FAST FOOD CHAINS VS.

CARINDERIAS: A QUANTITATIVE STUDY

Researchers

Tresha Mae Pizon

Mary Janine Bordario

Maria Celine Tan

Stephane Coliflores

Claudin Casas

ABM-D Justice

Submitted to:

Ms. Dianne Marither Tabanao

INTRODUCTION

Rationale

Humanity, as a whole, sees food consumption and service satisfaction as a basic need.

According to Maslow’s “Hierarchy of needs”, food supplies are basic physiological necessity of

a human being (Maslow, 1943). In this fast paced world we are living today, citizens specifically

working individuals are constantly on the go and have less time for meal preparations. On 1912,

businessmen became innovative enough to come up with a solution in this international matter of

time versus health; moreover, the birth of fast food chains, firstly in America, speed up like wild

fire and is now all over the world. Neglecting the health issues interrelated with it, fast food

chains became a hit for the society (Omar, n.d.) In addition, Philippines, as a globally competent

country, bring forth the idea of carinderias at 1800’s which is with the influence of the

Spaniard’s colonization (Prudente, 2009). In line with this, working individuals, especially the

local students, don’t have the ample time to prepare for their meals which lead to carinderias and

fast food chains dependency for they offer the products and services that the community needs,

basing for real life experience of the researchers as well. Conversely, it is estimated that the

United States obtain more than 33 million people with foodborne illness each year (Creswell,

2001). Currently, issues regarding food safety have gained the attention of the nation and have

been the subject for articles in the media as well as here in the Philippines who ranked second

highest death related illness in intestinal disease; however, outbreak of food-borne-illness can be

prevented. The level of preference of customers is largely affected by the attributes obtained by

the food and service providers themselves and this research aims to prove that the student’s level
of preference for food and services namely the fast food chain and carinderia is affected by their

consumer behavior and psychographics.

Setting

The study is to be conducted within a one kilometer parameter scope approximately from

University of Cebu-Banilad Campus wherein fast food chains are mostly located at Gaisano

Country Mall and various carinderias are beside the campus itself. The researchers limited their

scope because there are tons of fast food chains and carinderias all over Banilad. Thus, it is more

convenient to their part and the participants would easily recognize the food and service provider

involved because it is where they mostly take their meals.

Theoretical Perspective

Previous studies have analyzed food service consumers from different perspective

nevertheless. For instance, Dunn (1980) related the Theory of Planned Behavior to verify the

motive for eating at fast food restaurants whereas Verma analyzed the hospitality industry stating

that clients evaluate the disadvantages and advantages of such food service providers before

having a decision which can be associated with various factors simultaneously (Medeiros, 2013).

In line with this, consumer demands for locally grown food products have increased substantially

in recent years (Lusk, Nilsson, and Foster, 2007: Anderson, Goeree, and Hult, 1998). On the

other hand, individuals are said to prefer more trendy and tasty food which is favorable to the

fast food chain owners (The Food and Drug Association, 2007).

This study is anchored on the theory of consumer’s behavior (Levin & Milgram, 2004)

and to the competitive advantage (Olson & Peter, 2003). The theory of consumer behavior states

that “consumers make decision by choosing a number of products to achieve maximum

consumer goods according to their budget. This theory considers the consumer’s budget when it

comes to choosing and preferring between products. Conversely, common research subject have

included studies that explored what factors influence the purchase making decision process and

the behavior towards a product, which is depending on the consumer’s initial perspective

towards the service or product themselves (Padberg, etal., 1997). Consumer psychographics, on

the other hand, refers to the consumer's lifestyle or simply the profile of the consumer. This

factor could possibly affect one’s preference over food and service in terms of time and place

accessibility basing on his or her schedule for working individuals especially the students don’t

have the ample time and budget.

According to Olson and Peter (2003), competitive advantage refers to the degree of a

product’s “sustainable competitive advantage” against other products or brands and considered

as its most important attribute. This shows how a product possesses certain attributes or

characteristics and becomes the product’s edge over the other. It is the most significant

characteristic of a product since it helps to influence consumers on their preference over brands.

Since a certain product has a competitive advantage, consumers tend to choose it over the other.

Once the product meets the needs and satisfaction of the consumer, this will result to the

establishment of a consumer’s preference.

As the foundation of this research, the theory of consumer behavior explains solely the

purchasing behavior of an individual which is a must to distinguish in the market identification

for the businessmen’s perspective. The preferences of the participants are expected to be affected

by the factors presented in this research. On the other hand, the study of competitive advantage is
the edge obtained by a certain brand to make it stand out in the market. This will be the

foundation of how competitive are carinderias than fast food chains within the area studied.

Definition of Terms

This paper provides a clear definition of some terms in order to better understand the study.

Fast food chains. This is also known as Quick Service Restaurants. Foods are already

pre-cooked and will be pre-heated upon order.

Carinderias. A native food shop which travelers are fond of and this is called turo-turo

(Prudente, 2009)

Level of Preference. A predisposition in favor of something

Psychographics. Internal factors like the respondent’s profile and lifestyle

UC-Banilad. This stands for University of Cebu-Banilad Campus, located in Gov.

Cuenco Avenue, Cebu City, Philippines. This building is facing the Gaisano Country Mall and is

beside the Terraces commercial building. (University of Cebu-Banilad Campus, 2014)

General Objective

This research aims to prove that the student’s level of preference for food and services is

affected by their consumer behavior and psychographics. The researchers desire to help

consumers with preference over food, the business industry involved, the students, the

community that they may be aware about the food that they intake, the field of academe which

future researchers may get advantage to and to ourselves as the researchers.

Philippines has been posted as the second highest death related illness in intestinal

disease; however, outbreak of food-borne-illness 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 of this issue. Being the second highest is not a joke; hence, the

researchers aim to spread awareness especially to the participants involved in this study. The

general objective of this study is to answer primarily the research problem and to have the

number of student customers who prefer eating on fast food chains than on carinderias and vice

versa in terms of budget, food quality and services. 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 wanted to 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’ level of preference for food and services is

affected by the consumer psychographics and the attributes of the food and service provider

within a 1-kilometer parameter from 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 Delimitations

This study mainly focuses on the preference of the students regarding to what service

they prefer; whether fast food chains or carinderias. This includes the factors that may affect

the preference of the said respondents (external factors: setting, price, quality of product;

internal factors: age, gender and budget). This research limits its participants to University of

Cebu-Banilad’s students and administators only; in any grade level or course as long as they

are a student of the above stated school. The data gathered during this research study will be

used to a more compromised research. The researchers will not be having any form of

interview to the owners or staff 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 on their stores so, it would not be a need to interview them anymore. Due

to the setting that we chose, which is 1 kilometer parameter of University of Cebu-Banilad, the

respondents that would undergo the survey would be dependent on the result on the formula
which will be discussed in chapter 3. The process of data gathering is expected to end after

approximately two weeks. Furthermore, the study will present the statistical number of

respondents that chose that specific food and service provider after gathering the data from the

survey conducted and answers the questions presented at the statement of the problem. Matters

beyond this scope are not included in our research.

If this research becomes successful, this would be beneficial to these following individuals:

Students. Since they are the daily consumer focused in this study, this research would be

significant for them in terms of giving awareness and to influence their choices for food and

service.

Business Industry/Propreitor. The owners of the involved food and service providers would be

aware to which part of their business needs improvement in order for them to conduct actions

that are suiting for the situation in turn to boost up sales and develop their strategies.

Furthermore, novice businessmen who desire to venture the food industry could gain knowledge

from the likes and dislikes of the participants entailed in this research.

Community. Individuals within the community of banilad near the setting of the study would be

enlightened of what the majority (students) wants in terms of food and service.

Future researchers. Lastly, this study would be relevant to the upcoming researchers who also

desires to conduct a research which is likely relative and similar to our research. This study

would serve as their guide in creating their own comparative study.

Therefore, this quantitative research is significant and beneficial to consumers with preference

over food, to the business industry involved, to students, to the community that they may be

aware about the food that they intake and to the field of academe which future researchers may

get advantage to.