FOOD QUALITY AND ITS EFFECTS TOWARDS THE BUYING BEHAVIOR OF STUDENTS’ IN

THE SCHOOL CANTEEN

A Research Paper

Presented to the
Faculty of Punta National High School
In Partial Fulfilment of the Requirements in Practical Research 2

Abad Hannah Leah

Albona Christian
Divinagracia Honelyn
Into Janelle
Ordinaria Rescel
Quirante Keent
Raygon Erika
Torres Faith

2024
 ACKNOWLEDGEMENT

First of all, the researchers would like to thank the Almighty God for His enduring grace, guidance,
protection and wisdom that He has bestowed during the research project. He is the one who made this work
possible. Moreover, their utmost gratitude is given to the following individuals who helped broaden their
perspective as they went through this study.

To Ma’am Joyce Ozaraga, the researcher’s Practical Research 2 teacher, sincerest gratitude for her
continuous support, patience, motivation and immense knowledge. Her guidance helped them throughout their
research;

To MADAME JOSEFINA S. TAN, the ever supportive and gorgeous principal who have undoubtedly
supported the researchers and widely offered her kindness while conducting the study;

To the GRADE 12 students, the respondents who generously shared their time and insights with us. Their
willingness to engage with our research was essential to the success of this project, and we are grateful for their
participation;

Their FAMILY, who patiently supported them morally and spiritually from time to time. Those support
boosted their morale and spirit in finishing what they started. They would also like to commend them for the
endless understanding and tireless motivations.

Overall, this research project would not have been possible without the support and contributions of so
many people. We are deeply grateful to all of those who helped to make this project a reality.

TO GOD BE THE HIGHEST GLORY AND HONOR!

The Researchers
 CHAPTER I
THE PROBLEM AND ITS SCOPE

Introduction

This study is all about food quality and its effects towards the buying behavior of students’ in the school
canteen. Schools are an important food environment to cultivate and promote healthy food choices and practices
among students. The quality of food is needed to have the decision of purchasing the food that is preferable for
the students. As defined by Wikipedia, food quality is generally defined in terms of organoleptic features and
nutritional value. Another key component in determining standards is producers' use of food safety techniques
to reduce possible infections and other dangers. According to Tianxi Yang (2019), food quality is made up of
features such as appearance (e.g., size, shape, color, gloss, and consistency), internal variables (e.g., chemical,
physical, microbiological), and texture and flavor. A study also shows that food quality is typically defined as
the total of all features and attributes of a food item that a consumer finds acceptable which includes appearance
(composed of size, shape, color, gloss, and consistency), texture and flavor are three examples of food qualities
(FutureLearn). Food quality plays an important role to students’ decision making regarding the components of
the food. Commonly students’ nowadays prefer to buy a less healthy foods and high sugar drinks (FutureLearn).
Food quality is crucial for maintaining health, safety, and enjoyment in diets. High-quality food provides
essential nutrients, enhances taste, and ensures safety by minimizing the risk of contamination and foodborne
illnesses. It also supports sustainability through ethical and environmentally friendly practices, which contribute
to long-term ecological health. Furthermore, investing in quality food can lead to better health outcomes and
reduced medical costs, while also enriching cultural and social experiences by preserving traditional food
practices. Overall, prioritizing food quality fosters well-being, satisfaction, and sustainability. The quality of
food really matters when it comes to the students’ buying behavior. According to Cambridge English
Dictionary, buying behavior is the way in which consumers act when making purchases, including as what they
buy, where they shop, and how much they spend. Buying behavior pertains to the decision making and acts of
people undertake to purchase products or services for individual or group use as cited by (Sydorenko, 2023).
The buying behavior of students in the school canteen is important because it provides insights into the dietary
preferences, nutritional needs, and spending habits, which can inform better food service planning and
management. Understanding what students choose to buy helps in designing a menu that aligns with the tastes
while promoting healthier eating options. It also highlights trends and potential areas for improvement in the
canteen’s offerings, enabling the provision of more balanced and appealing food choices. Additionally,
analyzing buying behavior can aid in managing inventory more efficiently, reducing waste, and ensuring that
the canteen meets students’ demands effectively. Overall, it plays a key role in enhancing the canteen
experience and supporting the well-being of students.
Theoretical Framework

Discussed below are the theories that will be used as anchors and supports for the intent of the study. Also,
the set of theories presented will allow researchers to posit answers and increase the validity and reliability of
the study.

Sensory Quality Perception Theory

Appearance: In the dimension, appearance is considered one of the main descriptors determining the first
impression of the customer about the food. The descriptor includes sub factors such as size, shape, gloss, and
consistency (MacDougall, 2003). Sensory evaluation theory suggests that appearance is the first to determine
the presentation of the product, affecting both the desire to acquire it and the determination of the degree of its
freshness.

Texture: Texture is defined as how a product feels to the touch of the hand, lips, tongue, and palate, or
oropharyngeal cavity (Chen & Rosenthal, 2015). The texture may be judged in terms of its firmness, chewiness,
gumminess, viscosity among others. It is a process of consuming a food or ingredient. Research have shown that
with or without expectation, texture or rheology are attributes that are important to determine the affected by
different sensory experiences, such as the sense of touch or in –the-mouth and also influence the characteristics
of the human perception. Textural properties are one of the most important determinants of food acceptability
because it is the major determinants of the “eating experience”. For instance, snack foods having a crisp texture
or meat products having a tender texture and generally preferred by the consumers.

Flavour: Flavour is the combined sense of taste and smell in any given product. It is one of the most
important factors influence consumer acceptance of food products. The flavor of food and food products are
complex as it is influenced by the type of natural ingredients, processing, and cooking methods as well as other
ingredients, the choice of the physical form as liquid, powder, or solid, and the selection of other materials
added along with ( Lewis, 2022).

Nutritional Content: Nutritional content has become a critical attribute for consumers, with growing
relevance to the consumers who are health conscious or have specific dietary requirements. The attribute can
include macro and micro nutrients, such as proteins, fats and carbohydrates, vitamins and minerals. From the
perspective of nutritional theories, the food is assessed by consumers as of high quality as long as it best meets
their dietary and health ambitions. Besides, the consumers are more favourable towards the food products that
contain the fortified nutrients in the right combination of macronutrients (Butchko & Peterson, 2005)
Buying Behavior Theory

Different factors are influencing any purchase. One of them includes psychological factors. This is one of the
major influences on customer buying behavior. It is often strong enough to be the sole factor. However, it is
difficult to measure. A few of these factors are, motive to purchase, perception of other people about product,
learning about the product (pros and cons), attitudes and beliefs of previous consumers, and other people are
impacting customers to get influenced to what to buy (Butchko & Petersen, 2005).

Social Factors: We live in a social world, and so many people around us make us do certain things. Buying
can be influenced by various social factors. One cannot say that people are not social beings, and a part of many
people. People try to imitate each other, and wants to be socially accepted. Hence, get influenced by other
people’s buying behavior. Family, reference groups, roles, and status, etc., are some social factors influencing
buying behavior (Williams, 2024).

Personal Factors: The factors that are personal to the buyers will affect the buying behavior. These personal
factors will vary from personal to personal, so it leads to diverse perceptions and hence diverse consumer
behavior, the factors which affect the buying behavior are age, personal beliefs, income, lifestyle etc
(Management Study Guide Content Team, n.d.).

Conceptual Framework

The schema denotes the evaluation of students’ buying behavior in Punta National High School, Punta
Dipolog City. The left block represents the independent variable which is the Food quality and its components
that influence the right block, that represents the dependent variable which focuses on the students’ buying
behavior.

The major concept of this study is to know the effects of food quality towards the buying behavior of
students in the school canteen. The basis of this study is from FutureLearn (page) which pertains to the various
elements of food quality and buying behavior.
Schematic Diagram

Independent Variable Dependent Variable

Food Quality Students’ Buying Behavior

 Appearance - Personal Factors
 Texture - Social Factors
 Flavor
 Nutritional Content

Figure 1: Conceptual Framework

Statement of the Problem

The aim of this quantitative research study is to investigate how food quality influence the buying behavior
of students in the school canteen.

This study wants to find out the impact of various food quality on the purchasing decisions of students when
choosing foods in the school canteen. Specifically it seeks to answer:

1. What are the various food quality that can affect the buying behavior of students’ in the school canteen?

A) Appearance (size, shape, color, gloss, and consistency)

B) Texture
C) Flavor

D) Nutritional Content

2. How does the food quality affect students’ buying behavior through:

A) Emotions

B) Attitudes

C) Preferences

3. What are the factors of food qualities effects to the students’ buying behavior? Does food quality and
buying behavior of students has a relationship?

A) Personal Factors

B) Social Factors

Hypothesis
Ho: There is no significant relationship between food quality and students’ buying behavior in the school
canteen.

Purpose of the Study

The purpose of this study is to determine if food quality affects the buying behavior of students’ in the school
canteen of Punta National High School during the school year 2024-2025. The data of this study can be utilize
to improve the appearance, texture, and flavour of the food that is offered to the consumers.

Significance of the Study

This study will be beneficial to the following:
Canteen Staffs: They will have the knowledge and understanding the purchasing behavior and preferences of
students’ when it comes to food quality. They can also develop the idea on how to improve their products to
gain more profit and consistent customers.

Future Researchers: This study will be beneficial to the future researcher as this will be one of their basis or
references in doing research about the effects food quality towards the buying behavior of students. They can
also use the data in getting related literature and gaining knowledge about the study.

Researchers. This study will be beneficial to the researchers as it allows growth and development to the
researcher in the quest for new facts and knowledge leading to new experience.
Students. This study will be beneficial to the students in order to know the effects of food quality in their
buying behavior in the school canteen.
CHAPTER II
REVIEW OF RELATED LITERATURE

This chapter comes out with the related literature and studies that the other scholars talks about food quality
affects the buying behavior of students in the school canteen. The related literature, related studies, theoretical
framework, conceptual framework, and definition of terms are provided in this chapter.

Related Literature

Food quality are based on three criteria that affect each stage of decision-making process when purchasing
food: flavor, appearance and accessibility, and production that is sustainable. As emphasized by Cardello
(1995), Food quality is a complex concept that can be measured using objective indices or judgments from
professionals, but it is also a construct that is based on the needs and expectations of the customer and is related
to person, location, and time. The decision-making stage is when the most impact happens (Tirelli, 2014).
Students using the canteens often are frequently purchasing snacks and sugar-soft drinks from shops near
school, most likely owing to availability of pocket money and an emerging independence (Chortatos et
al.,2018). There are many definitions of “food quality” among experts in the field, customers are the final judges
of food quality. As mentioned by Tanner (2016), food quality is defined as “a combination of attributes or
characteristics of a product that have significance in determining the degree of acceptability of the product to a
user”, USDA Marketing Workshop Report (1951). These characteristics include external factors like texture,
flavor, and appearance (size, shape, color, gloss, and consistency), as well as interior in relation with the
discovery of Zhong & Wang (2019) defined that attributes include external factors such as appearance (size,
shape, color, gloss, and consistency), texture, flavor, and internal composition (chemical, physical, microbial).
Food quality also deals with product traceability (e.g., of ingredients), should a recall of product be required also
in connection with the study done by Yang and He (2019), food quality refers to the characteristics that are
important to governments, the food industry, and consumers alike. It encompasses various attributes, including
external elements such as appearance—size, shape, color, gloss, and consistency—as well as internal aspects
like chemical, physical, and microbial properties, in addition to texture and flavor. In recent years, there has
been a significant increase in attention towards issues associated with food quality, resulting in numerous
studies focusing on various aspects, including the nutritional value of food compositions.. Food quality covers a
wide range of aspects of food consumption and are effective in explaining consumers’ choices between food
products (Bazzani et al., 2018). In terms of cafeteria service quality: As stated by Yuan and Lee (2012),
Students' were satisfied with a cafeteria style operation in which they could get the variety of food in a food
service. As presented by Green (2014) the importance performance analysis (IPA) as one of the ways to find
costumers feedback to set up marketing strategy for a cafeteria. As revealed by Jung (2014) it was reported that
quality attributes should be managed intensively for the quality of the cafeteria service are food taste and menu
diversity. Previous research has shown that customers are willing to spend much more for organic goods than
conventional ones. It is unclear how consumers perceive the relevance of the requisite organic features, how
convinced they are that the organic label reflects these attributes, and how these two elements interact to
determine WTP. These data imply that WTP for organic goods is more complex that the previous thought,
dependent substantiality on how important costumers perceive each characteristic and the confidence that are
receiving those attributes with the purchases (Britwum et al., 2021).

Buying behavior is a series of actions and interactions that is performed by the consumers before, during, and
after a commercial transaction. Several factors affect purchase decisions. Businesses must understand these
characteristics to create efficient marketing strategies and meet target audience needs. Key buying factors
includes ( Psychological factors, Social factors, Cultural factors, and Personal factors (Market Research, n.d.)
with the relevance to the definition given by Srivastava (2021), that consumer buying behavior refers to the
actions taken by consumers before buying a product or service. A variety of factors go into the consumers
buying behavior process, including cultural, social, personal, and psychological factors and also in connection
from the citation done by Sheikh Qazzafi (2020), that there are four major factors that influence consumer
purchasing behavior; personal, psychological, social, and economic factors. It determined that a consumer’s
buying behavior is influenced by the age, life cycle stage, motivation, and perceptions, and that the consumer’s
surroundings play an important role in influencing purchasing decisions. According to Marquez (2022), there
are four types of consumers purchasing behavior. A variety of factors, including personal factors (age, sex,
cultiural background), social factors (income level, living conditions, family dynamics), and psychological
conditions (brand perception) can drive customers to make particular purchase decision. Cited by Ramya &
Mohamed Ali (2016), consumer buying behavior refers to the purchasing bahavior of the ultimate consumer.
Many aspects, specificities, and features influence an individual’s identity, as well as a consumer’s decision
making process, purchasing habit, brands to buy and visiting some merchants. All of these elements contribute
to a purchase decision. Additionally as concluded by Fareq et al., (2024), consumer buying behavior refers to
the choices and actions that individuals make during the selection, purchase, usage, and final disposal of a good
or service. The way costumer’s interact with the market is influenced by numerous psychological, sociological,
and cultural factors. As emphasized by Chortatos et al., (2018), Students who regularly use the school canteen
are commonly buying snacks and sugary drinks from nearby shops, possibly due to having money and
becoming more independent. To compete with local shops, schools must prioritize meeting the needs of canteen
customers by offering appealing, nutritious, and cost-effective food options.
Related Studies

The research study from Frontiers revealed that food quality, including taste, appearance, cost, and value for
money, significantly impacts students’ choices. Other factor such as food hygiene, the length of queues, and
seating availability, also play a role. According to Finch et al.,(2019), energy-dense, nutrient-poor foods like
pies and sausage rolls were the most frequently purchased items, consumed regularly by 54% of students. Other
popular items included pizza products (30%), processed chicken (29%), and hot dogs (18%). The study
indicated that the lower-quality, energy-dense foods, dominated student purchases, demonstrating the need for
improved food quality to influence healthier buying behaviors. The study found that grains and cereals products
represented the largest food group served (33-36%), followed by beverages (21-25%) and confectionery and
sweet foods (12-13%). In contrast, healthier options like vegetables and fruits accounted for only 1-3% of the
items sold. Approximately 29.1% of all pre-packaged foods and beverages were classified as high in total sugar,
demonstrating a significant presence of unhealthy food options despite the guidelines aimed to improve food
quality in accordance with the study of (MDIP) suggest that strict guidelines and regular monitoring could
improve the quality of food sold in the school canteen and influence healthier food choices among students. As
concluded in the study of Ningsih et al., (2024) the results verified that cleanliness and hygiene had an effect on
food quality. Cheap, subpar preservatives and chemicals that are prohibited from use in the food business
caused chemical food contamination. This study emphasizes that, in order to prevent intentional food
contamination and cross-contamination from the surrounding environment, storage, and handling, food safety
checks in school canteens must be regularly implemented, supervised, and enforced. Food hygiene and
sanitation are key components of this approach. Food quality has consistently been one of the major factors
influencing consumer behavior, particularly in school environments. Several studies suggest that students are
highly selective when it comes to food, focusing primarily on taste, freshness, and presentation. According to a
study by Holsten et al. (2014), students tend to gravitate toward food options that are visually appealing and
flavorful, often associating these attributes with overall quality. The nutritional content of food also affects
students’ buying decisions, with many prioritizing healthier options. Research conducted by Neumark-Sztainer
et al. (2015) indicates that students who are more health-conscious are drawn to food items perceived as
nutritious, such as fruits and vegetables. By providing a variety of healthier options, school canteens can
promote better food choices and encourage healthier eating habits among students. While food quality is
important, the cost of food is a major factor influencing student purchases. According to Brown and Sutter
(2014), students are often more price-sensitive, choosing more affordable options even if the quality is slightly
lower. However, if there is a significant difference in quality, students may be willing to pay more. Balancing
quality and affordability is crucial in maintaining student interest and increasing sales in school canteens.
 As emphasized by Cambridge University Press & Assessment, suggest that the food environment and
availability of healthier choices can significantly impact students’ food purchasing behavior and support school-
based policies that promote healthier food environments and with same idea from the study of BioMed Central
that modifying the food environment can positively influence students’ buying behavior by making healthier
options that is more accessible and attractive. As revealed by Holsten et al., (2012) which conducted a study
focusing on food preferences among adolescents. They discovered that taste and presentation are key factors in
influencing students’ food-buying behavior, suggesting that when school canteens offer food that looks and
tastes good, students are more inclined to make purchases. In the study of Neumark-Sztainer et al., (2015)
explored the relationship between the availability of healthy food options and students’ food choices. Their
findings showed that students were more likely to purchase nutritious meals when such options were readily
available in school canteens, which had a positive effect on their overall dietary habits. As concluded in the
study of Brown and Sutter (2014), behavior examined how price impacts students’ buying habits. They found
that students tend to prioritize affordability over quality unless the food quality difference is substantial. The
research suggests that offering high-quality food at reasonable prices could positively influence purchasing
behavior.
 CHAPTER III

METHODOLOGY

Research Design

This type of study is a quantitative research which is non-experimental.

Quantitative Research- is the process of collecting and analyzing numerical data. It can be used to find
patterns and averages, make predictions, test causal relationships, and generalize results to wider populations
(Bhandari, 2023).

This study is a quantitative research as it used in collecting and analyzing numerical data to describe
characteristics, find correlations, or test hypotheses. It aims to create a general understanding about the effect of
food quality towards the buying behaviour of students. This study focuses on gathering numerical data and
generalizing it across groups of people or to explain a particular phenomenon which is the effects of one
variable (Food Quality) to the another variable (buying behavior).

Correlational Research- Correlational research is a type of non-experimental research method in which a

researcher measures two variables and understands and assesses the statistical relationship between them with
no influence from any extraneous variable. In statistical analysis, distinguishing between categorical data and
numerical data is essential, as categorical data involves distinct categories or labels, while numerical data
consists of measurable quantities (https://www.questionpro.com/blog/correlational-research/).

This study is a correlational research because it investigates relationships between variables without the
researcher controlling or manipulating any of them. As this study reflects the strength and/or direction of the
relationship between two variables which are the food quality and buying behavior. The direction of a
correlation can be either positive or negative. This study seeks to know the relationship between food quality
and the buying behavior of students.

Population and Sampling

The population will be computed using a formula that will get and obtain a sample size from a
population. This analysis will mainly focus on the Grade 11 HUMSS students in Punta National High
School, Punta Dipolog City. A simple random sampling method will be employed to select participants,
ensuring representation across different genders, academic standings, and socio-economic backgrounds. The
HUMSS 11 strand students which is consist of three sections will have a representative from the random
sampling.
Simple random sampling is a probability sampling method in which each member of population has an
equal chance of being selected as sample.

Instrumentation

This study is a self-developed questionnaire to survey students’ about various food quality influencing
buying behavior in the school canteen and the factors of it. The questionnaires was composed based on the
research objectives and specific questions, as well as the researchers’ understanding of the topic and relevant
literature with the adaptation of FutureLearn’s that stated the components of food quality and buying behavior.
Data will be collected using the survey questionnaires which is divided into three sections, comprising of (10)
items in total:

Part I: This section has four (4) questions that described food qualities components and its impact to the
buying behavior of students. Including the appearance, texture, flavor and nutritional content.

Part II: This part is comprises of three (3) questions regarding to the effect of food quality to the buying
behavior of students depending on the emotions, attitudes, and preferences.

Part III: This part is all about the relationship between food quality and the buying behavior of students.
What are the factors that can be experience regarding with the two variables. Having a two (2) questions to be
answered.

The answers provided will be measured using a 5-point Likert scale of 1-Strongly Disagree, 2-Disagree, 3-
Neutral, 4-Agree, and 5-Strongly Agree. The instructions provided were clearly defined, which implies that the
responses of the respondents' side would be both accurate and consistent.

Part I: Food quality components and its effects to the buying behavior of students (Appearance, texture, flavor
and nutritional content

Food Quality 1 2 3 4 5
Components Strongly Disagree Neutral Agree Strongly
Disagree Agree
1. Appearance gives
value to the food
quality
2. The texture of the
 food is excellent
3. The flavor is really
satisfying
4. The nutritional
content matters in
purchasing food

Part II : Food quality affects students buying behavior through (emotions, attitudes and preferences )

Buying 1 2 3 4 5
Behavior Strongly Disagree Neutral Agree Strongly
Disagree Agree
1. Purchasing food
depends on the
emotions
2. The attitude
contributes to how
students behave in
buying foods
3. Preferences play an
important role when
it comes to students
like or dislike in a
buying foods

Part III: Factors of food quality to the buying behavior of students (personal and social factors)

Factors 1 2 3 4 5
Strongly Disagree Neutral Agree Strongly
Disagree Agree
1. Personal factor is
included as food
quality affects the
buying behavior of
 students
2. Social factor is one
of the factors that is
influenced by the
relationship
between food
quality and students
buying behavior

Procedure and Time Frame

The proposal of the research title was made over a month and the research paper is assumed to be finished for
about 4 months. The following procedure were:

1. Formulate Research Problem. Each of the researcher has given the responsibility to think and find a research
problem and discussed it within the group until the research problem was finalized. It was then approved by the
mentor after the research title, “Food Quality And Its Effects Towards The Buying Behavior Of Students” In
The School Canteen” was proposed.

2. Asking Permission. The researchers asked the administrator and the school in allowing the research study to
be done within the school premises.

3. Data Gathering. The researchers started to do the task, and then gathering the data will be done after the
confirmation of the research proposal.

Analysis Plan

This study will be using the Inferential Statistics to examine the collected results with the use of
questionnaires that is distributed to the respondents. As defined by ScienceDirect page that Inferential statistics
is concerned with inferring information about a population from samples, sometimes by means of hypothesis
testing. It assists in ascertaining whether the observed variations or correlations in the data are meaningful and
not the result of random chance.

Scope and Delimitations

This study titled “Food Quality And Its Effects Towards The Buying Behavior Of Students”, was conducted
at Punta National High School, Punta Dipolog City in the First Quarter of the School Year 2024-2025. The
respondents of the study were grade 11 Humanities and Social Sciences senior high school students, selected
through simple random sampling. This study is conducted to discover the effects of food quality towards the
buying behavior of the students in the school canteen. It also seeks to know the relationship between food
quality and buying behavior.