consumer behaviour paper

8/12/2019 Consumer Behaviour Paper

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De La Salle University Dasmarias

Dasmarias, Cavite

In Partial Fulfillment in the course requirement in

Consumer Behavior

The growing market of Maxs Spring Chicken in

the food industry here in the Philippines

Submitted by:

Louie Estrivo, Cedric Gacho, Artel Oria, Dale Teng

Submitted to:

Maam Rhodora Rosales

Professor

Date Submitted:September 5, 2012


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Table of Contents

Executive Summary. 2

Background study ...3 - 4

Objectives.. 5

Limitations of Research... 5

Methodology. 6

Survey Questions and Response Summary.711

Results and Interpretation of Data12

Conclusion and Recommendation..13

Bibliography. 14


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Executive Summary

The purpose of this report was to examine the implications on serving high quality meals to

become the best fine dining restaurant nationwide and to generate more of their franchise, raised

by Maximo Jimenez in the year 1945. For this report, it includes the study of Maxs spring

chicken as their signature dish and the access on the objectives on how they can improve their

brand recognition and other relationship to their loyal customers. Also the purpose of this report

was to examine the service offered by Maxs Restaurant to their customer and how good their

environment is.


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Background Study

Maxs Restaurant was founded by Maximo Jimenez back in the year 1945. That time, his great

relationship with the American soldiers regularly visited Maximo's nearby home for a drink the

American soldiers insisted that they pay for their drinks. Later Maximo started to open a caf so

that the Americans can also enjoy drinks and food.

In this Caf, they usually serve chicken, steaks and drinks. Maximo's niece Ruby, who take cares

the kitchen chores, created a special recipe for chicken that became an instant favorite for the

Americans. Soon, the Filipino public heard about the delicious chicken tender, juicy and crispy

and they came too! Max's Restaurant was born.

Through the years Maxs restaurant growth popularity become famous and was called the

house that fried chicken built. It has many branches all over the Philippines. Maxs restaurant

has also a branch in California USA.

As of today Maxs restaurant is one of the best and famous restaurants here in the Philippines. It

serves as an all time Filipino favorite and grows its business to the fullest. It is about a hundreds

of franchise that they established now in the Philippines and one of the successful food industry

nationwide.

About Maxs Spring ChickenMaxs signature dish which is the Spring Chicken was created by his niece during his time. His

niece whose named Ruby discovered the ingredients that will fit for this very delicious yet tasty

classic fashioned chicken. Her choice of picking the right spices to make a new version of

chicken became famous to the community. Until now it is the peoples favorite, the signature

dish of Maxs restaurant. Nowadays every people in the country likes to taste the spring chicken

of maxs restaurant which gave them the smell of a classic native aroma and the deliciously

texture of the native chicken only from Maxs restaurant. Maxs spring chicken has the high

quality of local meat of the chicken resembles our local culture. Foreigners also love to comeback at Maxs restaurant every time they spend a vacation here at Philippines just to experience

Maxs spring chicken.


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Maxs Spring Chickens StyleMaxs Restaurant became popular because of their tender, juicy, and delicious fried chicken.

This traditional Filipino restaurant were known to the be The House That Fried Chicken Built.

Their recipes were purely Filipino dishes that became peoples favorite. Maxs already

established a name for how many years and a tradition that still patronized by people until now.

Providing and offering delightful recipes and creating more Filipino favorite dishes in a fine-

dining atmosphere with quality service.

Maxs Spring Chicken style is a recipe close to the very popular and delicious Fried Chicken

dish served by Maxs Restaurant. This Fried Chicken dish is served with fried kamote (sweet

potato) and best eaten with Jufranbanana ketchup or Worcestershire sauce. To make your diningexperience more realistic, you can serveLumpiang Sariwa andPancit Canton along with it.

Prices

Php 240.45 Chicken Dinner Meal.One-half of Max's Spring chicken served with Soup of

the Day, steamed rice and soft drink capped off with a caramel bar for dessert.

Php 204.75 Fiesta Plate Meal.Max's quarter spring chicken that comes with fresh lumpiang

ubod (fresh or fried) and steamed rice, a piece of caramel bar and a refreshing

drink.

Php 187.95 Budget Meal.Max's offers a year round of noche buena with our Budget Meal.

Max's mouthwatering chicken, steaming hot rice, macaroni salad, a glass of

refreshing drink and a caramel bar that will surely give everyone a festive mood.

Php 156.45 Basic Meal. A simple yet satisfying combination of Max's quarter Spring

Chicken, a choice of newly-steamed rice. Served with a caramel bar and a glass of

refreshing drink.

Php 208.95 Platter Meal. A quarter of Max's mouthwatering Spring Chicken, a serving of

steamed rice and serving of Pancit Canton. Served with a drink and Max's very

own caramel bar as dessert.

Php 206.85 Chopsuey Meal.A serving of fresh mixed vegetables, pork and shrimp sauted in

thick sauce. This comes with a serving of steamed rice and a quarter of Max's

Spring Chicken. An excellent meal for vegetable lovers.
http://www.panlasangpinoy.com/2009/06/04/how-to-make-banana-catsup/http://www.panlasangpinoy.com/2009/08/27/http://www.panlasangpinoy.com/2009/08/05/filipino-chow-mein-noodle-pansit-pancit-canton-recipe/http://www.panlasangpinoy.com/2009/08/05/filipino-chow-mein-noodle-pansit-pancit-canton-recipe/http://www.panlasangpinoy.com/2009/08/27/http://www.panlasangpinoy.com/2009/06/04/how-to-make-banana-catsup/


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Objectives

To know why people purchase spring chicken more than other served chickens in Maxs

Restaurant.

To know why consumers prefer Maxs spring chicken over the other restaurant who

serves chickens.

To know if the consumers of Maxs Restaurant are satisfied with their meal in Max.

To know if Maxs Restaurant offer a good quality foods and reasonable price.

To know if Maxs Restaurant offer a quality service for their customers.

Maintaining brand recognition/loyalty and generate new customers.

To patronize Max's spring chicken as one of the best local chicken in the Philippines.

Limitations of Research

Access to deeper information about their company.

Access to the information about their resources.

Time Management

Support from the organization and participants

Access information about their profit/income.


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Methodology

The type of research that will be used in this study is qualitative research and quantitative

research. Qualitative researchers aim to gather an in-depth understanding of human behavior and

the reasons that govern such behavior. The discipline investigates the why and how of

decision making. The researcher will also examine the aspect through observations in statistical

analysis. Questionnaires will be given out to respondents for the statistical representation of the

findings in the study, interviews with the respondents and a few researches in this field will be

conducted.

The research sampling methods that will be used in this study are quota sampling and snowball

sampling. Quota sampling is a method for selective participants. In quota sampling, a population

is first segmented intomutually exclusive sub-groups, just as instratified sampling. Then

judgment is used to select the subjects or units from each segment based on a specified

proportion. Snowball sampling is anon-probability sampling technique where existing study

subjects recruit future subjects from among their acquaintances. The studies will be conducted

most through online.

The respondents in this research will be all coming from online. The researchers chose online

because it is more effective, less effort, precise and accurate about the percentage of people who

will be answering the survey questions and faster way to see the results of the study. The

researcher will asked for consent and approval of the respondents to answer the questionnaire

until the desired number of respondents which is 50 is reached.

The questionnaire requires information about the Maxs Restaurant quality service. It also

studies what is the customers reaction towards the service and the food quality of MaxsRestaurant.
http://en.wikipedia.org/wiki/Mutually_exclusivehttp://en.wikipedia.org/wiki/Stratified_samplinghttp://en.wikipedia.org/wiki/Non-probability_samplinghttp://en.wikipedia.org/wiki/Non-probability_samplinghttp://en.wikipedia.org/wiki/Stratified_samplinghttp://en.wikipedia.org/wiki/Mutually_exclusive


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Survey Questions and Response Summary


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Results and Interpretation of Data

The major findings indicate that reasonable price on a high quality food must be kept in line and

enriching their brand recognition to their new prospects much more efficiently. The spring

chicken that they offer comes from the customers past experiences, it must remain regularly.

The results of the survey questions also shows that the consumer where entice to choose Maxs

Restaurant because of its ambience, quality of the food and the service they offer to their

customers. It also implicates that most people of the population that were asked to answer the

survey shows that Max is well known.

It also includes that most customers of Maxs Restaurant enjoys eating in their restaurant due to

the satisfaction that they get from the quality of the food and their stay in Maxs Restaurant and


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also to the staff and crew of Maxs which give every of their customer the best quality service

they could ever get.

Conclusions and Recommendation

It is clear that this report, Maxs restaurant need more proficient about their brand recognition in

order to be more appealing into their future customers. They must continue their high quality

meals including their signature dish, the best seller Maxs spring chicken. Also by developing

and offering more passion in the food industry. By also nurturing Filipino culture by giving them

unstoppable passion, to fulfill their needs and to give more time into their families, friends and

love ones.


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Bibliography

http://www.surveymonkey.com/

http://www.experiment-resources.com/research-paper-example.html

http://www.teachervision.fen.com/research-papers/teaching-methods/1767.html

http://www.maxschicken.com/index.php?/about_us
http://www.surveymonkey.com/http://www.experiment-resources.com/research-paper-example.htmlhttp://www.teachervision.fen.com/research-papers/teaching-methods/1767.htmlhttp://www.maxschicken.com/index.php?/about_ushttp://www.maxschicken.com/index.php?/about_ushttp://www.teachervision.fen.com/research-papers/teaching-methods/1767.htmlhttp://www.experiment-resources.com/research-paper-example.htmlhttp://www.surveymonkey.com/


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http://deakin.edu.au/current-students/assets/resources/study-support/study-skills/ex-exec-

summary.pdf

http://www.mplans.com/pasta_restaurant_marketing_plan/executive_summary_fc.php
http://deakin.edu.au/current-students/assets/resources/study-support/study-skills/ex-exec-summary.pdfhttp://deakin.edu.au/current-students/assets/resources/study-support/study-skills/ex-exec-summary.pdfhttp://deakin.edu.au/current-students/assets/resources/study-support/study-skills/ex-exec-summary.pdfhttp://deakin.edu.au/current-students/assets/resources/study-support/study-skills/ex-exec-summary.pdfhttp://www.mplans.com/pasta_restaurant_marketing_plan/executive_summary_fc.phphttp://www.mplans.com/pasta_restaurant_marketing_plan/executive_summary_fc.phphttp://deakin.edu.au/current-students/assets/resources/study-support/study-skills/ex-exec-summary.pdfhttp://deakin.edu.au/current-students/assets/resources/study-support/study-skills/ex-exec-summary.pdf

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