Food quality preference of the DLSU Business Students

FINE DINING VS. FAST FOOD

PURPOSE OF THE RESEARCH
To identify what are the factors that
are considered by the students in
buying their food

METHODOLOGY
R
E
S
E
A
R
C
H

Research
about the
factors that
are
considered
in buying
food
D
A
T
A

G
A
T
H
E
R
I
N
G

Quantitative
research
approach
D
A
T
A

A
N
A
L
Y
S
I
S

Interpretation
of the data
gathered
C
O
N
C
L
U
S
I
O
N

Results and
Recommen-
dation
SAMPLE QUESTIONNAIRE
Concept Questions Purpose of the question
Filter Question Have you eaten in a
fine dining or fast food
restaurant?
Used to identify if
respondent continue
with the survey
Rate from the following on a scale from 1 to 5 where 5 if you strongly
agree and 1 if strongly disagree
Different Factors
1. Health Factor Food from fine dining
is healthy
Food from the fast
food is unhealthy
Used to measure the
food quality of food
brands
Reference: http://mdh.diva-portal.org/smash/get/diva2:538845/FULLTEXT01.pdf
SAMPLE QUESTIONNAIRE
Concept Questions Purpose of the question
2. Monetary
Value
Id rather eat in fast food
because it is cheaper.
Used to identify whether
the following are
identifiers that food
quality can be
associated with food
brand
3. Media
influence
I eat often in fast food because
of media influence.
I dont know any fine dining
restaurants because they are
not as advertised compared to
fast food.
4. Accessibility Fast food is easily accessible
Reference: http://mdh.diva-portal.org/smash/get/diva2:538845/FULLTEXT01.pdf
RESEARCH
Ipogah, B. & Ukpebor, P. (2008). A Study to Indicate the Importance of Consumer Base-Brand Equity on
Consumer Perception of Brand. Unpublished Masters Thesis, Blekinge Institute of Technology, Sweden.
Moore, M. (2009). Does brand image or taste have more influence on consumer preference for energy
drinks?. Retrieved September 29, 2014, from
http://digitalcommons.bryant.edu/cgi/viewcontent.cgi?article=1004&context=honors_marketing.
Stevens, S. (N.D.). The Effects of Brand Name on Quality Perception and Preference. Retrieved September
29, 2014, from
http://www.ucollege.edu/files/users/savannah/docs/Stevens%20Upper%20Division%20Research%20Writin
g.pdf
Galizzi, M. M. & Garavaglia, C. (2012). Probobly Not The Best Lager In The World: Effect Of Brands On
Consumers Preferences In A Beer Tasting Experiment. Retrieved September 29, 2014, from
http://www.biblio.liuc.it/liucpap/pdf/254.pdf
Borzekowski, D. L. G., et al (2007). Effects of Fast Food Branding on Young Childrens Taste Preferences.
Retrieved September 29, 2014, from http://www.medpagetoday.com/upload/2007/8/7/792.pdf
REFERENCES
Azzawi, M. A. & Ezeh, M. A. N. (2012).Students Brand Preferences Between Apple and Samsung
Smartphone.Unpublished Masters Thesis, Malardalen University Eskilstuna-Vasteras, Sweden.
Retrieved September 25, 2014, from http://mdh.diva-
portal.org/smash/get/diva2:538845/FULLTEXT01.pdf
Khuong, M. N. & Tram, V. N. B. (N. D). The Effects of Emotional Marketing on Consumer Product
Perception, Brand Awareness and Purchase Decision. Journal of Economics, Business and
Management, Vol. 3, No. 5, May 2015. Retrieved September 25, 2014, from
http://www.joebm.com/papers/240-M10001.pdf
Anonymous. (November 2013). Factors Affecting Consumers To Purchase A Smart Phone
Marketing Essay. Retrieved September 25, 2014, from
http://www.ukessays.com/essays/marketing/factors-affecting-consumers-to-purchase-a-
smart-phone-marketing-essay.php?cref=1
Anonymous. (July 2012). Food habits and preferences. Retrieved on September 25, 2014, from
http://nah.sagepub.com/content/21/3/151.refs
Blundell, J. E., et al. (June 2011). Food Commercials Increase Preference for Energy-Dense
Foods, Particularly in Children Who Watch More Television. Retrieved September 25, 2014, from
http://pediatrics.aappublications.org/content/early/2011/06/23/peds.2010-1859.abstract