lcr thesis.doc

Chapter 1INTRODUCTION

Background of the study

Customer satisfactionis a term frequently used inmarketing. It is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specifiedsatisfactiongoals.It is seen as akey performance indicatorwithin business and is often part of aBalanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. Within organizations, customer satisfaction ratings can have powerful effects. They focus employees on the importance of fulfilling customers' expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability. These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-mouth marketing, which is both free and highly effective.Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able do this, firms need reliable and representative measures of satisfaction.

In researching satisfaction, firms generally ask customers whether their product or service has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When customers have high expectations and the reality falls short, they will be disappointed and will likely rate their experience as less than satisfying. For this reason, a luxury resort, for example, might receive a lower satisfaction rating than a budget moteleven though its facilities and service would be deemed superior in 'absolute' terms. The importance of customer satisfaction diminishes when a firm has increasedbargaining power. For example,cell phoneplan providers, such asAT&TandVerizon, participate in an industry that is anoligopoly, where only a few suppliers of a certain product or service exist. As such, many cell phone plan contracts have a lot offine printwith provisions that they would never get away if there were, say, 100 cell phone plan providers, because customer satisfaction would be far too low, and customers would easily have the option of leaving for a better contract offer.

The customer satisfaction in leisure coast resort of the service, brand name, regional or global market. In line to this, the researchers opted to conduct this study in order to explore the satisfaction of the customers on the Customer Service Satisfaction in Liesure Coast Resort Bonuan Binloc, Dagupan City, Pangasinan. This study would be of help to the producers as this will serve as an assessment of the satisfaction of their service of hotel and resort that they can use for service enhancement and modernization.Conceptual Framework

This study will be represented using the basic IPO (Input Process Output) model. Figure 1.1 Research Paradigm on the next page will illustrate the three fundamental component parts: Input, Process and Output. The IPO model describes how a process can transform an input to give a desired output.The input of the study: 1.) the profile of the respondents as to age; sex; civil status; income; education; religion; residence; 2.) the extent of Customer Service Satisfaction in Liesure Coast Resort Bonuan Binloc, Dagupan City, Pangasinan, as to Overall satisfaction, Intent to repurchase/continue to use, Likelihood to recommend, Can't Imagine a world without, Perfect for me, Always treated with respect, Feel proud , Always count on a fair/sat. resolution, Always treated fairly, Always delivers on promises, Is a name I can always trust, Employees are perfect examples of genuine Southeast hospitality, Is the perfect place to spend quality family time, Is the most unique resort I have ever visited, Is a place where kids can learn values, traditions, and manners, Is a place where I can always relax and disconnect from day today problems, Always delivers personalized service, Employees are great at anticipating my needs, Is the finest resort in the world, The reservation process, The overall experience at check-in, The bell man/butler service, The overall experience with your room or suite, The overall experience with housekeeping, The overall experience with resort facilities, The overall experience at checkout, The overall golf experience being top class in the world, The overall quality of the course, The caddie being helpful, The overall dining experience being top class in the world, The overall reservation process, The food quality, The staff being attentive, The staff being knowledgeable, Satisfaction with the spa, The overall spa experience being top class in the world, The staff being courteous, Overall, how satisfied were you with the treatment received at the spa, The pool cleanliness, The staff being attentive, The recreational activities being fun, The beach being clean, Satisfaction with tennis, Satisfaction with the stables or horseback riding, Satisfaction with the shooting school, Satisfaction with the charter fishing, Satisfaction with the transportation services, Satisfaction with the junior staff activities, Satisfaction with the concierge service, Satisfaction with problem handling, Problem incidence, and Problem resolved to your satisfaction.

Moreover, the research design is descriptive research with the use of survey questionnaire. It includes the process of formulating the questionnaire, validating the content of the questionnaire, conducting the survey, gathering the questionnaire, tabulating the data and interpreting the results.

In this study, customer service satisfaction in Liesure Coast Resort Bonuan Binloc, Dagupan City, Pangasinan was the independent output.

INPUT

PROCESS

OUTPUT

Figure 1.1 Research Paradigm Statement of the ProblemThis study aims to evaluate the Palatability of Fried Vegetables as Burger Patty Substitute in Dagupan City, Pangasinan. Specifically it sought to answer the following questions:

1.) What is the profile of the respondents in terms of:

a.)Age;b.)Sex;c.)Civil Status;d.)Income;e.)Education;i.)Religion;j.)Residence?2.) What is the extent of factors of palatability of fried vegetables as burger patty substitute in Dagupan City, Pangasinan in terms of:a.) Taste; b.) Texture;c.) Smell;d.) Mouthfeel;e.) Flavor; andf.) Appearance?3.) What is the willingness to buy of the respondents in terms of:

a.)Likelihood of buying this product again in the future;b.)Likelihood of buying the product regularly in future;c.)Likelihood of recommending the product to other?Objective of the Study

This research is based on the study of palatability towards fried vegetables as burger patty substitute. The objectives of my study are as follows:

1. To determine the profile of the palatability of fried vegetables as burger patty substitute in Dagupan City, Pangasinan by age, sex, civil status, income, education, religion, and residence.

2. To identify the extent of factors of palatability of fried vegetables as burger patty substitute in Dagupan City, Pangasinan by taste, texture, smell, mouth feel, flavor, and appearance.

3. To find out the willingness to buy of the consumers by likelihood of buying this product again in the future, likelihood of recommending the product to other, and likelihood of buying the product regularly in future.

Significance of the Study

This research/investigation on palatability of fried vegetables as burger patty substitute in Dagupan City, Pangasinan would be beneficial to the following:

Vendors. The result of the study will serve as a basis for the vendors for the innovation or enhancement of their product and will serve as input on palatability from a consumer point of view.

Consumers. The result of the study will provide awareness on fried vegetables as burger patty substitute and it will give them to make their own decision on buying veggie patty according to willingness to buy.

Suppliers. The result of the study will serve as a tool for the suppliers for the innovation of their product.

Researchers. The study would help the researchers to understand deeply the palatability of fried vegetables as burger patty substitute and give them insights on how to deal with these foods in the locality.Future Researchers. The ideas presented in this study may be used as reference data in conducting new researches or in testing the validity of other related findings. This study will also serve as their cross-reference that will give them a background or an overview of the palatability.

Scope and Limitations

The study covers the factors that contributes to the palatability of fried vegetables as burger patty substitute from consumers sold in Dagupan City, Pangasinan. It does not seek to create or develop promotional plans or activities on fried vegetables as burger patty substitute in Dagupan City, Pangasinan.

1. Due to time constraints the sample size had to be confirmed to 100.

2. The respondents have replied to the queries recalling from their memory. Therefore recall bias and personal bias are possible.

3. Since the data was collected using a schedule, the interviewers inability to understand and record the responses correctly is possible.

4. The respondents were unable or unwilling to give a complete and accurate response to certain questions.Definition of Terms

Consumers. This refers to those who purchase fried vegetables as burger patty substitute in Dagupan City, Pangasinan.

Nutritional value. This refers to the nutrient content of fried vegetables as burger patty substitute.

Palatability. This refers to the hedonic reward provided by foods or fluids that are agreeable to the "palate" in regard to the homeostatic satisfaction of nutritional, water, or energy needs.

Vending area. This refers to the location where the fried vegetables as burger patty substitute are being vended.

Vendors. This refers to the seller or trader of fried vegetables as burger patty substitute in Alcala Pangasinan.Chapter 2REVIEW OF RELATED LITERATURE

The researcher made an attempt to collect information from the prior researches and relevant studies conducted in the area of customer service satisfaction so that the important variables for the study could be identified and analyzed. The review of literature has been presented in a summarized and precise manner.In literature antecedents of satisfaction are studied from different aspects. The considerations extend from psychological to physical and from normative to positive aspects. However, in most of the cases the consideration is focused on two basic constructs as customers expectations prior to purchase or use of a product and his relative perception of the performance of that product after using it.Expectations of a customer on a product tell us his anticipated performance for that product. As it is suggested in the literature, consumers may have various "types" of expectations when forming opinions about a product's anticipated performance. For example, four types of expectations are identified by Miller (1977): ideal, expected, minimum tolerable, and desirable. While, Day (1977) indicated among expectations, the ones that are about the costs, the product nature, the efforts in obtaining benefits and lastly expectations of social values. Perceived product performance is considered as an important construct due to its ability to allow making comparisons with the expectations.It is considered that customers judge products on a limited set of norms and attributes. Olshavsky and Miller (1972) and Olson and Dover (1976) designed their researches as to manipulate actual product performance, and their aim was to find out how perceived performance ratings were influenced by expectations. These studies took out the discussions about explaining the differences between expectations and perceived performance.In some research studies, scholars have been able to establish that customer satisfaction has a strong emotional (i.e., affective component).

Still others show that the cognitive and affective components of customer satisfaction reciprocally influence each other over time to determine overall satisfaction. Especially for durable goods that are consumed over time; there is value to taking a dynamic perspective on customer satisfaction. Within a dynamic perspective, customer satisfaction can evolve over time as customers repeatedly use a product or interact with a service. The satisfaction experienced with each interaction (transactional satisfaction) can influence the overall, cumulative satisfaction. Thus, Mittal, Kumar and Tsiros (1999) showed how the satisfaction experienced with a vehicle and dealership service initially (e.g., 6 months) could affect satisfaction experienced later on, e.g., several months later. In a later study, scholars showed that it is not just overall customer satisfaction, but also customer loyalty that evolves over time. Finally, research shows that the relative importance of satisfaction antecedents, especially the different attributes that affect customer satisfaction, varies significantly over time.The Disconfirmation Model is based on the comparison of customers [expectations] and their [perceived performance] ratings. Specifically, an individuals expectations are confirmed when a product performs as expected. It is negatively confirmed when a product performs more poorly than expected. The disconfirmation is positive when a product performs over the expectations (Churchill & Suprenant 1982). There are four constructs to describe the traditional disconfirmation paradigm mentioned as expectations, performance, disconfirmation and satisfaction.Satisfaction is considered as an outcome of purchase and use, resulting from the buyers comparison of expected rewards and incurred costs of the purchase in relation to the anticipated consequences. In operation, satisfaction is somehow similar to attitude as it can be evaluated as the sum of satisfactions with some features of product. In the literature, cognitive and affective models of satisfaction are also developed and considered as alternatives (Pfaff, 1977). Churchill and Suprenant in 1982 evaluated various studies in the literature and formed an overview of Disconfirmation process in the following figure:Non-linear and Asymmetric Relationships in Satisfaction

Since the 1990's a rich body of research has shown that many of the relationships of customer satisfaction with its antecedents and consequences are asymmetric and non-linear. The basis for this research resides in the key idea that people are usually more sensitive to negative information than to positive information, and that losses loom larger than gains. Thus, negative events are not only more salient to customers, but they also have a disproportionately larger impact in the satisfaction judgment formation process, and the consequent consumer intentions and behaviors. Much of this research is summarized in an award winning paper by Professors Eugene Anderson and Vikas Mittal. The general findings, as summarized in their paper show. Negative performance on an attribute has a larger impact on overall satisfaction than positive performance. Thus, the deleterious impact of failing expectations is proportionately much stronger than the beneficial impact of exceeding expectations by the same amount. This finding has been widely confirmed for many different industries and customer types. The association between overall satisfaction and repurchase intentions as well as behaviors is also nonlinear.

Organizations need to retain existing customers while targeting non-customers. Measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace.

Customer satisfaction is measured at the individual level, but it is almost always reported at an aggregate level. It can be, and often is, measured along various dimensions. A hotel, for example, might ask customers to rate their experience with its front desk and check-in service, with the room, with the amenities in the room, with the restaurants, and so on. Additionally, in a holistic sense, the hotel might ask about overall satisfaction 'with your stay.

Customer Satisfaction Measurement Touch Screen Device in a Hotel

As research on consumption experiences grows, evidence suggests that consumers purchase goods and services for a combination of two types of benefits: hedonic and utilitarian. Hedonic benefits are associated with the sensory and experiential attributes of the product. Utilitarian benefits of a product are associated with the more instrumental and functional attributes of the product (Batra and Athola 1990).

Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary depending on other options the customer may have and other products against which the customer can compare the organization's products.

Work done by Parasuraman, Zeithaml and Berry (Leonard L)[18] between 1985 and 1988 provides he basis for the measurement of customer satisfaction with a service by using the gap between the customer's expectation of performance and their perceived experience of performance. This provides the measurer with a satisfaction "gap" which is objective and quantitative in nature. Work done by Cronin and Taylor propose the "confirmation/disconfirmation" theory of combining the "gap" described by Parasuraman, Zeithaml and Berry as two different measures (perception and expectation of performance) into a single measurement of performance according to expectation.

The usual measures of customer satisfaction involve a survey using a Likert scale. The customer is asked to evaluate each statement in terms of their perceptions and expectations of performance of the organization being measured.

Good quality measures need to have high satisfaction loadings, good reliability, and low error variances. In an empirical study comparing commonly used satisfaction measures it was found that two multi-item semantic differential scales performed best across both hedonic and utilitarian service consumption contexts. A study by Wirtz & Lee (2003), found that a six-item 7-point semantic differential scale (for example, Oliver and Swan 1983), which is a six-item 7-point bipolar scale, consistently performed best across both hedonic and utilitarian services. It loaded most highly on satisfaction, had the highest item reliability, and had by far the lowest error variance across both studies. In the study, the six items asked respondents evaluation of their most recent experience with ATM services and ice cream restaurant, along seven points within these six items: pleased me to displeased me, contented with to disgusted with, very satisfied with to very dissatisfied with, did a good job for me to did a poor job for me, wise choice to poor choice and happy with to unhappy with. A semantic differential (4 items) scale (e.g., Eroglu and Machleit 1990), which is a four-item 7-point bipolar scale, was the second best performing measure, which was again consistent across both contexts. In the study, respondents were asked to evaluate their experience with both products, along seven points within these four items: satisfied to dissatisfied, favorable to unfavorable, pleasant to unpleasant and I like it very much to I didnt like it at all. The third best scale was single-item percentage measure, a one-item 7-point bipolar scale (e.g., Westbrook 1980). Again, the respondents were asked to evaluate their experience on both ATM services and ice cream restaurants, along seven points within delighted to terrible.

Finally, all measures captured both affective and cognitive aspects of satisfaction, independent of their scale anchors. Affective measures capture a consumers attitude (liking/disliking) towards a product, which can result from any product information or experience. On the other hand, cognitive element is defined as an appraisal or conclusion on how the products performance compared against expectations (or exceeded or fell short of expectations), was useful (or not useful), fit the situation (or did not fit), exceeded the requirements of the situation (or did not exceed).

Recent research shows that in most commercial applications, such as firms conducting customer surveys, a single-item overall satisfaction scale performs just as well as a multi-item scale. Especially in larger scale studies where a researcher needs to gather data from a large number of customers, a single-item scale may be preferred because it can reduce total survey error. Thus, there is an increasing trend to use single items for measuring overall satisfaction.

There is a substantial body of empirical literature that establishes the benefits of customer satisfaction for firms. This literature is summarized by Mittal and Frennea (2010). They summarize the outcomes in terms of customer behaviors, immediate financial outcomes such as sales and revenues, and long-term outcomes based on the stock market.

A business ideally is continually seeking feedback to improve customer satisfaction.

Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty. Customer satisfaction data are among the most frequently collected indicators of market perceptions. Their principal use is twofold:

1. "Within organizations, the collection, analysis and dissemination of these data send a message about the importance of tending to customers and ensuring that they have a positive experience with the company's goods and services."

2. "Although sales or market share can indicate how well a firm is performing currently, satisfaction is perhaps the best indicator of how likely it is that the firms customers will make further purchases in the future. Much research has focused on the relationship between customer satisfaction and retention. Studies indicate that the ramifications of satisfaction are most strongly realized at the extremes."

Research also shows that a majority of the firms invest in measuring, monitoring, and disseminating customer satisfaction information; in fact, these authors found that customer satisfaction research is one of the most widely conducted marketing research activities in the firms.

On a five-point scale, "individuals who rate their satisfaction level as '5' are likely to become return customers and might even evangelize for the firm. (A second important metric related to satisfaction is willingness to recommend. This metric is defined as "The percentage of surveyed customers who indicate that they would recommend a brand to friends." When a customer is satisfied with a product, he or she might recommend it to friends, relatives and colleagues. This can be a powerful marketing advantage.) "Individuals who rate their satisfaction level as '1,' by contrast, are unlikely to return. Further, they can hurt the firm by making negative comments about it to prospective customers. Willingness to recommend is a key metric relating to customer satisfaction.Chapter 3METHODOLOGYResearch Design

A Research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the Research purpose with economy in procedure. In fact the Research design is the conceptual structure within which Research is conducted: it constitutes the blueprint for the collection measurement and analysis of data.

It must be able to define clearly what they want to measure and must find adequate methods for measuring it along with a clear cut definition of population wants to study. Since the aim is to obtain complete and accurate information in these studies, the procedure to be used must be carefully planned. The research design must make enough provision for protection against bias and must maximize reliability with due concern for the economical completion of the search study.

Descriptive research is adopted for this study. It includes surveys and fact finding enquires of different kinds. The major purpose of descriptive research is description of the state affairs as it exists at present. The main characteristic of this method is that the researcher has no control over the variables. He can only report what has happened or what is happened (Pandey, 2014).

Sources of Data

A decision has to be taken concerning sampling unit before selecting sample. The population for this study includes the customers of Fried Vegetables as Burger Patty Substitute from Dagupan City, Pangasinan who buys or consumes Fried Vegetables as Burger Patty Substitute. 100 customers or consumers were undertaken for the study.

Instrumentation and Data CollectionThe researchers utilized a survey-questionnaire as a main tool in gathering information. The first part of the questionnaire entailed the profile of the respondents, the fried vegetables consumers. It includes the profile of fried vegetables as burger patty consumers in terms of age, sex, civil status, income, education, religion, and residence. The second part dealt on the factors of palatability of fried vegetables as burger patty substitute in Dagupan City, Pangasinan by taste, texture, smell, mouth feel, flavor, and appearance. While the third part dimension of willingness to buy, as to likelihood of buying this product again in the future; likelihood of buying the product regularly in the future; likelihood of recommending the product to other.

This questionnaire was formulated by the researchers, with the help of their mentor to ensure that it will elicit data needed in the research. Further, before floating the questionnaire to the respondents, the researchers gave sample questionnaires to research unit faculty for evaluation and comments. The comments given by the research unit faculty were utilized in improving the content of the questionnaire.

Data Gathering Procedure

The study strictly followed the data gathering procedures:

1. Necessary permit to conduct the study was secured.

2. The respondents were oriented by the researchers.

3. The questionnaires were administered following the schedule.

4. The questionnaires were retrieved personally by the researchers.

5. Data from questionnaires were gathered, classified, tallied, tabulated, and presented by the researchers.

Tools for Data Analysis Subsequent to the retrieval of the survey questionnaires from the respondents, the data will be coded, tallied and tabulated for better presentation and interpretation of the results. The following statistical treatments will be used:

The frequency distribution and percentage will be used to classify the profile of the respondents according to their age, sex, civil status, income, education, religion, and residence. The frequency will also present the actual response of the respondents to a specific question or item in the questionnaires. The percentage of each item is computed by dividing it with the sample total number of respondents who answered the survey.

The weighted mean formula used was:

Where:

f = frequency

X= coded weights

N= number of respondents

The researchers will also use mean and grand mean. It will be used to determine the average responses of the different options provided in the various parts of the survey questionnaire to be used. Mean and grand mean will be used to present the Factors Palatability of Fried Vegetables as Burger Patty Substitute in Dagupan City, Pangasinan and dimension of willingness to buy of the respondents.

The average weighted mean formula used was:

Where:

AWM= Average Weighted Mean

F5= Frequency Counts of Respondents Answered Very High

F4= Frequency Counts of Respondents Answered High

F3= Frequency Counts of Respondents Answered Moderate

F2= Frequency Counts of Respondents Answered Fair

F1= Frequency Counts of Respondents Answered Slight

Further, to facilitate interpretation on the level of factors of palatability and willingness to buy, the values shown below were used.

Table 1.1 Likert Scale for Determination of the Extent of Factors of the Palatability

Mean RatingValueDescription

54.21 5.00Very High

43.41 4.20High

32.61 3.40Moderate

21.81 2.60Fair

11.00 1.80Slight

Chapter 4DISCUSSION OF FINDINGSProfile of the Respondents

This section contains a discussion on the profile of the respondents in terms of age, sex, civil status, income, education, religion, and residence.Table 4.1 Profile of the Respondents as to Age

AgeFrequency CountsPercentages

Teenager (12-20)55%

Middle Age (21-49)7979%

Matured (50-69)2929%

Total100100%

It revealed in Table 4.1 that majority of 79 (79%)) are of ages 21- 49 (Middle age); 29 (29%) belong to ages 50 69 (Matured); and only 5 (5%) belong to ages 12 20 (Teenager). It evident that a great majority of the respondents are of ages 21 49 (Middle Age). It appeals that all of the respondents affects their consumerism between the ages 12- 20 (Teenager). This implies that the consumerism affects by their age.Table 4.2 Profile of the Respondents as to Sex

SexFrequency CountsPercentages

Male2929%

Female7171%

Total100100%

It can be noted from the Table 4.2 that majority of 71 (71%) are female while 29 (29%) are male. This implies that the factors of consumerism was female-dominated due to the reason that it is in lined with the willingness to buy which is also dominated by females. Since, as we all know females inclined with four macro-skills, specifically speaking.

Table 4.3 Profile of the Respondents as to Civil Status

Civil StatusFrequency CountsPercentages

Single2828%

Married7272%

Total100100%

It is indicated in the Table 4.3 that majority of 72 (72%) are married while 28 (28%) are single. The findings imply that civil status influence the willingness to buy of the consumers of 72 (72%) are married.

Table 4.4 Profile of the Respondents as to Income

IncomeFrequency CountsPercentages

A more than 50,00000%

B 30,000-50,000

1010%

C+ 15,000-30,00088%

C- 8,001-15,0001515%

D 3,001-8,0005555%

E 3,000 or less1212%

Total100100%

It could be gleaned in the Table 4.4 that all respondents whose monthly income is 3,001-8,000 has the majority of 55 or (55%)) while 0 or (0%) has a monthly income of more than 50,000. The findings reflected to their consumerism and willingness to buy on dried seafoods that they lack of income to sustain their consumption of goods. Table 4.5 Profile of the Respondents as to Education

EducationFrequency CountsPercentages

Elementary Level88%

High School

5151%

College Level3636%

Post College Level55%

Total100100%

Table 4.5 revealed that the respondents were mostly high level of consumption as posted of 51 (51%) of high school and 36 (36%) as of college level, while 8 or 8% of the elementary level and 5 or 5% of the post college level. This implies that the respondents achieved low degree of education further implies the fact, that Philippines belonged to third world country where most families are poor.

Table 4.6 Profile of the Respondents as to Religion

ReligionFrequency CountsPercentages

Catholic8686%

Iglesia ni Kristo

88%

Buddist00%

Protestant00%

Born-Again44%

Muslims00%

Please Spicify22%

Total100100%

The Table 4.6 shows that most of the respondents are Catholic with 86 (86%) while 8 (8%) of Iglesia ni Cristo, and 4 (4%) of Born Again. Other religion get 2 (2%) and Buddhist, Protestant, and Muslims having 0 (0%). It implies that the most consumers on dried seafoods are Catholic.

Table 4.7 Profile of the Respondents as to ResidenceResidenceFrequency CountsPercentages

Locality100100%

Regional

00%

National00%

Foriegner00%

Total100100%

It could infer from the Table 4.7 above that most of the respondents are from the locality with percentage of 100 and the regional, national, and foreigner get 0 percent.Extent of Factors of Consumerism

This section shows the discussion on the factors of consumerism on dried seafoods in Damortis, Sto. Tomas, La Union in terms of, Brand Name, Promotion, Product Quality, Social Factor, and Economic Factor.

Table 4.8 Factors of Consumerism as to Brand NameBrand NameWeighted MeanInterpretation

1.1 I am well aware of this product brand name.4.9Very High

1.2 The product was recommended by a friend.4.79Very High

1.3 The product was recommended by the owner of another shop selling.4.78Very High

Pooled Mean4.82Very High

As shown in Table 4.8, the respondents of the study on dried seafoods have a very high extent of factor of consumerism as to brand name with a pooled mean of 4.82. Further, ensuring the awareness of this product brand name has highest weighed mean, while the product was recommended by the owner of another shop selling has the lowest weighted mean. However, all of the extents of factors of consumerism as to brand name are very highly level of consumption, which means all of these criteria are checked.

Table 4.9 Factors of Consumerism as to Promotion

PromotionWeighted MeanInterpretation

2.1 The product is popular.4.84Very High

2.2 There are several advertisements on the product.4.66Very High

2.3 There are free offers when buying the product.4.66Very High

2.4 The product is being endorsed by celebrities.4.72Very High


As shown in Table 4.9, the respondents of the study on dried seafoods have a very high extent of factor of consumerism as to promotion with a pooled mean of 4.72. However, ensuring that the product is popular has the highest weighted mean, while ensuring the several advertisement on the product, and the free offers when buying the product have the lowest weighted mean. However, all items under promotion are very highly level of consumption, which means all of these criteria are checked.Table 4.10 Factors of Consumerism as to Product Quality

Product QualityWeighted MeanInterpretation

3.1 The product exhibits high palatability.4.52Very High

3.2 The product has high nutritional content.4.70Very High

3.3 The product comes in varieties.4.79Very High

3.4 The product packaging was class style.4.60Very High


As shown in Table 4.10, the respondents of the study on dried seafoods have a very high extent of factor of consumerism as to product quality with a pooled mean of 4.65. However, ensuring that the product comes in varieties has the highest weighted mean, while ensuring the product exhibits high palatability has the lowest weighted mean. However, all items are under product quality are very highly level of consumption, which mean all of these criteria are checked.

Table 4.11 Factors of Consumerism as to Social Factor

Social FactorWeighted MeanInterpretation

4.1 The product is representative of my lifestyle.4.82Very High

4.2 The product is representative of prestige.4.56Very High


As shown in Table 4.11, the respondents of the study on dried seafoods have a very high extent of factor of consumerism as to social factor with a pooled mean of 4.69. However, ensuring that the product is representative has the highest weighted mean, while ensuring the product representative of prestige has the lowest weighted mean. However, all items are under social factor are very highly level of consumption, which mean all of these criteria are checked.Table 4.12 Factors of Consumerism as to Economic FactorEconomic FactorWeighted MeanInterpretation

5.1 The product is affordable.4.65Very High

5.2 The product comes with several freebies.4.77Very High


As shown in Table 4.12, the respondents of the study on dried seafoods have a very high extent of factor of consumerism as to economic factor with a pooled mean of 4.71. Further, ensuring the product is affordable has highest weighed mean, while the product comes with several freebies has the lowest weighted mean. However, all of the extents of factors of consumerism as to economic factor are very highly level of consumption, which means all of these criteria are checked.Dimension of Willingness to Buy

This part of discusses the dimension of willingness to buy, which contains three indicator statement. Table 4.13 Willingness to BuyWillingness To BuyWeighted MeanInterpretation

1. Likelihood of buying this product again in the future.4.93Very High

2. Likelihood of recommending the product to other.4.83Very High

3. Likelihood of buying the product regularly in future.4.89Very High


As shown in Table 4.13, the respondents of the study on dried seafoods have a very high extent of willingness to buy with a pooled mean of 4.88. Further, ensuring the likelihood of buying this product again in the future has highest weighed mean, while the likelihood of recommending the product to other has the lowest weighted mean. However, all of the extents of willingness to buy are very highly level of consumption, which means all of these criteria are checked.

Chapter 5SUMMARY, CONCLUSIONS AND RECOMMENDATIONSSummary

This research focused on the Factors of Consumerism on Dried Seafoods in Damortis, Sto. Tomas, La Union. Specifically, this described a) the profile of the respondents as to age, sex, civil status, income, education, religion, and residence; b) the extent of factors of consumerism on dried seafoods in Damortis, Sto. Tomas, La Union, as to brand name, promotion , product quality, social factor, and economic factor ; c) the willingness to buy as to likelihood of buying this product again in the future, likelihood of recommending the product to other, and likelihood of buying the product regularly in future.

Moreover, the research process was descriptive-qualitative research using survey questionnaires that includes formulating the questionnaire, validating the content of the questionnaire, conducting the survey, gathering the questionnaire, tabulating the data and interpreting the results as its main tool for data gathering from the 100 dried seafoods consumers as the respondents of the study along Damortis, Sto. Tomas, La Union.

Findings

Based on the data gathered, the researchers found that:Majority of 79 (79%)) are of ages 21- 49 (Middle age); 29 (29%) belong to ages 50 69 (Matured); and only 5 (5%) belong to ages 12 20 (Teenager). It evident that a great majority of the respondents are of ages 21 49 (Middle Age). It appeals that all of the respondents affects their consumerism between the ages 12- 20 (Teenager). This implies that the consumerism affects by their age.

Majority of 71 (71%) are female while 29 (29%) are male. This implies that the factors of consumerism was female-dominated due to the reason that it is in lined with the willingness to buy which is also dominated by females. Since, as we all know females inclined with four macro-skills, specifically speaking.

Majority of 72 (72%) are married while 28 (28%) are single. The findings imply that civil status influence the willingness to buy of the consumers of 72 (72%) are married.

All respondents whose monthly income is 3,001-8,000 has the majority of 55 or (55%)) while 0 or (0%) has a monthly income of more than 50,000. The findings reflected to their consumerism and willingness to buy on dried seafoods that they lack of income to sustain their consumption of goods. The respondents were mostly high level of consumption as posted of 51 (51%) of high school and 36 (36%) as of college level, while 8 or 8% of the elementary level and 5 or 5% of the post college level. This implies that the respondents achieved low degree of education further implies the fact, that Philippines belonged to third world country where most families are poor.

Most of the respondents are Catholic with 86 (86%) while 8 (8%) of Iglesia Ni Kristo, and 4 (4%) of Born Again. Other religion get 2 (2%) and Buddhist, Protestant, and Muslims having 0 (0%). It implies that the most consumers on dried seafoods are Catholic.

Most of the respondents are from the locality with percentage of 100 and the regional, national, and foreigner get 0 percent.The respondents of the study on dried seafoods have a very high extent of factor of consumerism as to brand name with a pooled mean of 4.82. Further, ensuring the awareness of this product brand name has highest weighed mean, while the product was recommended by the owner of another shop selling has the lowest weighted mean. However, all of the extents of factors of consumerism as to brand name are very highly level of consumption, which means all of these criteria are checked.

The respondents of the study on dried seafoods have a very high extent of factor of consumerism as to promotion with a pooled mean of 4.72. However, ensuring that the product is popular has the highest weighted mean, while ensuring the several advertisement on the product, and the free offers when buying the product have the lowest weighted mean. However, all items under promotion are very highly level of consumption, which means all of these criteria are checked.

The respondents of the study on dried seafoods have a very high extent of factor of consumerism as to product quality with a pooled mean of 4.65. However, ensuring that the product comes in varieties has the highest weighted mean, while ensuring the product exhibits high palatability has the lowest weighted mean. However, all items are under product quality are very highly level of consumption, which mean all of these criteria are checked.

The respondents of the study on dried seafoods have a very high extent of factor of consumerism as to social factor with a pooled mean of 4.69. However, ensuring that the product is representative has the highest weighted mean, while ensuring the product representative of prestige has the lowest weighted mean. However, all items are under social factor are very highly level of consumption, which mean all of these criteria are checked.

The respondents of the study on dried seafoods have a very high extent of factor of consumerism as to economic factor with a pooled mean of 4.71. Further, ensuring the product is affordable has highest weighed mean, while the product comes with several freebies has the lowest weighted mean. However, all of the extents of factors of consumerism as to economic factor are very highly level of consumption, which means all of these criteria are checked. The respondents of the study on dried seafoods have a very high extent of willingness to buy with a pooled mean of 4.88. Further, ensuring the likelihood of buying this product again in the future has highest weighed mean, while the likelihood of recommending the product to other has the lowest weighted mean. However, all of the extents of willingness to buy are very highly level of consumption, which means all of these criteria are checked.Conclusions

Based on the findings of the study, the researchers conclude that:

1. The answers of the dried seafoods consumers respondents in Damortis, Sto. Tomas, La Union vary on their age, sex, civil status, income, education, religion, and residency.

2. The dried seafoods consumers in Damortis, Sto. Tomas, La Union have a very high factors of consumerism in brand name, promotion, product quality, social factor, and economic factor.

3. The dried seafoods consumers in Damortis, Sto. Tomas, La Union have a very high willingness to buy in these dimensions: likelihood of buying this product again in the future, likelihood of recommending the product to other, and likelihood of buying the product regularly in future.Recommendations

Based on the significant findings and the conclusions generated, the researchers recommend the following:

1. It is recommended that vendors should have promotional strategies to encourage their costumer to buy dried seafoods with costumers satisfactory.

2. Vendors should maintain producing dried seafoods that would emphasize product quality for this would give the customer satisfaction of goods and high level of consumption.

3. There should be more studies on the factors of consumerism, which would greatly influence the willingness to buy of costumer.Bibliography

A. BooksJosiah, G. (1992). Marketing Mix Strategy in the Philippine Setting. Philippine: Josiah Go, Inc.

Virginia, S. (2001). Food Safety and Sanitation for Philippine Consumers. Merriam Webster Bookstore Inc.B. Unpublished Thesis

Pandey, S. (2014). A Study Consumerism Buying Preference Towards Laptops with Special Reference to Satna City: Unpublished Thesis August.

C. Journals

Frederick E. Webster, Jr. and Yoram Wind. (1972). A General Model for Understanding Organizational Buying Behavior. American Marketing Association. http://www.jstor.org/stable/1250972Gordon R. Foxall. (1975). Social Factors in Consumer Choice: Replication and Extension. The University of Chicago Press. http://www.jstor.org/stable/2489047Gary D. Thompson and Julia Kidwell. (1998). Explaining the Choice of Organic Produce: Cosmetic Defects, Prices, and Consumer Preferences. Agricultural & Applied Economics Association. http://www.jstor.org/stable/12445Dennis W. Rook and Robert J. Fisher. (1995). Normative Influences on Impulsive Buying Behavior. The University of Chicago Press. http://www.jstor.org/stable/2489616D. Internet Sources

Sheena Lou, A. (2013). The Philippine Food of the Mass, dried fish, the Philippines. Retrieved on March 2015 from http://thedailyroar.com/culture/the-philippine-food-of-the-mass-dried-fish-the-philippines/Wikimedia Foundation, Inc. (2014). Dried fish. Retrieved on March 2014 from http://en.wikipedia.org/wiki/Dried_fishKaren, B. (2009). Trends in Consumer Attitude and Selection. Aarhus School of Business, University of Aarhus and published by the Food and Agriculture Organisation (FAO). Retrieved on May 2009 from http://www.thefishsite.com/articles/652/trends-in-consumer-attitude-and-selection#sthash.pMabUwoV.JZtX8zlL.dpufWikimedia Foundation, Inc. (2015). Santo Tomas, La Union. Retrieved on March 2015 from http://en.wikipedia.org/wiki/Santo_Tomas,_La_UnionWikimedia Foundation, Inc. (2015). Santo Tomas, La Union. Retrieved on March 2015 from http://en.wikipedia.org/wiki/Santo_Tomas,_La_UnionAppendix A Letter to the Mayor

February 26, 2015

Hon. Marietta Carbonell

Municipal Mayor

Damotis, Sto. Tomas, La Union

Maam:

Greetings from the School of International Hospitality Management!

The undersigned are the third year Bachelor of Science in Hotel and Restaurant Management students presently undertaking a study entitled, "Factors of Consumerism on Dried Seafoods in Damortis, Sto. Tomas, La Union", as a partial fulfillment of the course Hospitality and Tourism Research (HRM 306).

As regards, may they be permitted to interview and float questionnaires in some dried seafoods consumers within the Municipality of Sto. Tomas.

Please be assured that all gathered information will be treated with utmost confidentiality and shall solely be used for the above-mentioned purpose.

Your support to this academic endeavor will highly be appreciated.

Thank you and God Bless!Very Truly Yours,

Raffy C. De Guzman

Razzel B. De VeraJun Albert D. Villanueva

Mike Gerald Q. ZarateNoted by:

Lloyd C. Diawan

Research AdviserApproved by:

Jocelyn Balolong, MBADean, School of International Hospitality ManagementAppendix B

Letter to the Respondent February 26, 2015

Dear Respondents,

The researchers are third year Bachelor of Science in Hotel and Restaurant Management students currently conducting a study entitled, "Factors of Consumerism on Dried Seafoods in Damortis, Sto. Tomas, La Union," as a partial fulfillment of the course - Hospitality and Tourism Research (HRM 306).

As regards, may we seek your full participation by answering the attached questionnaire as objectively as possible. Please be assured that all disclosed information will be treated with utmost confidentiality nag shall be used for the aforementioned purpose.

Your support to this academic endeavor will highly be appreciated.

Thank you and Godspeed!

Very truly yours,

De Guzman, Raffy C

De Vera, Razzel B.

Villanueva, Jun Albert D.

Zarate, Mike Gerald Q.

The Researchers

Appendix C

Sample Survey QuestionnaireColegio De DagupanArellano Street Dagupan, City

SCHOOL OF INTERNATIONAL HOSPITALITY MANAGEMENT

SHAPE \* MERGEFORMAT

Part I. Profile of the Respondents

Instructions: Please check the boxes that best describes your consumers profile. Please do not leave any item unanswered.

Age: _____

Sex

Male

FemaleCivil Status Single

MarriedIncome

A more than 50,000 C- 8,001-15,000

B 30,000-50,000 D 3,001-8,000

C+ 15,000-30,000 E 3,000 or lessEducation Elementary Level

High School

College Level

Post College Level

Religion Catholic

Protestant

Iglesia ni Cristo

Born-again

Buddhist

Muslims

Please Specify:____________Residence Locality

Regional

National

ForeignerPart II. Level of Factors that Affects the Buying Preference

Instructions: Below are the factors of consumerism used. Please rate your extent of factors that affects the buying preference by checking the column that corresponds to your rating. Please use the scale: 5 very high; 4 high; 3- moderate; 2 fair; and 1 slight.Factors of ConsumerismExtent of Factor

54321

1. Brand Name

1.1 I am well aware of this product brand name.

1.2 The product was recommended by a friend.

1.3 The product was recommended by the owner of another shop selling.

2. Promotion

2.1 The product is popular.

2.2 There are several advertisements on the product.

2.3 There are free offers when buying the product.

2.4 The product is being endorsed by celebrities.

3. Product Quality

3.1 The product exhibits high palatability.

3.2 The product has high nutritional content.

3.3 The product comes in varieties.

3.4 The product packaging was class style.

4. Social Factor

4.1 The product is representative of my lifestyle.

4.2 The product is representative of prestige.

5. Economic Factor

5.1 The product is affordable.

5.2 The product comes with several freebies.

Part III. Willingness to Buy

Instructions: Please check the boxes that best describes your willingness to buy. Please do not leave any item unanswered.1. Likelihood of buying this product again in the future.

Very Likely

Likely

Neutral

Unlikely

Very Unlikely2. Likelihood of buying the product regularly in future.

Very Likely

Likely

Neutral

Unlikely

Very Unlikely3. Likelihood of recommending the product to other.

Very Likely

Likely

Neutral

Unlikely

Very UnlikelyCURRICULUM VITAEI. Personal Profile

Name:

De Guzman, Raffy C.

Nickname:

Raffy

Date of Birth:

August 1, 1992

Place of Birth:

Sta.Barbara, Pangasinan

Civil Status:

Single

Sex:

Male

Religion:

Roman Catholic

Address:


Father:

Ricardo I. De Guzman

Mother:

Lerma C. De Guzman

II. Educational Background

Tertiary:

Bachelor of Hotel and Restaurant Management

Colegio De Dagupan

Secondary:

Daniel Maramba National High School

Poblacion Norte Sta.Barbara, Pangasinan

Elementary:

West Cental Elementary School


Philosophy in Life:

Live life to the fullest, and focus on the positive.

CURRICULUM VITAE

I. Personal Profile

Name:

De Vera, Razzel B.

Nickname:

Razz

Date of Birth:

February 8, 1994

Place of Birth:

Dagupan City, Pangasinan

Civil Status:

Single

Sex:

Male

Religion:

Roman Catholic

Address:

Dagupan City, Pangasinan

Father:

Justiniano G. De Vera

Mother:

Josephine Z. De Vera


Tertiary:


Colegio De Dagupan

Secondary:

Lyceum Northwestern General

High School

Elementary:

Tambac Elementary School

Tambac, Dagupan City

Philosophy in Life:

Whatever trials comes into your life, Face it! God is always with you.CURRICULUM VITAE

I. Personal Profile

Name:

Villanueva, Jun Albert D.

Nickname:

Jimbo

Date of Birth:

October 30, 1995

Place of Birth:

Agoo La, Union

Civil Status:

Single

Sex:

Male

Religion:

Roman Catholic

Address:

Bail Sto.Tomas La, Union

Father:

Juanlito A. Villanueva

Mother:

Jesusa D. Villanueva


Tertiary:


Colegio De Dagupan

Secondary:

Bail National High School

Sto.Tomas La Union

Elementary:

Bail Elementary School

Sto.Tomas La Union

Philosophy in Life:

In everything you do put God first.CURRICULUM VITAE

I. Personal Profile

Name:

Zarate, Mike Gerald Q.

Nickname:

Gerald

Date of Birth:

January 29, 1993

Place of Birth:

Alaminos City, Pangasinan

Civil Status:

Single

Sex:

Male

Religion:

Roman Catholic

Address:

Catungi Bolinao, Pangasinan

Father:

Roel P. Zarate

Mother:

Edna Q. Zarate


Tertiary:


Colegio De Dagupan

Secondary:

Bani National High School

Bani, Bolinao

Elementary:

Sampaloc Elementary School

Sampaloc, Bolinao

Philosophy in Life:

Everything happens for a reason.

Palatability of Fried Vegetables as Burger Patty Substitute in Dagupan City, Pangasinan

Descriptive Method of Research Using Questionnaire:

a. Formulating the questionnaire

b. Validating the questionnaire

c.Conducting the survey

d. Gathering the data

e. Tabulating the data

f. Interpreting the result

The profile of the respondents in terms of:

Age;

Sex;

Civil Status;

Income;

Education;

Religion; and

Residence.

The extent of factors of palatability of fried vegetables as burger patty substitute in Dagupan City, Pangasinan in terms of:

Taste;

Texture;

Smell;

Mouth feel;

Flavor; and

Appearance.

The willingness to buy of the respondents in terms of:

Likelihood of buying this product again in the future.

Likelihood of buying the product regularly in future.

Likelihood of recommending the product to other.

4

lcr thesis.doc

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