
BNR BNR BNR BNR BNR
C1 C2 C3 C4 C5 1 2 3 4 5
1 3 2 2 3 3 2.6 2 4 4 4 3 3.4
2 3 3 3 4 3 3.2 3 3 3 3 3 3
3 3 3 3 3 4 3.2 3 3 4 3 3 3.2
4 3 4 3 3 3 3.2 3 3 3 3 4 3.2
5 3 3 3 3 3 3 3 3 3 4 3 3.2
6 3 4 3 3 3 3.2 3 3 3 3 3 3
7 3 4 4 3 3 3.4 3 3 3 4 4 3.4
8 3 4 4 3 4 3.6 4 4 3 4 4 3.8
9 3 4 4 4 4 3.8 3 3 3 3 4 3.2
10 3 2 2 2 3 2.4 2 2 2 2 3 2.2
11 3 3 3 3 3 3 3 4 3 3 3 3.2
12 3 4 4 3 3 3.4 3 3 4 4 3 3.4
13 3 3 4 4 4 3.6 4 4 4 4 4 4
14 3 3 4 4 3 3.4 4 4 3 4 3 3.6
15 4 4 4 4 4 4 3 4 4 3 3 3.4
16 3 4 4 3 4 3.6 4 4 4 4 4 4
17 3 3 4 4 4 3.6 4 3 3 4 4 3.6

₱10,000-₱15,999 ₱10,000-₱15999
TO COST OF FOOD TO CONSISTENCY
CF1 CF2 CF3 CF4 CF5 CY1 CY2 CY3 CY4 CY5
1 4 3 3 4 3 3.4 3 4 4 3 3 3.4
2 3 3 4 3 3 3.2 3 2 4 3 3 3
3 2 3 3 2 3 2.6 2 3 2 3 3 2.6
4 2 3 2 3 4 2.8 3 4 3 4 3 3.4
5 2 3 4 3 2 2.8 3 2 3 3 4 3
6 2 3 3 2 3 2.6 2 3 3 2 2 2.4
7 3 3 3 4 4 3.4 3 3 3 3 3 3
 BNAVHS- SENIOR HIGH
8 3 3 3 4 4 3.4 3 3 4 3 3 3.2
9 3 3 4 4 3 3.4 3 3 4 4 4 3.6
10 1 2 2 2 2 1.8 3 2 2 2 3 2.4
11 3 3 3 2 2 2.6 2 2 2 2 2 2
12 3 3 4 4 3 3.4 3 3 3 3 3 3
13 3 4 3 4 3 3.4 4 3 3 3 3 3.2
14 3 3 4 4 4 3.6 4 4 3 3 3 3.4
15 4 4 3 3 3 3.4 3 3 3 3 3 3
16 2 4 2 4 4 3.2 2 4 4 4 4 3.6
17 3 4 4 4 4 3.8 3 3 3 3 3 3

₱10,000-₱15,999 TO QUALITY OF FOOD

QF1 QF2 QF3 QF4 QF5
1 3 3 3 2 2 2.6
2 3 2 3 3 4 3
3 2 4 3 3 2 2.8
4 3 3 4 3 4 3.4
5 2 3 3 3 2 2.6
6 3 3 2 3 2 2.6
7 3 3 3 3 3 3
8 3 3 3 4 4 3.4
9 4 4 3 3 3 3.4
10 2 2 2 2 2 2
11 4 4 4 4 4 4
12 4 3 3 4 3 3.4
13 3 3 2 2 2 2.4
14 3 3 2 3 2 2.6
15 4 4 4 4 3 3.8
16 3 3 3 3 3 3
17 3 3 3 2 3 2.8
₱16,000-₱17,999 ₱16,000-₱17999
TO CONVENIENCE TO BRAND NAME REPUTATION
BNR BNR BNR BNR BNR
C1 C2 C3 C4 C5 1 2 3 4 5
1 3 3 3 3 3 3 3 3 3 3 3 3
2 3 4 4 4 4 3.8 3 3 3 4 4 3.4
3 3 3 4 4 3 3.4 3 3 3 3 3 3
4 3 3 4 4 4 3.6 3 3 3 4 4 3.4
5 3 4 3 3 4 3.4 3 3 3 3 3 3
6 3 4 3 2 3 3 3 4 3 3 3 3.2
7 4 4 4 4 4 4 4 4 4 4 4 4
8 3 3 2 3 3 2.8 3 4 3 3 3 3.2
 BNAVHS- SENIOR HIGH
9 3 4 3 3 4 3.4 3 3 2 3 3 2.8
10 3 3 2 3 3 2.8 4 3 3 3 4 3.4
11 3 3 4 4 4 3.6 3 4 4 4 4 3.8
12 3 3 4 3 3 3.2 4 3 3 3 4 3.4
13 3 3 4 4 3 3.4 4 3 3 4 4 3.6
14 3 4 4 4 4 3.8 3 3 3 3 3 3
15 3 3 3 3 3 3 3 4 4 4 3 3.6
16 3 4 2 4 4 3.4 3 2 2 3 2 2.4
17 3 3 3 4 3 3.2 4 1 3 3 1 2.4
18 3 4 4 3 4 3.6 4 4 4 4 4 4
19 3 4 4 3 3 3.4 2 3 2 3 3 2.6
20 3 3 4 4 4 3.6 4 3 4 4 4 3.8
21 3 4 4 3 3 3.4 4 4 4 4 4 4
22 3 3 3 3 3 3 3 3 4 4 3 3.4
23 3 4 3 3 4 3.4 4 4 3 3 3 3.4

₱16,000-₱17,999 ₱16,000-₱17999
TO COST OF FOOD TO CONSISTENCY
CF CF CF CF CF CY CY CY CY CY
1 2 3 4 5 1 2 3 4 5
1 3 3 3 3 3 3 4 3 3 3 3 3.2
2 4 4 4 4 4 4 3 4 3 4 4 3.6
3 3 4 4 4 4 3.8 3 3 3 3 3 3
4 3 4 4 4 3 3.6 3 3 3 3 3 3
5 2 3 3 3 4 3 2 3 4 3 3 3
6 2 3 3 3 4 3 2 3 4 3 2 2.8
7 3 3 3 3 3 3 4 3 3 4 4 3.6
8 2 3 3 2 3 2.6 3 4 4 3 3 3.4
9 2 3 3 3 4 3 2 3 3 2 4 2.8
10 3 4 3 3 3 3.2 3 3 3 3 3 3
11 3 3 3 4 4 3.4 4 3 4 4 4 3.8
12 3 3 3 4 4 3.4 3 3 3 3 3 3
13 4 4 3 4 3 3.6 3 3 3 3 3 3
14 3 3 4 3 3 3.2 4 3 3 3 3 3.2
15 3 3 3 3 3 3 4 3 3 4 3 3.4
16 3 4 4 4 3 3.6 3 3 2 3 4 3
17 3 4 3 3 3 3.2 3 3 1 3 4 2.8
18 2 4 4 3 4 3.4 3 3 3 4 3 3.2
19 4 3 3 3 4 3.4 3 4 3 3 3 3.2
20 3 4 4 4 4 3.8 3 3 3 4 4 3.4
21 3 3 4 4 4 3.6 3 3 3 3 3 3
 BNAVHS- SENIOR HIGH
22 3 3 3 3 3 3 3 4 4 3 3 3.4
23 4 4 4 4 4 4 3 3 4 4 3 3.4

₱16,000-₱17,999 TO QUALITY OF FOOD

QF1 QF2 QF3 QF4 QF5
1 4 3 3 3 3 3.2
2 3 3 3 4 4 3.4
3 3 3 3 3 3 3
4 3 3 3 3 3 3
5 2 3 3 3 2 2.6
6 2 3 3 2 3 2.6
7 3 3 3 3 4 3.2
8 3 4 2 3 3 3
9 2 3 3 4 2 2.8
10 3 2 2 3 2 2.4
11 3 3 3 3 4 3.2
12 3 3 3 4 4 3.4
13 3 3 3 4 4 3.4
14 3 3 3 3 3 3
15 3 3 3 3 3 3
16 3 3 3 3 3 3
17 3 4 3 4 3 3.4
18 3 3 3 3 3 3
19 3 2 2 3 2 2.4
20 3 3 3 3 4 3.2
21 3 3 3 3 3 3
22 4 4 4 4 4 4
23 3 3 3 2 3 2.8
₱18,000 AND ABOVE ₱18,000 AND ABOVE
TO CONVENIENCE TO BRAND NAME REPUTATION
BNR BNR BNR BNR BNR
C1 C2 C3 C4 C5 1 2 3 4 5
1 3 1 1 3 1 1.8 3 4 4 4 3 3.6
2 3 2 2 4 3 2.8 4 3 3 4 4 3.6
3 3 3 3 4 3 3.2 4 3 3 3 3 3.2
4 3 3 3 3 3 3 3 4 3 3 3 3.2
5 3 3 2 2 2 2.4 3 4 2 2 3 2.8
6 3 4 4 2 4 3.4 3 4 3 3 4 3.4
7 3 4 4 2 4 3.4 3 4 3 3 4 3.4
8 3 4 4 4 4 3.8 3 4 3 3 3 3.2
 BNAVHS- SENIOR HIGH
9 3 1 1 4 4 2.6 4 4 4 4 4 4
10 3 4 4 4 4 3.8 3 3 3 4 4 3.4
11 3 4 4 4 4 3.8 3 4 3 3 3 3.2
12 3 3 3 3 3 3 3 3 4 3 3 3.2
13 3 4 4 4 4 3.8 3 3 3 2 2 2.6
14 3 4 4 4 4 3.8 3 3 3 3 3 3
15 3 3 4 4 3 3.4 3 3 3 3 3 3
16 4 4 4 4 4 4 4 3 3 3 3 3.2
17 3 4 4 4 4 3.8 3 4 4 4 4 3.8
18 3 4 4 4 4 3.8 3 3 3 3 3 3
19 3 4 4 4 4 3.8 3 4 3 4 4 3.6
20 3 4 4 4 4 3.8 3 3 4 3 3 3.2
21 3 2 2 2 2 2.2 3 3 2 1 3 2.4
22 3 4 4 4 4 3.8 3 4 4 3 3 3.4
23 3 4 4 4 4 3.8 4 4 4 4 4 4
24 3 4 4 4 4 3.8 3 3 3 4 4 3.4
25 3 4 4 3 4 3.6 3 4 3 3 3 3.2
26 3 4 4 4 4 3.8 3 3 4 4 3 3.4
27 4 2 2 2 3 2.6 3 3 3 3 4 3.2
28 3 4 3 4 3 3.4 3 3 3 3 3 3
29 3 3 3 3 3 3 3 4 3 3 4 3.4
30 3 3 3 4 3 3.2 4 3 4 3 3 3.4
31 3 4 3 3 3 3.2 4 4 3 4 4 3.8
32 4 4 4 4 4 4 4 4 4 4 4 4
33 3 3 3 4 4 3.4 3 4 4 4 3 3.6
34 2 1 2 1 2 1.6 3 1 3 2 3 2.4
35 3 3 3 3 4 3.2 3 3 3 4 4 3.4
36 3 4 3 3 4 3.4 3 3 3 4 3 3.2
37 3 2 4 3 3 3 4 4 4 4 4 4
38 3 4 4 3 3 3.4 3 4 4 3 3 3.4
39 3 3 3 4 4 3.4 3 3 3 4 4 3.4
40 3 3 4 3 4 3.4 3 4 4 3 3 3.4
41 3 4 3 2 3 3 4 4 3 4 4 3.8
42 3 3 4 4 4 3.6 4 4 4 4 4 4
43 3 3 3 3 3 3 3 3 3 3 3 3
44 3 4 3 4 4 3.6 3 4 3 4 4 3.6
45 4 3 3 3 4 3.4 4 4 4 4 4 4

₱18,000 AND ABOVE ₱18,000 AND ABOVE

TO COST OF FOOD TO CONSISTENCY
CF CF CF CF CF CY CY CY CY CY
1 2 3 4 5 1 2 3 4 5
1 3 4 4 4 3 3.6 3 4 3 4 3 3.4
2 3 3 3 3 3 3 3 2 2 2 2 2.2
3 3 3 3 3 3 3 3 3 3 3 3 3
4 3 2 2 2 3 2.4 3 3 3 2 2 2.6
5 3 3 2 3 2 2.6 3 2 3 2 3 2.6
 BNAVHS- SENIOR HIGH
6 3 3 4 3 3 3.2 3 3 3 3 3 3
7 3 3 4 3 3 3.2 3 4 3 3 3 3.2
8 4 4 4 4 4 4 3 3 3 3 3 3
9 3 4 4 4 1 3.2 4 4 4 4 4 4
10 3 4 4 4 4 3.8 3 3 3 3 3 3
11 3 3 3 3 3 3 3 3 3 3 3 3
12 4 4 3 3 3 3.4 3 3 3 3 3 3
13 3 4 4 3 3 3.4 3 3 3 3 3 3
14 4 4 4 3 3 3.6 3 3 3 3 3 3
15 4 4 4 4 4 4 3 3 4 4 3 3.4
16 3 3 4 4 4 3.6 4 4 4 3 4 3.8
17 3 4 4 4 4 3.8 3 3 3 3 3 3
18 3 4 4 4 3 3.6 3 3 4 3 4 3.4
19 4 4 4 4 4 4 4 4 4 3 3 3.6
20 3 3 4 3 3 3.2 3 3 3 4 3 3.2
21 2 2 2 2 1 1.8 2 2 2 3 3 2.4
22 3 3 3 3 3 3 2 3 3 3 3 2.8
23 3 3 4 4 4 3.6 3 3 3 3 3 3
24 4 4 4 4 4 4 3 3 3 3 3 3
25 3 4 4 4 4 3.8 3 3 3 4 4 3.4
26 3 3 3 3 3 3 3 4 4 3 3 3.4
27 2 2 2 2 2 2 4 2 3 3 3 3
28 4 4 3 4 3 3.6 3 3 3 3 3 3
29 3 3 4 3 4 3.4 4 3 3 4 3 3.4
30 4 4 3 3 3 3.4 3 4 3 4 3 3.4
31 3 3 3 4 4 3.4 3 3 4 4 4 3.6
32 3 3 3 3 3 3 4 4 4 4 4 4
33 3 3 1 3 4 2.8 3 4 3 4 3 3.4
34 3 3 2 2 2 2.4 3 3 2 3 2 2.6
35 3 3 3 3 3 3 3 2 2 2 2 2.2
36 3 3 3 3 3 3 3 3 3 3 3 3
37 4 3 3 3 3 3.2 3 4 4 3 4 3.6
38 3 3 3 3 3 3 2 3 3 3 3 2.8
39 3 3 3 4 4 3.4 3 3 3 3 3 3
40 3 4 3 3 3 3.2 3 3 3 4 4 3.4
41 3 3 3 4 4 3.4 3 3 4 3 3 3.2
42 3 3 3 3 3 3 3 3 3 3 3 3
43 3 4 3 4 3 3.4 3 3 3 3 3 3
44 4 4 4 4 4 4 4 4 4 3 3 3.6
45 4 4 4 4 4 4 3 3 3 3 3 3

₱18,000 AND ABOVE TO QUALITY OF FOOD

QF1 QF2 QF3 QF4 QF5 MEAN
1 3 3 3 3 3 3
2 3 3 3 3 2 2.8
3 4 4 3 3 3 3.4
4 2 2 2 2 2 2
 BNAVHS- SENIOR HIGH
5 3 2 2 3 2 2.4
6 3 3 3 3 3 3
7 3 3 3 3 3 3
8 4 4 4 4 4 4
9 2 2 4 4 4 3.2
10 4 4 4 4 4 4
11 3 3 3 3 3 3
12 3 3 2 2 3 2.6
13 3 3 3 3 3 3
14 3 2 3 2 3 2.6
15 3 3 3 2 3 2.8
16 4 3 4 4 4 3.8
17 3 3 3 3 3 3
18 3 3 3 3 4 3.2
19 3 3 3 2 3 2.8
20 3 4 3 3 3 3.2
21 2 2 2 2 2 2
22 3 2 3 3 3 2.8
23 3 3 3 3 3 3
24 4 3 3 4 4 3.6
25 4 4 3 4 4 3.8
26 4 4 4 4 4 4
27 3 3 3 3 3 3
28 4 4 3 3 3 3.4
29 3 3 3 4 4 3.4
30 3 3 3 3 3 3
31 4 3 3 4 4 3.6
32 4 4 4 4 4 4
33 3 3 3 3 3 3
34 3 3 2 2 2 2.4
35 3 3 3 3 2 2.8
36 4 4 3 3 3 3.4
37 3 3 3 2 3 2.8
38 3 2 3 3 3 2.8
39 3 3 3 3 3 3
40 4 4 3 4 4 3.8
41 3 3 3 3 3 3
42 3 3 3 3 3 3
43 3 3 3 2 3 2.8
44 3 3 3 2 3 2.8
45 4 3 2 2 2 2.6
 BNAVHS- SENIOR HIGH
COMPARATIVE ASSESSMENT BETWEEN CONSUMER
PREFERENCES AND SOCIO-DEMOGRAPHIC PROFILE OF
RESPONDENTS

Comparative Assessment of Consumers’ Preferences Towards the

Convenience in terms of Age

One factor ANOVA

Mean N Std. Dev

3.42 17 0.458 21-24 years old
3.33 36 0.394 25-28 years old
3.19 47 0.648 29 years old – above
3.28 100 0.541 Total

ANOVA Table

Source SS df MS F p-value
Treatment 0.857 2 0.4285 1.48 .2329
Error 28.103 97 0.2897
Total 28.960 99

Comparative Assessment of Consumers’ Preferences Towards the

Brand Name Reputation in terms of Age

One factor ANOVA

Mean N Std. Dev

3.353 17 0.3125 21-24 years old
3.300 36 0.3075 25-28 years old
3.230 47 0.5748 29 years old – above
3.276 100 0.4527 Total

ANOVA Table

Source SS Df MS F p-value
Treatment 0.2217 2 0.11087 0.54 .5869
Error 97 0.20691
Total 99
 BNAVHS- SENIOR HIGH

Comparative Assessment of Consumers’ Preferences Towards the

Cost of Food in terms of Age

One factor ANOVA

Mean N Std. Dev

3.31 17 0.309 21-24 years old
3.19 36 0.483 25-28 years old
3.17 47 0.635 29 years old – above
3.276 100 0.536 Total

ANOVA Table

Source SS Df MS F p-value
Treatment 0.237 2 0.1184 0.41 .6671
Error 28.243 97 0.2912
Total 28.480 99

Comparative Assessment of Consumers’ Preferences Towards the

Consistency in terms of Age

One factor ANOVA

Mean N Std. Dev

3.35 17 21-24 years old
3.21 36 25-28 years old
3.21 47 29 years old – above
100 Total

ANOVA Table

Source SS Df MS F p-value
Treatment 2 1.01 .3691
Error 97
Total 99
 BNAVHS- SENIOR HIGH
Comparative Assessment of Consumers’ Preferences Towards the
Quality of Food in terms of Age

One factor ANOVA

Mean N Std. Dev

3.19 17 0.427 21-24 years old
3.07 36 0.431 25-28 years old
2.95 47 0.599 29 years old – above
3.04 100 0.519 Total

ANOVA Table

Source SS Df MS F p-value
Treatment 0.764 2 0.3818 1.43 .2445
Error 25.907 97 0.2671
Total 26.670 99

Comparative Assessment of Consumers’ Preferences Towards the

Convenience in terms of Monthly Income

One factor ANOVA

Mean N Std. Dev

2.95 15 0.665 ₱9,999-below
3.31 17 0.407 ₱10,000-₱15,999
3.36 23 0.319 ₱16,000-₱17,999
3.31 45 0.555 ₱18,000-above
3.27 100 0.517 Total

ANOVA Table

Source SS Df MS F p-value
Treatment 1.837 3 0.6122 2.38 .0740
Error 24.648 96 0.2567
Total 26.484 99
 BNAVHS- SENIOR HIGH
Comparative Assessment of Consumers’ Preferences Towards the
Brand Name Reputation in terms of Monthly Income

One factor ANOVA

Mean N Std. Dev

2.99 15 0.765 ₱9,999-below
3.34 17 0.423 ₱10,000-₱15,999
3.30 23 0.474 ₱16,000-₱17,999
3.6 45 0.398 ₱18,000-above
3.29 100 0.499 Total

ANOVA Table

Source SS Df MS F p-value
Treatment 1.674 3 0.5581 2.33 .0791
Error 22.991 96 0.2395
Total 24.666 99

Comparative Assessment of Consumers’ Preferences Towards the

Cost of Food in terms of Monthly Income

One factor ANOVA

Mean N Std. Dev

3.00 15 0.752 ₱9,999-below
3.11 17 0.501 ₱10,000-₱15,999
3.34 23 0.369 ₱16,000-₱17,999
3.28 45 0.512 ₱18,000-above
3.22 100 0.531 Total

ANOVA Table

Source SS Df MS F p-value
Treatment 1.413 3 0.4709 1.71 .1705
Error 26.467 96 0.2757
Total 27.880 99
 BNAVHS- SENIOR HIGH
Comparative Assessment of Consumers’ Preferences Towards the
Consistency in terms of Monthly Income

One factor ANOVA

Mean N Std. Dev

3.09 15 0.803 ₱9,999-below
3.01 17 0.444 ₱10,000-₱15,999
3.18 23 0.276 ₱16,000-₱17,999
3.12 45 0.403 ₱18,000-above
3.11 100 0.464 Total

ANOVA Table

Source SS Df MS F p-value
Treatment 0.297 3 0.0991 0.45 .7158
Error 21.003 96 0.2188
Total 21.300 99

Comparative Assessment of Consumers’ Preferences Towards the

Quality of Food in terms of Monthly Income

One factor ANOVA

Mean N Std. Dev

2.91 15 0.770 ₱9,999-below
2.99 17 0.522 ₱10,000-₱15,999
3.04 23 0.362 ₱16,000-₱17,999
3.08 45 0.492 ₱18,000-above
3.03 100 0.518 Total

ANOVA Table

Source SS Df MS F p-value
Treatment 0.374 3 0.1248 0.46 .7129
Error 26.216 96 0.2731
Total 26.590 99
BNAVHS- SENIOR HIGH
Appendix E

Documentation
 BNAVHS- SENIOR HIGH
Appendix F

Minutes of the Pre-Oral Defense

Title: CONSUMER PREFERENCES TOWARDS FAST FOOD CHAINS IN

BAUAN,BATANGAS

Members of the Panel: Sir Scoth M. Castillo

Sir Jonathan A. Adao
Sir Ronaldo S. Casiserano
Ma‟am Marilou B. Dientre
Research Adviser: Sir Juan Paolo N. Dipalac

Date: October 16, 2019

Time Started:
Time Ended:
Comments, Observations and Suggestions
Chapter I
Fast food is general
Put source and flow
Put the proponent of those theory
Revise the chapter
Chapter II
Be consistent in font, font style, and font size
Preference is irrelevant
Revise the chapter
Chapter III
Define the research design
Paraphrase the questionnaire
 BNAVHS- SENIOR HIGH
Appendix F

Minutes of the Final Defense

Title: CONSUMER PREFERENCES TOWARDS FAST FOOD CHAINS IN

BAUAN,BATANGAS

Members of the Panel: Mr. Jonathan A. Adao

Mr. Adrian C. Austria
Mr. Ronaldo S. Casiserano
Ms. Marilou B. Dientre

Research Adviser: Mr. Scoth M. Castillo

Mr. Juan Paolo N. Dipalac
Date: March 10, 2020
Time Started: 12:30 pm
Time Ended: 1:30 pm

Comments, Observations and Suggestions

Chapter I
Focus in food
Opinion not reflect in the personal perspective
Scope, Delimitation and Limitation Sir Dipalac format
Rephrase the definition of term
Chapter II
Long synthesis it must be 2-4 pages
Enrich the conceptual literarture
Chapter III
Define desciptive
 BNAVHS- SENIOR HIGH
Improve the Research Design
Include tabular form in the subjects of the study
Chapter IV
Add analysis to the comparative assessment
Verb should be in past tense
Do not use symbol only
All data must be presented
Include the preparation of infomercial
Chapter V
Do not include the analysis
Highest, lowest and composite mean in socio-demographic
profile
Present p-value, t-value, f-value, decision and interpretation
Improve conclusion, be direct, use complex sentence
Improve recommendation #2
BIBLIOGRAPHY AND APPENDICES
Wrong format of bibliography
 BNAVHS- SENIOR HIGH
Appendix H

Certificate of Grammarian

Bauan National Agricultural and Vocational

High School
San Agustin, Bauan, Batangas
Senior High School Department

Certificate of Grammarian

This is to certify that this research study proposed by Kim Angel V. Abante,
Klea Jean D. Espiritu, and Reyzamae M. Masangcay, Accountancy
Business Management (ABM) students had been edited and followed the
standard format and structural requirements of research writing.
This certification is issued to ensure that Bauan National Agricultural
and Vocational High School received quality research work.

_______________________________
Japhet Jezer E. Banzon, MAEd, LPT
Grammarian

_______________________________
Date
 BNAVHS- SENIOR HIGH
CURRICULUM VITAE

KIM ANGEL V. ABANTE

LOCLOC,BAUAN, BATANGAS
09669720669
[email protected]

PERSONAL INFORMATION
Date of Birth : April 28, 2002
Place of Birth : Bulihan, Malvar, Batangas
Citizenship : Filipino
Religion : Roman Catholic
Civil Status : Single
Age : 17
Father‟s Name : Manuelito Abante
Mother‟s Name : Cristeta Abante

EDUCATIONAL BACKGROUND

BAUAN NATIONAL AGRICULTURAL AND

VOCATIONAL HIGH SCHOOOL
San Agustin, Bauan, Batangas
Senior High School – ABM Strand
2019-2020
SECONDARY :
BAUAN NATIONAL AGRICULTURAL AND
VOCATIONAL HIGH SCHOOL
San Agustin, Bauan, Batangas
Junior High School
2017-2018
PRIMARY :
LOCLOC ELEMENTARY SCHOOL
Locloc, Bauan, Batangas
2013-2014
 BNAVHS- SENIOR HIGH
CURRICULUM VITAE

KLEA JEAN D. ESPIRITU

SAMPAGUITA,BAUAN, BATANGAS
09771979341

PERSONAL INFORMATION
Date of Birth : January 3, 2002
Place of Birth : Sampaguita, Bauan, Batangas
Citizenship : Filipino
Religion : Roman Catholic
Civil Status : Single
Age : 18
Father‟s Name : Jhon Kennedy Espiritu
Mother‟s Name : Leonila Espiritu

EDUCATIONAL BACKGROUND

BAUAN NATIONAL AGRICULTURAL AND

VOCATIONAL HIGH SCHOOOL
San Agustin, Bauan, Batangas
Senior High School – ABM Strand
2019-2020
SECONDARY :
BAUAN NATIONAL AGRICULTURAL AND
VOCATIONAL HIGH SCHOOL
San Agustin, Bauan, Batangas
Junior High School
2017-2018
PRIMARY :
COLVO ELEMENTARY SCHOOL
Colvo, Bauan, Batangas
2013-2014
 BNAVHS- SENIOR HIGH
CURRICULUM VITAE

REYZAMAE M. MASANGCAY
LOCLOC,BAUAN, BATANGAS
09656908152

PERSONAL INFORMATION
Date of Birth : December 26, 2000
Place of Birth : LocLoc, Bauan, Batangas
Citizenship : Filipino
Religion : Roman Catholic
Civil Status : Single
Age : 19
Father‟s Name : Francisco Masangcay
Mother‟s Name : Dolores Masangcay

EDUCATIONAL BACKGROUND

BAUAN NATIONAL AGRICULTURAL AND

VOCATIONAL HIGH SCHOOOL
San Agustin, Bauan, Batangas
Senior High School – ABM Strand
2019-2020
SECONDARY :
BAUAN NATIONAL AGRICULTURAL AND
VOCATIONAL HIGH SCHOOL
San Agustin, Bauan, Batangas
Junior High School
2017-2018
PRIMARY :
LOCLOC ELEMENTARY SCHOOL
Locloc, Bauan, Batangas
2013-2014