CHAPTER 1

RATIONALE, SETTING, THEORETICAL PERSPECTIVE, DEFINITION OF TERMS,

GENERAL OBJECTIVES, OVERALL PURPOSE, STATEMENT OF THE PROBLEM,
SCOPE AND DELIMITATION, SIGNIFICANCE OF THE STUDY

Rationale. According to Maslow’s hierarchy of needs, the biological need of a human

being is the food and water. Nowadays people do not have enough time in preparing their food,
and because of that, businessmen came up with a solution and created the fast food chain in
America. The Philippines adopted it but with the twist of the influence of Spaniards and that is
what we called carinderia. Both parties neglected the health issues of the consumers as long as
they can gain sales on it. Conversely, there are these international, national and local issues that
are the effects of the birth of these two parties. In the international issue, there are 33 million
people suffers food-borne illness in the US. While in the national issue, Philippines ranked as the
second highest number of deaths because of intestinal disease. And lastly, the local issue,
individuals are now slowly depending on the stated food and services provider due to lack of
time in preparing their own food.
Setting. This study conducted within 1 km parameter from the UC-Banilad wherein the
campus is surrounded by carinderias and fast food chains.
Theoretical Perspective. In Dunn’s Theory of Planned Behavior, consumers evaluate the
products’ disadvantages and advantages before deciding to purchase to that certain product.
According to The Food and Drug Association, individuals prefer to choose the more trendy and
tasty food which is favorable to fast food chains. And when individuals are satisfied, they tend to
go back again and again to that certain food and services offered by them, according to the
Theory of Consumer Behavior. In the Theory of Competitive Advantage, it shows the edge of
one business product to the other competitive brand.
Definition of Terms.
FAST FOOD CHAIN-QUICK SERVICE RESTAURANTS
CARINDERIAS-A NATIVE FOOD SHOP AND ALSO CALLED AS TURO-TURO
LEVEL OF PREFERENCE-A PREDISPOSITION IN FAVOR OF SOMETHING
PSYCHOGRAPHICS-INTERNAL FACTORS LIKE THE RESPONDENT’S PROFILE AND
LIFESTYLE
UC-BANILAD-STANDS AS UNIVERSITY OF CEBU-BANILAD CAMPUS
General Objectives. This study aims to prove that the level of preference of the students
and educators of SHS in UC-B for food and services is affected by their psychographic and
consumer behavior. We, researchers desire to help consumers with preference over food, the
business industry involved, the students, the community that they may be aware of the food that
they intake, for the future researchers that they can make this study as their reference and to
ourselves as the researchers.
Overall Purpose. Being ranked as the second highest number of death caused by the
intestinal disease is not a joke, however, this problem can be prevented. Matters that are related
to the food industry sanitation, consumer’s buying behavior and factors that could affect it are
identified as the possible reasons for this issue. We had observed that this issue may not be novel
or fresh but we are still eager to study about this because this issue had caught our interest;
moreover, this is relatable especially to us, students, who are the daily consumers of these food
service providers (fast food chains and carinderias). Therefore, we investigate this problem by
gathering information through survey because it is interesting to us, relatable and it could give
awareness and benefit to us, the researchers and for the community as well.
Statement of the Problem. This research aims to prove that the students and educators’
level of preference for food and services are affected by the consumer psychographics and the
attributes of the food and service provider within a 1-kilometer parameter from the University of
Cebu-Banilad. This paper specifically seeks answers for these following questions:
I. What is the profile of the students in University of Cebu-Banilad in terms of:
a. Sex
b. Age
c. Budget
d. Health consciousness
II. What are the external factors that may affect the student’s level of preference?
a. Peer pressure
b. Brand awareness or Influential feedback from others
c. Location or distance
d. Sanitation
III. How do the student’s sexual orientation, age, and budget influence their level of
preference for food and service?
IV. How many of the population patronizes carinderias over fast food chains and vice
versa?
Scope and Delimitions. This study mainly focuses on the preference of the students and
educators of SHS in UC-Banilad regarding what service they prefer; whether fast food chains or
carinderias. This includes the factors(internal &external) that may affect the preference of the
said respondents. This research limits its participants to University of Cebu-Banilad’s educators
of SHS and grade 12 students only. The researchers will not be having any form of interview
with the owners or staffs of the fast food chains or carinderias in order to verify the increase or
decrease in their sales because one way of determining sales is to know the average number of
customers of their stores so, it would not be a need to interview them anymore. Due to the setting
that we choose, which is 1-kilometer parameter of the University of Cebu-Banilad because
carinderias and fast food chains are mostly found around this campus.

Significance of the Study. This study is beneficial to STUDENTS- Since they are the
daily consumer-focused in this study, this could give them awareness and to influence their
choices for food and service. BUSINESS INDUSTRY- For them to be aware on which part of
their business needs an improvement in order for them to conduct actions to boost up sales and
develop their strategies. COMMUNITY-For them to be enlightened of what the majority
(students) wants in terms of food and service. FUTURE RESEARCHERS- This would be
relevant to the upcoming researchers who also desires to conduct a research which is likely
relative and similar to our research.

CHAPTER 2

REVIEW OF RELATED LITERATURE, LEVEL OF PREFERENCE, CONSUMER

BEHAVIOR, FAST FOOD CHAINS AND CARINDERIAS, FACTORS THAT AFFECTS
THE LEVEL OF PREFERENCE (INTERNAL-AGE & BUDGET AND EXTERNAL
FACTORS-SANITATION & LOCATION)

REVIEW OF
RELATED LITERATURE. This chapter presents the review of various related literatures that
are relevant to the current study. Firstly, this will review the level of preference of the
participants by studying their behavior towards purchasing products and availing services.
Secondly, the researchers would discuss the definition and the background of the food and
service provider involved namely carinderia and fast food chains. This will be followed by the
factors that affect the level of preference of the students. This section of the study would present
the pertinent connection between the variables stated.

LEVEL OF PREFERENCE.

CONSUMER BEHAVIOR.

FAST FOOD CHAINS AND CARINDRIAS.

FACTORS THAT AFFECTS THE LEVEL OF PREFERENCE.

INTERNAL FACTORS. AGE & BUDGET

EXTERNAL FACTORS. SANITATION & LOCATION

LITERATURE SUMMARY.
THEORETICAL FRAMEWORK. In Dunn’s Theory of Planned Behavior, consumers
evaluate the products’ disadvantages and advantages before deciding to purchase to that certain
product. According to The Food and Drug Association, individuals prefer to choose the more
trendy and tasty food which is favorable to fast food chains. And when individuals are satisfied,
they tend to go back again and again to that certain food and services offered by them, according
to the Theory of Consumer Behavior. In the Theory of Competitive Advantage, it shows the edge
of one business product to the other competitive brand.
DEFINITION OF TERMS.
CONSUMER PYSCHOGRAPHIC-REFERS TO CONSUMER’S LIFESTYLE
FOOD QUALITY-REFERS TO FOOD THAT IS ACCEPTABLE TO THE CONSUMERS
FAST SERVICE-REFERS TO FAST FOOD CHAINS, WHERE GUESTS PLACE THERE
ORDER AT THE COUNTER
PLACE UTILITY-REFERS TO THE NEW LOCATION OF THE PRODUCTION THAT IS
MORE ACCESSIBLE TO THE CONSUMERS
SERVICE QUALITY-REFERS TO THE BUSINESS OPERATORS WHICH ASSESS THE
CUSTOMERS SATISFACTION
COMPETITIVE ADVANTAGE-THE EDGE OF ONE PRODUCT TO THE OTHER BRAND
AND ITS MOST IMPORTANT ATTRIBUTE

CONCEPTUAL FRAMEWORK. PC MODEL-It is presented in the book that this

model shows the relationship between variables and our research aims to prove if there is a
significance relationship between the students and educators of SHS in UC-Banilad’s level of
preference for food and services towards its internal and external factors.

HYPOTHESIS AND ASSUMPTONS OF THE STUDY.

Problem: What are the variables observed in this study:

1. Feasibility of the fast food chains or carinderias (in terms of Food Quality, Location,
Service Quality)
2. Consumer behavior and pyschographics
3. Consumer Preference

Hypothesis:

Ho. There is no significant relationship between the level of preference of the participants for
food and service and the customer’s consumer behavior, psychographics and attributes of the fast
food chains or carinderias.

Ha. There is a significant relationship between the level of preference of the participants for food
and service and the customer’s consumer behavior, psychographics and attributes of the fast food
chains or carinderias.

Assumptions:
 1. The location, sanitation, budget and quality of service can affect the level of preference
of the participants of the food and service provider.
2. Students who are in the senior high school building of the University of Cebu-Banilad
Campus prefer carinderias more because they are more accessible basing from the
distance of the service provider from the school.
3. The participants who are part of the high class society prefer fast food chains for their
food and service are more reliable and trendy in a subjective view.
4. The majority of the students will patronize the carinderias more because most of the
participants are part of the middle class society.

CHAPTER 3
RESEARCH DESIGN, SETTING, RESPONDENTS, INSTRUMENT, DATA
GATHERING PROCEDURE, STATISTICAL TREATMENT

RESEARCH DESIGN. This study used a quantitative approach to effectively investigate

the consumer’s preferences in choosing between fast food chains or carinderias. This
research will go through a non-experimental research design, which is the structured type
of survey. Structured type of survey because the questions are close-ended and through
this we can gather more accurate answers. In the said type of survey, we researchers
conduct the assessment in a face-to-face kind of interaction with the respondents wherein
an interviewer is physically present to ask the survey questions and could assist them in
answering. The time orientation for this survey is cross-sectional because the information
is collected from one or more samples or populations at one time. The researchers aimed
to have a group of subjects selected from a larger population through quota non-
probability sampling, which allows accurate inferences about a large population from a
small sample.

RESEARCH SETTING. The research setting refers to the venue where the collection of data
would take place. This study conducted within 1 km parameter from the UC-Banilad wherein
carinderias and fast food chains are mostly found around the campus. We choose the 1 kilometer
parameter only because places beyond this scope is more on cafes and hotels. University of
Cebu-Banilad is chosen dearly by the researchers because it contains individuals in all walks of
life because it offers affordable and quality education than in other schools that are near the
scope. Moreover, as a student of this institution, the researchers aim to patronize our school.

RESEARCH REPONDENTS. The chosen respondents of this study are the grade 12 students
and the faculties of the Senior High School Department of University of Cebu-Banilad. This
study must be taken within one kilometer parameter of the above stated institution where in
working individuals such as students and faculty personnel take their meals in places like
carinderias or fast food chains. The total number of grade 12 senior high school students is 1,513
and 27 faculty members (University of Cebu-Banilad Registrar’s Office, 2017). Since the
population of the chosen participants are undeniably large, the researchers tend to take a sample
𝑁
size based on the Slovin’s formula (n =1+𝑁𝑒 2 ). In view of the fact that there are 1, 540
participants as a summation of the number of students and administrators, the expected
population size is 317 due to the 5% (0.05) margin of error. the researchers tend to identify the
sampling method to be used which is quota sampling. This sampling method is under the non-
probability type of sampling wherein the population of the respondents is divided into age,
gender, educational attainment which indirectly states the budget of the daily income of the
desired respondents.

RESEARCH INSTRUMENT. In this study, the researchers used structured

questionnaire as an instrument in collecting the number of participants who preferred either Fast
food chain or Carinderia. Gathering the necessary data for the study was done through a survey
questionnaire which elicited the following pertinent information about the respondents namely
the Grade 12 students of University of Cebu-Banilad and the SHS faculty of the said institution:
student’s and administrator’s profile, lifestyle, purchasing behaviors and preference on food and
service provider.

DEMOGRAPHICS-It is part of the questionnaire that shows the demographics and the lifestyle
of the chosen respondents.

INTERNAL FACTORS-Aims to prove if internal factors such as age, sexuality and budget
affects the level of preference of the respondents.

EXTERNAL FACTORS-These aims to answer the questions which is about the external
factors like location, sanitation, peer pressure, price and the reputation of the product and service
itself that could possibly affect the level of preference of the respondents.

DATA GATHERING PROCEDURE. This research uses structured survey

questionnaires where in the researchers would personally conduct the survey. The participants
would be selected through quoata sampling. Afterwards, the gathered data would be deeply
analyzed using the following statistical tools presented on the statistical treatment in order to
answer the research problem of the current study and to import knowledge to the future
researchers. The purpose of this research is to prove that the student’s level of preference for
food and services is affected by their consumer behavior and psychographics.

STATISTICAL TREATMENT. , the data gathered were presented in tables and graphs
which is intended to answer the questions presented in chapter one. There three statistical tools
are to be used.
PERCENTAGE-The demographics are presented using percentages because the data are
nominal and are used to show the distribution of the parts of a whole.

WEIGHTED MEAN-The researcher is looking into the average of some elements with
different weights on the result than other elements in the set

FACTOR ANALYSIS- There may be various factors that are not presented above on the
chapter 1 that could affect at least one continuous variable which is the level of preferences of
the participants.