Chapter I

Introduction of the Study

Chapter 1 includes: (1) Background and Theoretical

Framework of the Study, (2) Statement of the Problem and

Hypothesis, (3) Significance of the Study, (4) Definition of

Terms, and (5) Delimitation of the Study.

Background and Theoretical Framework of the Study

Fast Food plays an important role in everyone's day-to-

day life. The fast food market in Philippines has been

witnessing rapid growth on the backbone of positive

developments and presence of massive investments of people.

The term fast food is use for the food which can be prepared

and served quickly than any other meal, minimum preparation

of time is considered for fast food, generally this term

refers to food sale in restaurants and stores with low time

preparation and served to customers in form of packaged for

take away. The eating habits of people are changing the style

of cooking and the ingredients used increased the popularity

of Filipino food. Filipino fast food had experienced

tremendous changes, with growing middle class population and

changing lifestyle. Philippines is blessed with one of the

fastest growing fast food markets in the world. People started

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the different cooking style and adopted eating habit. Unlike

the olden days where man used to have his food lavishly and

slowly, the present trend changed the habits of food which

are simple and easy to digest. Hence, the existence of these

foods fulfilled all the needs of modern human being. Fast

food concepts developed rapidly in last few years in Roxas

City. The trend is radically changing the way people eat in

Roxas City. Currently, market growth is increasing by the

rising young population, working women, hectic schedules and

increasing disposable income of the households.

Philippines is in the midst of the restaurant

revolution. Fast food is one of the world’s largest growing

food types. Food consumption away from home is an increasing

phenomenon among all subcategories of the population across

the world (Issahaku et al., 2014; Ares et al., 2009). Jollibee

is a Filipino multinational chain of fast food restaurants

owned by Jollibee Foods Corporation (JFC). As of April 2018,

JFC had a total of about 1,200 Jollibee outlets worldwide.

With presence in Southeast Asia, the Middle East, Hong Kong,

North America, and Italy. Pizza Hut is an American restaurant

chain and international franchise founded in 1958 by Dan and

Frank Carney. The company is known for its Italian-American

cuisine menu, including pizza and pasta, as well as side

dishes and desserts.

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Modernization and fast pace of life shorten the time

needed to prepare food, which affects the trend of eating

meals in restaurants. This is not a passing trend but a daily

need of a modern human. For this reason, food preparation in

hospitality facilities must meet certain quality standards.

Although food quality is often a primary determinant factor

for a restaurant, other very important factors are service

quality, price, menu, ambience and convenience.

Available resources (money, time, effort) to consume

specific products. It includes research on what, why, how,

when, where and how often consumers buy products (Kesić,

2006). The American Marketing Association (AMA) defines

consumer behaviour as “a dynamic interaction between

thinking, behavior and events in the environment, based on

which human beings manage aspects of the exchange in their

lives” (Peter, Olson, 2008). The basic assumption of

successful marketing is understanding consumer behavior in

order to create a supply (marketing mix), that is, an adequate

way of meeting the needs and wishes of consumers (Živković,

2011). Market research and the definition of targeted

segments of consumers are crucial to the development of the

appropriate marketing strategy of the restaurant.

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The independent variable shows the characteristics of

the respondents’ gender, level of studies and factors

influencing students’ choice of fast food restaurant such as

hygiene, service quality, ambience, convenience and price of

food.

Figure 1 shows the conceptual framework of the study.

Dependent Variable Independent Variable

Characteristics of
the Respondents

 Gender
 Level of Studies
Fast Food
Restaurant

Factors Influencing
Student’s Choice

 Hygiene
 Service Quality
 Ambience
 Convenience
 Price of food
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Statement of the Problem and Hypothesis

The study aimed to ascertain the factors influencing

students’ choice of fast food restaurant in Roxas City.

Specifically, the study sought to answer the following:

1. What are the characteristics of the respondents in

terms of gender and their level of studies?

2. What are the factors influencing FCU students’ choice

of fast food restaurants?

In view of the aforementioned statement of the problem,

the following were hypothesized:

1. There is no significant difference between factors

influencing of student’s choice of fast food restaurants to

their gender and level of studies.

Significance of the Study

This study provide new ideas regarding the factors

influencing students’ choice of fast food restaurant. The

study may be beneficial to the students and owners.

Students. Students may gain ideas and awareness on how

to choose a better fast food restaurant.

Owners. Owners may gain insights on how to improve and

develop their fast food restaurant to attract more customers.

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Definition of Terms

The following are the conceptual and operational

meanings of the terms used in the study.

Fast Food Restaurant. Fast Food Restaurant, also known

as Quick Service Restaurant, refers to buildings used for the

preparation and sale of ready-to-eat food. Fast Food

Restaurants are characterized by a limited menu of food

prepared quickly (often within a few minutes), and sometimes

cooked in bulk in advance and kept hot.

As used in this study, fast food restaurant referred to

a place where students may eat during their free time.

Hygiene. Hygiene is the practice of keeping yourself and

your surroundings clean, especially in order to prevent

illness or the spread of diseases.

As used in this study, hygiene referred to the

cleanliness maintained and provided by the fast food

restaurants.

Service Quality. Service quality measures how well a

service is delivered, compared to customer expectations.

As used in this study, service quality referred to the

service given by the staff of the fast food restaurant.

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Ambience. An ambiance is the mood or setting of a place.

You might like the ambiance of a certain restaurant because

the lighting and decor makes you feel comfortable and happy.

As used in this study, ambience referred to the

atmosphere of the fast food restaurant.

Convenience. Convenience is the state of being able to

do something easily with little effort and no hindrances

As used in this study, convenience referred to the

availability and nearness of the fast food restaurant to

Filamer Christian University.

Price. Price is the monetary value of a good, service or

resource established during a transaction.

As used in this study, price referred to the value of

the goods served by the fast food restaurant.

Delimitation of the Study

The study is limited to 10 students of Filamer Christian

University.