Chapter IV

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter contains the presentation, analysis and interpretation of the

data obtained from the survey questionnaires, developed for determining the

hospitality and customer preferences in hotel cafes.

Profile of the Customer

This presents the profile of the customers wherein the researchers have

conducted the study to a total population of 130 respondents. It focuses on the

customers’ information that will reflect on the customers’ preference to the hotel

cafes. This includes the age, sex, educational attainment and income per year.

Age

Table 1 below shows the distribution of the ages of the respondents. From

the chosen population, majority of the respondents, 39 of them to be specific, are

from the ages 26 to 30 years old with 30%, and the lowest, 3 respondents, are 15

years old below with just 2.31%.

Table 1. Age of the Respondents

Age Frequency Percentage

15 below 3 2.31%

16-20 years old 20 15.38%

21-25 years old 37 28.46%

26-30 years old 39 30.00%

31-35 years old 16 12.31%

36-40 years old 11 8.46%

41 above 4 3.08%

TOTAL 130 100%

Sex

Table 2 below shows the distribution of the respondents’ sex. From the

respondents of the study, 76 or 58.46% of the total population are male and 54 or

41.54% are female.

Table 2. Sex of the Respondents

Sex Frequency Percentage

Male 76 58.46
Female 54 41.54
TOTAL 130 100%
Educational Attainment

Table 3 shows that the majority, 70 respondents or 53.85%, are College

Graduates, and none elementary graduates. The researchers concluded that

most customers who prefer to be at the hotel cafes are mostly educated people,

or are professionals who, most of the time, attend meetings in hotels, explains

why most respondents are college graduates.

Table 3. Educational Attainment of the Respondents

Educational
Frequency Percentage
Attainment
Elementary graduate 0 0.00%

High School Level 3 2.31%

High School graduate 4 3.08%

College level 47 36.15%

College graduate 70 53.85%

Post College graduate 6 4.62%

TOTAL 130 100%

Income per Year

Table 4 shows the respondents’ income per year. Majority of the

respondents are under the 120,000 and below income with 43.08%, and only 1

or 0.77% makes an income of 360,001 per year.

According to the researchers, the purchasing power of an individual

depends on his or her income and the source of funds. Thus, the higher income

an individual makes, the more expensive and the higher the quality of the

purchased product.

Table 4. Income per Year of the Respondents

Income per Year Frequency Percentage

120,000 below 56 43.08%

121,000-180,000 44 33.85%

181,000-240,000 17 13.08%

241,000-300,000 9 6.92%

300,001-360,000 3 2.31%

360,001 above 1 0.77%

TOTAL 130 100%

Hospitality and Customer Preference in Hotel Cafes

This presents the customer/respondent’s preferences on hotel cafes in

terms of product choice, types of cuisine, advertisement/promotional activities,

prices and the quality of products. This is the second part of the researchers’

questionnaire, where they used a rating scale; 4 as “highly preferred”, 3 as

“preferred”, 2 as “least preferred” and 1 as “not preferred”.

Choice of Product

Table 5 shows the average weighted mean is 3.17 which interprets

that the products are “preferred” by the respondents. The most rated product is

the hot drinks with a weighted mean of 3.65 and is highly preferred by the

customers or respondents. The least rated product is the soup with 2.80

weighted mean.

Table 5. Choice of Product

Products Weighted Mean Ratings

Hot Drinks 3.65 Highly Preferred

Cold Drinks 3.39 Preferred

Bread and Pastry 3.11 Preferred

Pasta 3.26 Preferred

Meat Meals 3.14 Preferred

 Salad 2.95 Preferred

Soup 2.80 Preferred

Average 3.17 Preferred

Types of Cuisine

Table 6 shows the different kinds of cuisine and the ratings of the

customers or respondents. The average weighted mean is 3.10, which interprets

that the different types of cuisines are “preferred”. The most rated cuisine is the

Filipino Cuisine with a weighted mean of 3.42 and is “preferred” by the

customers, and the least rated cuisine is the Russian Cuisine with a weighted

mean of 2.75.

The researchers concluded that the customers are most likely to order

dishes from our own culture or mother tongue, explains why the most rated

cuisine is the Filipino cuisine. In addition, they concluded that Russian dishes are

very new to the taste of Filipinos, explaining the low rate.

Table 6. Types of Cuisine

Cuisines Weighted Mean Ratings

Filipino Cuisine 3.42 Preferred

American Cuisine 3.05 Preferred

Chinese Cuisine 3.16 Preferred

 Korean Cuisine 3.30 Preferred

Russian Cuisine 2.75 Preferred

French Cuisine 2.90 Preferred

Average 3.10 Preferred

Advertisement/Promotional Activities

Table 7 shows the different advertising tools or promotional activities. The

average weighted mean is 3.27 interprets that the advertisements or promotional

activities of hotel cafes are preferred. The most rated advertisement/promotional

activity is the discount, with a weighted mean of 3.55, it is highly preferred by the

respondents. Moreover, the least rated is the newspaper with a 2.98 weighted

mean.

The researchers concluded that discounts are highly rated because

nowadays, everything is expensive, especially advertised products. People do

not assume that advertised products can be reduced in price (Haefner, 1974),

thus, customers appreciate discounts. In addition, the researchers also

concluded that the least rated are newspapers because of the today’s

technology.
Table 7. Advertisement/Promotional Activities

Advertisements/Promos Weighted Mean Ratings

Discounts 3.55 Highly Preferred

Freebies 3.43 Preferred

Fliers 3.01 Preferred

TV Commercials 3.21 Preferred

Newspapers 2.98 Preferred

Social Media/Internet 3.45 Preferred

Average 3.27 Preferred

Prices

Table 8 shows the different types of pricing used in hotel cafes. The

average weighted mean of 3.11 indicates that the respondents prefer the

different types of pricing. Regardless of the pricing method of the hotel café,

customers are still likely to buy or order meals or beverages from the café.

The most preferred pricing style is the buffet pricing which has a weighted

mean of 3.34, while the least preferred pricing style is the single pricing that has

a weighted mean of 2.70.

Table 8. Prices

Pricings Weighted Mean Ratings

Single Pricing 2.70 Preferred

Bundled Pricing 3.14 Preferred

Combo Pricing 3.28 Preferred

Buffet Pricing 3.34 Preferred

Average 3.11 Preferred

Quality of Product

Table 9 shows the qualities of the product preferred by the respondents.

The average weighted mean is 2.82, which interprets that the respondents prefer

the different qualities required in most products. The most preferred quality, with

the weighted mean of 2.94, is that the product should be presentable or should

have attractive food plating. The least preferred quality, with the weighted mean

of 2.67, is that the café uses healthy organic ingredients for their product.

Table 9. Quality of Product

Quality Weighted Mean Ratings

Presentable/Attractive
2.94 Preferred
food plating

Taste meets customer 2.79 Preferred

 expectation

Accurate quantity of food

2.89 Preferred
serving

Uses healthy organic

2.67 Preferred
ingredients

Average 2.82 Preferred

Common Hospitality Concerns

This presents the common hospitality concerns encountered by hotel café

customers in General Santos City in terms of their products and services. The

concerns are ranked from 1 to 4 depending on their frequency from the data

gathered by the respondents.

Products

Table 10 shows the different concerns regarding the products of hotel

cafes in the city. Below shows that the number 1 concern chosen by 64

respondents is that, meals are not cooked properly. The least concern is that the

meals are served at incorrect temperature.

Table 10. Product Concerns

Concern Frequency Rank

Meals are not cooked

64 1
properly

Food was tasteless and

56 2
bland

Insects or other things in

35 3
the served food

Meals are served at

23 4
incorrect temperature

Services

Table 11 shows the different concerns regarding the services of hotel

cafes in the city. It is presented that the number 1 concern of the respondents

regarding the service of the hotel cafes is that the slow service of the café

employees. The least concern of the respondents is the impolite or rude servers,

and that the servers have a sloppy appearance or poor hygiene.

Table 11. Service Concerns

Concerns Frequency Rank

Service is too slow 106 1

Dirty tables and utensils 41 2

Impolite or rude servers 33 3

Servers with a sloppy

appearance or poor 33 3

hygiene
 CHAPTER V

SUMMARY, CONCLUSION AND RECOMMENDATION

This chapter presents the summary of the research work undertaken, the

conclusions drawn from the results and the recommendations offered by the

researchers. This study was taken with the general objective of determining the

hospitality and customer preferences in hotel cafes.

Summary of Findings

The largest group of respondents were aged 26-30 years old with the

frequency of 39 or a percentage of 30% and are mostly from the male population

with the frequency of 76 or a percentage 58.46%. With regards to the educational

attainment, most of the respondents who underwent the study were already

college graduates with a frequency of 70 or 53.85% of the total population. The

highest income per year present among the respondents of the study was the

yearly income of Php 120,000 & below with the frequency of 56 or 46.08% of the

total population.

Regarding the hospitality and customer preference of respondents in hotel

cafes, when it comes to food products the most preferred product were hot drinks

with a weighted mean of 3.65, and Filipino cuisine with a weighted mean of 3.42.

When it comes to the advertisement or promotional activities of hotel cafes and

the pricing of the products, the most preferred is the advertised discounts with a

weighted mean of 3.55 and buffet pricing with a weighted mean of 3.34. As for
the quality of the products, the most preferred quality is the presentable and

attractive food plating of the food products.

When it comes to the common hospitality concerns of the respondents,

the most concern being complained by the respondents is that the meals are not

cooked properly with a frequency of 64 and that the service is too slow with a

frequency of 106.

Conclusions:

Based on the findings derived from this study, the researchers have drawn

the following conclusions:

Most of the respondents are male and are 26-30 years old, are already

college graduates, and have a yearly income of 120,000 and below.

The respondents preferred hot drinks, Filipino cuisine with a presentable

and attractive plating, discounts, and single pricing.

Most of them have concerns regarding meals which are not cooked

properly and the slow service of the hotel cafes employees.

Recommendations:

On the basis of the conclusions drawn from the significant results, the

researchers offer the following recommendations:

1. The owners/managers of hotel cafes should be strict in their training

process before hiring an employee. Seminars should also be held

monthly or every 6 months.

2. The owners/managers of the hotel cafes should regularly check the

performance of their employees. Meetings should be held every week in

order to ensure that the performances of their employees are top notch.

3. The owners/managers of the hotel cafes should provide mini-surveys or

put up a suggestion box for their customers in order to monitor the

provided service by their employees.

4. The customers, provided that their consumer needs should be met,

should also be able to understand and extend their patience for the

employees.

5. Future researchers should use this study as a reference to help them and

other researchers. They may use this study to find out about other

concerns regarding hotels and hotel cafes and restaurants.