Preferred fastfood chains of consumers in Cavite & their buying behavior / by Michelle M. Romilla.

Thesis (B.S.B.M.--Marketing) Cavite State University

Includes bibliographical references.

College of Economics, Management, and Development Studies (CEMDS)

ROMILLA, MICHELLE IVIENDOZA. Preferred Fastfood Chains of Consumers in Cavite and Their Buying Behavior. B. S. Thesis. Bachelor of Science in Business Management major in Marketing. Cavite State University, Indang, Cavite. April 2004. Adviser: Mrs. Cecilia T. Cayao.
This study was conducted to: (1) describe the socio-economic characteristics of consumers of fast food chains; (2) determine the need that consumers want to satisfy in purchasing in fast food chains; (3) determine the consumers' most preferred fast food chain; (4) determine the information source that greatly influenced the consumers in selecting the fast food chain and foods to buy; (5) determine the perceived factor considered by consumers when choosing the fast food chain; (6) determine the consumers' most frequently purchased fast food; (7) determine the person deciding and making the actual purchase of fast foods; (8) describe the post-purchase behavior of the consumers. The study was conducted in selected areas of Cavite with selected fast food chains located adjacent to the place namely, Silang, Tagaytay City, Dasmaritias and General Trias. Data were collected through personal interview with the respondents with the aid of a prepared interview schedule. A total of 200 respondents from four areas of Cavite were determined using stratified proportional sampling. Permit to gather the necessary data were secured to the town mayor of each area. Consumers were classified into father, mother, adult male, adult female, young male, young female, very young male and very young female. Most of the respondents belonged to the age bracket of 20 to 32 years old. Majority were mothers. Most were college graduates. Five was the average household size and P 10, 292 was the average family income of fast food chains' consumers per month. Jollibee was the most preferred fast food chain with spaghetti as the most preferred fast food. Physiological needs were the needs most consumers want to satisfy for purchasing products in fast food chain. Group sources of information were the most powerful source in influencing the respondents purchase decision, and children were the most influential family members among the group sources. Majority of the respondents were the one making the final decision on choosing the fast food chain and foods to buy. Performance attribute was the attribute most considered by majority of the respondents. Majority of the respondents were the actual purchaser of the food. Most of these respondents were mothers. Most of the respondents were satisfied and had the feeling of cheerfulness after buying fast foods. Fast Food chains should emphasize the quality of its products and service, upgrade their operations, and increase promotions to attract more consumers, since behaviors of consumers were easily influenced by different factors and sources of information.

Submitted to the University Library 07/18/2007 T-2911