Customers' Preference Among Fast Food Chain Establishment in Tacurong City
Customers' Preference Among Fast Food Chain Establishment in Tacurong City
Customers' Preference Among Fast Food Chain Establishment in Tacurong City
City
A Research
Presented to the Faculty of
Tourism and Hospitality Management
STI College of Tacurong
In Partial Fulfilment
of the Requirements of the Degree
Bachelor of Science in Hospitality
Chanchine C. Alicer
Jaysan B. Sacbibit
Rogie A. Reyes
Shekaina Keren B. Formacion
<Date Approved>
ENDORSED BY:
NOTED BY:
<Panelist's Given Name MI. Family Name> <Panelist's Given Name MI. Family Name>
Panel Member Panel Member
NOTED BY:
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Milk tea has a number of health advantages. It gives the body strength and lowers stress
levels. When individuals are tired, they turn to milk tea for comfort. It's also a mood
booster that makes you feel good all of the time. Creates a continual happy sense because
milk tea has a pleasant flavor, so considering all of the health benefits we may derive
from it is already reason enough to feel good when drinking it. One of Boba's
distinguishing characteristics is the sweet taste of the tea combined with the chewy
tapioca balls. Drinks with the same texture as iced coffee or juice have the same texture
as Boba, but the pearls provide a welcome break from the monotony. It's the only drink
like it. Because the Philippines is a tropical country, Filipinos enjoy refreshing drinks
such as "Buko Juice" or other sweet cold beverages. When milk tea was introduced to the
Filipinos, it influenced their taste, particularly among teenagers and young people.
The fast food restaurant business is one of the fastest-growing industries in the world.
International and local restaurant chains are trying to satisfy the demands of customers
for a variety of products and services. Along with changing market trends, customers are
now becoming more sophisticated and demanding. Customer satisfaction is an essential
business issue, as entrepreneurs have realized that favorable customer feedback is key for
a long-term sustainable operation. Customers who have an excellent experience at a
restaurant may recommend the restaurant to others, spread positive information, or
become a loyal customer. The fast food industry has only recently developed in Mongolia
and an increasing number of global fast food chains are now entering the market every
year. As a result, some fast food chains have devised their own technique for making
their product stand out and capturing the attention of customers. The goal of this research
is to find out which fast food chain brands customers enjoy and how satisfied they are
with the product. The researchers did this research after seeing that a huge number of
people in Tacurong City fond of eating fast food on a regular basis. As a result, the
researchers will focus their efforts on fast food chains that have unique marketing
strategies and are favored by customers, as well as understanding about the most popular
brand in Tacurong.
Research Questions
The study aims to determine customers’ preferences among Fast Food Chain in Tacurong
City.
Specifically, the study seeks to answer the following:
1. What are the demographic profile of the customers in terms of:
a. Age;
b. Gender; and
c. Location?
2. What are the customers’ preference in operation aspect of Fast Food Chain in
Tacurong City, in terms of:
a. Product; and
b. Price?
3. What are the customers’ preference in marketing aspect of Fast Food Chain in
Tacurong city, in terms of:
a. Place; and
b. Promotion?
This research determines the customers’ preference among milk tea brands
establishments here in Tacurong city. Thus, this study will be beneficial to the following:
To the customers. This research aids in gaining a better understanding of how milk tea
stores operate. It may influence other consumers' decisions about where to buy milk tea.
To the Milk tea business owners. This research assists them in determining how to
operate their firm using consumer input to help them design the most successful market
strategies in order to attract a large number of customers.
To Future entrepreneurs. This research would help someone who plan to try their own
business and give them an insight of branding, trends, creativity, and how to market their
business and achieve their goals. This is also a way of inspiring people to start their own
business and meet customers’ demands.
To the Researchers. This research enables us to comprehend how the milk tea company
operates and to identify the most popular milk tea brand in Koronadal City, and it is an
eye opener for those considering starting a business.
To the Future Researchers. This will help them in gaining knowledge by obtaining data
from existing study. They'll also get a guide on how to start their own business.
Research Objectives:
The purpose of this study is to determine the customers’ preferences among milk tea
brands establishment in Koronadal City.
Specifically, it aimed to:
1. To determine the demographic profile of the customers in terms of age, gender,
and location;
2. To determine the operational aspects of milk tea brands establishment in
Koronadal city; and
3. To determine the marketing aspects of milk tea brands establishment in
Koronadal City.
This study is limited only to evaluate the customers’ preference among milk tea brands
establishment in Koronadal city. The idea of this research will be focusing on creating
ideas about the significant differences among the market strategies in selecting milk tea
shops and to understand the level of satisfaction of the customers. This research will be
done by the use of survey questionnaires and distributed considering 100 regular milk tea
customers. Including all the lists of milk tea brands in the Department of Industry and
Trade (DTI). This could be the basis by determining the leading milk tea brand here in
Koronadal City.
CHAPTER II
REVIEW OF RELATED LITERATURE
Fast food chain are growing increasingly popular in recent years. Researchers decided to
investigate its appeal and learn why people want to drink it. They hunt for past studies
and papers that can lead to answers to the research questions to understand more about
this subject.
Product
According to Liang (2012), the product container is that the opening part of the cup must
be tightly sealed with a plastic wrap material, as well as the cup should be visible to allow
customers to see what is inside the drink they are going to consume from the outside.
Traders must make products that cater to a variety consumer demands, and they must do
it in such a timely manner. They should also develop marketing methods that make
people uncomfortable. Customer buying experience As a result, traders must start paying
attention to the model. Brand qualities and accentuates the brand's uniqueness they’re
also doing it at the same moment. Should focus primarily on product price and market
strategy product development and packaging (Y. Han, 2018).
Bernadine Racoma's research is focused on the Milk Tea Crazy. Many people in
Southeast Asia are addicted to drinking milk tea these days. People in several Southeast
Asian countries were addicted to exclusively consuming coffee, soda, juiced ice tea, and
hot tea in the past. Drinking coffee, soda, juiced ice tea, and hot tea is, to say the least, a
truly American practice. Nevertheless, only a few years ago, a variety of milk tea brands
were established, and many businesses became interested in investing in them, resulting
in the milk tea mania in Southeast Asia.
Place
According to Shchehula (2017), the majority of this will be within the distribution
channel, and using almost no mediator, people will order and grab their drink.
According to Jithleecheep (2019), bubble milk tea shops in Thailand, for example, kiosks
and trolleys, are at every corner of retail shopping complexes, office buildings, train
stations, hospitals, universities, and business areas.
Entrepreneurs battle not only with their unique drink offerings, but also with the
ambiance and leisure time of their milk tea shops. Milk tea shops in Davao rarely run out
of customers. During the weekdays, such facilities are full with students who are either
studying or simply enjoying after a long day at school. As the craze spreads, and
forecasts predict that it will continue for some time, environmental rules will need to be
amended. Environmental policies will become incredibly influential for all customers.
(2019 Intern).
Price
According to Saesieo (2016), the price to pay has influenced customers’ perception of the
purchasing decision.
According to the research study of consumer preference analysis on the attribute of milk
tea by Ardvin Kester, published on June 15, 2021, stores should focus on providing
healthy alternatives and exceptional tea products that are affordable yet high quality to
achieve full customer satisfaction and loyalty.
According to Juliet Ilusorio's analysis, milk tea is becoming increasingly popular in the
Mendiola area. The milk tea craze in the Philippines is working to expand as a result of
the rapid expansion of milk tea sales, as mentioned eloquently. The study will reveal the
popularity of milk tea among students, as well as brand preferences, pricing
discrepancies, and other details. The findings in this study can answer issues and support
in the handling of difficulties regarding milk tea products and customers (Ilusorio, 2014).
Milk tea, also known as pearl milk tea, bubble milk tea, or simply Boba, was a famous
beverage. In modern days, the most popular drinks to cross from east to west shores and
take the world's youth culture and online foodies by storm. Globally, the bubble tea
market is valued at USD 1.94 billion and is expected to grow at an annual rate of 8.5
percent between 2018 and 2025 (Ian Estares, 2019).
Promotion
According to Shchehula (2017), customers will be given a free test mini-cup of some
popular products as well as a new product that can motivate people to try it, and if they
like it, they will buy it and come back again, such as giving discounts, getting free drinks
on birthdays, and user testing.
According to Agno, et al. (2015), the study "Customer Satisfaction on the Quality
Services of One Department Store in Batangas City, Philippines" assesses customer
satisfaction on the service quality of one Department Store in Batangas City in terms of
employee professional appearance, customer relation, customer service, and facilities. In
addition, the study intends to provide an action plan to improve the Department Store's
customer satisfaction and service quality. The overall number of participants in this study
is 100; however, only consumers who support, patronize, and visit the Department Store
were included; also, the researchers employed quota sampling to determine the number of
responders. Quota sampling is a way for getting representative data from a group of
people. Customers of the Department Store in Batangas City were satisfied with the
service quality provided to them, according to the findings of the survey.
According to Shams (2014), while purchasing or trying new products, various customers
have diverse tastes and expectations; they examine price, quality, customer service,
accessibility, availability, and brand. Customers consider these norms, and businesses
should be aware of them in order to maintain regular sales and a consistent number of
customers’ Expectations, which should be translated into consumer satisfaction with the
product, are an important aspect of the business that should be handled. Customers'
unhappiness, on the other hand, can lead to brand switching. Different marketing and
promotional tactics are used to entice customers, such as gift certificates or discounts, to
attract customers. Marketing personnel should understand how to advertise their
company. In order for clients to have an understanding about the business or product,
increasing brand awareness should come first. Advertising and giving out free gifts are
two ways they might use to attract clients. Evaluating the customers’ feedback and
recommendations about the product or service can also help them to improve their
business.
According to MDPI (2021) among the 1061 Filipino respondents, 25.8% were male,
73.3% were female, and 0.8% were unspecified. Most of the respondents were aged 15–
24 years old (84.2%). The other respondents were aged below 15 years old (4.2%), 25–34
years old (4.8%), 35–44 years old (3.7%), 45–54 years old (2.2%), and above 54 years
old (0.6%). Around (84%) of the respondents had a monthly allowance of less than
15,000 Php. The monthly allowance of other respondents was 15,000–30,000 Php
(10.6%), 30,001–45,000 Php (2.5%), 45,001–60,000 Php (2.5%), 60,001–75,000 Php
(0.7%), and above 75,000 Php (1.1%). Approximately 69.7% of the respondent drink
milk tea once a week. Most of the respondents were located at NCR (36.8%), Region III
(29.3%), and Region IV-A (21.5%).
CHAPTER III
CONCEPTUAL FRAMEWORK
Conceptual Framework
Operational Aspects:
Product
Price
CUSTOMERS’
PREFERENCE
Marketing Aspects:
Place
Promotion
The researchers will be able to gather information in the well manner after identifying
research topic. Additionally, the research will be able to create a positive interpretation of
the data as a result of this. To prove the researcher's ideas and the data that gathered, they
had to look over whether or not they had collected accurate information. Data have been
collected using a number of methods, instruments, and techniques. To end this research
and provide proof, the researcher gathered survey data.
Research Design
Quantitative Descriptive Analysis was used by the researchers, who acquired data using a
descriptive technique. The survey research uses as an instrument in the researchers'
descriptive analysis, which was concerned mainly with identifying "what is.
Research Locale
The study was conducted in Koronadal city, which has been used to assess the efficiency
of the study on customers' preferences among milk tea brand, and to establish the brand
name in Koronadal city. Koronadal City, also known as "Marbel," The city is recognized
as the "Most Competitive City" and most business-friendly place in Mindanao. It is also a
3rd class city and the capital of the province of South Cotabato, Philippines. "Korona"
Crown is a crown city in south central Mindanao and the home of peace-loving people.
(Why did you choose this location?)
Figure 2. Map of the Koronadal City
Source: https://www/mapquest.com
Research Respondents
The customers who purchase milk tea two or three times a week at various milk tea
establishments are considered as survey respondents. (Is it easy for you to identify
regular customers?) The major respondents in this study are milk tea customers in
Koronadal City. They were given survey questionnaires to fill out in Koronadal City to
express their preferences among milk tea brands. (How many respondents?)
Sampling Procedures
The snowball technique is being used by the researchers. The snowball technique is a
nonprobability sampling technique in which current survey respondents recruit new
survey respondents from their group of acquaintances. It's done when finding potential
respondents is hard. It's named "snowball sampling" because as the ball starts rolling, it
picks up additional "snow" along the way and grows larger and larger, allowing the
researchers to gather more respondents per one respondent. (Cite the source)
Research Instrument
(Identify and explain first the research instrument that you will use.) The researchers will
distribute online survey questionnaires via MS/Google forms. Their names are not
required for this study, but their age, gender, and location should be included. The
primary purpose of the survey is to determine the customers’ preferences among milk tea
brands here in Koronadal City. In this manner, the survey will obtain a valid response
from the respondents. The aim is to conduct the survey to the customers who purchase
milk tea among brands establishment in Koronadal City.
Research Gathering Procedure
(Discuss only how will you conduct the gathering of data; how will you distribute the
survey questionnaires; read and remove unnecessary information not related to this
part.)
The researchers used survey questionnaires to gather data. The survey questionnaires
served as research instruments for gathering information from the respondents. The
researchers will be distributing 100 questionnaires to the milk tea customers in Koronadal
city. In distributing the survey questionnaire, the researchers first ask respondents if they
are purchasing milk tea 2-3 times a week. The main purpose of the survey is to find out
the customers’ preferences among the marketing and operational aspects involved by just
a few popular Milk Tea Shops in Koronadal City. A structured questionnaire asks
questions and provides numerous choices for answers. To prevent confusion among the
respondents, the researchers also stated the survey guidelines. Because some respondents
neglect to ask assistance from the researcher, this will assist the researchers in collecting
correct data from the respondents. Instead, it's possible that the responders are unaware of
the problem. This might lead to inaccurate gathering data. The survey questionnaires
have distributed to them and have been appropriately calculated, tabulated, and analyzed.
Statistical Analysis
The data will be analyzed and interpreted with the use of mean and frequency count. It
will be interpreted base on the following scale:
Research Question #1. The result will be analyzed through percentage to determine the
demographic profile of respondents in terms of age, gender, and location.
SOP # 2. The result will be determine the operational aspects of milk tea brands
establishment in Koronadal city in terms of mean with the corresponding descriptive.
SOP # 3. The result will be determining the marketing aspects of milk tea brands
establishment in Koronadal city in terms of mean with the corresponding descriptive.
Table #. Title
Descriptive Interpretation Range
Strongly Agree 4
Agree 3
Disagree 2
Strongly Disagree 1
Table 1. The descriptive data assists in evaluating the operational and marketing aspects
of customers' preferences in Koronadal City's milk tea brands establishments.
Statistical Method
(insert statistical formula)
The data for the proposed study will be collected using the statistical method of
frequency count and mean. The sum of all the values in the data set divided by the
number of values in the data set is used to calculate the mean of a numerical data set.
While the frequency count or tally is an estimate of how many people fit into a specific
category or the number of times a particular feature happens, it also indicates whether the
observations are high or low, concentrated in one section or distributed out across the
total scale.
CHAPTER V
PRESENTATION AND DISCUSSION OF FINDINGS
In this section, the researcher must present the data and information gathered. This
section involves data analysis, display, and interpretation guided by the research problem
and research questions.
This section must provide explicit answers to the research questions and research
problem. Insights drawn from the research findings must be included that would help the
reader of the study fully understand your findings.
CHAPTER VI
This section must include the significance of the study in relation to policies, theories, and
practices. Highlight the significance of the research as mentioned in chapter 1. In writing
conclusions, it must have an open perspective that is not definitive and incontestable. The
recommendations must include suggested improvements to be made in the way the research was
implemented, including future research directions that can still be made with regard to the
chosen research area.
REFERENCES
Your reference list should appear at the end of the paper. It provides the information necessary
for a reader to locate and retrieve any source cited in the body of the paper. Each source cited in
the paper must appear in the bibliography; likewise, each entry in the reference list must be cited
in the text. The references should begin on a new page separate from the text of the manuscript;
label this page REFERENCES centered at the top of the page (bold, but do not underline or use
quotation marks). All text should be double-spaced, just like the rest of the text. Follow the APA
Citation Format.
APPENDICES
APPENDIX A. GANTT CHART
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