54 Consumers Preferences in Choosing Fast Food Store in Selected SM Malls in Metro Manila: An Analysis

CHAPTER 1PROBLEM AND ITS BACKGROUNDIntroductionBeing independent in life by most of the people and along with competing the time it has resulted in patronizing fast food stores. There are reasons why they prefer to go at fast food stores such as convenience, fast foods taste, socialization with other people, entertainment, and inexpensive offerings of fast food stores. Some people have replaced their meals with quick meals. Consumers attitude, lifestyle, and eating behaviour have changed because of their sedulous lifestyle.Fast food is any type of food that can be acquired quickly and cheaply, usually when people are on the go or need something to eat quickly. It requires only a little preparation before being served. It refers to the food sold in fast food stores with preheated or precooked ingredients.Fast food stores sell preheated or precooked ingredients and served to customers in packaged form for take-out or take-away. These are typically part of a franchise operation, which provisions standardized ingredients and partially prepared foods and supplies to each restaurant or store through controlled supply channels.Consumer preferences are described as the choices of people when selecting a product or service. It also explains how a consumer ranks a collection of goods or services or prefers one collection over another. It assumes that consumers rank goods or services by the amount of satisfaction, or utility afforded. Analyzing consumer preferences help businesses target their products towards specific consumer groups, develop new products, and become more successful than others. Such consumer preferences in fast food stores that they consider are the quality of food, variety of food, price of food, convenience of location, atmosphere or ambience, and service quality. The study of consumer preferences employs assumptions about consumers behaviour and how they decide preferences.Background of the Study Nowadays, people tend to buy their meals for their breakfast, lunch, snack and even dinner at fast food stores because it serves packaged form meals. The researchers come up with this study due to their earnest desire to evaluate the preferences of consumers on fast food stores.The researchers conducted their study on selected SM Malls in Metro Manila as their geographical location. SM Malls are well known for having different stores including fast food store, restaurants, and other food establishments. Moreover, the researchers believed that this study would predetermine the factors that could be improved for satisfaction of the customers. Some could improve in terms of services, food preparation, and ambiance of their businesses.The researchers believed that this study would determine the most preferred factor that prompts the consumers in choosing fast food store. The researcher would also show how often customers patronized to eat in a fast food store by knowing their fast food consumption. Through the consumer-respondents answer, the researchers would rank the factors and type of fast food to determine the most preferred fast food and factors that influenced them to choose a fast food store that they were going to eat.Theoretical FrameworkAccording to Kotler (1997), Schiffman and Kanuk (1997), and Solomon (1996), the consumer passes through five stages: problem recognition, information search, evaluation and selection of alternatives, decision implementation, and post-purchase evaluation.According to McKinsey, one of the biggest players in the marketing consultancy world, and they also believe that the traditional purchase funnel could do with a few tweaks, awareness, familiarity, consideration, purchase and loyalty.Engel et al (1995) has developed a model to explain consumer behaviour and highlighted five stages of the decision making process:

Consumer Purchase Model by Engel et al. 1995

The model views the purchases as a process that goes through several steps which problem recognition, search, evaluation ofalternatives, purchase, and outcome. Consumer decision making process starts with recognition of the problem, which lead to a search for ways of solving the problem. The next step is evaluating and compares each alternative that we had to get the possible solutions that suitable with the problem. This will lead to a decision to buy one of them, afterward resulting in some kind ofoutput. All buying decision can be analyzed using these five steps, even the way they materialize may differ enormously. This is simple model and widely used throughout the consumer behaviour literature. It also is a good start for understanding how consumers come to the final decision in choosing the fast food chain.

Conceptual FrameworkThe basis for conceptualizing the factors influencing consumers preferences on choosing fast food stores.INPUTPROCESSOUTPUT

Analysis in consumers preferences on choosing fast food chainSurvey QuestionnaireStatistical TreatmentPercentageFrequencyRankingChi-square TestImportance of Consumer Preferences in Choosing Fast Food StoreCustomer Demographic AnalysisAgeCivil StatusGenderOccupational StatusFast Food Store motivatorsPriceService QualityFood QualityAmbienceLocationVariety

Feedback

Figure 1 Conceptual Paradigm

Statement of the ProblemThe research generally aims to explore and analyze the factors of consumers preferences in choosing a fast food store.Specifically, it aims to provide answers to the following questions:1. What is the demographic profile of the respondents in terms of:1.1 Age;1.2 Gender;1.3 Civil Status, and;1.4 Occupational Status2. What is the perception of the respondents to the following variables:2.1 meal time2.2 type of fast food3. Is there significant relationship between age and frequency of fast food consumption, preferred meal time, and type of fast food?4. Is there significant relationship between gender and frequency of fast food consumption, preferred meal time, and type of fast food?5. Is there significant relationship between civil status and frequency of fast food consumption, preferred meal time, and type of fast food?6. Is there significant relationship between occupational status and frequency of fast food consumption, preferred meal time, and type of fast food?7. What is the perception of the respondents to the most and least important factors in choosing fast food store?8. HypothesisH1a: There is a significant relationship between the age and frequency of fast food consumption.H1b: There is a significant relationship between the age and meal time.H1c: There is a significant relationship between the age and type of fast food.H2a: There is a significant relationship between the gender and frequency of fast food consumption.H2b: There is a significant relationship between the gender and meal time.H2c: There is a significant relationship between the gender and type of fast food.H3a: There is a significant relationship between the civil status and frequency of fast food consumption.H3b: There is a significant relationship between the civil status and meal time.H3c: There is a significant relationship between the civil status and type of fast food.H4a: There is a significant relationship between the occupational status and frequency of fast food consumption.H4b: There is a significant relationship between the civil status and meal time.H4c: There is a significant relationship between the occupational status and type of fast food.

Significance of the StudyThis study will increase the knowledge about the consumers preferences in choosing their preferred fast food chain. Knowing this would be significant to the following: To fast food managers for improvement of factors that is primarily influences the consumers on choosing fast food; To marketing department of fast food companies that would be aware of the certain factors in targeting market consumer; To industry for perceiving the present concept about consumers preferences in choosing fast food chain; To other researchers for conducting another study targeting different area and obtain a comparative study for the factors that influences the consumers on SM Malls within Metro Manila and outside the area.Scope and LimitationsThe study would limit the generalization of results from several factors. First, the study would focus on analyzing consumers preferences in choosing among fast food stores as perceived by consumers of selected SM Malls in Metro Manila. Second, in this study, the researchers will take the age, gender, civil status and income status. They could not consider all of the social, economic and cultural factors that might affect the relationship between the consumersand their fast food chain preferences. Along with those are determinant factors wherein the study will involve are the following: quality of food, variety of food, price of food, convenience of location, atmosphere/ambience and service quality of the fast food chain. Despite these limitations, the study would assessed and evaluated main factors that plays critical role in determining consumers fast food chain choices.Definition of TermsAmbience is another word for atmosphere in the sense of the mood a place or setting has.Consumer Preferences are described as the choices of people when selecting a product or service.Demographic the statistical data of a population, especially those showing average age, income, education, etc.Fast food refers to food sold in a food chain with preheated or precooked ingredients, and served to the customer in a packaged form for take-out or take-away.Fast food storerefers to establishment that sells pre-heated and pre-cooked fast food and served to consumers in a package form.Food Quality is the quality characteristic of food that is acceptable to consumers. This includes external factors as appearance, texture, and flavour.Location a place where something is or could be located.Price is the quantity of payment or compensation given by one party to another in return for goods or services.Service Quality- is an assessment of how well a delivered service conforms to the clients expectations.

CHAPTER 2REVIEW OF RELATED LITERATURE AND STUDYForeign LiteratureThe powerful fragmentation of consumers nowadays, represents a tendency that should be taken into consideration, in order to identify and improve the quality dimensions of the products which are important for each category of consumers.Young people are not concerned with food preparation and that is why, they prefer to go out for their meals. They usually go to fast-food restaurants, especially when there is nobody to cook for them (while they study away from home) and also when they want to socialize.Although they have the necessary knowledge about the nutritional value of food and its effects on their body, they dont act accordingly. Fast-food restaurants are famous because they served the food very fast, they are cheap and they easily replace homemade food. Although people, who are usually very busy working, find fast-foods advantageous, we should all be aware of the fact that fast-food products are high in calories, fats, sugar and salt. Even so, young people admit that it is very difficult for them to change their food habits especially because they dont have time and discipline to do it.Fast-food is the fastest growing industry in the world and in Romania, especially in the urban areas (big and small ones). However, there are only a few things written about the consumers preferences regarding fast-food products, especially in Romania. (Ispas, A. & Untaru, E. 2012)Foreign StudyDifferences in consumer Attitude towards Selective Fast Food Restaurants in Bangladesh: An Implication of Multi attributes Attitude ModelFast Food has increasingly become popular in Bangladesh with the effect of globalization. Many people, specifically the younger generation are consuming various types of fast foods everyday as these are convenient, time saving and tasty. Consumers choice of a particular restaurant depends on many factors, i.e. quality, variation, location, price, environment, and many more aspects. Thus the consumer evaluation is important to explore why a consumer visits a particular restaurant. The present study is an attempt to find out the differences in consumers attitude towards selective fast food restaurants in Bangladesh. To fulfil this objective, the study explores the most frequent salient beliefs of consumers regarding the fast food restaurants in Bangladesh, which are quality, price, quick service, and environment of the restaurants. Based on the salient beliefs, multi attribute attitude model has been developed and tested in four restaurants; these are Pizza Hut, KFC, Helvetia, and Western Grill, which are found as most visited fast food restaurants according to the consumers. For this study Fishbein multi-attribute attitude model is used. Structured questionnaire survey is evaluation of salient beliefs. The result explores that consumers have the most favourable towards Pizza Hut and the least favourable attitude towards Helvetia. Significant differences are found among these four restaurants in terms of belief evaluations about quality, price, quick service, and environment. It is also found that consumers have most favourable evaluation about Pizza Huts food quality and environment, and KFCs food prize and prompt services. At the end of the paper, some recommendations are made based on study results. (Tabassum, A & Rahman, T May 2012)According to Goyal A and Singh N.P(2007) research study, this paper seeks to estimate importance of various factors affecting the choice of fast food outlets by Indian young consumers. The study applies multivariate statistical tools to estimate importance of various factors affecting the choice of fast food outlets by Indian young consumers. In addition, the authors analysed the consumption patterns, impact of hygiene and nutritional values, and rating of various attributes of McDonald's and Nirula's.Results indicate that the young Indian consumer has passion for visiting fast food outlets for fun and change but home food is their first choice. They feel homemade food is much better than food served at fast food outlets. They have the highest value for taste and quality (nutritional values) followed by ambience and hygiene. Three dimensions (service and delivery dimension, product dimension, and quality dimension) of fast food outlets' attributes are identified based on factor analysis results. The two fast food outlets' rating differs significantly on the seven attributes. McDonald's scores are higher on all attributes except variety. Further, consumers feel that fast food outlets must provide additional information on nutritional values and hygiene conditions inside kitchen. Fast food providers need to focus on quality and variety of food besides other service parameters. There is need to communicate the information about hygiene and nutrition value of fast food which will help in building trust in the food provided by fast food players. Originality/value, estimates importance of various factors affecting the choice of fast food outlets by Indian young consumers.Local StudyStatement of the problem, this study is focuses on the preferences of the BSBA Marketing 3rd year students on how theyre going to decide of what fast food chain they will choose in terms of: Product, Place, Price, Promotional Activities, and Service. Sub problem, what is the demographic profile of the respondents? Age, Gender Sub problem, in what fast food chain they prefer to eat? Jollibee, McDonalds, Chowking, KFC, Mang Inasal, Greenwich, Chic-boy. Sub problem, what factors that they take consider in choosing a fast food chain? product, place, price, promotional activities, service. Hypothesis of the study, There is a significance of knowing the factors in choosing a fast food chain of BSBA - MM 3rd Year Students for them to be able to find the rightful store that will suit their preferences. Significance of the study, this study aimed to determine the factors affecting the preferences of BSBA-Marketing 3rd year students in choosing a fast food chain on selected area in Sta. Rosa. These studies with benefits the following: For the students: for them to choose the right fast food chain that will fit to their references. For the professor: To have an idea on what factors affecting the preferences of the student in choosing a fast food chain. (Bebeba1234 August 2013)Relevance of Related Literature and StudyThe relevance of the related literature and study is that they were both discussing what is the most preferred of the consumers in choosing fast food chain or the factors they were going to look for to satisfy their needs and wants.Differences in consumer Attitude towards Selective Fast Food Restaurants in Bangladesh: An Implication of Multi attribute Attitude Model, discuss about consumers attitude which affects them in choosing fast food restaurants they were going to eat. Towards consumers attitude they will notice what is the type of fast food restaurants they preferred to eat together of their family, friends or love ones. This topic also discusses what are the factors affect them in choosing fast food chain also they are going to analyze the different kinds of consumers attitude.The powerful fragmentation of consumers nowadays, represents a tendency that should be taken into consideration, in order to identify and improve the quality dimensions of the products which are important for each category of consumers. It talks about on consumers in the new generation that becomes busy and find fast food restaurant advantageous for them. They preferred fast food restaurant because of it is cheap, served the food very fast and easily replace home-made food. These are some factors or we can say that this one of the factors on how they choose and preferred to eat in a fast food restaurants. We notice that consumers tend to buy food for their convenience and practicality, but they do not care much about health effects of it because it becomes their habit.

CHAPTER 3RESEARCH METHODOLOGYThis chapter contains the discussion of the researcher design used, selected population and sample size, description of the respondents, instrumentation and procedures.Research MethodThe researchers used the Descriptive Research Method specifically the Survey Method in obtaining facts and information for this study. In this study, the general and specific problems centred on factors that influences the consumers in choosing fast food.Descriptive research is one major category of the descriptive studies. It is concerned with the analysis development of generalizations, extending its conclusions beyond the sample observed. This definition led the researchers to use the method which is the most in-depth of all the different types of activity under the descriptive studies. The other two major categories which in point of fact do not show researchs fullness are the assessment and evaluation. Unlike descriptive research, assessment only describes the status of a phenomenon at a particular time without value judgement, explanation of reasons or underlying causes, or recommendations for action. Different also is the evaluation for the fact that it only adds to description or social utility and may only suggest a course of action. Yet still, there are no generalizations after the evaluation of the situation. (Best 1981; ERIC Digest 2003-2007)Evaluative research is concerned with the assessment of policies, programs or institutional frameworks. Evaluative research evaluates: it judges, assesses, or measures something in relation to outcomes or requirements. If you want to know how well a policy has worked, or how well a program is performing, or whether a practice is effective or successful, or what the outcomes of a given policy are, youre doing Evaluative research. Research questions in Evaluative research ask measurement or performance questions like How much,how well,or outcome questions pertaining to impact or results. Think of this paradigm as a scale or calculator, measuring somethings characteristics, growth, or performance. (Research Paradigms, Lauren F. Wollman, PhD) This type of research design will help to give the nature and extent of consumers preferences on choosing fast food chain. Through the descriptive research design, the study will broaden the discussion of the factors that influences consumers on choosing fast food chain.The researcher used descriptive-evaluative as a research design. It is focus in a description of the consumer in terms of the age, gender, marital status as well as to their income status. The researcher also considered evaluative research because it aimed to measure the consumer preferences and factors upon choosing a fast food chain.Population and Sample SizeThe target population was the consumers from different selected SM Malls in Metro Manila. The average population size based on the traffic count of selected SM malls in Metro Manila are 40,000 in Southmall, 200,000 in SM Mall of Asia, 70,000 in SM Makati, 180,000in SM Megamall and 240,000 in SM North Edsa. This study will be using convenience sampling to obtain the sample size from the population size. The sample size of the study is composed of 400 consumer-respondents.The Slovins Formula was used to determine the sample size. The formula is:

Where: S = sample sizeN= population sizee= marginal error of 0.05The computation:

Sampling TechniqueThe sampling procedures according to Ghauri & Gronhaug (2010) have categorized the sampling method into two broad types which are probability and non-probability samples. For our sampling procedures, we have chosen the non-probability sample because it is not possible to make valid inferences about the population. We have chosen a convenience sampling in order to save time and cost since we decide to give the questionnaire randomly in selected SM malls. Description of the RespondentsIn this research, the respondents were consumers of both gender who particularly buy and eat in fast food stores located in selected SM Malls in Metro Manila including SM Mall of Asia, SM Makati, SM North Edsa, SM Megamall and SM Southmall. These respondents who are students, employed and unemployed of different age group.InstrumentationAccording to Ghauri & Gronhaug (2010) have cited the survey and questionnaires are among the most popular in business studies and the major types of questionnaires are descriptive and analytical since different surveys lead to different problems and issuesIn this study, the researchers integrated the knowledge from the hypothesis in order to formulate the questionnaire. Also the precise wording of questionnaire is considered in achieving validity of survey information collected through direct asking the questions.The format of questionnaire the researchers had constructed are composed of multiple choice or checklist and ranking. The part 1 of the questionnaire was to identify the demographic profile of our respondents in order to know the significance of this towards consumer preferences. The part 2 was the section applying with checklist in order to ask people about their perspective, moreover this kind of questions helps to know for the consumer eating pattern and able to analyze consumption behavior. The part 3 aimed to level the variables through ranking in determining the most and least important factors in choosing fast food stores.

Data Gathering and ProceduresThe data collection methods were introduced to apply for gathering the data for the study of choosing a fast food chain. The primary and secondary data were preferred due to the reliability and efficiency of the data evaluation. The primary data were collected from the survey questionnaire itself while the secondary data were collected from the books, articles and/or internet.In this research, relevant data were collected from primary data which is the survey questionnaires. The survey method is the gathering of data from a comparatively large number of cases at a particular time. This does not give concern with the traits of each case but with the generalized result or statistics abstracted from a number of individual cases. Also, prior to that, it should first have clearly defined problem and definite objectives. Then, it is one important type of study the researchers must not be confused with the other data gathering techniques. (Best, 1981; ERIC Digest 2003-2007)Moreover, another data gathering was through survey questionnaires comprising of 3 questions which primarily focuses on respondents preferences in choosing fast food stores. The questionnaires used to determine the preferences of respondents to the fast food store. After the questionnaires validated by the professor, these were countered in consumers from selected SM malls in Metro Manila. A good approach for respondents was first observed. The researchers assured confidentiality of their survey sheets. The researchers also understood that consumers consciousness may also affect their honesty and effectiveness in answering the survey, and so, the researchers gave the option of being anonymous. As well as the participants gave a time to respond. Afterwards, the researchers collected the surveys as soon as it was finished by the respondents. There were no incentives offered for participating in the research.The secondary data were collected from books as well as related study and literature of various local and/or foreign authors which provided different facts that can be useful for this study. Internet helped the researcher in a way of providing related information and different thoughts and ideas from random people through the feedbacks that they are giving. Statistical Treatment of Data1. Percentage. This is used to determine and describe the demographic profile of the consumer-respondents of selected SM Malls in Metro Manila as well as their fast food consumption. The formula is:Where:P = Percentagef = frequencyn = number of respondents2. Frequency. This is the ratio of the actual number of the favourable events to the total possible number of events.3. Ranking. This is used to determine the total order of the factors from the most to least important factors.4. Chi-Square Test of Association. This is used to establish the independence of variables as well as determine the significance of the relationship between two variables. Cross tabulation of the two variables in question is taken. Expected frequencies (E) are calculated using the formula:

The formula for Chi-Square Statistic:

Where: O = observed frequenciesE= expected frequencies

CHAPTER 4PRESENTATION, ANALYSIS AND INTERPRETATION This chapter presents the different tables and graphs, analysis and interpretations of the organized data collected from the consumer-respondents in selected SM smalls. Each set of data was analyzed and interpreted in the context of the study that aimed to evaluate the factors that influences the consumers in choosing fast food chain. The corresponding tables were presented in sequence to give further clarity on data presentation and analysis. The questionnaire is attached as Appendix A.The association of variables stated in proposed hypotheses is tested suing the Chi-square test. The exact calculated chi-square values and the comparison with table values, as against the given significant level and degrees of freedom are given in the respective tables of the appendix.1. The demographic profile of the consumer-respondents, according to:1.1 Age;1.2 Gender;1.3 Civil Status, and;1.4 Occupational Status

Table 1Profile of Respondents According to the Category of AgeCategory FrequencyPercentage

Adolescence (13-19) 12130.25

Young Adult (20-39) 24160.25

Middle Adult (40-59) 348.50

Senior Citizen (60 and above) 41.00

Total 400100.00

Table 1 presented the profile of the respondents in terms of age. Data showed that majority of the respondents (about 60.25%) are young adult consumers. There were about 30.25% who are adolescence, 8.50% who were middle adult and 1.00% who were senior citizen. Moreover, it implied that the consumers comprising the population sample of this study fits the rationality of the consumers.Table 2Profile of Respondents According to the Category of GenderCategory Frequency Percentage

Female 228 57.00

Male 172 43.00

Total 400 100.00

Shown in Table 2 is the profile of respondents in terms of gender. There are about 57.00% of female consumers that comprised the population sample while the remaining 43.00% are males. Further, it shows that there are more females than males who responded in this study.Table 3Profile of Respondents According to the Category of Civil StatusCategoryFrequencyPercentage

Single29874.50

Married8621.50

Separated123.00

Widowed41.00

Total400100.00

Table 3 displayed the profile of respondents in terms of civil status. Majority of the respondents were about 74.50% who were single while there were 21.50% who were married, 3.00% who were separated and 1.00% who were widowed. Moreover, there are more single than the others who involved in the population sample who answered in this study.Table 4Profile of Respondents According to the Category of Occupational StatusCategoryFrequencyPercentage

Employed18746.75

Unemployed5213.00

Student16140.25

Total400100.00

Showed in Table 4 is the profile of the respondents in terms of their occupational status. There were about 46.75% consumers were employed that comprised the population sample while the remaining 13.00% and 40.25% where unemployed and student, respectively. Further, it showed that there are more employed than unemployed and student who responded in this study.

Question #1. How often do you eat on a fast food store?Figure 1Frequency of Fast Food Consumption According to Age

Exhibited in Figure 1 is the manifestation of the frequency of the consumers in fast food consumption in terms of age. Majority of the respondents in every age bracket tend to eat in a fast food chain once a week. There are about 62.81% (76 out of 121) of adolescents, 60.59% (146 out of 241) of young adult, 61.76% (21 out of 34) of middle adult and all the seniors replied once a week.Through the chi-square statistic for the sample data falls within the critical limit while observing the independence of age groups and the frequency of fast food consumption, the cross tabulation reveals significant facts.1. Hypothesis TestingHo: age = consumptionH1: age consumption2. Statistical test: Chi-square test of association3. = 0.05 level: df= (4-1)(3-1)=6; c.v. = 12.5924. Decision rule:Reject Ho if Xobs 12.592Accept Ho if Xobs 12.5925. Computation:OEO-E(O-E)2

7674.7181.2821.6440.022

4039.3250.6750.4560.012

56.958-1.9583.8340.551

146148.818-2.8187.9410.053

8178.3252.6757.1560.091

1413.8580.1420.0200.001

2120.9950.0050.0001E-06

911.05-2.054.2030.38

41.9552.0454.1820252.139

42.471.532.34090.948

01.3-1.31.691.3

00.23-0.230.05290.23

-0.0024E-065.728

X2= 5.728X=5.728X=2.3936. Decision: Accept Ho since the computed value (2.393) is less than the critical value (12.592). Therefore, reject H1.7. Conclusion: There is no significant relationship between the age and fast food consumption of the consumers.8. Interpretation: Therefore, the age of the consumer respondents doesnt affect their fast food consumption.

Figure 2Frequency of Fast Food Consumption According to Gender

Exhibited in Figure 2 showed the Males dont usually eat on a fast food because 61.63% (106 out of 172) of the male respondents answered once a week as well as the majority of the female respondents which is 61.84% (141 out of 228).1. Hypothesis TestingHo: gender = consumptionH1: gender consumption2. Statistical test: Chi-square test of association3. = 0.05 level: df= (2-1)(3-1)=2; c.v. = 5.9914. Decision rule:Reject Ho if Xobs 5.991Accept Ho if Xobs 5.9915. Computation:OEO-E(O-E)2

141140.790.210.0443E-04

7574.10.90.8100.011

1213.11-1.111.2320.094

106106.21-0.210.0444E-04

5555.9-0.90.8100.014

119.891.111.2320.125

2.1E-144.1720.245

X2= 0.245X=0.245X=0.4956. Decision: Accept Ho since the computed value (0.495) is less than the critical value (5.991). Therefore, reject H1.7. Conclusion: There is no significant relationship between the gender and fast food consumption of the respondents.8. Interpretation: Therefore, the gender of the consumer doesnt affect their fast food consumption

Figure 3Frequency of Fast Food Consumption According to Civil Status

Figure 3 presents the fast food consumption according to their civil status. There are the majority of 57.72% (172 out of 298) of singles, 73.26% (63 out of 86) of married, 100.00% (4 out of 4) of separated and 66.67 (8 out of 12) of widowed.

Hypothesis Testing1. Ho: c.s. = consumptionH1: c.s. consumption2. Statistical test: Chi-square test of association3. = 0.05 level: df= (4-1)(3-1)=6; c.v. = 12.5924. Decision rule:Reject Ho if Xobs 12.592Accept Ho if Xobs 12.5925. Computation: OEO-E(O-E)2

172184.015-12.015144.3600.785

10796.8510.15103.0231.064

1917.1351.8653.4780.203

6353.1059.89597.9111.844

1927.95-8.9580.1032.866

44.945-0.9450.8930.181

87.410.590.3480.047

43.90.10.0100.003

00.67-0.670.44890.67

42.471.532.34090.948

01.3-1.31.691.3

00.23-0.230.05290.23

0.020.000410.14

X2= 10.14X=10.14X=3.1846. Decision: Accept Ho since the computed value (3.184) is less than the critical value (12.592). Therefore, reject H1.7. Conclusion: There is no significant relationship between the civil status and fast food consumption of the respondents.8. Interpretation: Therefore, the civil status of the consumer doesnt affect their fast food consumption

Figure 4Frequency of Fast Food Consumption According to Occupational Status

Presented in Figure 4 is the profile of the respondents according to their occupational status. Most of the respondents tend to eat once a week wherein 57.75% (108 out of 187) of employed, 73.08% (37 out of 52) of unemployed and 62.73% of students replied.

Hypothesis Testing1. Ho: o.s. = consumptionH1: o.s. consumption2. Statistical test: Chi-square test of association3. = 0.05 level: df= (3-1)(3-1)=4; c.v. = 9.4884. Decision rule:Reject Ho if Xobs 9.488Accept Ho if Xobs 9.4885. Computation: OEO-E(O-E)2

108115.473-7.47355.8460.484

6660.7755.22527.3010.449

1310.7532.2475.0490.47

3832.115.8934.6921.08

1216.9-4.924.0101.421

22.99-0.990.9800.328

10199.4181.5822.5030.025

5252.325-0.3250.1060.002

89.258-1.2581.5825640.171

-0.0024E-064.429

X2= 4.429X=4.429X=2.1056. Decision: Accept Ho since the computed value (2.105) is less than the critical value of 9.488. Therefore, reject H1.7. Conclusion: There is no significant relationship between occupational status and fast food consumption of the consumers.8. Interpretation: therefore, the occupational status of the consumer respondents doesnt affect their fastfood consumption

Question 2. Which meal are you most likely to eat on a fast food store?Figure 5Frequency of Preferred Meal Time According to Age

Based on the data gathered from the survey questionnaires, larger percentage preferred lunch as their meal time for fast food consumption having 50.21% (121 of 241) of young adult, 50.00% (17 of 34) of middle adult, 75.00% (3 out of 4) of middle adult as well the adolescence 35.00% ( 42 of 121).

Hypothesis Testing1. Ho: age = mealtimeH1: age mealtime 2. Statistical test: Chi-square test of association3. = 0.05 level: df= (4-1)(4-1)=9; c.v. = 16.9194. Decision rule:Reject Ho if Xobs 16.919Accept Ho if Xobs 16.9195. Computation: OEO-E(O-E)2

98.1680.8320.6920.085

4255.358-13.358178.4363.223

4132.0658.93579.8342.49

2925.413.5912.8880.507

1816.2681.7323.0000.184

121110.25810.742115.3911.047

5762.865-5.86534.3980.547

4550.61-5.6131.4720.622

02.295-2.2955.2672.295

1715.5551.4452.0880.134

79.01-2.014.0400.448

107.142.868.1801.146

00.27-0.270.0730.27

31.831.171.3690.748

11.06-0.060.0040.003

00.84-0.840.70560.84

0.9980.99600414.59

X2= 14.59X=14.59X=3.826. Decision: Accept Ho since the computed value (3.82) is less than the critical value (16.919). Therefore reject H1.7. Conclusion: There is no significant relationship between the age and the meal time preferred of the consumer-respondents.8. Interpretation: Therefore, the age of the consumer respondents doesnt affect their meal time preferences.

Figure 6Frequency of Preferred Meal Time According to Gender

In terms of Gender, majority of the respondents preferred lunch as meal time for fast food as shown in Figure 6. Majority of male respondents with 47.09% answered Lunch followed by snack (24.42%), dinner (21.51%) and breakfast (6.98). Also, most of the female respondents chose lunch (44.74%) followed by snack(28.07%) , dinner (20.61%), and breakfast (6.58%).

Hypothesis Testing1. Ho: gender = mealtimeH1: gender mealtime 2. Statistical test: Chi-square test of association3. = 0.05 level: df= (2-1)(4-1)=3; c.v. = 7.8154. Decision rule:Reject Ho if Xobs 7.815Accept Ho if Xobs 7.8155. Computation: OEO-E(O-E)2

1515.39-0.390.1520.01

102104.31-2.315.3360.051

6460.423.5812.8160.212

4747.88-0.880.7740.016

1211.610.390.1520.013

8178.692.315.3360.068

4245.58-3.5812.8160.281

3736.120.880.7740.021

000.673

X2= 0.673X=0.673X=0.2596. Decision: Accept H0 since the computed value (0.259) is less than the critical value (7.815). Therefore, reject H1.7. Conclusion: There is no significant relationship between the gender and the meal time of the consumers in choosing fast food store.8. Interpretation:Therefore, the gender of the consumer respondents doesnt affect their meal time preferences.

Figure 7Frequency of Preferred Meal Time According to Civil Status

In terms of Civil Status, most of the respondents answered Lunch as their preferred meal time to have fast food aside from separated respondents that have equally preferred lunch and dinner presented in Figure 7. Single respondents answered lunch followed by snack, dinner and breakfast. Married respondents answered lunch over dinner, snack and breakfast. Widowed respondents preferred first is during lunch followed by snack time.

Hypothesis Testing1. Ho: c.s.= mealtimeH1: c.s. mealtime 2. Statistical test: Chi-square test of association3. = 0.05 level: df= (4-1)(4-1)=9; c.v. = 16.9194. Decision rule:Reject Ho if Xobs 16.919Accept Ho if Xobs 16.9195. Computation:

OEO-E(O-E)2

2520.1154.88523.8631.186

132136.335-4.33518.7920.138

8478.2255.77533.3510.426

5763.325-6.32540.0060.632

25.805-3.80514.4782.494

4139.3451.6552.7390.07

1822.575-4.57520.9310.927

2518.2756.72545.2262.475

00.81-0.810.6560.81

85.492.516.3001.148

33.15-0.150.0230.007

12.55-1.552.4030.942

00.27-0.270.0730.27

21.830.170.0290.016

01.05-1.051.1031.05

20.851.151.32251.556

0014.15

X2= 14.15X=14.15X=3.762

6. Decision: Accept Ho since the computed value (3.762) is less than the critical value of (16.919). Therefore, reject H1.7. Conclusion: There is no significant relationship between the civil status and preferred meal time in choosing fast food store.8. Interpretation: The civil status of consumer respondents doesnt affect the meal preferences.

Figure 8Frequency of Preferred Meal Time According to Occupational Status

In terms of occupational status, employed, unemployed and students-respondents replied Lunch as time for fast food. Employed chose lunch over dinner, snack and breakfast while unemployed and students answered lunch first over snack, dinner and breakfast exhibited in Figure 8.

Hypothesis Thesis1. Ho: o.s. = mealtimeH1: o.s. mealtime 2. Statistical test: Chi-square test of association3. = 0.05 level: df= (3-1)(4-1)=6; c.v. = 12.5924. Decision rule:Reject Ho if Xobs 12.592Accept Ho if Xobs 12.5925. Computation: OEO-E(O-E)2

9281.34510.655113.5291.396

2828.518-0.5180.2680.009

2426.648-2.6487.0120.263

1726.648-9.64893.0843.493

2219.6352.3655.5930.285

11.403-0.4030.1620.116

32.8050.1950.0380.014

2722.624.3819.1840.848

67.93-1.933.7250.47

87.410.590.3480.047

27.41-5.4129.2683.95

75.461.542.3720.434

10.390.610.3720.954

10.780.220.0480.062

5570.035-15.035226.0513.228

2724.5532.4475.9878090.244

2522.9432.0574.2312490.184

3822.94315.057226.71329.882

1316.905-3.90515.249030.902

11.208-0.2080.0432640.036

22.415-0.4150.1722250.071

-0.0041.6E-0526.89

X2= 20.29X=20.29X=4.5046. Decision: Accept Ho since the computed value (4.504) is less than the critical value of 12.592. Therefore, reject H1.7. Conclusion: There is no significant relationship between occupational status and preferred meal time of consumer in choosing fast food store.8. Interpretation: the occupational status of consumer respondent doesnt affect their meal time preference

Question # 3. Which fast food does you preferred most on a fast food store?Figure 9Frequency of Preferred Fast Food According to Age

The data gathered showed in Figure 9 is the preferred fast food in a store according to their age. Adolescence chose chicken over fries, pizza, burger and pasta. Young Adult preferred most chicken followed by pizza, burger, pasta, fries, others aside from given and hotdog. Middle Adult-respondents answered chicken than burger, pasta, pizza, fires and others. Seniors preferred chicken followed by pizza and hotdog. Moreover, most of the respondents even in different age groups preferred Chicken as fast food in choosing fast food store.

Hypothesis Testing 1. Ho: age = fastfoodH1: age fastfood2. Statistical test: Chi-square test of association3. = 0.05 level: df= (4-1)(7-1)=18; c.v. = 28.8694. Decision rule:Reject Ho if Xobs 28.869Accept Ho if Xobs 28.8695. Computation: OEO-E(O-E)2

4352.635-9.63592.8331.764

1918.4530.5470.2990.016

1817.2430.7570.5730.033

3217.24314.757217.76912.63

812.705-4.70522.1371.742

00.908-0.9080.8240.908

11.815-0.8150.6640.366

113104.8358.16566.6670.636

3836.7531.2471.5550.042

3234.343-2.3435.4900.16

2434.343-10.343106.9783.115

2825.3052.6957.2630.287

21.8080.1920.0370.02

43.6150.3850.1480.041

1614.791.211.4640.099

35.185-2.1854.7742250.921

74.8452.1554.6440250.959

14.845-3.84514.784033.051

63.572.435.90491.654

00.255-0.2550.0650250.255

10.510.490.24010.471

21.740.260.06760.039

10.610.390.15210.249

00.57-0.570.32490.57

00.57-0.570.32490.57

00.42-0.420.17640.42

10.030.970.940931.36

00.06-0.060.00360.06

-0.0041.6E-0562.44

X2= 62.44X=62.44X=7.9026. Decision: Accept Ho since the computed value (7.902) is less than the critical value (28.869). Therefore, reject H1.7. Conclusion: There is no significant relationship between the age and fast food preferred by consumers in a fast food store.8. Interpretation: Therefore, the age of the consumer respondent doesnt affect their most preferred fast food.

Figure 10Frequency of Preferred Fast Food According to Gender

As shown in Figure 10, preferred fast food in a store is tabulated according to their gender. Most Male-respondents considered Chicken as their most preferred fast food followed by burger, pizza, fries, pasta, others aside from the given fast food and last is hotdog. Also, female-respondents answered chicken as their preferred fast food followed by fries, pizza, pasta, burger, others and hotdog.

Hypothesis Testing1. Ho: gender = fastfoodH1: gender fastfood2. Statistical test: Chi-square test of association3. = 0.05 level: df= (2-1)(7-1)=6; c.v. = 12.5924. Decision rule:Reject Ho if Xobs 12.592Accept Ho if Xobs 12.5925. Computation:OEO-E(O-E)2

8499.18-15.18230.4322.323

3834.773.2310.4330.3

2732.49-5.4930.1400.928

4432.4911.51132.4804.078

3023.946.0636.7241.534

21.710.290.0840.049

33.42-0.420.1760.052

9074.8215.18230.4323.08

2326.23-3.2310.4330.398

3024.515.4930.1401.23

1324.51-11.51132.4805.405

1218.06-6.0636.7242.033

11.29-0.290.0840.065

32.580.420.1760.068

4000880.93921.54

X2= 21.54X=21.54X=4.641

6. Decision: Accept Ho since the computed value (4.641) is less than the critical value (12.592). Therefore, reject H1.7. Conclusion: There is no significant relationship between the gender and fast food preferred of the consumers in choosing fast food store.8. Interpretation: Therefore, the gender of the consumer respondent doesnt affect their most preferred fastfood

Figure 11Frequency of Preferred Fast Food According to Civil Status

Showed in Figure 11 is the preferred fast food according to civil status. Singles-respondents chose chicken over fries, pizza, burger, pasta and others. Married-respondents mostly answered Chicken followed by pizza, others, burger and fries. All separated-respondents preferred Chicken as fast food as well as the widowed-respondents. Furthermore, it can be implied that Chicken is the most preferred fast food in choosing a store by respondents in terms of civil status.

Hypothesis Testing1. Ho: c.s. = fastfoodH1: c.s. fastfood2. Statistical test: Chi-square test of association3. = 0.05 level: df= (4-1)(7-1)=18; c.v. = 28.8694. Decision rule:Reject Ho if Xobs 28.869Accept Ho if Xobs 28.8695. Computation:OEO-E(O-E)2

124129.63-5.6331.6970.245

4445.445-1.4452.0880.046

4342.4650.5350.2860.007

5242.4659.53590.9162.141

2931.29-2.295.2440.168

12.235-1.2351.5250.682

54.470.530.2810.063

3937.411.592.5280.068

1613.1152.8858.3230.635

1312.2550.7450.5550.045

512.255-7.25552.6354.295

129.032.978.8210.977

10.6450.3550.1260.195

01.29-1.291.6641.29

85.222.787.7281.481

11.83-0.830.68890.376

11.71-0.710.50410.295

01.71-1.712.92411.71

01.26-1.261.58761.26

10.090.910.82819.201

10.180.820.67243.736

31.741.261.58760.912

00.61-0.610.37210.61

00.57-0.570.32490.57

00.57-0.570.32490.57

10.420.580.33640.801

00.03-0.030.00090.03

00.06-0.060.00360.06

8.6E-167.4E-3132.47

X2= 32.47X=32.47X=5.6986. Decision: Accept Ho since the computed value (5.698) is less than the critical value (28.869). Therefore, reject H1.7. Conclusion: There is no significant relationship between the civil status and the choice of fast food in choosing fast food store by the consumers.8. Interpretation:Therefore, the civil status of the consumer respondent doesnt affect their most preffered fast food.Figure 12Frequency of Preferred Fast Food According to Occupational Status

Manifested in Figure 12 is the preferred fast food in terms of occupational status. Majority of the Employed-respondents answered Chicken followed by pizza, burger, pasta, fries, others and hotdog. Unemployed-respondents chose chicken over burger, pasta, pizza, fries, hotdog and others. Student-respondents replied chicken followed by Fries, Pizza, Burger, Pasta, others and hotdog. Moreover, Chicken is the preferred fast food by the employed, unemployed and students.

Hypothesis Testing1. Ho: o.s. = fastfoodH1: o.s. fastfood2. Statistical test: Chi-square test of association3. = 0.05 level: df= (3-1)(7-1)=12; c.v. = 21.0264. Decision rule:Reject Ho if Xobs 21.026Accept Ho if Xobs 21.0265. Computation: OEO-E(O-E)2

9281.34510.655113.5291.396

2828.518-0.5180.2680.009

2426.648-2.6487.0120.263

1726.648-9.64893.0843.493

2219.6352.3655.5930.285

11.403-0.4030.1620.116

32.8050.1950.0380.014

2722.624.3819.1840.848

67.93-1.933.7250.47

87.410.590.3480.047

27.41-5.4129.2683.95

75.461.542.3720.434

10.390.610.3720.954

10.780.220.0480.062

5570.035-15.035226.0513.228

2724.5532.4475.9878090.244

2522.9432.0574.2312490.184

3822.94315.057226.71329.882

1316.905-3.90515.249030.902

11.208-0.2080.0432640.036

22.415-0.4150.1722250.071

-0.0041.6E-0526.89

X2= 26.89X=26.89X=5.1866. Decision: Accept Ho since the computed value (5.186) is less than the critical value (21.026). Therefore, reject H1.7. Conclusion: There is no significant relationship between the occupational status and the choice of fast food in choosing fast food store by the consumers.8. Interpretation: Therefore, the occupational status of consumer respondent doesnt affect their most preferred fast food.

Question # 4. Based on the following factors, rank the given, in which 1 is the most important and 6 is the least important in your preferred fast food store.Table 5123456TotalRank

Quality of Food234964017856841

Variety of Food216410883576714924

Price of Food821157347434011742

Convenience of Location1823497112311618065

Ambience/ Atmosphere927339211712218476

Service Quality36759790525013973

In Table 5, it showed the ranking of the consumer-respondents to the given factors that quality of food is the most influential factor that affects the consumer in choosing their preferred fast food chain followed by the price of the food, service quality, variety of food, convenience of food, and with the least which is ambience/ atmosphere.

CHAPTER 5SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONSThis chapter summarizes the study by highlighting the research conducted on the topic. The conclusions given were drawn from the outcomes of the questionnaires and evaluation on the top factor that highly considered by consumers on choosing fast food chain. Moreover, recommendations were based from the findings and conclusion of the study.General Summary of the StudyThis research was conducted for the purpose of determining the most and least important factor of the consumers in choosing a fast food store, as well as their preferences in terms on their demographic profile, and perception. Consistently, the inquiry delved to prove if there is significant relationship between: occupational status and frequency of fast food consumption; gender and frequency of fast food consumption; age and frequency of fast food consumption; as well as civil status and frequency of fast food consumption. The study is a descriptive and evaluative research.Convenience sampling was used to obtain the sample size from the population size. Further, the sample size was composed of 400 respondents, who were considered as a consumer in selected SM malls within Metro Manila. Moreover, questionnaire was served as an instrument to collect the data that were needed. However, all relevant data were also gathered from books, as well as the related study and literature of various local and/or foreign authors. Furthermore, through the use of the internet, minor information regarding this research were accumulated appropriately. Also, ranking, frequency, percentage, and chi-square were the statistical treatments applied for the study. The inquisition was conducted during the year 2014-2015.Summary of FindingsThis research analyzes the factors that influence the consumers in choosing fast food store. The general purpose of this study was covered on how to evaluate the factors that could be improved and developed for the satisfaction of the consumers as well as perceiving the present concept about consumers preferences in choosing fast food chain.1. What is the frequency of fast food consumption of the consumer-respondents in terms of:1.1 AgeMajority of the respondents in every age bracket tend to eat in a fast food chain once a week. There are about 61.79% (76 out of 123) of adolescents, 60.42% (145 out of 240) of young adult, 63.64% (21 out of 33) of middle adult and all the seniors replied once a week.1.2 GenderThe data showed the Males dont usually eat on a fast food store because 57.53% (107 out of 186) of the male respondents answered once a week as well as the majority of the female respondents which is 64.95% (139 out of 214).1.3 Civil StatusThere are the majority of 58.11% (172 out of 296) of singles, 69.67% (62 out of 89) of married, 75.00% (9 out of 12) of separated and 100% (3 out of 3) of widowed.

1.4 Occupational StatusThere are the majority of 58.11% (172 out of 296) of singles, 69.67% (62 out of 89) of married, 75.00% (9 out of 12) of separated and 100% (3 out of 3) of widowed.2. What is the preferred meal time that consumers tend to eat in fast food chain?The data showed that 46% (184 of 400) among respondents tend to eat on fast food chain for lunch. This shows a greater percentage than the 26.25% (105 of 400) for lunch; 21.25% (85 of 400) for dinner and 6.5% (26 of 400) for breakfast.3. What is the preferred fast food of the consumers?The data gathered shows that 43% (172 of 400) of the respondents preferred chicken in a fast food. Both pizza and fries got 15% (60 of 400) among respondents choice. Also,14% (56 of 400) and 10% (40 of 400). However, 1% (4 of 400) answered while 2% (8 of 400) for others.4. What is the most and least important factor to consumers in choosing fast food store?The data showed quality of food is the most influential factor that affects the consumer in choosing their preferred fast food chain followed by the price of the food, service quality, variety of food, convenience of food, and with the least which is ambience/ atmosphere as the respondents ranked it.ConclusionsThe researchers were able to arrive at these conclusions based on the findings of the study.1. The demographic profile of the respondents are as follows:1.1 In terms of age, majority of consumer-respondents are young adult.1.2 When it comes to gender, most respondents who participated in this study are female.1.3 A great number of respondents, in terms of civil status, are single.1.4 Most of consumer-respondents when it comes to occupational status are employed. However, its not far to the number of students who also participated.2. The perception of the respondents along with the following variables are as follows:2.1 A great number of consumer-respondents preferred to eat in a fast food chain once a week.2.2 There are a lot among of consumer-respondents who participated in this study tend to eat in a fast food chain during lunch time.2.3 Most of consumer-respondents looks for fast food chain that offers chicken meals.3. Based on the study, age, frequency of fast food consumption, preferred meal time, and type of fast food are not related to each other.4. From the results, gender has nothing to do with the frequency of fast food consumption, preferred meal time, and type of fast food.5. The findings stated that civil status has no significant relationship with the frequency of fast food consumption, preferred meal time, and type of fast food.6. For the majority consumer-respondents, the most important factor to consider in choosing fast food chain is the food quality while the least important factor for them is the ambience.RecommendationsBased on the foregoing findings of the study, the following recommendations are presented:1. To fast food stores to come up with promotional and advertising activities that consider young adults as their main prospect.2. To fast food stores to include chicken dishes in their menu since the result stated that chicken is the most preferred fast food by the consumers. Also, they should offer great meals primarily during lunch time since this is the meal time that consumer prefer most when going to a fast food chain.3. To fast food stores to focused more on food quality primarily as consumers emphasized on this study as the most important factor in choosing fast food store. Though ambience is the least important, fast food stores should still have considerations with ambience. Moreover, they must also be aware on the other certain points and factors such as price and service quality. This might help to increase the relationship towards consumers.4. To students to be aware on different consumer behavior that affect their buying behavior.5. To fast food managers for improvement of factors that is primarily influences the consumers on choosing fast food;6. To marketing department of fast food companies that would be aware of the certain factors in targeting market consumer;7. To industry for perceiving the present concept about consumers preferences in choosing fast food chain;8. To other researchers for conducting another study targeting different area and obtain a comparative study for the factors that influences the consumers on SM Malls within Metro Manila and outside the area.