Finalamrpaper

DE LA SALLE UNIVERSITY - DASMARIAS
College of Business Administration and Accountancy
Advertising and Media Research for Nanays Catering Services
PREPARED FOR:
The Marketing Department
College of Business Administration and Accountancy
De La Salle University - Dasmarinas
PREPARED BY:
Aubrey Mae B. Bonavente
Katherine M. Cortez
Reynalyne O. Jaron
Bernisse T. Lalicon
Jastin Joseph M. Bejosano
Mark Ronald S. Caduada
Manuel Benedict A. Salazar
Submitted to:
Dr. Luisito P. Masanga
March 2015
1
TABLE OF CONTENTS
Section/ Title
Page
CHAPTER I: Background of the Study

Background of the Study
Statement of the Problem
Statement of Research Objectives
Significance of the Study
Scope and Limitation
Costumer Analysis
Segmentation
Targeting
Positioning
Competitor Analysis
CHAPTER II: Review of Related Literature
Local Literature and Researches/Studies
Foreign Literature and Researches/Studies
Definition of Terms and Acronym
CHAPTER III: Methodology
Methods of Research
Sample and Sampling Techniques
Profile of the Selected Respondents
Research Locale
Research Instrument and Techniques Used
Data Gathering Procedures
Statistical Treatment
CHAPTER IV: Data Presentation, Interpretation and Analysis
CHAPTER V: Findings/ Coonclusion/ Recommendation
Bibliography
Appendices
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CHAPTER 1
INTRODUCTION
Food is an essential part of our lives, which is why the way it is grown, processed and
transported is worth understanding and improving. Broadly, the food industry comprises a
complex network of activities pertaining to the supply, consumption, and catering of food
products and services across the world.
The food industry is highly diverse and comprises several important components. Each
component adds distinct value to the whole food chain by improving sustainability and
producing better products. One of those is what everybody sees on hospitals, schools and on
streets the Catering Services. Catering is a business that provides food service at various
locations. There are many types of food catering services available. Mobile catering serves food
from a truck, cart or any other vehicle designed to serve food. The food is most often served at
outdoor events, the workplace, and busy downtown areas.
Catering services are often sold on a per-person basis. A catering proposal will usually
include rental arrival time, staff arrival time, bar open and close time, meal time and rental pick
up. Catering is an activity also on providing food and beverage for events. Caterers, which are
either independent vendors or individuals within a particular department of a facility (such as a
hotel, restaurant, institution, venue, etc.).
With all of this excellent opportunities to enter this kind of business, it is impossible to
not encounter some of this services at work, school or somewhere else. One of these Catering
Service, the researchers encounter is the Nanays Cuisine
Background of the Study

3
Nanay's Catering started as a food provider on their dormitory. It was founded by Lola
AgapitaBaranda on March 1996 who was really a great cook. She was a housewife and mother
of 5. Until one day, they decided to have a business and build a Lugawan. One of his sons go
abroad and they decided to build a business that came up to be a catering. They have succeeded
in the catering business through the years. They are one of the most requested catering in the
whole municipality of Silang up to now. They already have cafeteria in De La Salle UniversityDasmarinas named Nanay's Cuisine.
Nanays Catering is a catering service operating for almost 19 years by the Baranda
Family. The business has gone through many opportunities and successes. But the business
cannot be exempted in having problems inside and out the business. As the business is growing,
different problems may come out. This study aims to discover the problems existing in the
operations of Nanays catering. After analyzing the current situation of the business, the
researchers need to come up with a marketing strategy that is based on the business situation. A
market plan is going to develop in order to help the owners manage the business effectively. The
researchers will be identifying the business problems and going to recommend solution in the
problem.
Statement of the Problem
This part of the paper aims to state and identify the business problems that are expected
to have solutions at the end of the study.
The situation problems are stated as follows:
1. What are the customer analyses regarding market segmentation, target

marketing, and positioning?
2. What are the competitors analyses regarding the main competitors market
share?
3. What is the appropriate Advertising media for Nanay's Catering Services and
how does the business effectively execute the media strategies to attack their
competitors and encourage customers?
Statement of Research Objectives
This part of the paper aims to identify the studys objective and explore certain problems
of Nanays Cuisine towards the Industry.
The specific objectives of the research are follows:
1. To come up with a comprehensive media strategy based on their situations.
2. To come up with a media plan focusing on the Promotion in order to help
them measure and manage their business effectively.
3. To identify their business problems and come up with a recommendation for
improvements and development.
Significance of the Study
The researchers believe that Nanay's Catering has the potential to compete with other
known catering services or restaurant in the Philippines. Nanays Catering serve high quality
taste of food, mostly Filipino dishes so that they deserve to be well-known nationwide. This
study will help the owners to analyze the situation of the business. This will discover business
problems and make a solution to the given problem of the business. The researchers will come up
to a market plan that will help the owners manage the business effectively. This market plan will
help the owner choose which the best promotional strategy to use in order to maximize the
budget. The students will also benefit on this study by using this paper as a guide or a tool in
order to come up another paper. This will also be an eye opener to the students on what
possibilities may happen in that kind of business. This study not only aims to come up to a
solution to the problem of the business but also to learn from the problem. This will not only
help the owners of the business but also a learning experience to the researchers and source of
information to the students.
Scope and Limitations of the Study
The scope of this study includes the analysis of the current situation of Nanays Cuisine
to come up with a distinct and effective Marketing Plan and advertising media strategy for them.
In this study, the information was gathered and analyzed by the researchers based on the survey
and interview conducted.
This study does not include or check the percentage across food categories and customer
insights about the said service. Further, this research centers primarily on how the researchers
can come up with an effective and efficient Market Plan and advertising media strategy to help
for Nanays Cuisine continuous improvement and development. This study does not include the
overall promotional strategy and the marketing mix as well. It also does not bring into account
the overall percentage of market share in the food- catering industry of Nanays Cuisine for the
following reasons:
1.) Nanays Cuisine is not that known nation wide
2.) Its branches are limited only on Cavite Area
3.) Limited information was given to the researchers.
To conclude, the results will be analyzed and presented in a detailed way for better
understanding of the research.
Customers Analysis
Market Segment
Demographic Segmentation: Age, Income and Religion
Nanays catering is exercising a demographic segmentation targeting the mass market.
They use demographic segmentation where in the services they offer is based on the income and
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class of their clients and they use mass marketing with their market segment because they are
targeting all types of markets. Their main purpose is to serve and cater quality food service to
their clients. Age is considered, in a way that the services offered by Nanays catering will be
based on the age appropriateness of the service offered. Income is also considered because the
services offered by the business will be base on how much the clients are willing to spend for
such services. Lastly, religion is considered because the type of food offered to the customers
will base on their preferences. Different religions have different protocols in terms of what food
they can intake, for example Muslims, they are not allowed to eat pork, therefore the dishes that
can be offered to them are only those made of beef, chicken and vegetables.
Psychographic Segmentation: Lifestyle
Nanays catering is not particular with what lifestyle their customers are having as long as
their services are need they would provide it to them. Base from this type of segmentation, the
researchers used the social media that the consumers usually using such as Facebook, Instagram,
Twitter and others. By this, Nanays Catering would find out what specific social media they
should focus on in promoting their products and services.
Behavioral Segmentation: Benefits Sought
This variable addresses the fact that different customers will seek different attributes from
a product. Base from this type of segmentation, the researchers used the factors that the
consumers consider in choosing an eatery such as Affordable Meals, Tasty Dishes, Friendly staff,
Accessible location, Good accommodation, Wide variety of meals and Dined by many people.
By this Nanays Catering would find out what type of service they will perform to encourage
customers.
Demographic Segmentation
Age
IncomeSegmentation
Psychographic
Religion
Media Strategy
Media Strategy
Media Strategy
Media Strategy
Lifestyle
Behavioral Segmentation
Targeting
Benefits Sought
Media Strategy
Most of the people today have busy lifestyle that does not give them any time to
prepare things for special occasions. From there caterings enter. Catering Services like
Nanays Catering offers products and services for the convenience of those kinds of
people.
Nanays Catering are targeting the mass market. They are serving every people
who ask for their services. They have created different packages that suit the budget of
the customers. And those packages also depends on the occasion that is going to happen
(e.g. if it is a wedding, reunion or birthday). Nanays Catering are also targeting Filipino
people who appreciate delicious lutong-bahay dishes.
Nanays Catering, as a food catering business serves Filipino dishes that will
surely be loved by the people. Our ideal customers are those people who need food and
catering services on occasions or simple gatherings. Ideal customers for the cafeteria are
Teens, Generation Y, Generation X, and Baby Boomers that have the ability to purchase
at least a single meal. The ideal customers for catering belongs to Generation Y,
Generation X, and Baby Boomers who have medium to high income so that they can
avail catering packages of Nanays Catering.
Positioning Strategies
Quality Food and Service
Based on the conducted research of the researchers, One hundred fourteen out of 150
respondents say that Nanays Cuisine should be known nationwide while there are 36
8
respondents says no. Therefore, the Majority of the respondents says that Nanays Cuisine
deserves to be known Nationwide with a standard deviation of 55.15.
Nanays catering services wants their customers to know that they give nothing but the
best food services that serves quality, delicious and adorable Filipino dishes that would satisfy
ones cravings and would bring a person back to his or her childhood memories on how good
home style cooking is.
Competitor Analysis
Market Share
Market Share
Bizu Catering Studio

14%
21%
14%
Albergus
Center Table Catering
Nanay's Catering Services
Mesclun Events Catering
19%
Tijoe
16%
17%
Catering Services
Annual Sales (2014)
Bizu Catering Studio
P5,800,000.00
Albergus
P5,150,000.00
Center Table Catering
P4,700,000.00
Nanays Catering Services
P4,300,000.00
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Mesclun Events Catering
P3,800,000.00
Tijoe
P3,725,000.00
Total
P27,475,000
Competitors SWOT Analysis

Company
Bizu
Catering
Studio
Albergus
Center Table
Catering
Mesclun
Events
Catering
Tijoe
Strengths
-They have
big budget
-Friendly
Staf
-Wide menu
ofering
-Friendly
staf
-Afordable
Prices
-High
quality taste
of food
-Friendly
staf
-They have
rich clients
-They have
huge target
market
Weaknesse
s
-Their
equipments
are high
cost
-They have
limited
budget
-Their
products
are little bit
expensive
Opportunit
y
-People
always love
to eat
-Intense
competition
-People
always love
to eat
-Changes in
customers;
tastes and
preferences
-Their
promotional
activities
are not up
to date
-People
always love
to eat
-Catering
services
have many
substitutes
in the food
industry
-This is a
well known
brand
-Their
promotional
activities
are always
updated
- Their
products are
little bit
expensive
-People love
to eat
-People love
to eat
-Intense
competition
-Intense
competition
Threats
Competition SWOT
Because of its booming nature here in the Philippines, Nanays catering services has a lot
of tough and well known competitors namely: Bizu Catering Studio, Albergus, Center Table
Catering, Mesclun Events Catering and Tjioe. These catering businesses are all exercising world
class sophistication in terms of their services; they target middle to high class customers that
10
wants world class food services. The food industry is highly competitive, there are many large
name brand companies with catering business in the market. Nanays Catering Services is
focused on targeting.
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CHAPTER 2
REVIEW OF RELATED LITERATURES
Local Literature and Researches
Food Services & Catering businesses are increasingly implementing quality assurance
programs based on HACCP principles and an important part of these activities is directed
towards cleaning validation. The main concern is the risk of product cross-contamination
resulting from a food preparation surface not being cleaned to a sufficiently high standard. Food
residue left behind after poor cleaning - often invisible to the naked eye - can form a breeding
ground for bacteria and cause food contamination. Food is a basic necessity. The industry which
deals with preparing food items/products refers to the food service industry. The food service
industry is and will always remain in high demand because of its genre. These industries include
restaurants, fast foods, school and hospital cafeterias, catering operations, food carts and food
trucks etc. Restaurants and fast foods mainly contribute to the food service industry. (3M Food
Safety, 2015)
The Philippines vibrant economic performance and the high consumer confidence in
2014 stimulated the growth of consumer foodservice. Dining out continues to become an
important aspect of Filipinos family bonding, relaxation, self-reward and indulgence. The
proliferation of more shopping centres and chained modern grocery retailing channels is helping
in the expansion of the industrys network of outlets. Meanwhile, value meals encouraged
consumers to dine out more often. The local consumer foodservice industry is expected to benefit
from the positive economic prospects over the forecast period. Euromonitor International
projects that the countrys real GDP is expected to experience annual growth of 5.8% from 2014
to 2018. This is expected to stimulate the trend towards dining out among middle-income and
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more affluent consumers. Young professionals, as well as the families of OFWs (Overseas
Filipino Workers) in the Philippines will drive growth in transactions. (Euromonitor
International, November 2014)
As for employment in 2014, a total of 190,688 employees were employed in
Accommodation and Food Service Activities section. Figure 2 shows that 188,383 or 98.8
percent were paid employees while the remaining 2,305 (1.2%) were working owners and unpaid
workers. The total compensation paid by Accommodation and Food Service Activities amounted
to PHP23.7 billion, an equivalent of PHP125, 893 average annual compensation per paid
employee. By industry group, restaurants and mobile food service activities paid the highest
compensation to its employees amounting to PHP14.2 billion or 60.0 percent of the total. Short
term accommodation activities paid PHP8.9 billion or 37.7 percent. Those working in other
accommodation received a total compensation of PHP23.5 million or 0.1 percent of the total
compensation. (Euromonitor International, November 2014)
One of the things that the catering services noticed is that clients are becoming more and
more particular about the event design. Before, it was very simple. Just put tables, and chairs,
and flowers, and the client is happy. But now, they are seeing that their clients really have a
theme in mind when they acquire our services. They are particular with the food design, the
style, the tablecloth, the backdrop. Basically everything that affects the look and feel of the
event. So its important to keep this in mind and to provide these services also. Fast food
surpassed value growth in all consumer foodservice categories in 2014. Fast food continues to
attract more middle-income consumers with its wide range of highly-affordable products, quick
service, and clean and comfortable ambiance. The aggressive advertising campaigns of major
players, together with their promotional campaigns and focus on value-orientated dining
13
contributed to the increase in consumer demand. The opening up of shopping centres and other
retail locations in provincial areas provided fast food operators with high potential locations for
their newly-opened outlets. (Top 5 Catering Trends in 2011, Hizons Catering 2011)
Although 90% of our orders still require a buffet style catering, more customers are trying
out our plated or multi-course meals, which are serve to their guests. This is a more formal,
sophisticated approach to dining in events. Although it doesnt give that festive feeling that
buffets provide, the benefit of a plated service is that food can be more sophisticated and it also
gives room for better food aesthetics or design. Its basically a matter of quality over quantity.
Given that plated services require that we use better ingredients and the need to place a kitchen at
the venue to serve food, costs are usually 20% higher than your regular buffet catering service.
(Lynn Oliver 2000)
Like any successful business, the passion that we had from the beginning and the desire
to provide the best quality service possible, should never run out. At the end of the day, its really
about providing the greatest value we can offer to their customers. Catering Services keep in
mind that the events they are putting up weddings, corporate events, and childrens parties, are
significant milestones that inspire us to create memories our customers will never forget. (Top 5
Catering Trends in 2011, Hizons Catering 2011)
Foreign Literature and Researches
Catering industry includes companies that provide individual event-based food services.
These companies generally have equipment and vehicles to transport meals and snacks to events
or prepare food off-site. Banquet halls with catering staff are included in this industry. Examples
of events catered by establishments in this industry are graduation parties, wedding receptions,
14
business luncheons and trade shows. The US catering industry includes about 8,000 companies
with combined annual revenue of about $7 billion. No major companies dominate the industry,
which is highly fragmented: the top 50 companies account for less than 15 percent of industry
revenue. Many food service contractors, hotels, and restaurants cater events, but those businesses
are covered in separate industry profiles and are not included in the catering industry. Demand is
driven by corporate profits and consumer income. The profitability of individual companies
depends on cost controls and effective marketing. Large companies have advantages in offering
expanded services such as facilities management, room rental, and entertainment. Small
companies can compete effectively by serving small groups and offering personalized service.
The industry is labor-intensive: average annual revenue per worker is about $60,000. (Ibis World,
2014)
Major services include off-premises catering (food prepared away from the premises
where it's served) and on-premises catering (meals prepared and served at the same location),
each of which accounts for about one-third of industry revenue. Other services include alcohol
sales and facility rentals. A typical catering event starts with a consultation with a potential client
to assess the type of event, guest count, venue, and special food requests. The client may want
the caterer to also coordinate facility rental, flowers, entertainment, and photography. The caterer
produces a detailed proposal that includes the menu, beverages, a list of rental needs, special
requirements, and a detailed price quote. (Ibis World, 2014)
IBISWorlds Caterers market research report is a comprehensive guide to market size and
growth prospects. Our industry reports offer strategic industry analysis of the factors influencing
companies, including new product developments, economic, lifestyle and demographic
influences, distribution and supply chain factors and pricing issues. Full analysis accompanies
15
our data forecasts to illustrate how the market responds to emerging industry trends. (Ibis World,
2014)
With its high-growth days likely behind it, the restaurant industry continues to adapt to
the in-home entertaining trend while taking in-home meal share from food retailers. This
convergence signifies an increasingly competitive battleground for the catering dollar not only
among restaurants and food retailers, but also for caterers and HOTELS. Sustained growth will
require growing catering opportunity, primarily in the form of significant consumer life events.
(Ibis World, 2014)
A market size and forecast for the catering industry, including caterers, full-service
restaurants; limited-service restaurants, snack and non-alcoholic beverage establishments,
foodservice contractors, and hotels. Key factors to catering growth: travel, HOTELS AND
accommodations, and holiday party spending Trended consumer catering expenditures by
demographic. Catering trends within the institutional foodservice category, with a focus on
hospitals and colleges and universities. Restaurant catering operation tracking. Catering macrotrend analysis, including the economy, sustainability and environmental concerns, technology,
food & celebrity chef familiarity, and health trends. (Ibis World, 2014)
Insight on the catered meals consumer, including stand-alone analysis as well as
restaurant, institutional foodservice and food retail context. Catering operations analysis of a
mixture of restaurant, food retail, foodservice contractor, and caterer companies, such as Panera
Bread, Whole Foods Market, Compass Group, and Blue Plate Catering. Catering opportunity
analysis of significant life events (such as births, weddings, and funerals) as well as significant
social events (such as the Super Bowl). ( Packaged Packs, 2011)
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Demand for the industry will take a positive turn in the next five years, after the recession
and low consumer sentiment temporarily stifled revenue. A rise in demand from high-income
households and businesses will bolster growth, with consumers spending more money on parties
and other catered functions and corporate budgets loosening in line with stronger corporate
profit. As a result of these trends, the number of businesses within the industry will also grow.
( Packaged Packs, 2011)
Definition of Terms
To better understand the study, the following, are the terms used, mentioned and defined
for the readers convenience:
Industry - A classification that refers to a group of companies that are related in terms of
their primary business activities.
Food industry- is a complex, global collective of diverse businesses that supply much of
the food and food energy consumed by the world population.
Catering - is the business of providing food service at a remote site or a site such as a
HOTEL, public house (pub), or other location.
Marketing Plan- is a comprehensive blueprint which outlines an organization's overall
marketing efforts, contains a list of actions, a marketing plan without a sound strategic
foundation is of little use.
Marketing Strategy- is the goal of increasing sales and achieving a sustainable
competitive advantage.
17
Marketing proposal- includes detailed information on what needs to be done and why
for the company such as marketing, advertising, or public relations project.
Market size- The number of individuals in a certain market who are potential buyers
and/or sellers of a product or service. Companies are interested in knowing the market
size before launching a new product or service in an area.
Market forecast- is a core component of a market analysis. It projects the future
numbers, characteristics, and trends in your target market. A standard analysis shows the
projected number of potential customers divided into segments.
Value Meals- is a menu item which offers several items grouped together at a low cost.
Off-premise catering- food prepared away from the premises where it's served
On-premise catering - meals prepared and served at the same location
Supply Chain- the sequence of processes involved in the production and distribution of a
commodity.
Demand- economic principle that describes a consumer's desire and willingness to pay a
price for a specific good or service.
Acronym
To provide ample information to the readers and to avoid confusion, the researchers
provided the meaning of the acronyms used:
HACCP- Hazard Analysis and Critical Control Points
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Is a management system in which food safety is addressed through the analysis and control of
biological, chemical, and physical hazards from raw material production, procurement and
handling, to manufacturing, distribution and consumption of the finished product.
OFWs - Overseas Filipino Workers
-
Is a person of Filipino origin who lives outside of the Philippines. This term applies
to Filipinos who are either abroad indefinitely as citizens or permanent residents of a
different country, and to those Filipino citizens abroad for a limited, definite period,
such as on a work contract or a student. It can also include seamen and others who
work outside the Philippines but are not residents, either permanent or temporary, of
another country. As a result of this migration, many countries have substantial
Filipino communities.
IBISWorlds- Integrated Business Information System

-
IBISWorld is a market research organization specializing in long range forecasting of

industries and the business environment at large, with an emphasis on providing
information for strategic planning and research purposes.
19
CHAPTER 3
METHODOLOGY
Methods of Research
The study is a qualitative research and exploratory research that attempted to know what
appropriate advertising media strategy should be used to help in promoting the business and to
attempt to discover the relationships among a number of advertising variables used by the
business. It is also an applied research that was designed to identify problems that require
decisions such as market analyses, market description, competitive analyses or situation
analyses. It is designed to evaluate the effectiveness of the current promotional programs of the
company and develop an appropriate advertising media strategy to be used in promoting the
business.
Sample and Sampling Techniques
A. Simple Random Sampling
The researchers used Simple Random Sampling in the study. A randomly
selected sample from a larger sample or population, giving all the individuals in
the sample an equal chance to be chosen. In a simple random sample, individuals
are chosen at random and not more than once to prevent a bias that would
negatively affect the validity of the result of the experiment.This study needs to
gather data from responsible consumers who have a wide knowledge, awareness,
experience.
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B. Sample Size
N = 13, 500
n=?
e=0.05
n=
13,500
1 + (13,500) 0.052
n=
13,500
1 + 33.75
n=
13,500
34.75
n= 388.49 or 388 respondents

The total population of the respondents conducted a survey in the study is a total of 150
respondents. They are randomly selected and customers of Nanays Cuisine.
Profile of the selected respondents
Profile of the selected respondents has been identified through the primary data gathered
from the survey through 3 types of segmentation. First is Demographic profile includes gender,
age, daily allowance and daily budget for food. Psychographic profile includes the social media
they usually used includes facebook, twitter, Instagram, pinterest and others. Lastly, Behavioral
profile includes the factors in choosing a store such as Affordable meals Tasty dishes, Friendly
staff, Accessible location, Good accommodation, Wide variety of meals and Dined by many
people. Those information can be use on what strategy can be use by Nanays Cuisine to attract
customers.
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Research Locale
The study was conducted at Nanays Cuisine Cafeteria located at De La Salle UniversityDasmarinas and their main office is located at Sabutan, Silang.
Research Instrument and Technique Used
A. Primary Data
An audio recorded interview was conducted on the store manager. Interview questions were
related on the history of the business, company background, competitors and the promotional
mix. Online survey was used to research about the current preferences and feedback of Nanays
target market. Online survey is the most effective strategy for surveys because it provides direct
response.
The researchers made a list of questions for the survey to gather data. Survey methods are
frequently used to collect descriptive data and standardized information. From the gathered data
that the researchers receive from the survey, the questions of which focus on the Nanays
Catering Services, the researchers will analyze and relate the findings archival (references from
related articles literatures, facts and theories from different experts) to collect. Interpret, conclude
concrete data base on the study.
B. Secondary Data
Secondary information related on the food industry and catering business was
gathered on other research papers and online articles.
Data Gathering Procedures
In the process of gathering and collecting the primary data, the following steps have been
observed. The primary data was gathered through conducting online surveys and interview. The
22
main step is the development of the survey questions which is done through the meetings and
brainstorming of the researchers.
In online survey:
1. The researchers create survey questions online using google.docs.com
2. Through the use of Facebook, private messages were conducted by the researchers to their
friends who are a member of the De La Salle Univerisity-Dasmarias Community.
3. Results have been provided by the summary of responses of the respondents in
google.docs.com
After conducting online the researchers then transfer the survey results toMicrosoft
Excel. The researchers used the spreadsheet, in order to compute the weighted mean, and
standard deviation of the result.
Statistical Treatment
The researchers used the following formula
A. Percentage
=
Where:
P = Percentage
N = Total Number of Respondents
F = Frequency
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B. Weighted Mean
= fiXi
Where:
WM = Weighted Mean
fiXi = Sum of the product of fiXi when I ranges from 1 to 4
N = Total number of respondentsChapter 4
C. Standard Deviation
24
CHAPTER 4
DATE RESULTS AND DISCUSSION
A. DATA PRESENTATION AND INTERPRETATION
Part I: Demographic Profile
GENDER
62
Female41%
88
59%
Male
Figure 1. Gender of the Respondents

TABLE 1. GENDER
GENDER
FEMALE
MALE
TOTAL
FREQUENCY
88
62
150
PERCENTAGE
59%
41%
100%
Interpretation:
Table 1. Gender and Figure 1above clearly shows that majority of the respondents are
Female with a total of 88 and a percentage of 59% while 41% are Male with 62 raw amounts.
Analysis:
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According to the results, the majority of the respondents are female which constitutes a
higher percentage by18% versus the opposite gender-Males. With this, the results and
perspective of these study result will be more of a female point of view.
AGE
Age
22 years old
21 years old
20 years old
19 years old
18 years old
14; 9% 2; 1% 1; 1% 3; 2% 12; 8%
17 years old
56; 38%
61; 41%
16 years old
AGE
16 years
old
17 years
old
18 years
old
19 years
old
20 years
old
21 years
old
22 years
old
TOTAL
FREQUE
NCY
2
14
56
61
12
3
2
150
PERCENT
AGE (%)
1
9
37
41
8
2
1
100
Figure 2. Age of the Respondents

AGE
16 YEARS OLD
17 YEARS OLD
18 YEARS OLD
TABLE 2. AGE
FREQUENCY
2
14
56
PERCENTAGE
1%
9%
38%
26
19 YEARS OLD
20 YEARS OLD
21 YEARS OLD
22 YEARS OLD
TOTAL
61
12
3
2
150
41%
8%
2%
1%
100%
Interpretation:
Table 2. Age of Respondents and Figure 2above clearly shows that majority of the
respondents are 19 years old with a total of 61 and a percentage of 41%. 56 (38%) respondents
are 18 years old, 14 (9%) respondents are 17 years old, 12 (8%) respondents are 20 years old, 3
(2%) are 21 years old and 2 (1%) are 16 and 22 years old.
Analysis:
According to the results, the majority of the respondents are teenagers aging 16-19 years
old and some are on their 20s which aged 20-21. By having this information, the target market of
Nanays Cuisine on their Cafeteria Service which covers the Lasallian Students will have a
distinct idea of what the target market thinks of the service they are delivering within the area. As
with the results, it shows that majority of the respondents, aged 19 years old which the
researchers can conclude that they are in their 3rd year of College in this institution. Wit this, the
study results will be more of a 3 rd year perspective towards Nanays Cuisine Cafeteria located at
De La Salle University Food Square.
DAILY ALLOWANCE
27
Below 100
P101-P200
65
P201-P300
51
P301-P400
17
P401-P500
P501 and above
Figure 3. Daily Allowance of the Respondents

TABLE 3. DAILY ALLOWANCE
DAILY ALLOWANCE
FREQUENCY
PERCENTAGE
BELOW 100
6%
101-200
68
43%
201-300
51
34%
301-400
17
11%
401-500
2%
500 ABOVE
1%
TOTAL
150
100%
Interpretation:
28
Table 3. Daily Allowance and Figure 3. above clearly shows that majority of the
respondents have a daily allowance of 101-200 pesos with a total of 68 respondents and a
percentage of 43%. 51 (34%) have a daily allowance of 201-300 pesos, 17 (11%) have a daily
allowance of 301-400 pesos, 9 (6%) have a daily allowance of below 100, 3 (2%) have a daily
allowance of 401-500 pesos and 2 (1%) have a daily allowance of 500 and above.
Analysis:
According to the results, the majority of the respondents has a range of Php 101-200.00
allowance. With this range of allowances, this may have an impact on buying behavior of the
student inside the campus so with this, the researchers can fully advise Nanays cuisne in terms
of purchading capacity of the students and how can they price their product. Moreover on this
link http://www.abs-cbnnews.com/, it is stated that college school students typically get P150 to
P250 (excluding transport allowance) per day. Students from exclusive schools like Ateneo and
DLSU receive where surrounding places to eat tend to be more expensive receive higher
allowance.
DAILY FOOD BUDGET
Below 100
105
29
P101-P200
39
P201-P300
P301-P400
P401-P500
P501 and above
Figure 4. Daily Food Budget of the Respondents

TABLE 4. DAILY FOOD BUDGET
FREQUENC
DAILY BUDGET FOR FOOD
PERCENTAGE
BELOW 100
105
70%
101-200
39
26%
201-300
3%
301-400
1%
401-500
0%
500 ABOVE
0%
TOTAL
150
100%
Interpretation:
Table 4. Daily Budget for Food and Figure 4 above clearly shows that majority of the
respondents have a daily budget for food of 101-200 pesos with a total of 105 respondents and a
percentage of 70%. 39 (26%) have a daily budget for food of 101-200 pesos, 5 (3%) have a daily
budget for food of 201-300 pesos and 1 (1%) have a daily budget for food of 301-400
Analysis:
30
According to the results, the majority of the respondents has a range of Php 101-200.00
allowance. With this range of allowances, the pricing strategy of Nanays Cuisine Cafeteria
inside the campus can manage to change and alter their previous pricing depending on how much
is allocated on food based on their allowance.
In knowing this, it may have an impact on buying behavior of the student inside the
campus so with this, the researchers can fully advise Nanays cuisine in terms of purchasing
capacity of the students and how can they price their product.The allowance covers P50 to P100
for lunch, P30 to P50 for merienda, P20 on average for photocopies, and P50 to P80 for school
requirements like printing, buying pens, etc.According to http://www.infocomrade.com, Filipinos
love to eat especially Filipino dishes, so do not be surprised that Filipinos take 3 full meals and
2-3 merienda/snacks in just a day. The meals are considered meals if there is at least a cup of
rice. With rice, there are 2 kinds of viand one vegetable and one meat (pork, chicken or beef) or
fish. Filipinos also like soup, so our sweet-sour sinigang appeals to many, but our nilaga
(meat with vegatables, like stew) is more acceptable to many Filipinos.
PART II: Psychographic Profile
SOCIAL MEDIA USUALLY USED
Facebook
140
93%
Twitter
84
56%
Instagram
87
58%
Tumblr
13
9%
Pinterest
5%
Others
5%
31
Figure 5. Social Media Usually Used by the Respondents

TABLE 5. SOCIAL MEDIA USUALLY USED
SOCIAL MEDIA
Facebook
FREQUENCY
PERCENTAGE
140
93%
Twitter
84
56%
Instagram
87
58%
Tumblr
13
9%
Pinterest
5%
Others
5%
TOTAL
150
100%
Interpretation:
Table 5. Social Media Usually Used and Figure 5 above clearly shows that majority of
the respondents usually used Facebook as their social media past time with a total of 140 and a
percentage of 93.
Analysis:
According to readwrite.com, Facebook is an accepted means of communication. It is a
never-ending virtual social gathering filled with viral articles and videos, events, groups,
organizations and fan pages. A new study entitled "Why do people use Facebook?" from Boston
University's Ashwini Nadkarni and Stefan G. Hofmann proposes that the social network meets
two primary human needs: (1) the need to belong and (2) the need for self-presentation. The
study also acknowledges demographic and cultural factors as they relate to the belonging need,
32
and the variation of personality types on Facebook usage. The study defines social networking
sites (SNSs) as "Internet-based services that give individuals three major capabilities: The ability
to construct a public or semi-private profile, identify a list of other users with whom a connection
is shared, and view and track connections made by individuals and others.
Part III. Behavioral Profile
FACTORS TO BE CONSIDERED IN CHOOSING CAFETERIA TO DINE IN
Affordable meals
119
Tasty dishes
121
Friendly staff
71
Accessible location
71
Good accommodation
66
Wide variety of meals
85
Dined by many people
15
Figure 6. Factors to be Considered in Choosing Cafeteria to Dine in

TABLE 6. FACTORS TO BE CONSIDERED IN CHOOSING CAFETERIA
FREQUENCY
PERCENTAGE
Affordable meals
119
79%
Tasty dishes
121
81%
Friendly staff
71
47%
Accessible location
71
47%
Good accommodation
66
44%
Wide variety of meals
85
57%
Dined by many people
15
10%
TOTAL
150
100%
Interpretation:
33
Table 6 Factors to be considered in choosing a cafeteria and Figure 6 above clearly shows
that majority of the respondents prefer tasty dishes as their no. 1 factor to consider in choosing an
eatery.
Analysis:
According to the results, the majority stated the taste of being the no.1 factor in
considering choosing a cafeteria to dine in. Moreover with this link foodservicewarehouse.com,
it states that the sense of taste is an important aspect for diners everywhere. No one will eat in an
eatery if the food tastes terrible. Be sure that an eatery or cafeteria have a talented chef or cook
on staff to create the dishes that keep your guests coming back again and again. Also, be sure
your dishes are consistently delicious. This is what creates loyal customers, and helps define
your brand. Most of the consumers is not sensitive when it comes to purchasing food. The most
important to them is the taste of the food than to its price.
Part IV: Business Operation of Nanays Cuisine

Listed below are some of the statements with regard to the business operation of Nanays
to address its needs and improvements.
POPULARITY OF NANAYS CUISINE
34
Yes
126
84%
No
24
16%
Figure 7.
Awareness of the Respondents
TABLE 7. POPULARITY OF NANAYS CUISINE
FREQUENCY
PERCENTAGE
YES
126
84%
NO
24
16%
TOTAL
150
100%
Interpretation:
Table 7 Popularity of Nanays Cuisine and Figure 7 above clearly shows that majority of
the respondents have known and have tried to eat at Nanays Cuisine with a total of 126
respondents and a percentage of 84.
Analysis:
According to the results, the majority of the respondents answered yes, on whether
theyve tried eating at Nanays Cuisine Cafeteria located at De La Salle University Food Square.
With this, the result of the research is distinct in terms of comments towards the cafeterias
services and their food delivery.
35
FREQUENCY OF DINING IN NANAYS CUISINE
54
36%
35
23%
26
17%
10
7%
1%
0%
Figure 8. Times per Week
TABLE 8. TIMES PER WEEK
1
2
3
4
5
6
TOTAL
FREQUENCY
54
35
26
10
1
0
150%
PERCENTAGE
36%
23%
17%
7%
1%
0%
100%
Interpretation:
Table 8 Times in a Week and Figure 8 above clearly shows that majority of the
respondents usually eat 1 time per week at Nanays Cuisine with a total 54 respondents and a
36
percentage of 36. There are thirty six percent of the respondents who said yes visit Nanay's
Cuisine once a week. There are twenty three percent said they have visited Nanay's Cuisine
twice. Seventeen percent who said that they've visited Nanay's Cuisine three times a week.
Therefore, the majority of the respondents who said yes visited Nanay's Cuisine once a week.
Analysis:
According to the results, it shows that the majority of the respondents answered Once a
week they are visiting Nanays Cuisine. With this, the researchers advice Nanays Cuisine to
come up with some techniques and tools on how the cafeteria can have more visitation.
Moreover, this situation can further be the reason on how the researchers can help the said
Cuisine. This situation is critical to the reputation of Nanays Cuisine because a successful
cafeteria has loyal customers. With this result, having more loyal customers is on the list of
objectives to successful cafeteria business.
AWARENESS ON NANAYS PRINT ADS
Yes
15
No
135
Figure 9. Awareness of the Respondents on Nanays Print Ads
37
TABLE 9. AWARENESS OF THE RESPONDENTS ON NANAYS PRINT ADS

(Brochures, Leaflets and Tarpaulins)
YES
NO
TOTAL
FREQUENCY
15
135
150
PERCENTAGE
10%
90%
100%
Interpretation:
Table 9. Awareness of the respondents on Nanays Cuisine Print Ads and Figure 9
above clearly shows that majority of respondents are not aware of Nanays Prints Ads such as
brochures, leaflets and tarpaulins with a total of 135 respondents and a percentage of 90. There
are ten percent of the respondents who said that they are aware of Nanay's Catering print ads.
While there are ninety of the respondents said that they are not aware. Therefore, majority of the
respondents said that they are not aware of their print ads.
Analysis:
According to the results, it shows that the majority of the respondents answered No, whether
they are aware of Nanays Cuisines Print ad. With this result, it clearly shows the failure of the
advertising tool in terms of producing. Prints ads are important part of the promotional activities
of a business, they have great effect. That is why according to ehow.com print ads are timeless,
magazines and billboards can have a long exposure time. It also can affect a products branding,
the flexibility of print media placement can help build a brand image and awareness.
AWARENESS ON NANAYS FACEBOOK PAGE
38
YES
5%
NO 143
95%
Figure 10. Awareness of the Respondents on Nanays Facebook Page
TABLE 10. AWARENESS OF THE RESPONDENTS ON NANAYS FACEBOOK PAGE
FREQUENCY
TOTAL
PERCENTAGE
YES
5%
NO
143
95%
150
100%
Interpretation:
Table 10. Nanays Facebook Page and Figure 10 above clearly shows that majority of
respondents are not aware of Nanays Facebook Page with a total of 143 respondents and a
percentage of 95.There are five percent of the respondents said that they are aware of Nanay's
facebook page. While ninety five percent of the respondents said that they are not aware.
Therefore, the majority of the respondents are not aware of the facebook page of Nanay's.
Analysis:
39
According to the results, it shows that the majority of the respondents answered No,
whether they are aware of Nanays Cuisine Facebook page. With this, it is a clear result of
poor promotional period and tactics. According to http://www.wsj.com/, one reason some
businesses' Facebook ads are reaching fewer users and costing more is that competition for
ad space has intensified. Roughly 1.5 million firms of all sizes pay to advertise on Facebook
today, up from around one million a year ago. Also, there's less space available. Ads in
Facebook's right-hand column recently took on a new, larger design, allowing room for fewer
per page.
AWARENESS OF THE RESPONDENTS ON NANAYS SPONSORSHIP PROGRAMS
YES
20
13%
NO
130
37%
Figure 11. Sponsorship

TABLE 11. AWARENESS OF THE RESPONDENTS ON NANAYS SPONSORSHIP
PROGRAM
FREQUENCY
PERENTAGE
40
YES
20
13%
NO
130
87%
TOTAL
150
100%
Interpretation:
Table 11. Awareness of the Respondents n Nanays Sponsorship Program and Figure 11
above clearly shows that majority of respondents are not aware of Nanays Sponsorship
Programs with a total of 130 respondents and a percentage of 87. There are thirteen percent of
the respondents who have attended events sponsored by Nanays Cuisine. While there are eighty
seven percent of the respondents have not attended. Therefore, the majority of the respondents
have not attended events sponsored by Nanays Cuisine.
Analysis:
According to the results, it shows that the majority of the respondents are not aware of
Nanays Cuisines Sponsorship program. With this, it clearly shows the promotional programs
failure to deliver its purpose. Moreover, According to http://businesscasestudies.co.uk/,
Sponsorship provides a great means of broadening your competitive edge by improving your
company's image, prestige and credibility by supporting events that your target market finds
attractive. It is a good way of increasing brand awareness, which helps to generate consumer
preference and to foster brand loyalty. A company can reinforce awareness among its target
market by sponsoring an event or organization that attracts a similar target market. A sponsor can
enjoy a wide range of benefits from a carefully selected sponsorship, which can raise brand
41
awareness and create preference, create positive PR and raise awareness of the organization as a
whole, provide attractive content for a range of products and services, build brand positioning
through associative imagery support a sales promotion campaign create internal emotional
commitment to the brand act as corporate hospitality that promotes good relations with clients.
AWARENESS OF THE RESPONDENTS ON DISCOUNT CARDS GIVEN
Awareness on Discount Cards Given

YES
NO
148
Figure 12. Awareness of the Respondents on Discount Cards Given by Nanays

Cuisine
TABLE 12. AWARENESS OF THE RESPONDENTS ON NANAYS DISCOUNT CARDS
FREQUENC PERCENTA
Y
GE
YES
1%
NO
148
99%
TOTAL
150
100%
42
Interpretation:
Table 12. Awareness of the Respondents on Nanays Cuisine Discount Cards and Figure
12 above clearly shows that majority of respondents are not aware of Nanays Discount Cards
with a total of 148 respondents and a percentage of 99.
Analysis:
According to the results, it shows that the majority of the respondents are not aware of
Nanays Cuisines Discount program. With this, it is a clear reflection of promotional failure
tactic. According to smallbusiness.chron.com, offering potential customers discounts on
purchases is a way to quickly draw people into your store. Anytime you tell a customer that
he can save money, youre likely to get his attention. Discounts dont only help your
shoppers; they also help your business. From increased sales to improved reputation,
discounts may be that one ingredient that can bring business success. Giving discounts can
Attract Customers, Increase Sales, Free Up Room, Reputation, Meet Goals and Save Money.
Part V. Perception of the Respondents on Promotion
Legend:
3.00 4.00 Strongly Agree
2.00 2.99 Agree
1.00 1.99 Disagree
0.00 0.99 Strongly Disagree
Statement
Mean
1. Do you agree that the promotions
influence the decision of consumers
in buying?
3.58
Standard
Deviation
Adjectival
Interpretation
0.76970025
3
Strongly Agree
43
2. Do you agree that print ads such as

brochures, leaflets and tarpaulins can
affect your buying behavior?
3. Do you agree that using website can
effectively promote a particular?
4. Do you are that active using of Social
media can also effectively promote a
particular product?
5. Do you agree that using TV Food
Shows like Kris TV can affect your
buying behavior?
6. Does having promotional activities
will encourage you to have a brand
loyalty?
7. Do you agree that having a rice and
drinks all you can promo can increase
your frequency of buying in Nanays?
8. Do you agree that having a discount
coupon or combo meals can
encourage you to increase purchases
of meals?
3.11
0.91215996
1
0.95324712
9
3.66
0.74091061
9
Strongly Agree
3.18
0.805218333
Strongly Agree
3.22
0.74117334
6
Strongly Agree
3.45
0.79370368
3
Strongly Agree
3.43
0.71399608
Strongly Agree
3.61
Strongly Agree
Strongly Agree
Statement #1 Promotions can influence decision of consumer in terms of buying

Interpretation:
In this case, it has a mean of 3.58 meaning this constitute an average of 3.58 among the
respondents. The Standard Deviation is .769700253. This tells us that each data point in the
sample sits an average distance of 769700253 statistical data points from the Mean (Average).
The closer the Standard Deviation is to 0, the more reliable the Mean is. More than that though,
Standard Deviation close to 0 tells us that there is very little volatility in the sample. With a
Standard Deviation of 769700253, the answer is remarkably consistent. The further away a
Standard Deviation is from 0, the less accurate the Mean for that sample. In this case, a Standard
Deviation of 769700253 alerts us that the Average shown for this is just reliable.
44
The majority of the respondents answered Strongly Agree with if promotion can influence the
buying behavior of the consumer.
Analysis:
STRONGLY AGREE: Promotions can influence decision of consumer in terms of buying
According to Kevin Johnston of Demand Media, promotion plays an essential part in the
consumer behavior because of the following: increased Awareness of the consumers, it provides
facts without approval or disapproval from consumers. Customer behavior at this stage
encompasses expressions of curiosity. Promotion of Loyalty or Alienation, consumer behavior
splits between loyalty and alienation depending on how well the product lives up to its advertised
benefits.
With this Nanays Cuisine should be more focus on their Promotional tools in order to
compete with larger cafeterias and catering services.
Statement #2 Print Ads such brochures, leaflets and tarpaulin can affect you buying
behavior.
Interpretation:
sample sits an average distance of .912159961 statistical data points from the Mean (Average).
Standard Deviation of .912159961, the answer is remarkably consistent. The further away a
45
Deviation of .912159961 alerts us that the Average shown for this is just reliable.
The majority of the respondents answered Strongly Agree with if print ads such as brochures,
leaflets and tarpaulins can affect buying behavior.
Analysis:
STRONGLY AGREE: Print Ads such brochures, leaflets and tarpaulin can affect you buying
behavior.
According to smallbusiness.chron.com, using tarpaulins in promoting the product or the
brand has two advantages. First, People Will See It. Since billboards or tarpaulins are are
generally placed along highways and busy streets, the company will be guaranteed that
people will see your advertising. Also, unlike with commercials or magazine ads, you cannot
flip the channel or turn the page on a billboard. Therefore, people will notice the billboard
whether they like it or not. Another added benefit is that many people travel the same route
repeatedly, such as with their commute to work each day. This means that they'll see your
billboard regularly, which makes it more likely to stick in their minds. Second is, Customized
Placement. The company can place their billboard advertisement wherever you feel it will
have the most impact. This can be a big advantage when have a business you want to draw
traffic to right off a particular highway exit, or you have a showroom just down the road. The
company can also use billboards in areas where reaching people is difficult. An example is
rural farming communities spread over vast distances. By placing their tarpaulin or billboard
advertisement along one of the main roads around the community, they will greatly increase
their visibility.
46
With this Nanays Cuisine should be more focus on promotional tools such a prints,
which is less costly than other tools. Effective distribution of prints like brochure, leaflets can
resulted to great awareness of the cuisine to the non-eaters of the said cafeteria.
Statement #3 Websites can effectively promote a particular product
Interpretation:
The majority of the respondents answered Strongly Agree with if websites can effectively
promote a particular product.
Analysis:
STRONGLY AGREE: Websites can effectively promote a particular product
According to Forrester Researchs recently published Five-Year Interactive Marketing
Forecast report, interactive marketing such as the use of e-mails, websites, facebook page are
effective ways of marketing a brand or product. The report shows that interactive marketing
47
activities including social media, e-mail marketing and mobile marketing will reach $55 billion
in 2014 and represent approximately 21 percent of overall marketing spend.
With this Nanays Cuisine should be more interactive and adapt on the fast moving
technology world.
Statement #4 Active Social Media Usage can effectively promote a particular product
Interpretation:
The majority of the respondents answered Strongly Agree with if Social Media can effectively
promote a particular product.
Analysis:
STRONGLY AGREE: Active Social Media Usage can effectively promote a particular
product
Social media can be described as a broad term inclusive of activities where people create
content, share it, bookmark it and network at a phenomenal rate.On the other hand social
48
networking sites are a place where in one forms communities of interestto connect to others.
Social networking sites utilize social media technology to connect with people and build
relationships. Social networking sites allow individuals to construct their profilewithin a bounded
system, share with other users and view and traverse their list of connectionsand those made by
others within the system (Boyd & Ellison, 2007).
With this Nanays Cuisine should learn to manage social media because this trend is much
more effective and less costly than other tools. Also, with this it can reach larger audience.
Statement #5 TV Food Shows like Kris TV can affect the buying behavior of consumer
Interpretation:
The majority of the respondents answered Strongly Agree with if TV Food Shows like Kris TV
can affect consumer buying behavior.
Analysis:
49
STRONGLY AGREE: TV Food Shows like Kris TV can affect the buying behavior of
consumer
Based on an article at savemyadbudget.com, TV advertisements are effective because, TV
advertising reaches a large audience. It also allows marketers to target certain customers. By
placing the tv ads on certain shows or during specified time slots in order to encourage the target
market and for them to notice the product. Also, television advertisements allows consumers to
see and hear a product in operation. It has greater sensory appeal than any other media. It
enhance the human sensory skills such seeing and hearing. Lastly, television advertisement can
affect the buying behavior because they reach consumers when they are most open to new ideas.
The average TV viewer is in a relaxed state of mind when watching. Their minds are unoccupied.
Their brains are ready to be engaged. That makes people more likely to be effected by TV
advertising.
Statement #6 Promotional Activities can encourage a brand loyalty

Interpretation:
50
The majority of the respondents answered Strongly Agree with if promotional activities can
encourage brand loyalty.
Analysis:
STRONGLY AGREE: Promotional Activities can encourage a brand loyalty
Brand loyalty is based on an emotional involvement that develops between the consumer
and the brand. The consumers perception is that the brand fulfills some kind of physical need or
emotional want in such a unique way that some kind of emotion is evoked during the purchase
process and while using the brand. A powerful brand with a loyal consumer audience behind it
can withstand any micro- or macro-environmental factor thrown at it. Whether there is a
recession at the macro-level or a corporate re-organization at the micro-level, brand loyalists will
keep on buying the brands they love. Brand loyalty equates to long-term, sustainable, business
success. You can count on loyal customers to keep buying your branded products and telling
their friends about them. There is a value to that loyalty that correlates directly to brand equity. In
other words, brand loyalty is an indicator of intangible value as well as a quantifiable
measurement of your brands success to-date and future performance predictions. Dont
underestimate the importance of brand loyalty. Emotional involvement is a powerful thing that
trumps just about every other purchasing factor you can think of.
Statement #7 Rice and Drinks all you can promo can increase Sales
Interpretation:
51
The majority of the respondents answered Strongly Agree with if having a rice and drinks all
you can promo can stimulate increase in buying behavior of consumer.
Analysis:
STRONGLY AGREE: Rice and Drinks all you can promo can increase Sales
According to http://www.globalgourmet.com, Filipinos love to eat, and since they're
naturally hospitable and gregarious, food is the basis of their social life. Because the feeling of
fulfillment after eating rice, their staple ingredient, is relatively short-lived, they eat three meals a
day and two snacks in between. Filipinos, especially country folk, rise early. Some will eat a
segundo almuerzo (second breakfast) around 10:30, plus a merienda, or mid-afternoon snack.
Rural folk eat their main meal at midday, while city dwellers emphasize the evening meal. The
52
diet of poor families is usually rice, fish, vegetables, interspersed with starchy snacks. At fiesta
time, all families try to eat meat.
Statement #8 Discount Coupon or Combo Meals can encourage increase in purchase meal
Interpretation:
The majority of the respondents answered Strongly Agree with if having a discount coupon or
combo meals can encourage in increase purchase meals
Analysis:
STRONGLY AGREE: Discount Coupon or Combo Meals can encourage increase in
purchase meal
According to Sun, W et.al , promotions are an important aspect of competitive dynamics in
the retail sector. Retailers use promotion techniques such as typical price promotions, deep
discount deals, feature advertising, and in-store displays to attract consumers. Sizeable amount of
work done on designing promotions is used to understand how consumers react to price changes,
53
and determining the optimal product prices. With this, Nanays Cuisine should be more focus on
promotional tools such discounts to penetrate sales and stimulate loyalty to consumer.
Chapter 5
FINDINGS, CONCLUSION AND RECOMMENDATION
Findings
1. According to the results, figure 1 and table 1 shows the majority of the respondents are
female which constitutes a higher percentage by18% versus the opposite gender-Males.
With this, the results and perspective of these study result will be more of a female point
of view.
2. According to the results, figure 2 and table 2 shows that the majority of the respondents
are teenagers aging 16-19 years old and some are on their 20s which aged 20-21. By
having this information, the target market of Nanays Cuisine on their Cafeteria Service
54
which covers the Lasallian Students will have a distinct idea of what the target market
thinks of the service they are delivering within the area. As with the results, it shows that
majority of the respondents, aged 19 years old which the researchers can conclude that
they are in their 3rd year of College in this institution. With this, the study results will be
more of a 3rd year perspective towards Nanays Cuisine Cafeteria located at De La Salle
University Food Square.
has a range of Php 101-200.00 allowance. With this range of allowances, this may have
an impact on buying behavior of the student inside the campus so with this, the
researchers can fully advise Nanays cuisne in terms of purchading capacity of the
students and how can they price their product. Moreover on this link http://www.abscbnnews.com/, it is stated that college school students typically get P150 to P250
(excluding transport allowance) per day. Students from exclusive schools like Ateneo
and DLSU receive where surrounding places to eat tend to be more expensive receive
higher allowance.
has a range of Php 101-200.00 allowance. With this range of allowances, the pricing
strategy of Nanays Cuisine Cafeteria inside the campus can manage to change and alter
their previous pricing depending on how much is allocated on food based on their
allowance.
In knowing this, it may have an impact on buying behavior of the student inside the
campus so with this, the researchers can
fully advise Nanays cuisine in terms of
purchasing capacity of the students and how can they price their product.The allowance
covers P50 to P100 for lunch, P30 to P50 for merienda, P20 on average for photocopies,
55
and P50 to P80 for school requirements like printing, buying pens, etc.According to
http://www.infocomrade.com, Filipinos love to eat especially Filipino dishes, so do not
be surprised that Filipinos take 3 full meals and 2-3 merienda/snacks in just a day. The
meals are considered meals if there is at least a cup of rice. With rice, there are 2 kinds of
viand one vegetable and one meat (pork, chicken or beef) or fish. Filipinos also like
soup, so our sweet-sour sinigang appeals to many, but our nilaga (meat with
vegatables, like stew) is more acceptable to many Filipinos.
5. According to readwrite.com, Facebook is an accepted means of communication. It is a
never-ending virtual social gathering filled with viral articles and videos, events, groups,
organizations and fan pages. A new study entitled "Why do people use Facebook?" from
Boston University's Ashwini Nadkarni and Stefan G. Hofmann proposes that the social
network meets two primary human needs: (1) the need to belong and (2) the need for selfpresentation. The study also acknowledges demographic and cultural factors as they
relate to the belonging need, and the variation of personality types on Facebook usage.
The study defines social networking sites (SNSs) as "Internet-based services that give
individuals three major capabilities: The ability to construct a public or semi-private
profile, identify a list of other users with whom a connection is shared, and view and
track connections made by individuals and others.
6. According to the results, figure 6 and table 6 shows that the majority stated the taste of
being the no.1 factor in considering choosing a cafeteria to dine in. Moreover with this
link foodservicewarehouse.com, it states that the sense of taste is an important aspect for
diners everywhere. No one will eat in an eatery if the food tastes terrible. Be sure that an
eatery or cafeteria have a talented chef or cook on staff to create the dishes that keep your
guests coming back again and again. Also, be sure your dishes are consistently delicious.
56
This is what creates loyal customers, and helps define your brand. Most of the consumers
is not sensitive when it comes to purchasing food. The most important to them is the taste
of the food than to its price.
answered yes, on whether theyve tried eating at Nanays Cuisine Cafeteria located at De
La Salle University Food Square. With this, the result of the research is distinct in terms
of comments towards the cafeterias services and their food delivery.
answered Once a week they are visiting Nanays Cuisine. With this, the researchers
advice Nanays Cuisine to come up with some techniques and tools on how the cafeteria
can have more visitation. Moreover, this situation can further be the reason on how the
researchers can help the said Cuisine. This situation is critical to the reputation of
Nanays Cuisine because a successful cafeteria has loyal customers. With this result,
having more loyal customers is on the list of objectives to successful cafeteria business.
9. According to the results, table 9 and figure 9 shows that the majority of the respondents
answered No, whether they are aware of Nanays Cuisines Print ad. With this result, it
clearly shows the failure of the advertising tool in terms of producing. Prints ads are
important part of the promotional activities of a business, they have great effect. That is
why according to ehow.com print ads are timeless, magazines and billboards can have a
long exposure time. It also can affect a products branding, the flexibility of print media
placement can help build a brand image and awareness.
10. According to the results, figure 10 and table 10 shows that the majority of the
respondents answered No, whether they are aware of Nanays Cuisine Facebook page.
With this, it is a clear result of poor promotional period and tactics. According to
http://www.wsj.com/, one reason some businesses' Facebook ads are reaching fewer users
57
and costing more is that competition for ad space has intensified. Roughly 1.5 million
firms of all sizes pay to advertise on Facebook today, up from around one million a year
ago. Also, there's less space available. Ads in Facebook's right-hand column recently took
on a new, larger design, allowing room for fewer per page.
are not aware of Nanays Cuisines Sponsorship program. With this, it clearly shows the
promotional programs failure to deliver its purpose. Moreover, According to
http://businesscasestudies.co.uk/, Sponsorship provides a great means of broadening your
competitive edge by improving your company's image, prestige and credibility by
supporting events that your target market finds attractive. It is a good way of increasing
brand awareness, which helps to generate consumer preference and to foster brand
loyalty. A company can reinforce awareness among its target market by sponsoring an
event or organization that attracts a similar target market. A sponsor can enjoy a wide
range of benefits from a carefully selected sponsorship, which can raise brand awareness
and create preference, create positive PR and raise awareness of the organization as a
whole, provide attractive content for a range of products and services, build brand
positioning through associative imagery support a sales promotion campaign create
internal emotional commitment to the brand act as corporate hospitality that promotes
good relations with clients.
12. According to the results, figure 12 and table 12 shows that the majority of the
respondents are not aware of Nanays Cuisines Discount program. With this, it is a clear
reflection of promotional failure tactic. According to smallbusiness.chron.com, offering
potential customers discounts on purchases is a way to quickly draw people into your
store. Anytime you tell a customer that he can save money, youre likely to get his
58
attention. Discounts dont only help your shoppers; they also help your business. From
increased sales to improved reputation, discounts may be that one ingredient that can
bring business success. Giving discounts can Attract Customers, Increase Sales, Free Up
Room, Reputation, Meet Goals and Save Money.
13. STRONGLY AGREE: Promotions can influence decision of consumer in terms of
buying
According to Kevin Johnston of Demand Media, promotion plays an essential part
in the consumer behavior because of the following: increased Awareness of the
consumers, it provides facts without approval or disapproval from consumers. Customer
behavior at this stage encompasses expressions of curiosity. Promotion of Loyalty or
Alienation, consumer behavior splits between loyalty and alienation depending on how
well the product lives up to its advertised benefits.
With this Nanays Cuisine should be more focus on their Promotional tools in
order to compete with larger cafeterias and catering services.
14. STRONGLY AGREE: Print Ads such brochures, leaflets and tarpaulin can affect you
buying behavior.
According to smallbusiness.chron.com, using tarpaulins in promoting the product or
the brand has two advantages. First, People Will See It. Since billboards or tarpaulins are
are generally placed along highways and busy streets, the company will be guaranteed
that people will see your advertising. Also, unlike with commercials or magazine ads, you
cannot flip the channel or turn the page on a billboard. Therefore, people will notice the
billboard whether they like it or not. Another added benefit is that many people travel the
same route repeatedly, such as with their commute to work each day. This means that
they'll see your billboard regularly, which makes it more likely to stick in their minds.
Second is, Customized Placement. The company can place their billboard advertisement
59
wherever you feel it will have the most impact. This can be a big advantage when have a
business you want to draw traffic to right off a particular highway exit, or you have a
showroom just down the road. The company can also use billboards in areas where
reaching people is difficult. An example is rural farming communities spread over vast
distances. By placing their tarpaulin or billboard advertisement along one of the main
roads around the community, they will greatly increase their visibility.
With this Nanays Cuisine should be more focus on promotional tools such a prints,
which is less costly than other tools. Effective distribution of prints like brochure, leaflets
can resulted to great awareness of the cuisine to the non-eaters of the said cafeteria.
15. STRONGLY AGREE: Websites can effectively promote a particular product
According to Forrester Researchs recently published Five-Year Interactive Marketing
Forecast report, interactive marketing such as the use of e-mails, websites, facebook page
are effective ways of marketing a brand or product. The report shows that interactive
marketing activities including social media, e-mail marketing and mobile marketing will
reach $55 billion in 2014 and represent approximately 21 percent of overall marketing
spend.
With this Nanays Cuisine should be more interactive and adapt on the fast moving
technology world.
16. STRONGLY AGREE: Active Social Media Usage can effectively promote a particular
product
60
Social media can be described as a broad term inclusive of activities where people
create content, share it, bookmark it and network at a phenomenal rate.On the other hand
social networking sites are a place where in one forms communities of interestto connect
to others. Social networking sites utilize social media technology to connect with people
and build relationships. Social networking sites allow individuals to construct their
profilewithin a bounded system, share with other users and view and traverse their list of
connectionsand those made by others within the system (Boyd & Ellison, 2007).
With this Nanays Cuisine should learn to manage social media because this trend
is much more effective and less costly than other tools. Also, with this it can reach larger
audience.
17. STRONGLY AGREE: TV Food Shows like Kris TV can affect the buying behavior of
consumer
Based on an article at savemyadbudget.com, TV advertisements are effective
because, TV advertising reaches a large audience. It also allows marketers to target
certain customers. By placing the tv ads on certain shows or during specified time slots
in order to encourage the target market and for them to notice the product. Also,
television advertisements allows consumers to see and hear a product in operation. It has
greater sensory appeal than any other media. It enhance the human sensory skills such
seeing and hearing. Lastly, television advertisement can affect the buying behavior
because they reach consumers when they are most open to new ideas. The average TV
viewer is in a relaxed state of mind when watching. Their minds are unoccupied. Their
61
brains are ready to be engaged. That makes people more likely to be effected by TV
advertising.
18. STRONGLY AGREE: Promotional Activities can encourage a brand loyalty
Brand loyalty is based on an emotional involvement that develops between the
consumer and the brand. The consumers perception is that the brand fulfills some kind of
physical need or emotional want in such a unique way that some kind of emotion is
evoked during the purchase process and while using the brand. A powerful brand with a
loyal consumer audience behind it can withstand any micro- or macro-environmental
factor thrown at it. Whether there is a recession at the macro-level or a corporate reorganization at the micro-level, brand loyalists will keep on buying the brands they love.
Brand loyalty equates to long-term, sustainable, business success. You can count on loyal
customers to keep buying your branded products and telling their friends about them.
There is a value to that loyalty that correlates directly to brand equity. In other words,
brand loyalty is an indicator of intangible value as well as a quantifiable measurement of
your brands success to-date and future performance predictions.
Dont underestimate the importance of brand loyalty. Emotional involvement is a
powerful thing that trumps just about every other purchasing factor you can think of.
19. STRONGLY AGREE: Rice and Drinks all you can promo can increase Sales
According to http://www.globalgourmet.com, Filipinos love to eat, and since
they're naturally hospitable and gregarious, food is the basis of their social life. Because
the feeling of fulfillment after eating rice, their staple ingredient, is relatively short-lived,
they eat three meals a day and two snacks in between. Filipinos, especially country folk,
62
rise early. Some will eat a segundo almuerzo (second breakfast) around 10:30, plus a
merienda, or mid-afternoon snack. Rural folk eat their main meal at midday, while city
dwellers emphasize the evening meal. The diet of poor families is usually rice, fish,
vegetables, interspersed with starchy snacks. At fiesta time, all families try to eat meat.
20. STRONGLY AGREE: Discount Coupon or Combo Meals can encourage increase in
purchase meal
According to Sun, W et.al , promotions are an important aspect of competitive
dynamics in the retail sector. Retailers use promotion techniques such as typical price
promotions, deep discount deals, feature advertising, and in-store displays to attract
consumers. Sizeable amount of work done on designing promotions is used to understand
how consumers react to price changes, and determining the optimal product prices.
With this Nanays Cuisine should be more focus on promotional tools such
discounts to penetrate sales and stimulate loyalty to consumer.
Conclusion
Based on the results gathered by the researchers, the group therefore concludes that the
analysis regarding the segmentation , targeting and positioning of Nanay's Cuisine are the
following : for the segementation , the business were able to determine that demographic,
psychographic and behavioral segmenation are the most appropriate to be used. The
demographic segmenation factors considered were the age, and income of the clients. For the
psychographic , the factor considered was the lifestyle of the client, dishes prepared are to be
based on their preferences. Third,the pyschographic segmenation factor that was considered was
the benefits sought, clients seek packages that gives them the best deals.
63
analysis regarding the competitors of Nanay's Cuisine are the following :The market share was
computed using the total annual sales of the catering services in the area of Silang, Cavite. Bizu
Catering Studio is has 21.11% which is the majority of the market share. It is followed by
Albergus, Center Table Catering, Nanays Catering Services, Mesclun Events Catering, and Tijoe
which has 18.74%, 17.11%, 15.65%, 13.83%, and 13.56% respectively. Nanays Catering is only
on the 4th place in terms of market share of the catering services in the area of Silang, Cavite
based on their annual sales on 2014. In order to gain more market share Nanay'S. Catering
business must focus on using the most appropriate and cost efficient advertising media tools.
appropriate advertising media that the business must use are the following: for print , the
business must use tarpualins , brochures, newspapers and leaflets , for the interactive the
business can use websites and social media such as facebook. The market share was computed
using the total annual sales of the catering services in the area of Silang, Cavite. Bizu Catering
Studio is has 21.11% which is the majority of the market share. It is followed by Albergus,
Center Table Catering, Nanays Catering Services, Mesclun Events Catering, and Tijoe which
has 18.74%, 17.11%, 15.65%, 13.83%, and 13.56% respectively. Nanays Catering is only on the
4th place in terms of market share of the catering services in the area of Silang, Cavite based on
their annual sales on 2014.These following advertising media are surveyed to be the most
approrpiate for the business without compromising too much capital expenses. These
marketingbstrategies will help increase the market share of Nanay's. Cusine Catering Services
from 13.83% to 20.35%.
Budget for Media
64
Social Media Advertisement
Php 9,000
April 2015
(Facebook,Instagram,Twitter)
Brochures and leaflets
Php 8,000.00
Print
Advertisement
Php 60,000.00
(tarpaulin, newspaper)
April-June 2015
April 2015- April 2016
Recommendation
Print Advertisement
Tarpaulins
The size of the tarpaulin that will be displayed is 20'x60' . Those locations that this
tarpaulin shall be displayed are in Dasmarinas, Tagaytay, Imus and Bacoor along national
highways like Aguinaldo High way. The tarpaulin shall include all important information.
Nanay's cuisine contact numbers, office address, e-mail address, products and services. This
tarpaulin is designed to capture their attention and make them look at it once more.
Cost of Tarpaulin per print
- P 8,000.00
Newspaper
The Print Advertisement shall be posted on the Philippine Daily Inquirer and Manila
Bulletin. The size of the advertisement will be 13.03 cm x 15 cm. The Advertisement shall
display the Nanay's cell phone number, landline number, office address, e-mail address, products
and services offered.
Philippine Daily Inquirer rate per ad
- P 26,000.00
Manila Bulletin rate per ad
- P 26,000.00
65
Brochures
The dimension of this brochure will be 11 inches by 8.5 inches. At the front page of the
brochure, will be displayed Nanay's cuisine name and logo, contact details (cell phone number
and landline number), office address, e-mail address, products and services offered. When the
brochure is opened, this will showcase all of nanay's cuisine delicious menu with their prices and
the packages offered with prices.
Cost of Printing
- P 4,000.00/ 200pcs.
Leaflets
At front of the leaflet will be displayed the displayed Nanay's cuisine name and logo,
contact details (cell phone number and landline number), office address, e-mail address. At the
back of the leaflet will be displayed the delicious menu of Nanay's cuisine.
Cost of Printing
-P 4,000.00/200pcs.
Interactive Internet Advertisement
Website
Nowadays, website is the most popular and most effective promotion strategy of every
business worldwide because it can reach multiple audiences and accommodate all. Majority of
66
persons lifestyle is to spend time surfing the internet. Using Facebook page is not enough. The
advantage of using website than using Facebook Page is that, in a website the company can
maximize the promotion of their products. They can present their products and all about the
company. Their current sales promotion will also posted in their website. The customers will also
be enabled to inquire, order and book to Nanay's cuisines product and services. The website will
feature their menu with pictures, packages with pictures, history of Nanay's, business phone
number, business landline and e-mail address.
Cost of producing a website
- P10,000.00
Social Media
Active posting about the food, festive design of logo, cover photo. Good shots of foods.
Trivia about the company and dishes. Their current sales promotion will also posted in their
facebook page. According to the survey, majority of the respondents agree that active using of
social medias effectively promote the companys products. Nanays can also post entitled
Nanays Recipe tips for today.
Cost of Internet services monthly
-P 999.00/month
67
Bibliography
Analysis of-the-food-sector-in-philippines-opportunities-for-victoria... (n.d.). Retrieved March
23, 2015, from http://www.slideshare.net/chintarf/analysisofthefoodsectorinphilippinesopportunitiesforvictorianexporters
An Overview of the Philippine Food Market. (2008, August 27). Retrieved March 23, 2015, from
http://www.ats-sea.agr.gc.ca/ase/6225-eng.htm
Catering. (n.d.). Retrieved March 23, 2015, from http://en.wikipedia.org/wiki/Catering
(n.d.). Retrieved March 23, 2015, from https://www.linkedin.com/company/catering-industries
Caterers in the US: Market Research Report. (n.d.). Retrieved March 23, 2015, from
http://www.ibisworld.com/industry/default.aspx?indid=1682
Food Catering in Philippines. (2009, April 22). Retrieved March 23, 2015, from
https://foodcateringinphilippines.wordpress.com/
Food Services & Catering. (n.d.). Retrieved March 23, 2015, from
http://solutions.3mphilippines.com.ph/wps/portal/3M/en_PH/Microbiology/FoodSafety/industrie
s/eight/
How to Start a Food Catering Business. (2014, December 22). Retrieved March 23, 2015, from
http://www.pinoybisnes.com/food-business-ideas/how-to-start-food-catering-business/
National Statistics Office. (2014, May 5). Retrieved March 23, 2015, from
http://web0.psa.gov.ph/content/2012-census-philippine-business-and-industry-accommodationand-food-service-activities
Revenue of the U.S. fast food restaurant industry 2018 | Statistic. (n.d.). Retrieved March 23,
2015, from http://www.statista.com/statistics/196614/revenue-of-the-us-fast-food-restaurantindustry-since-2002/
68
Sudden Mery, C. (2011, June 30). The foodservice industry. Retrieved March 23, 2015, from
http://www.slideshare.net/CarminaSuddenMercy/the-foodservice-industry
Top 5 Catering Trends in 2011 - Hizon'sCatering: Catering Services in Manila and surrounding
areas. (2011, October 25). Retrieved March 23, 2015, from http://www.hizonscatering.com/top5-catering-trends-in-2011/
THE BIG BANQUET: Battle of the Top Caterers in Manila! @TheBlueLeaf (A Photo Essay).
(n.d.). Retrieved March 23, 2015, from
http://www.ourawesomeplanet.com/awesome/2014/06/the-big-banquet-1.html
Appendices
A. PRINT ADS
69
Brochure
70
Leaflet
Interactive Internet Communications

B. WEBSITE
FACEBOOK PAGE
71
72
73
74
75
76
Transcript of Interview with the Store manager of Nanays Cuisine

Transcirpt of Conversation Nanays Cuisine Catering Services
WednesdayAubrey: Good afternoon, Maam pwedepo bang magpa -interview about sa history and services
ng business niyo? Kami poyung marketing students nagagawa ng IMC plan for your business.
Alice: Ay yes, hello sige sure anything nakelanganniyo you can ask me.
Aubrey: okay po , so lets start po, first of all thank you for letting us do this sainyong business,
we promise namagiging okay ang result nito.
Alice: Yes youre welcome, looking forward natalaga kami for this.
Aubrey: Kami din po, so for starters, gusto po naming itanongyungtungkolsa history ng business
niyo. How did Nanays Catering started?
Alice: well actually , 19 years na kami na nag bubusiness ng ganito, and nagstart kami nung
March 1996, si Lola Agapita and nag simulanito eh , nagsimulasiya mag offer ng food noon dahil
may dorm kami napinapaktabo so kami yungnagprovide ng food for the tenants. Tapos after
noon, nagtayosila ng lugawan, lahatyunlutonilola eh , noon, lutoongbahaylangtalagasiya and
bale yung catering business nag start lang after ng magpuntasa abroad ng isasamgaanaknilola ,
then ayunginamitniayungperanapinapaldasakanila as capital para masimulanyung catering.
Aubrey: So matagalnapopalatalagayung business niyo, paanoniyopominamageyun since
sobrangtagalna?
Alice: well actually walanamankaming order talagakungsinoangnagmamamanage, family
business namankasisiya, lahatpwedemaki-bahagisapamamalakad, peroang main na nag
hahandletalaga ay si Ate Edith Barranda.
Aubrey: Paanopoyung services nainooferniyosa catering, yung food, the same kung
anongmeronsacafeteria ?
Alice: well oo actually pareholang , we want to promote filipino home style dishes kasi, dahil,
maramisaatinangmahiligsaganun style of food.
Aubrey : how about the pricing po? May standards poba kayo sapagpaparice
Alice: Actually, wala eh, yung pricing naming dependesa kung anoang budget ng client, as much
as possible we stick sa budget nila.
Aubrey: I see, may I ask , since matagalna kayo sa industry may planopobakayingsumabaksa
mas malaking market?
77
Alice: well I think lahatnaman ng business gusto yun, siyempre kami gusto din naming
namakikilayung brand namin ng ibatibangtao.
Aubrey: Anong type of promotional activitespoangmeron kayo?
Alice: well meronkamingfacebook page, meron din kamingtarpaulins , brochures and coupons.
Aubrey: Nagpaparticipatepoba kayo samga Public relations?
Alice: yes oonakikipag tie-up kami samgaorganizations katulad ng orphanage, and mga
government units , kami angkinukuhanilang caterer, may direct contact kami with them.
Aubrey: ah I see, so now planoniyonatalagapumasoksa mas malaking market?
Alice: yes and we think namatutulunganniyo kami sa area nay un.
Aubrey: we will try our best po, thank you po maam iuupdatenalangpo naming kayo saprograss
ng plan namin. Thank you have a nice day!
Alice: thank you din and goodlucksa plan! Talk to you soon!
Online Survey
78

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DE LA SALLE UNIVERSITY - DASMARIAS

College of Business Administration and Accountancy

Advertising and Media Research for Nanays Catering Services

CHAPTER I: Background of the Study

Background of the Study

The situation problems are stated as follows:

1. What are the customer analyses regarding market segmentation, target

Bizu Catering Studio

Annual Sales (2014)

Bizu Catering Studio

Center Table Catering

Nanays Catering Services

Mesclun Events Catering

Competitors SWOT Analysis

IBISWorlds- Integrated Business Information System

IBISWorld is a market research organization specializing in long range forecasting of

n= 388.49 or 388 respondents

Figure 1. Gender of the Respondents

Figure 2. Age of the Respondents

P501 and above

Figure 3. Daily Allowance of the Respondents

DAILY FOOD BUDGET

P501 and above

Figure 4. Daily Food Budget of the Respondents

Figure 5. Social Media Usually Used by the Respondents

Wide variety of meals

Dined by many people

Figure 6. Factors to be Considered in Choosing Cafeteria to Dine in

Wide variety of meals

Dined by many people

Part IV: Business Operation of Nanays Cuisine

TABLE 7. POPULARITY OF NANAYS CUISINE

FREQUENCY OF DINING IN NANAYS CUISINE

Figure 8. Times per Week

TABLE 8. TIMES PER WEEK

Figure 9. Awareness of the Respondents on Nanays Print Ads

TABLE 9. AWARENESS OF THE RESPONDENTS ON NANAYS PRINT ADS

Figure 10. Awareness of the Respondents on Nanays Facebook Page

TABLE 10. AWARENESS OF THE RESPONDENTS ON NANAYS FACEBOOK PAGE

Figure 11. Sponsorship

AWARENESS OF THE RESPONDENTS ON DISCOUNT CARDS GIVEN

Awareness on Discount Cards Given

Figure 12. Awareness of the Respondents on Discount Cards Given by Nanays

2. Do you agree that print ads such as

Statement #1 Promotions can influence decision of consumer in terms of buying

Statement #6 Promotional Activities can encourage a brand loyalty

fully advise Nanays cuisine in terms of

Social Media Advertisement

Manila Bulletin rate per ad

Interactive Internet Advertisement

Interactive Internet Communications

Transcript of Interview with the Store manager of Nanays Cuisine

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