Maj

PADRE VICENTE GARCIA MEMORIAL ACADEMY, INC.
“Your partner in education since 1946”

CHAPTER I
THE RESEARCH PROBLEM
Introduction
Food is essential for growth and development of a person. A person cannot
live without food. Good food means the right kind of food for good health; it is
nutritious. It contains natural substances that body needs to grow properly and stay
healthy. We must choose the right food in daily diet for our health.
One kind of food, ranking in the second largest category in the food service
industry is fast food. Fast food is a segment of the food service industry that has
witnessed a steady growth over the last decade. The widespread of fast food
exemplifies food as a product of globalization. Fast food is a sector in the catering
industry that primarily deals with the quick preparation, packaging and service of
food to customers. Despite of the advantages given by fast foods, according to
Mahmood Saberi, a former Senior reporter at Gulf News, processed food made by
fast food chains can raise your blood pressure, increase the levels of bad (LDL)
cholesterol, retard your metabolic rate (the rate at which you digest, process and
eliminate food), weaken your immune system, destabilize your blood sugar levels,
reduce the ability of your colon to function properly, increases your fat storage,
especially if you lead a sedentary lifestyle. But after this statement, he added that
“It is the wrong choices which cause harm, the concept of fast food is good. You
get a quick meal, but it should be healthy.”
Address: Y Zuño St., Poblacion B., Rosario, Batangas

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According to William F. Shughart II and Michael D. Thomas, the authors of
“The American Conservative”, it turns out that consumers’ buying habits do not
change markedly in response to the higher prices, and that the burden of those taxes
falls most heavily on the low-income, who allocate larger shares of their budgets to
food than wealthier people do. Which suggests a hypothesis that the change of price
doesn’t actually change the demand of a customer to a certain meal listed in the
menu of a fast food chain.
Fast food chains doesn’t always focus on their products and services. They
are sometimes considered professionals in their field of franchise because they also
maintain a very comforting ventilation and an impressive use of utility. The reason
for conducting this study is to determine the most visited fast food chain of Padre
Vicente Garcia Memorial Academy students and what are some reasons for visiting
their chosen fast food chain.
The researchers conducted the study to assess the choices of students of fast
food in the municipality relative to frequency and reasons, for them to formulate
marketing strategies for future fast food businesses.

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Statement of the Problem
This study covered assessment of the students’ choice of fast food chain in
the municipality of Rosario, Batangas.
Specifically, it sought to answer the following questions:
1. What is the profile of the respondents relative to:
1.1. age;
1.2. sex; and
1.3. high school department?
2. How do the respondents assess their choice of fast food chain relative to:
2.1 frequency
2.2 reason
3. How do the responses of the students compare when grouped according to
their profile?
4. Based on the findgins, what marketing strategies/plan will be proposed in
the future?
Scope, Delimitation and Limitation of the Study
The study is about fast food chains that offer quick services and quick meals
to their customers. It determined the choice of PVGMA student’s fast food chain
and the reasons behind these choices. The data-gathering process that will be used
is by means of surveying, specifically by distributing questionnaires to every

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student, containing a list of fast food chains that can only be found in this
municipality, containing questions that will look for the reasons behind their
choices.
The study delimited other eateries in Rosario apart from the aforementioned.
It also delimited the perceptions of other stakeholders of the schools such as faculty,
parents, and staffs.
The study is limited to the 276 students of PVGMA as respondents. It was
also limited to the use of questionnaire as the only data gathering instrument
employed in the study.

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Significance of the Study
This study will first and foremost benefit the Fast food chain’s managers,
staff and personnel of the branch because this study can suggest improvements,
innovations and plans for them to call out more customers, specifically students. It
may add ideas or strategies to keep up with other branches and chains that compete
with one another.
It benefits the students, because it can classify and distinguish their likes,
dislikes, budget, savings, health and nutrition that may affect their everyday living.
To the researchers, because it can provide a broad view of speculations on
how every student have different choices and reasons when it comes to fast food.
Definition of Terms
For the purpose of citing, it is very important to understand the following terms.
Age. It the measure of how old a person is living (Investopedia 2009). In this
study, age is one of the profiles being determined by the researchers to distinguish
students.
Fast food chain. Also known as eateries that serves quick meal, usually
heavy for the stomach (Webster 2010). In this study, fast food chains are being
assessed using responses from students.

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Frequency. It is a measure of parts in a whole (Investopedia 2009). In this
study, frequency is the number of times a student visit their fast food chain.
High school Department. Distinguished levels of students with different
curriculum (Investopedia 2009). In this study, this also served as a profile to assess
differences between the choices of students.
Reasons. Deductive inferences from the cognitive faculty of man (Webster
2010). In this study, reasons is used to discover why students chose their fast food
chain.
Sex. It is the biological distinction between a male or female (Quora 2007).
In this study, sex is a profile to separate male from female students
Linkages to the Strand
ABM, stands for Accountancy, Business and Management, it tackles the
business organization of a company, the assets, liabilities and owner’s equity and
how the business starts. So as an ABM students, the goal of the researchers is to
assess the profile of their respondents, determine their choices relative to frequency
and reasons and compare their choices based on their profiles. And as part of the
business, the ABM strand will be able to associate the involvement of marketing
strategies and plans on how to improve their business.

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CHAPTER II
REVIEW OF RELATED LITERATURE AND STUDIES
The researchers made an extensive research of studies related to the present
study and came up with the following related literatures and studies about fast food
chains.
Related Literature
Fast food chains have their unique qualities and market strategies, every
difference can affect the customers, and as researches we aim to filter the reasons
and formulate a list of segments to gather information from related studies and
literature.
According to American Association of Wine Economists Study, with today’s hectic
lifestyles, timesaving products are increasingly in demand. Today the demand for
the, hectic lifestyles, timesaving products are increasingly. The rate of growth in
consumer expenditures on fast food has led most other segments of the food-away-
from home market for much of the last two decades. Since 1982, there is growth
rate in consumer spending at fast food. The consumers spent at fast food outlets
grew at an annually he proportion of away-from-home food expenditures on fast
food also increased.

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Everyone eats Fast Food even knowing that it is not healthy for them.
Reasons are because of speed, convenience and price. However, fast food has many
hidden costs, including the high price of bad health. Not to mention the fact that for
such cheap food, you're actually being overcharged by a big amount. So the real
reason is not price, but convenience. They can get much cheaper food by cooking
for yourself, but they are not always at home to do the cooking, or they do not
always feel like cooking.
Food quality is key attribute of satisfaction of diners in restaurants. People
mostly go to restaurants for getting food in their leisure time and quality is always
a predominant factor of this. Food quality is predictor of food safety. It’s so much
common for human beings that they are curious about everything which relates with
them i.e. what they ware what they eat what they feel. Food quality in restaurants
has influence on evaluation of the brand. On very information side, when word
restaurant comes in your mind, some particular names will come into mind that is
because of that you think they are best in something. Higher quality leads to higher
consumer satisfaction. Satisfaction level lies in customer’s need assessment and the
the way how they fulfill it. The food quality has positive influence on restaurant
image. It is impossible that without quality you can run your business successfully.
While to the subject of fast food industry’s prices, Thomadsen demonstrated
that prices at fast food outlets located near other outlets belonging to the same chain
often charge high prices to avoid sales between the two outlets. These price
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differences can be large, with prices at many restaurants 20 percent or higher than
they would be if the restaurant owners did not worry about overlapping. Now he
finds that a firm may also charge higher prices when faced with a new competitor
or product.
Kruger (2001) said that product-line expansion would affect profits. When a
firm adds products to its line, the profits of the incumbent firms in the market must
go down. He used a standard economic model in this study. Consumers have
different utility preferences; He explains that some people like one type of food
while other people like a different type. There are also variations in location. So
model consumers based on preferences, location and other factors likely to affect
their behavior.´ He explains that his findings can be generalized to a variety of
markets.
Even in the first boom of fast food, people have been knowing this kind of
food is unhealthy. The labels people attach to fast food are always “high in calories”,
“low in nutritional value”, “obesity” and “additives”. Now it is a common sense that
fast food is harmful to body fitness. To be more specific, a study named “Local
Concentration of Fast-Food Outlets Is Associated with Poor Nutrition and Obesity”
was conducted in May/ June 2014 by Daniel J. Kruger and his colleagues. After
1345 complete data from random selected 1688 respondents through a computer-
aided telephone interview, this study provided a result that habitants are “at greater

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risk for adverse consequences of poor nutrition because of the patterns in local food
availability, which may constrain the success of nutrition promotion efforts.
Although the limitations of this study include the geographic character, the
lack of data that households without landline, and some unmeasured factors such
local access to exercise opportunities may influence the result, this study still has
certain reference significance. It was conducted in the USA in 2014, so the data is
closely connected to current phenomenon. Still in 2014, Chandran and colleagues
posed a hypothesis that breast cancer risk was related to fast food and sugary drinks.
In this study, well-trained interviewers conducted interviews and questionnaires to
1732 NY and NJ. AA and 1487 EA women who were confirmed breast cancer, age
ranging from 20-75. The result of this study shows a positive association of
frequency of fast food intake with breast cancer, as it is described in the research
“frequent consumption of energy-dense and fast foods that are poor in nutritive
value appeared to increase breast cancer risk”. In this study, the sample ranged from
20-75, the whole study continued several years — “case recruitment in NY began
in January 2002…study recruitment in NY ended in 2008” and “study recruitment
in NJ began in March 2006 and ended in 2012” and the food frequency questionnaire
was developed by the Fred Hutchinson Cancer Research Center, all these added
accuracy and precision to the data and result.
Many studies have been done to find out the factors that affect people to
consume fast food. Some people hold a view that family provides an important
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context for the development of obesity. In other words, parents have a potential
influence on their children’s eating behaviors. A study named “Fast Food for Family
Meals: Relationships with Parent and Adolescent Food Intake, Home Food
Available and Weight Status” was conducted to evaluate family purchase of fast
food for meals and home food availability and BMI among the parents and their
adolescents.
Some statistics were shown in this study, such as “after adjusting for the
effects of parental race/ethnicity, the odds of having soda pop available in the home
were significantly lower for parents reporting no purchases of fast food for family
meals or 1-2 fast food meals per week than for parents reporting 3 or more fast food
meals per week”; while “the odds of reporting vegetables served at dinner were
significantly higher for families reporting 1-2 fast food meals per week than families
reporting 3 or more fast food meals per week” . These study findings showed that
more frequent fast food purchases for family meals were associated with the
availability of less nutritious food at home .Significantly, this study extended
beyond fast food consumption by individuals to examine factors that promote
people’s fast food consumption associated with the purchase of fast food for family
meals.
As to family influence that affects people’s fast food consumption, a study
named “the Influence of Adult Family Members on Children’s Fast Food
Consumption: A Health Belief” also noted that many parents could not manage well
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their children’s fast food consumption, no matter for the convenience or for the
inability to say no to their children when their children pestered them to go to fast
food restaurant. The reason was related to the fun factor with the kid-friendly
packaging, free toys and attached playground. This study also pointed out that
children are fast food companies favorite target, because they “are less attached to
traditional fare and develop their dietary preferences at an early age”, providing fast
food companies with opportunities to target them. Besides these two reasons, fast
food advertising was also mentioned as a factor that attracts people’s fast food
consumption.
Due to the rapid growth in importance of services in an organization and in
an industry, several research have been carried out extensively to develop service
quality theories and models over the decades.
Researchers have found difficulties in defining the concept of service quality.
These difficulties are mainly due to the way the services were produced, consumed
and evaluated that service quality is more complicated than product quality. The
physical attribute of products enables errors in the production to be easily detected
and thus necessary solutions can be taken immediately to correct the mistakes before
they are sold to customers. Compared with product quality, service quality is
difficult to measure physically because services are abstract entities with
characteristics such as intangible, perishable, heterogeneous and simultaneous
Service Quality Food Quality Perceived Value Customer Satisfaction Behavioural

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Intentions. Consequently, several definitions have been given to service. Among the
definitions for services are “actions that transfer values” which come with their own
inherent qualities to differentiate them from goods.
Customer satisfaction is regarded as the heart of all marketing activities.
According to Machleit and Mantel (2001), the principal purpose of marketing in
services is to satisfy customer needs and wants. The ability to satisfy customer is
essential in service industry due to the fact that satisfied customer will reward the
firms with favorable behaviors. In particular, researchers have found that enhancing
customer satisfaction will drive to higher future profitability, increase consumers’
willingness to pay a higher price, make a good recommendation and use the
products or services frequently and develop customer loyalty. In other words, all
these empirical evidences have suggested that customer satisfaction plays a
significant role in generating long-term benefits for companies in terms of sustained
customer loyalty and profitability. This theory is based on the cognitive process of
confirmation of expectation in which customers evaluate their satisfaction level by
comparing perceived performance with their pre-consumption expectation.
Customer satisfaction is a term frequently discussed in marketing because it
is normally used as a key performance indicator of many businesses. It is a measure
of how products and services supplied by a company meet or exceed customer
expectation. Customer satisfaction along with customer loyalty is becoming a
paramount factor in the businesses for their long-term and short-term survival.
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According to Gronholdtet et al.,(2000), customer expectation is the base
for customer satisfaction. When performance of any organization meets or
exceeds the expectation, customers will be satisfied and they are likely to do
repurchase and recommend the product to others.
Esmaeili, et. al, (2013) argues that customer satisfaction as a state of mind
where the customers think that the product features are compatible with their
personal expectations. According to them if the performance falls short of
expectation, the customer dissatisfied and if it matches the expectation, the
customer is satisfied. If it exceeds the expectation, the customer is delighted
Customer satisfaction is measured as "the number of customers, or
percentage of total customers, which reported an experience with a firm, its
products, or its services exceed specified satisfaction goals." Customer satisfaction
also be defined as an evaluative response to perceived outcome of particular
consumption experience. Customer satisfaction in the service industry is driven
by a variety of latent factors such as service quality, technical and functional
quality of service, services cape, services after the sales, empathy, physical
environment, facilities, store image, store location , store atmosphere, price,
reliability, waiting time, customer relationship, technology, employees‟
involvement, interactive support, deliberation and commitment etc.
Food marketing on television is only one of the influences on the obesity
epidemic today, but it is of special concern when it is intentionally targeted to

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vulnerable children. The exposure to food advertisements has been shown to
influence children’s preferences, choices, and requests for advertised products.
The studies and researches above are studies about some factors that may
affect the choices and reasons of student’s choice of fast food. The sources are from
articles and related researches fetched from the World Wide Web, Literatures and
Books.
Synthesis
Kruger and Thomadsens statement shows that fast food serves quick,
convenient and time-consuming meals. And all these meals must satisfy the
customers’ expectations because as stated in Esmaeli and Gronholdtet’s statements,
customers’ satisfaction is a state of mind where customers’ expectation is the basis.
Exceeding these expectations will ultimately delight the customers of your fast food
chain. It must be given attention because according to Machleit and Mantel,
customer satisfaction is considered as the heart of all marketing activities, including
fast food chains.
Hypothesis
There is no significant difference between the responses of the students when
grouped according to their profile.

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CHAPTER III
RESEARCH METHOD AND PROCEDURE
This chapter presents the research design, the subject of the study, the
instrument used to gather data, the construction and the validation of the
questionnaire together with the statistical methods and techniques used to analyze
and interpret data.
Research Design
The study determined the assessment of students’ choice of fast food chain
in the municipality of Rosario. The descriptive method of research was used in the
study. It was deemed appropriate to use in this study in gathering information
because the study involves survey and description of existing facts and conditions
in selected students of PVGMA and involves analysis and interpretation of data and
information collected. The researchers will use questionnaires, informal interviews,
both qualitative and quantitative method of research to gather data for the study.
Subject of the Study
The subjects of the study were 280 students of Padre Vicente Garcia
Memorial Academy. Random sampling was used in determining the respondents
from this school.

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Data Gathering Instrument
Before formulating the questionnaire and questions for interview, the
researchers conducted library research and browsed the internet to gather
information.
Questionnaire. The main data gathering instrument used by the researchers
was a questionnaire which contained only 1 part. The part was about the assessment
of every student’s reason of their choice of fast food based on ventilation, ambiance,
food quality, crew performance, cleanliness and occasions.
Construction. In the construction of questionnaire, the researchers gathered
relevant information based on the statement of the problem. After the consolidation
of information, the researchers made a survey questionnaire to gather the needed
information. The first draft was made and presented to the adviser who gave some
suggestions and recommendations to improve it. The researchers incorporated all
suggestions given and prepared the second draft of the questionnaire. Again, they
submitted it to their research adviser who gave them the permission to reproduce
the copies for validation.
Validation. Content validation was done by one expert to validate the items
in the questionnaire. Further revisions were made. All the suggestions for the
improvement of the instrument were properly considered. The researchers presented
the validated questionnaires to their adviser for approval and for added comments

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and other suggestions. After the suggestions had been incorporated, the final draft
of the questionnaire was finalized.
Administration. To administer the questionnaire, the researchers prepared a
letter of request to the captains of the selected barangays for permission to
administer the questionnaires to their local residents. After the approval of the
barangay captains, the researchers administered the questionnaire personally to the
respondents who were requested to answer with concern, honesty and sincerity. The
questionnaires were collected for tallying and interpretation
Scoring of responses. After the copies of the questionnaire were retrieved
and accomplished, the results were tallied, tabulated and treated statistically. The
researchers made use of a four-point scale wherein 1 corresponded to the lowest and
4 as the highest to measure the assessment of student’s choice of fast food chain,
their assessment regarding its reasons. The scale was as follow:
Scale Scale Range Verbal Interpretation
4 3.26-4.00 Strongly Agree
3 2.51-3.25 Agree
2 1.75-2.50 Disagree
1 1.00-1.74 Strongly Disagree

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Data Gathering Procedure
The initial step undertaken by the researchers in gathering the necessary data
in this study was to secure a letter from the principal requesting the approval for the
distribution of questionnaires to the students.
With the approval of the principal and research adviser, the researchers
started to personally distribute the questionnaires to different classrooms.
The questionnaires were given to the respondents to give them ample time to
answer the items. The researchers retrieved the answered questionnaires and started
tallying and tabulating the data. Soon after, the data were analyzed and interpreted.
Statistical Treatment of Data
The following statistical tools were used to interpret the data:
Weighted mean. This was used to determine the assessment of the student’s
choice of fast food in the municipality of Rosario.
Composite mean. This was used to determine the average of respondents’
assessment.
ANOVA. This was used to compare the responses of the student-respondents
when grouped according to their profile.
Rawsoft. This was used to obtain the number of respondents from the total
population.

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Conceptual Framework
INPUT PROCESS OUTPUT
Flyers or
Brochures with
guides/marketing
Assessment of Survey strategies to be
Student’s Choice Questionnaire suggested for
of Fast Food future fast food
Chain managers

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The framework indicates that the input of the research, its process and output.
The first box or the input of the research is the assessment of the student’s
choices of fast food chain relative to frequency and reasons.
The second box or the data-gathering process used is by means of
questionnaires, the questionnaires contains sections like profiling, that includes the
age, sex, high school department of the students, frequency; and the assessment of
reasons from a list made by the researchers.
The third box or the research output will be marketing strategies to be
conducted by the researchers to be given to future fast food managers that are willing
to build their business, it will be distributed by the use of flyers or brochures.

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CHAPTER IV
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
This chapter presents the analysis and interpretation of data based on the
evaluation of the respondents.
1. Profile of the Respondents
This contains the profile of the students/respondents from Padre Vicente Garcia
Memorial Academy according to age, sex and high school department.
1.1 Age
The age of students defines their maturity, it has a potential in affecting the
choice of fast food chain.
TABLE 1
Student’s profile according to Age
Age Frequency Percentage Rank
11-13 years old 60 22.22 3
14-16 years old 136 48.25 1
17-18 years old 75 27.78 2
19-20 years old 5 1.85 4
20 years old and 0 0 5
above
Total 276 100
Ranked first with the percentage of 48.25% on the student’s profile according
to age is student’s with 14-16 years old having a frequency of 136 students.

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Students with an age of 17-18 students ranked second on the student’s profile
according to age having a frequency of 75 students and a percentage of 27.78%.
Having a frequency of 60 students and a percentage of 22.22% and ranking
third on the student’s profile according to age are students with an age of 11-13
years old.
Last in the ranking are students that are 20 years old and above since there are
0 frequency and 0% percentage.
1.2 Sex
Presented on table 2 are the students’ profile according to Sex.
First in rank with a frequency of 173 students and a percentage of 61.85% are
female students.
Male students ranked second, with a frequency of 103 students and a percentage
of 38.15%
TABLE 2
Student’s profile according to Sex
Sex Frequency Percentage Rank
Male 103 38.15 2
Female 173 61.85 1
Total 276 100

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1.3 High school Department
The High school department was divided equally with 135 students or 50%
for JHS and SHS.
TABLE 3
Students’ profile according to High school Department
School Department Frequency Percentage Rank
JHS 138 50 1.5
SHS 138 50 1.5
Total 276 100
2. Assessment of the Choice of Fast food Chains
This study presents the assessment of the choice of fast food chains in the
municipality of Rosario relative to frequency and reasons.
2.1. Frequency
Table 4 reveals the assessment of the choice of fast food chain relative to
frequency.
Table 4
Students’ Choice of Fast Food Chain Relative to Frequency
Fast Food Chain Total Percentage Rank
Frequency
McDonald’s 90 33.33 2
Jollibee 144 51.11 1
Mang Inasal 27 10 3
Chowking 15 5.56 4
Total 276 100

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Jollibee ranked first as the most frequently visited fast food chain with a
frequency of 144 students and a percentage of 51.11%
Having a frequency of 90 students and a percentage of 33.33% is Mcdonald’s
that ranked second in the table.
Third in rank is Mang Inasal having a percentage of 10% and a frequency of
27 students.
Chowking has a frequency of 15 students and a percentage of 5.56% and
placed last in rank.
2.2. Reasons
Table 5 presents the choices of students of Padre Vicente Garcia Memorial
Academy relative to reasons.

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Table 5
Students’ Choice of Fast Food Chain Relative to Reasons
Weighted Verbal Rank

Items
Mean Interpretation
1. it is popular among the people. 3.34 SA 4

2. it serves delicious, exquisite and 3.56 SA 1
appetizing food.
3. all the meals in the chain is very
affordable, nominal and cost 3.27 SA 8
effective.
4. the ambiance of the atmosphere in the 3.08 A 12
chain is quiet and relaxing.
5. the ventilation and cleanliness of the
branch is top-notch, purifying and 3.32 SA 5.5
very delectable for the customers.
6. it is clean and fresh. 3.41 SA 2
7. the crew in the chain is friendly, 3.30 SA 7
cheerful and gleeful to the customers.
8. the crew is patient, respectful and 3.36 SA 3
pleasant to talk with.
9. the service of the crew is very
professional and the follow up of 3.24 A 9.5
services are fast.
10. it is very accessible. 3.31 SA 6
11. the promos, offers, specials and 3.21 A
exclusives are always up-to-date and 10
is attractive to customers.
12. the venue has themes that increases A
the attractiveness of the fast food 3.24 9.5
chain.
13. it serves as a meeting place for 3.32 SA 5.5
reunions, bondings.
14. it reminds me of memories and 3.14 A 11
thoughts of the past.
15. me and my family are too busy to 2.44 D 13
cook.
COMPOSITE MEAN 3.24

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Presented in table 5, are the relative reasons on the students’ choice of fast
food chain.
Ranked first in the table, the researchers gathered a weighted mean of 3.56,
wherein the question suggests that the students consider the taste of the dishes
served inside the fast food chain. Many strongly agreed because, it is one of the
assets a diner should have. Though there are exceptions in a person’s taste, there are
still dishes that will satisfy you no matter what.
Students strongly agreed that the ambiance and smell of the surroundings
needs to be clean and fresh for customers to be comfortable while eating. Students
need a relieving ventilation and clean environment to enjoy their meals to the fullest.
This ranked second with a weighted mean of 3.41.
Students strongly agree that they want a nice person to serve for them, to be
able to have a healthy conversation and easier access to their orders. Some students
are also unsure of what to do or order because of some reasons like they are new to
the fast food chain, unfamiliar with the menu and are thinking twice, so this requires
patience from the crew or even assistance on what to do. Since a lot of students want
this kind of environment, the questions generated a weighted mean of 3.36 and
ranked third.
The fourth in rank having a weighted mean of 3.34 means that students
strongly agree that one of the reasons why they visit their favorite fast food diner is

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that it is popular among the people. People like to find out why a lot of people gather
and eat at a very famous fast food chain, and as a result people, especially teenagers,
will act out of curiosity and will likely try and become critics on their own way.
Peace of mind and serene atmosphere is needed by a lot of people especially
when you need a break from reality. Ranking in fifth place having a weighted mean
of 3.32 is the ventilation and cleanliness of the branch is top-notch, purifying and
very delectable for the customers.
Students have a lot of group activities to finish and complete together,
because of this they use fast food chains as a meeting place for gathering. Aside
from this, when having a family reunion and bonding, they usually go out and eat
at their favorite fast food chains as a sign of resonance. The question generated a
weighted mean of 3.32 meaning that students strongly agree to this reason which
also ranked fifth.
Students also consider the distance they travel just to eat at their favorite fast
food chain, with this; the tenth question generated a weighted mean of 3.31 and
ranked sixth. Accessibility of the fast food chain must be near, because traveling at
a long distance is time and money consuming. Instead, students strongly agree that
one of the reasons they eat at their favorite diners because it is near to them.

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The seventh in rank suggests that the crew and staff of the fast food chain
must be friendly, trustworthy and lively when talked to. This has a weighted mean
of 3.30.
Generating a weighted mean of 3.27 and ranked eighth meaning students
strongly agree to this reason. Looking for cost-saving meals, together with
impressive quality is too hard to decline. As much as possible, students look for fast
food chains with affordable and worthy meals.
A weighted mean of 3.24 was generated on the ninth rank. Meaning students
agree that the crew’s service and movements are up to pace and not slouchy.
Professionalism must be present to impress the customers. It means that students
don’t want to wait for a long time for their orders to be claimed, it shouldn’t be time-
consuming and must consider a customer’s waiting time no matter what.
Also ranking ninth with a weighted mean of 3.24 students agree that the
themes can affect the appeal of fast food chains.
Promos, discounts and events increase the attractive essence of a fast food
chain; many customers are delighted to see what’s new and what’s going on. This
ranked in the tenth place with a weighted mean of 3.21 and students agreed to this.
Recent visits to the fast food chain will surely remind you of nostalgic memories of
the past, whether negative or positive. It can be the reason why you avoid or visit

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29
the chain frequently. Students agree to this reason because it can recover memories
you made by yourself, with your family, friend or loved ones. It generated a
weighted mean of 3.14 and ranked eleventh in the table.
Students agree that since they need time to think of things aside from the
activities, projects and assignments that are stressing them out in a quiet and
probably noise-free environment. This question gathered a weighted mean of 3.08.
Ranked last with a weighted mean of 2.44, majority of the students disagree
that one of the reason they eat at a fast food chain is because their family is busy to
cook. Families will always find time to cook your favorite dish with a pint of love
and care.

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CHAPTER V
SUMMARY OF FINDINGS, CONCLUSIONS AND
RECOMMENDATIONS
This chapter presents the summary of the findings, conclusions, and
recommendations of the study.
Summary of Findings
This study aimed to assess the choices of fast food chain of Padre Vicente
Garcia Memorial Academy.
Specifically, this sought to answer the following questions:
1. What is the profile of the respondents relative to:
1.1 Age
1.2 Sex
1.3 Highschool Department
2. How do the respondents assess their choice of fast food chain relative to:
2.1 Frequency
2.2 Reason
3. How do the responses of the students compare when grouped according to their
profile?
The study made use of the descriptive method of research with self-
constructed questionnaire as the main data gathering instrument complimented by
interview. The respondents of the study were 276 students of Padre Vicente Garcia
Memorial Academy, chosen through stratified random sampling technique.

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The data were treated using weighted mean and composite mean.
The analysis and interpretation yielded the following findings:
1. Assessment of Students’ Choice of Fast Food
The most visited fast food chain according to the gathered information from
the Padre Vicente Garcia Memorial Academy students’ questionnaires is Jollibee,
having 51% of students visiting their branch, the second most visited fast food chain
is McDonald’s having 33%, Mang Inasal being the third most visited fast food chain
with 10% of students and Chowking having the least visits from students, having
only 5%.
2. Reasons Why Students Visit Their Chosen Fast Food Chain
Students strongly agreed that they choose fast food chains that serve
delicious, exquisite and appetizing food with a weighted mean of 3.56 and ranked
first in the presented table.
Ranked second in table 5 having a weighted mean of 3.41, students strongly
agreed that the fast food chain is clean and fresh.
Having a weighted mean of 3.36 and ranked third in the table, students
strongly agreed that the crew must be patient, respectful and pleasant to talk with.
Students disagreed that their families are too busy to cook and has a
weighted mean of 2.44 and ranked last in the table.

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Conclusions
Based on the findings presented, the following conclusions are derived:
1. Most of the students/respondents are female that are 11-20 years old; and
is either from the Junior high school and senior high school department.
2. The students of Padre Vicente Garcia Memorial Academy visit Jollibee
more than any fast food chain in the municipality of Rosario because it serves
delicious, exquisite and appetizing food. It is clean and fresh; and the crew is patient,
respectful and pleasant to talk with.
3. The age, sex and high school department has no significant difference on
choices, since it has nothing to do with the choices given in the questionnaire.
Recommendations
Based on the findings and conclusions, the following recommendations are
offered:
1. The flyers that will be the research output of the researchers must be read
because it may serve as a guide for both the staff and customers of a fast food chain.
2. Management teachers may widen their perspective for strategies that can
be used for this kind of business and lay them down to their students with ease.
3. A similar research may be conducted to enhance and expand the
knowledge about the study.

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PADRE VICENTE GARCIA MEMORIAL ACADEMY, INC.

“Your partner in education since 1946”

Food is essential for growth and development of a person. A person cannot

exemplifies food as a product of globalization. Fast food is a sector in the catering

food to customers. Despite of the advantages given by fast foods, according to

get a quick meal, but it should be healthy.”

Address: Y Zuño St., Poblacion B., Rosario, Batangas

menu of a fast food chain.

their chosen fast food chain.

marketing strategies for future fast food businesses.

Address: Y Zuño St., Poblacion B., Rosario, Batangas

the municipality of Rosario, Batangas.

Specifically, it sought to answer the following questions:

1. What is the profile of the respondents relative to:

1.2. sex; and

1.3. high school department?

3. How do the responses of the students compare when grouped according to

4. Based on the findgins, what marketing strategies/plan will be proposed in

Scope, Delimitation and Limitation of the Study

is by means of surveying, specifically by distributing questionnaires to every

Address: Y Zuño St., Poblacion B., Rosario, Batangas

parents, and staffs.

The study is limited to the 276 students of PVGMA as respondents. It was

employed in the study.

Address: Y Zuño St., Poblacion B., Rosario, Batangas

with one another.

To the researchers, because it can provide a broad view of speculations on

assessed using responses from students.

Address: Y Zuño St., Poblacion B., Rosario, Batangas

High school Department. Distinguished levels of students with different

differences between the choices of students.

Reasons. Deductive inferences from the cognitive faculty of man (Webster

Sex. It is the biological distinction between a male or female (Quora 2007).

In this study, sex is a profile to separate male from female students

Linkages to the Strand

ABM, stands for Accountancy, Business and Management, it tackles the

strategies and plans on how to improve their business.

Address: Y Zuño St., Poblacion B., Rosario, Batangas

REVIEW OF RELATED LITERATURE AND STUDIES

The researchers made an extensive research of studies related to the present

According to American Association of Wine Economists Study, with today’s hectic

grew at an annually he proportion of away-from-home food expenditures on fast

food also increased.

Address: Y Zuño St., Poblacion B., Rosario, Batangas

always feel like cooking.

Food quality is key attribute of satisfaction of diners in restaurants. People

While to the subject of fast food industry’s prices, Thomadsen demonstrated

go down. He used a standard economic model in this study. Consumers have

their behavior.´ He explains that his findings can be generalized to a variety of

Concentration of Fast-Food Outlets Is Associated with Poor Nutrition and Obesity”

Address: Y Zuño St., Poblacion B., Rosario, Batangas

availability, which may constrain the success of nutrition promotion efforts.

closely connected to current phenomenon. Still in 2014, Chandran and colleagues

In this study, well-trained interviewers conducted interviews and questionnaires to

in January 2002…study recruitment in NY ended in 2008” and “study recruitment

accuracy and precision to the data and result.

availability of less nutritious food at home .Significantly, this study extended

beyond fast food consumption by individuals to examine factors that promote

As to family influence that affects people’s fast food consumption, a study

named “the Influence of Adult Family Members on Children’s Fast Food

Due to the rapid growth in importance of services in an organization and in

quality theories and models over the decades.

Researchers have found difficulties in defining the concept of service quality.