CHAPTER THREERESEARCH METHODOLOGYThis chapter contains the discussion of the researcher design used, selected population and sample size, description of the respondents, instrumentation and procedures.I. Research MethodIn this study, the general and specific problems centred on factors that influences the consumers in choosing fast food. The researchers used the Descriptive Research Method specifically the Survey Method in obtaining facts and information for this study.Descriptive research is one major category of the descriptive studies. It is concerned with the analysis development of generalizations, extending its conclusions beyond the sample observed. This definition led the researchers to use the method which is the most in-depth of all the different types of activity under the descriptive studies. The other two major categories which in point of fact do not show researchs fullness are the assessment and evaluation. Unlike descriptive research, assessment only describes the status of a phenomenon at a particular time without value judgement, explanation of reasons or underlying causes, or recommendations for action. Different also is the evaluation for the fact that it only add to description or social utility and may only suggest a course of action. Yet still, there are no generalizations after the evaluation of the situation. (Best 1981; ERIC Digest 2003-2007)Evaluative research is concerned with the assessment of policies, programs or institutional frameworks. Evaluative research evaluates: it judges, assesses, or measures something in relation to outcomes or requirements. If you want to know how well a policy has worked , or how well a program is performing, or whether a practice is effective or successful, or what the outcomes of a given policy are, youre doing Evaluative researchResearch questions in Evaluative research ask measurement or performance questions like How much, how well, or outcome questions pertaining to impact or results. Think of this paradigm as a scale or calculator, measuring somethings characteristics, growth, or performance. (Research Paradigms, Lauren F. Wollman, Phd) This type of research design will help to give the nature and extent of consumers preferences on choosing fast food chain. Through the descriptive research design, the study will broaden the discussion of the factors that influences consumers on choosing fast food chain.The researcher used descriptive-evaluative as a research design. It is focus in a description of the consumer in terms of the age, gender, marital status as well as to their income status. The researcher also considered evaluative research because it aimed to measured the consumer preferences and factors upon choosing a fast food chain.II. Population and Sample SizeThe target population was the consumers from different selected SM Malls in Metro Manila. The average population size based on the traffic count of selected SM malls in Metro Manila are 40,000-50,000 in Southmall, 200,000 in SM Mall of Asia, 70,000-80,000 in SM Makati, 180,000-190,000 in SM Megamall and 240,000 in SM North Edsa. This study will be using convenience sampling to obtain the sample size from the population size. The sample size of the study is composed of 400 respondents.III. Sampling TechniqueThe sampling procedures according to Ghauri & Gronhaug (2010) have categorized the sampling method into two broad types which are probability and non-probability samples. For our sampling procedures, we have chosen the non-probability sample because it is not possible to make valid inferences about the population. We have chosen a convenience sampling in order to save time and cost since we decide to give the questionnaire randomly in selected SM malls. IV. Description of the RespondentsIn this research, the respondents were consumers of both gender who particularly buy and eat in fast food chains located in selected SM Malls in Metro Manila including SM Mall of Asia, SM Makati, SM North Edsa, SM Megamall and SM Southmall. These respondents who are students, employed and unemployed of different age group.V. InstrumentationIn determining consumer preferences, the researchers used a survey questionnaires as their instrument to collect data for their study. With the used of survey questionnaires comprised of questions about the fast food consumption of the consumers, factors that influences the consumers preferences of fast food chain, and demographic profile of the consumers in the sample. Questionnaires determined the consumers most preferred fast food chain. This survey questionnaire explored the perceptions of the consumers personally what is the most influential factor that they consider in choosing fast food chains. A survey-type of questionnaire will be provided for the convenience of 150 respondents so that a clear rating result of consumers preferences will be revealed and the type of survey questionnaire that the researcher used was Likert scale. This will allow for comparison within and between data sets.VI. Data Gathering and ProceduresThe data collection methods were introduced to apply for gathering the data for the study of choosing a fast food chain. The primary and secondary data were preferred due to the reliability and efficiency of the data evaluation. The primary data were collected from the survey questionnaire itself while the secondary data were collected from the books, articles and/or internet.In this research, relevant data were collected from primary data which is the survey questionnaires. The survey method is the gathering of data from a comparatively large number of cases at a particular time. This does not give concern with the traits of each case but with the generalized result or statistics abstracted from a number of individual cases. Also, prior to that, it should first have clearly defined problem and definite objectives. Then, it is one important type of study the researchers must not be confused with the other data gathering techniques. (Best, 1981; ERIC Digest 2003-2007)Moreover, another data gathering were through survey questionnaires comprising of 5 questions which primarily focuses on respondents preferences in choosing fast food chains. The questionnaires used to determine the most influential factor for the respondents. After the questionnaires validated by the professor, these were countered in consumers from selected SM malls in Metro Manila. A good approach for respondents was first observed. The researchers assured confidentiality of their survey sheets. The researchers also understood that consumers consciousness may also affect their honesty and effectiveness in answering the survey, and so, the researchers gave the option of being anonymous. As well as the participants gave a time to respond. Afterwards, the researchers collected the surveys as soon as it was finished by the respondents. There were no incentives offered for participating in the research.The secondary data were collected from books as well as related study and literature of various local and/or foreign authors which provided different facts that can be useful for this study. Internet helped the researcher in a way of providing related information and different thoughts and ideas from random people through the feedbacks that they are giving. VII. Statistical Treatment of Data1. Percentage. This is used to determine and describe the demographic profile of the consumer-respondents of selected SM Malls in Metro Manila as well as their fast food consumption. Moreover, this is used to obtain the top answers in the preferred fast food chain, company as well as the most influential factor.The formula is:Where:P = Percentagef = frequencyn = number of respondents2. Ranking. This is used to determine the ranking of the different indicators and domains considered.

CHAPTER 4Presentation, Analysis and Interpretation This chapter presents the different tables and graphs, analysis and interpretations of the organized data collected from the consumer-respondents in selected SM smalls. Each set of data was analyzed and interpreted in the context of the study that aimed to evaluate the factors that influences the consumers in choosing fast food chain. The corresponding tables were presented in sequence to give further clarity on data presentation and analysis. The questionnaire is attached as Appendix A.

The demographic profile of the consumer-respondents, according to:I. Age;II. Gender;III. Civil Status, and;IV. Occupational Status

Table 1Profile of Respondents According to the Category of AgeCategory FrequencyPercentage

Adolescence 123 30.75

Young Adult 240 60.00

Middle Adult 338.25

Senior Citizen 41.00

Total 400100.00

Table 1 presented the profile of the respondents in terms of age. Data showed that majority (about 60.00%) are young adult consumers. There were about 30.75% who are adolescence, 8.25% who were middle adult and 1.00% who were senior citizen. Moreover, it implied that the consumers comprising the population sample of this study fits the rationality of the consumers.

Table 2Profile of Respondents According to the Category of GenderCategory Frequency Percentage

Female 214 53.50

Male 186 46.50

Total 400 100.00

Shown in Table 2 is the profile of respondents in terms of gender. There are about 53.25% of male consumers that comprised the population sample while the remaining 46.75% are females. Further, it shows that there are more males than females who responded in this study.Table 3Profile of Respondents According to the Category of Civil StatusCategoryFrequencyPercentage

Single29674.00

Married8922.25

Separated123.00

Widowed30.75

Total400100.00

Table 3 displayed the profile of respondents in terms of civil status. Majority of the respondents were about 74.00% who were single while there were 22.25% who were married, 3.00% who were separated and 0.75% who were widowed. Moreover, there are more single than the others who involved in the population sample who answered in this study.

Table 4Profile of Respondents According to the Category of Occupational StatusCategoryFrequencyPercentage

Employed18847.00

Unemployed5012.50

Student16240.50

Total400100.00

Showed in Table 4 is the profile of the respondents in terms of their occupational status. There were about 47.00% consumers were employed that comprised the population sample while the remaining 12.50% and 40.50% where unemployed and student, respectively. Further, it showed that there are more employed than unemployed and student who responded in this study.

1. How often do you eat on a fast food chain store?Figure 1Frequency of Fast Food Consumption According to Age

Exhibited in Figure 1 is the manifestation of the frequency of the consumers in fast food consumption in terms of age. Majority of the respondents in every age bracket tend to eat in a fast food chain once a week. There are about 61.79% (76 out of 123) of adolescents, 60.42% (145 out of 240) of young adult, 63.64% (21 out of 33) of middle adult and all the seniors replied once a week.

Figure 2Frequency of Fast Food Consumption According to Gender

Exhibited in Figure 2 showed the Males dont usually eat on a fast food because 57.53% (107 out of 186) of the male respondents answered once a week as well as the majority of the female respondents which is 64.95% (139 out of 214).

Figure 3Frequency of Fast Food Consumption According to Gender

Figure 3 presents the fast food consumption according to their civil status. There are the majority of 58.11% (172 out of 296) of singles, 69.67% (62 out of 89) of married, 75.00% (9 out of 12) of separated and 100% (3 out of 3) of widowed.Figure 4Frequency of Fast Food Consumption According to Occupational Status

Presented in Figure 4 is the profile of the respondents according to their occupational status. Most of the respondents tend to eat once a week wherein 61.02% (108 out of 177) of employed, 74.00% (37 out of 50) of unemployed and 64.33% of students replied.

2. Which meal are you most likely to eat on a fast food store?

Based on the data gathered from the survey questionnaires, 46% (184 of 400) among respondents tend to eat on fastfood chain for lunch. This shows a greater percentage than the 26.25% (105 of 400) for lunch; 21.25% (85 of 400) for dinner and 6.5% (26 of 400) for breakfast.

3. Which fast food does you preferred most on a fast food store?

The data gathered shows that 43% (172 of 400) of the respondents preferred chicken in a fast food. Both pizza and fries got 15% (60 of 400) among respondents choice. Also, 14% (56 of 400) and 10% (40 of 400). However, 1% (4 of 400) answered while 2% (8 of 400) for others.4. Based on the following factors, rank the given, in which 1 is the most important and 6 is the least important in your preferred fast food store.Table 5123456TotalRank

Quality of Food236973917836731.68

Variety of Food206411385546414813.70

Price of Food831137849403711612.90

Convenience of Location1826547311411517844.46

Ambience/ Atmosphere1027379011512118364.59

Service Quality36809591504813833.46

In Table 5, it showed the ranking of the consumer-respondents to the given factors that quality of food is the most influential factor that affects the consumer in choosing their preferred fast food chain followed by the price of the food, service quality, variety of food, convenience of food, and with the least which is ambience/ atmosphere.

5. Are you willing to pay more than the usual you spend to eat on your preferred fast food chain?Figure 6

Figure 6 show off the results that consumers are more willing to pay more than of they usually spend with 60.25% (241 out of 400) of respondents answered yes than 39.75% (159 out of 400) that answered no.

CHAPTER FIVESUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONSThis chapter summarizes the study by highlighting the research conducted on the topic. The conclusions given were drawn from the outcomes of the questionnaires and evaluation on the top factor that highly considered by consumers on choosing fast food chain. Moreover, recommendations were based from the findings and conclusion of the study.I. General Summary of the StudyThe researcher aimed to know the most preferred fast food chain as well as the most influential factor that they consider in choosing fast food store. The researcher used the descriptive-evaluative research method specifically survey in obtaining facts and information for this study. This study used convenience sampling to obtain the sample size from the population size. The sample size of the study was composed of 400 respondents who were considered as consumer when they bought or eat in fast food store. To be able to have the data, the researchers used questionnaire as instrument to collect data needed in the study. Also, relevant data were collected from books as well as related study and literature of various local and/or foreign authors who provided different facts that can be useful for this study. Internet also helped the researchers on providing related information and different thoughts and ideas from random people through the feedbacks that were found in internet. The statistical treatments applied were ranking, and percentage.II. Summary of FindingsThis research analyzes the factors that influence the consumers in choosing fast food store. The general purpose of this study was covered on how to evaluate the factors that could be improved and developed for the satisfaction of the consumers as well as perceiving the present concept about consumers preferences in choosing fast food chain.1. What is the frequency of fast food consumption of the consumer-respondents in terms of:1.1 AgeMajority of the respondents in every age bracket tend to eat in a fast food chain once a week. There are about 61.79% (76 out of 123) of adolescents, 60.42% (145 out of 240) of young adult, 63.64% (21 out of 33) of middle adult and all the seniors replied once a week.1.2 GenderThe data showed the Males dont usually eat on a fast food because 57.53% (107 out of 186) of the male respondents answered once a week as well as the majority of the female respondents which is 64.95% (139 out of 214).1.3 Civil StatusThere are the majority of 58.11% (172 out of 296) of singles, 69.67% (62 out of 89) of married, 75.00% (9 out of 12) of separated and 100% (3 out of 3) of widowed.1.4 Occupational StatusThere are the majority of 58.11% (172 out of 296) of singles, 69.67% (62 out of 89) of married, 75.00% (9 out of 12) of separated and 100% (3 out of 3) of widowed.2. What is the preferred meal time that consumers tend to eat in fast food chain?The data showed that 46% (184 of 400) among respondents tend to eat on fast food chain for lunch. This shows a greater percentage than the 26.25% (105 of 400) for lunch; 21.25% (85 of 400) for dinner and 6.5% (26 of 400) for breakfast.3. What is the preferred fast food of the consumers?The data gathered shows that 43% (172 of 400) of the respondents preferred chicken in a fast food. Both pizza and fries got 15% (60 of 400) among respondents choice. Also,14% (56 of 400) and 10% (40 of 400). However, 1% (4 of 400) answered while 2% (8 of 400) for others.4. What is the most influential factor to the consumers in choosing fast food store?The data showed quality of food is the most influential factor that affects the consumer in choosing their preferred fast food chain followed by the price of the food, service quality, variety of food, convenience of food, and with the least which is ambience/ atmosphere as the respondents ranked it.III. ConclusionsThe researchers were able to arrive at these conclusions based on the findings of the study.1. Majority of the consumers, even though in terms of age, gender, civil and occupational status dine mostly once a week on a fast food chain.2. Consumers tend to eat in fast food chain during lunch time.3. Consumers preferred fast food store that offers Chicken.4. Food Quality is the most influential factor that greatly affects the consumer in choosing fast food store.

IV. Recommendations