STUDY THE ACTUAL CONSUMER BEHAVIOR BY INVESTIGATING THE

CONSUMPTION RELATED ACTIVITIES OF INDIVIDUAL

A research paper presented to

Mr. Jimbo Fuentes
Xavier University- Ateneo de Cagayan

In partial fulfillment of the requirements for the subject

Consumer Behavior
MRKMN 50

Submitted By:
CASIO, Kirbe B.

July 14, 2016

Table of Contents

PART I

Executive Summary

PART II

Introduction

PART III

Statement of the Problem

PART IV

Data Collection & Results

1. Profile of Respondets
2. Survey Questions Results

PART V

Limitations

PART VI

Conclusion

PART VII

Recommendation

PART VIII

Appendix

PART VIIII

The 40 Survey Questions

I.

EXECUTIVE SUMMARY

This study aims to determine on how Julies Bakeshop, Carmen Cagayan De Oro
sanitation condition affects their customers perception about their product and the
brand-name itself and Julies bakeshop should improve their premises sanitation.
Descriptive method was used. The researcher-made questionnaire and was given to all
the respondents about effects of sanitation conditions of Julies bakeshop. The
researchers had 40 respondents. The survey forms made by the researchers were
given to the respondents that were chosen randomly from students of Xavier University
Ateneo de Cagayan and people from Ilaya Carmen, Cagayan de Oro. After the
respondents have answered the survey forms, the forms were collected by the
researchers themselves. Then the researchers gathered and tabulated the data.
Since this study is limited only to Julies bakeshop customers and to the people whove
been to Julies bakeshop Carmen branch out of the 40 respondents only 32 of the
respondents who answered Yes on the first question of the survey form whose
answers from number 1 up to 8 were validated so the other 8 respondents who
answered No were not included anymore.

II.

INTRODUCTION
JULIES BAKESHOP
Thirty years ago, a small bakeshop was opened in the heart of Cebu City and

grew to become a part of Filipinos daily life. Julies bakeshop was not a bakeshop at
first, but it was a canteen concessionaire in 1970s of Mrs. Julie Gandionco. She runs
three canteens until she joins the venture of bakeshop business in January 6, 1981 until
now it became the largest bakeshop chain in the country. In 30 years Julies Bakeshop
serve the Filipinos an affordable breads and tasty products that suites to the taste of the
people. It has 200 branches around the country and in this paper we focused on one of
its branches here in Cagayan de Oro city which is the Carmen Branch. Carmen Branch
started in the year of 2004 until now; they continue to serve Kagay-anons freshly baked
affordable breads.

III. STATEMENT OF THE PROBLEM

The purpose of this study is to help Julies Bakeshop (Carmen branch) in the
improvement of their sanitation control.
1. What is the profile of the respondents when group according to:
1.1 Age
1.2 Gender
2. Should Julies Bakeshop improve their premises sanitary condition?

IV. DATA COLLECTION AND RESULTS

1. PROFILE OF RESPONDENTS:
1.1 Age

22 yrs. old

20 yrs. old

19 yrs. old

18 yrs. old

Total

14

11

40

AGE

Mostly, the survey questions answered by 20 years old respondents which is 14 of them,
followed by 11 which is 19 years old, some are 8 which is 18 years old and then lastly 7 of
respondents aged 22 years old.
1.2 Gender

MALE

FEMALE

TOTAL

18

23

40

GENDER

Out of 40, There are 18 males answered the survey while 23 of women.

2. SURVEY QUESTIONS RESULTS

2.1
Question # 1

YES

NO

32

Have you been to Julies

Bakeshop (Carmen

TOTAL
40

branch)?
As we conducted our survey in Ilaya, Carmen 80% of the respondents said that they
have been to the said bakeshop. However, 40% of the respondents havent visited the
place yet.
2.2

Question # 2

EXECELLEN

VERY

AVERAG

GOOD

15

POOR

TOTAL

10

32

If you are to rate the

location (the
surrounding) of the
bakeshop, put a
check mark on the
following.
The researchers also included the location of the bakeshop, 3 respondents
answered that the bakeshops location is excellent. 4 respondents answered it is Very
Good. While 15 of the respondents answered that the bakeshops location is average
and the remaining 10 respondents answered the shop has a poor location.

2.3

Question #3

YES

NO

TOTAL

16

16

32

Do you find the

place conducive for
eating?

The respondents opinion is shown to be equally divided.

2.4

Question #4

STRONGLY

AGREE

DISAGREE

AGREE

The place is

15

STRONGLY

TOTAL

DISAGREE

10

32

dirty.

As shown in the graph: 15 respondents Strongly Agree and 5 Agree that the bakeshop
is dirty that could affect the sales and satisfaction of the consumers. While there are 10
that Disagree and 2 Strongly disagrees that the store is dirty. This indicates that many
respondents observed that the place is really dirty.

2.5

Question #5

ALWAYS

SOMETIME

OFTEN

TIMES

10

NEVER

TOTAL

40

I noticed
that there

10

are flies
inside the
shelf.
10 respondents always noticed that they see flies inside the shelves. 8 respondents
answered that they noticed that flies sometimes inside the shelves. While 10
respondents that they noticed the flies inside the shelves often times and 4 respondents
answered that they never noticed that there are flies inside the shelves.
2.6

Question #9

YES

NO

TOTAL

16

16

32

Does their sales

person looks
presentable?

The respondents opinion is shown to be equally divided.

2.7

Question #6

STRONGLY

AGREE

DISAGREE

AGREE

STRONGLY

TOTAL

DISAGREE

Do you think
Julie

14

32

Bakeshop
should
improve their
sanitary
conditions?

The graph above shows that there are 14 respondents who strongly agree and 8
respondents agree that the store should improve their sanitation control in their stores.
However, there are 8 respondents who disagree and 2 respondent strongly disagree
that the store should improve their sanitary conditions. This indicates that they should
really improve their sanitation conditions.

2.8

Question #7

YES

NO

TOTAL

23

32

Does their sanitary

conditions change
the way you
perceive their
products and the
Bakeshop itself?

The graph shows that the 71.875% of the respondents have changed their perception of
the product and the store itself because of the sanitation issues of the bakeshop. The
remaining 28.125% of the respondents perception remained unaffected. This highly
indicates that their sanitation issues really affects the image of the product and their
brand-name itself.

V. LIMITATIONS

The purpose of this study is to find out if the sanitary condition of Julie's
bakeshop Carmen branch affects the customers' perception about their product and the
name of their bakeshop itself. And also to provide them with information gathered
regarding the sanitary issues observed by the customers which are highly based from
the data gathered by the researchers. This study is only limited to the people who have
been to Julie's bakeshop Carmen branch and to Julies bakeshops customer only. This
is to make sure that there will be no bias judgment since the respondents really
experienced it first-hand. The descriptive method of research was used in this study.
With this, it does not only require the collection and tabulation of data, but it also entails
describing the data presented in this paper. In particular, the study focuses on the
effects of sanitary conditions of Julies bakeshop Carmen branch. The research was
conducted in Xavier University College-Ateneo de Cagayan and Ilaya, Carmen,
Cagayan de Oro City. This study made use of random sampling. There were 40
respondents. To analyze and interpret the gathered data, the statistical tools were
employed in the study. These are frequency and percentage to describe the profile of
the students, age of respondents and the effects of the sanitation conditions of Julies
bakeshop Carmen branch to its customers.

VI. CONCLUSION

Based upon the results of the study, people who vary from age and gender really
noticed the sanitation conditions of Julies bakeshop Carmen branch. The respondents
agreed that the place is sometimes dirty and many did not find the dining area
conducive for eating and they even noticed that there are flies inside the shelves.
Therefore, the researchers concluded that Julies bakeshop sanitation conditions
really affect their customers perception about their product and the bakeshop itself.
They also think that Julies bakeshop needs to improve their sanitation control for their
customers to more likely recommend Julies bakeshop.
Julies Bakeshop should improve their sanitation in their store. The salesperson
should be presentable and approachable so that the customers will be encourage to
buy their product and aside from that they should be responsible enough to maintain the
cleanliness of the surroundings especially in the dining area every after the customers
eats their snacks so that the customers will be comfortable to stay.

VII.

RECOMMENDATION

Based from the researchers findings, they should really maintain cleanliness
and orderliness of the surroundings most especially in the dining area. So that
customers would be comfortable to eat in the designated eating area and the
customers will have the sense of assurance that theyre buying a clean and
safe food.
The researchers also recommend that the store should change its lighting or
do a repainting of the store and also the reposition their product placement for
them to attract more customers given the fact that there are other bakeshops
nearby.
Therefore, we recommend that they should be responsible enough of
maintaining the cleanliness of the store and good quality services is a must
since it will affect their sales and operations, and especially the customers'
perception about their product and the bakeshop itself.

VIII.

APPENDIX