Chapter 2 1
Chapter 2 1
Chapter 2 1
School of Business
A Market Research
In Partial Fulfillment of the Requirements for the Degree of Bachelor of Science in
Entrepreneurship
By:
Sorreta, Jaylette G.
Adan, Jeric C.
Purdunzalan, Rommel C.
Dorado, Jonas C.
November 2022
TANAUAN CITY COLLEGE
School of Business
Chapter 1
THE PROBLEM
PA
Introduction
since it promotes longevity, preserves human health, and has been shown to have
positive effects on the economy. Keeping food clean is only one aspect of food
sanitation. It covered all procedures for preserving food against risk of contamination,
hazardous bacteria, toxins, and foreign objects, preventing any bacteria from
proliferating to the point where it can make consumers ill, and thoroughly cooking or
Every establishment works hard to keep things tidy, but cleaning and
sanitizing are two different processes. Cleaning eliminates dirt, grease, and other debris,
but sanitizing involves taking anything that has been cleaned and bringing the level of
germs down to a safe level. Not only must all equipment be cleaned, but various tools
and utensils also need to be sanitized. Employee hands, food contact surfaces and tools,
and objects that are most prone to bacterial development are the four main categories of
goods that require sanitization. All people who handle food must comprehend the value
of sanitization as well as the techniques and equipment used in the sanitization process.
Food companies must make sure that their sanitation procedures include detailed
guidelines on what and when to sterilize. Additionally, they must offer comprehensive
TANAUAN CITY COLLEGE
School of Business
training on the equipment required to test and monitor these processes as well as the
PA
thermal and chemical techniques utilized in sanitation. DeltaTrak Inc.(2016). When it
comes to food production and service, hygiene cannot be emphasized enough. Randy
Wahl (2016), senior vice president of Irving, Texas-based marketing research and
consulting firm M/A/R/C, asserts that cleanliness is a crucial aspect of the customer
experience. This directly affects how much revenue a retailer can generate.
There are many challenges that food handlers must overcome in terms of
sanitation. A lack of sanitization within the establishment may result in illness, disease,
or even death. This would most likely result in lost business, a damaged reputation,
legal action, penalties, and perhaps even the closure of the company. Businesses need
to implement the sanitation plan correctly when it comes to the food industry. This is
done to guarantee the area's cleanliness, the food quality, and the staff members' and
customers' overall health. This study aims to understand how consumers make their
various purchasing decisions and behaviors. Recognizing the value of basic sanitation,
how it impacts the business, and how to keep the workplace clean.
TANAUAN CITY COLLEGE
School of Business
Food Station on Consumer Decision in Tanauan City: it sought to answer the following
questions.
1.2 Age;
1.3 Sex;
1.4 Occupation?
3. Based on the finding the courses of action that can proposed to enhance the
business are;
TANAUAN CITY COLLEGE
School of Business
Theoretical Framework
PA
FEELINGS OF
PLEASANTNESS
CLEANLINESS CUSTOMER
CUSTOMER APPROACH
OF TRUST
WORKPLACE BEHAVIOR
ATTRIBUTED
PRESTIGE
Hence, hygienic aspects of a restaurant (i.e., restroom, service personnel hygiene, and
perception and choice of dining in the restaurant that fails to meet customers' food
service. This study will assist marketers in comprehending the many stages of the decision-
making process that consumers go through before making a final purchase of the products PA
of their choosing. Understanding the problems that are prevalent in the various consumer
decision models created by earlier academics and scholars of marketing management can
help marketers enhance their marketing techniques. This theoretical framework will help
researchers to identify the different perceptions and decisions that the consumers of
Karaage’s Food Station are making and will also help the researchers to build their
SWOT Analysis
organization can take the initiative to identify its internal strengths and weaknesses as
well as external elements like opportunities and threats by using the SWOT analysis
Strength
● Low Price
● Variety of Food
PA
Weaknesses
● No drive through
Opportunities
Threats
● Waste Reduction
● Rise of Veganism
PA
Market Segmentation
Demographic Geographic
Psychographic Behavioralistic
The purpose of this study is to provide knowledge and information on proper sanitation
practices and the necessity of upholding them. The results of the study will be of great
To the Business. Data given will provide the business with information on how to spread
the knowledge and maintain proper sanitation of workplace and hygiene. The results will
enable the business or the owner and employees to improve their productivity.
TANAUAN CITY COLLEGE
School of Business
To the Consumer. The results of the study will help the consumer to improve their buying
To the Researchers. The data given and the results of the study will help the researchers to
To the Future Researchers. This study can be their guide in the future, they can use this
study as their references of related literature if they conduct same study or study that is
related to cleanliness.
Definition of Terms
The key terms in the study are given the following definitions.
Longevity- the actual outcome of an individual subject to the risk of death at each age.
Veganism- a way of living which seeks to exclude - as far as is possible and practicable
- all forms of exploitation of, and cruelty to, animals for food, clothing or any other
purpose.
PA
Chapter II
RESEARCH METHODS AND PROCEDURE
Research Design
proper sanitation at Karaage Food Station. The researchers believe that descriptive
research is appropriate for the study since they want to provide an accurate profile of
and analyze descriptive data that will help researchers to achieve their goal.
The respondents of the study are the consumers of Karaage Food Station in
Tanauan City. The researchers targeted 138 of Karaage Food Station consumers in the
area of Tanauan City. We used Rao soft to identify the number of respondents. The Rao
soft sample calculator is basically a software that primarily calculates or generates the
sample size of a research or survey. The targeted age range is 18–50 years old, both
female and male, students and with any kind of current occupation it's either a public or
Karaage Food Station will be collected via survey questionnaires to determine the
TANAUAN CITY COLLEGE
School of Business
Sampling Design
as a method adopted by researchers where they collect market research data from a
which is to study a particular group of people who've already eaten at karaage food
researcher relies on their discretion to choose variables for the sample population.
Researchers use purposive sampling to know the intuition of respondents and to get the
desired outcome about the three variables of the study; cleanliness of workplace,
The data was gathered by the researchers through face-to-face interactions with survey
questionnaires in the analysis and interpretation of the result of the study. The
consumers of Karaage Food Court, so it was unclear what the importance of proper
sanitation was. The first draft of the questionnaire was submitted to the adviser for
TANAUAN CITY COLLEGE
School of Business
suggestions and for the researchers to revise it. After a series of corrections, comments,
PA
and suggestions from the adviser, the researchers finalized the questionnaire.
begin the survey after receiving approval. After we finalized our survey questionnaire
we researchers began looking for individuals who could help to answer our survey
read our message to them. Followed by a conversation about how to respond to it with
them. We explain to the respondents what the purposes of conducting this research are.
In our data gathering we discovered that many respondents eat at Karaage Food Stations.
We also interviewed respondents who work as public and private employees. We asked
them their opinions regarding the Karaage Food Station. They give honest opinions
about the sanitation of the Karaage Food Station, and they also give some proper ways
The statistical treatments that were used in analyzing and interpreting the data are the
following:
TANAUAN CITY COLLEGE
School of Business
Chapter III
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
This chapter describes the analysis of data followed by a discussion of the research
findings.
TANAUAN CITY COLLEGE
School of Business
PA
I. Profile of the respondents
1.1 Sex. The sex of the respondents was determined in Figure 2, it is interpreted
Figure2.
Profile of the Respondents in terms of Sex
Sex Frequency Percentage
Female 85 62%
Male 53 38%
Figure 2 shows the sex of the Karaage Food Station consumers. Respondents
were asked to indicate their gender by placing a tick next to the relevant option
provided (male or female). All 138 respondents (100%) responded. Of the 138
respondents, 85 (62%) were female and 53 (38%) were female, total of 138 respondents
(100%). It also shows that most of the Karaage Food Station consumers are female.
TANAUAN CITY COLLEGE
School of Business
1.2 Age. The profile of the respondents in terms of age was determined in
PA
Figure 3. It is interpreted using frequency and percentage.
Figure3.
their age. Participants were asked to tick the age category appropriate to them (see
figure 3 above). All the participants responded to the question (138 responses or 100%).
Twenty-two percent of the respondents were in the 18-24 years age category (31
responses) and constituted the bulk of the sample. Twenty-two of the one hundred
thirty-eight respondents (16%) were in the 25-41 years age category. Eighty-five of the
respondents (62%) were in 42 years and above of the age category are consumers of
PA
1.3 Occupation. The profile of the respondents in terms of occupation was
Figure 4.
The Figure 4 shows that, one hundred six of the respondents (77%) are students.
Seven-teen of the respondents (12%) are private employee, and fifteen remaining
respondents (11%) indicates that they are from public employee are consumers of
PA
II. Assessment of The Importance of Proper Sanitation to their Buying Decisions.
The figure below shows the assessment of The Importance of Proper Sanitation
Figure 5.
industries.
affects my buying
decisions.
TANAUAN CITY COLLEGE
School of Business
in terms of Cleanliness of Workplace with the composite mean of 3.04 and interpreted
as Agree.
Station affects my buying decisions” got the highest mean of 3.39 and interpreted as
agree. This means that most of the consumers of Karaage Food Station are affecting
Figure 6.
TANAUAN CITY COLLEGE
School of Business
Food Station.
Food Station.
welcoming.
have family-friendly
atmosphere.
customer service of
customer service of
According to the statement "The staff of Karaage Food Station are friendly and
welcoming" with 3.29 mean, which is the highest mean interpreted as Agree, most
respondents and consumers of Karaage Food Station say that the staff in Karaage Food
Station are friendly and welcoming, which influences their buying decision.
Figure 7.
dining-in.
have.
individual’s consumer.
price.
interpreted as agree.
sanitation of Karaage Food Station are important when dining-in” with the highest
mean of 3.32 and interpreted as Agree states that the attributes in both cleanliness and
sanitation are important when dining -in and it is affecting their buying decision.
Figure 8.
MEAN
workplace, feelings of pleasantness and attributed prestige with the grand composite
mean of 3.13 and is verbally interpreted as agree. Therefore, the respondents are
agreeing that the Proper Sanitation are important in food industries and is affecting their
buying decisions.
III. Findings
As to age, the Gen X generation (42 and above) years of age has the frequency of 85
PA
(62%) are the majority respondents. While in sex, most of the respondents are female
respondents students has the highest frequency of 107 with the 77% percent.
TANAUAN CITY COLLEGE
School of Business
PA
TANAUAN CITY COLLEGE
School of Business
PA
TANAUAN CITY COLLEGE
School of Business
PA
APPENDIX A.
QUESTIONNAIRES
TANAUAN CITY COLLEGE
School of Business
Please read each statement, then rate it by putting a check (✓) on how accurately it fits you as a customer of Karaage Food
Station. The purpose of the scale is to identify the importance of cleanliness and sanitation of Karaage Food Station.
4-Strongly Agree
3-Agree
2-Disagree
1-Strongly Disagree
4 3 2 1
The cleanliness and sanitation are important in Food Industries.
Cleanliness and sanitation of Karaage Food Station affects my buying decisions.
I often eat at Karaage Food Station.
When I dined in at Karaage Food Station, the table was clean.
I enjoy eating at Karaage Food Station.
The staff of Karaage Food Station are friendly and welcoming.
The Karaage Food Station have family-friendly atmosphere.
I feel special with the customer service of Karaage Food Station.
I am satisfied with the customer service of Karaage Food Station.
The attributes on cleanliness and sanitation of Karaage Food Station are important
when dining-in.
I afford the prices that the Karaage Food Station have.
I think Karaage Food Station prices can meet the budget of every individual’s
consumer.
As a consumer, I would you say that their product is worth it based on its price.
Cleanliness is not important as long as the food taste good.
APPENDIX B.
DOCUMENTARY
TANAUAN CITY COLLEGE
School of Business
PA
TANAUAN CITY COLLEGE
School of Business
PA
TANAUAN CITY COLLEGE
School of Business
PA
Definition of Terms
TANAUAN CITY COLLEGE
School of Business
PA