National College of Business and Arts

Taytay, Rizal

COMPARATIVE ANALYSIS BETWEEN BRANDED FOOD STALLS

AND FASTFOOD CHAINS PATRONIZED BY GRADE 12
STUDENTS IN NCBA TAYTAY

A. Thesis Presented to the National College of Business and Arts

In Partial Fulfillment of Requirements

For Senior High School

Cenina, Marie Pherlie N.

Chan, Jhenika T.
Imperial, Jonabelle C.
Montilla, Ma. Clarissa B.
Sarmiento, Mariecris B.

OCTOBER 2018
 Chapter I

THE PROBLEM AND ITS BACKGROUND

This chapter contains the background or preview of the study, the statement of

the problem, scope and delimitation and the significance of the study.

Introduction

In this study the researcher aim to know what are the different factors that are

being considered by the customers in choosing between branded food stalls and

fastfood chains.

According to Graset (2018), branded food stalls is a temporary structure used to

prepare and sell food to the general public. Fastfood chains, refers to buildings used for

the preparation and sale of ready-to-eat food. Fastfood chains 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.

Jollibee is the largest fast food chain in the Philippines, operating a nationwide

network of over 750 stores. A dominant market leader in the Philippines, Jollibee enjoys

the lion’s share of the local market that is more than all the other multinational brands

combined. The company has also embarked on an aggressive international expansion

plan in the USA, Vietnam, Hong Kong, Saudi Arabia, Qatar and Brunei, firmly

establishing itself as a growing international QSR player.

Ray Kroc started it all when he bought the franchise of a small burger joint owned

by brothers Dick and Mac McDonald in 1955. He opened his first restaurant in Des

Plaines, Illinois and five years later, he bought the exclusive rights of the name,

McDonald’s. McDonald’s continues to serve close to 68 million in over 119 countries

every day, making it the number one quick-service restaurant in the world.

Today, McDonald’s has grown to have more than 36,000 restaurants all over the world

It was in 1981 when George T. Yang opened the first-ever McDonald’s restaurant in the

Philippines. The historic restaurant still stands on its original location in Morayta, Manila.

McDonald’s brings its food and convenience closer to every Filipino as it opens its first

stores in Visayas and Mindanao. It was in 1992 when McDonald’s restaurants were put-

up in the cities of Cebu and Cagayan De Oro. In order to achieve its vision of Una Sa

Pamilyang Pinoy, McDonald’s Philippines knew it had to become a 100% Filipino-

owned company. McDonald’s Philippines remains all-Filipino to this day. Today,

McDonald’s has grown to become one of the country’s leading fast food chains with

more than 500 restaurants nationwide. With President and Chief Executive Officer

Kenneth S. Yang at the helm, McDonald’s is now a multibillion-Peso company that

continues to serve Filipinos all over the country.

KFC Corporation is the largest fast-food chicken operator, developer, and

franchiser in the world. KFC, a wholly owned subsidiary of PepsiCo, Inc. until late 1997,

operates over 5,000 units in the United States, approximately 60 percent of which are

franchises. Internationally, KFC has more than 3,700 units, of which two-thirds are also
franchised. In addition to direct franchising and wholly owned operations, the company

participates in joint ventures, and continues investigating alternative venues to gain

market share in the increasingly competitive fast-food market. In late 1997 the company

expected to become a wholly owned subsidiary of Tricon Global Restaurants, Inc., to be

formed from the spinoff of PepsiCo's restaurant holdings.

Chowking, an Asian restaurant that is popular worldwide for its amazing fast food

style service. This restaurant combines great flavors of Asian cuisine with the “quick to

serve and quick to eat” western style making it a favorite of many. Whether it is

delicious noodles or fried rice, Chowking has got it all. One can also order noodle

soups, dim sum, family meals and popular Filipino dessert Halo-Halo.

It all started with a Vision. Edgar “Injap” Sia, at the age of twenty six, grabbed the

opportunity to lease a 250 square meter space at the Robinson’s Mall Carpark-Iloilo in

December 2003. Mang Inasal’s authentic fusion of traditional Filipino cuisine with the

dine-in concept. Famous for its native-style and “nuot-sarap” Chicken Inasal with its

pioneering “unlimited rice”, Mang Inasal quickly won the hearts of its customers with its

distinctively Pinoy stamp-grilling and special marinade made out of local secret spices.

The restaurant was an instant success, opening close to thirty branches in just

three years. By 2005, confident of the stability and brand recall of the business, he

opened Mang Inasal for franchising, concentrating his efforts in Visayas and Mindanao

where Inasal is most popular. Franchise offers for Luzon soon followed. The primary

reason for Mang Inasal’s success is its wide array of Filipino comfort food, especially

Chicken Inasal - with its distinct taste that Pinoys have grown and continue to love.
 By 2009, only six years after the first branch opened, Mang Inasal had a store

network of one hundred stores. Mang Inasal soon drew the attention of Jollibee Foods

Corporation (JFC), the Philippines’ largest food service company and one of Asia’s most

admired companies. JFC acquired 100% share of Mang Inasal in April 2016.

Today, Mang Inasal is the leading Pinoy branded outlet in the country, with its

strong portfolio of Chicken Inasal, Pork BBQ, Halo Halo, and Palabok. Variations in the

menu are constantly being developed to meet the discriminating demands of its growing

customer base. Mang Inasal has steadily grown ever since its acquisition, making it one

of the fastest growing quick service restaurants in the country. To date, Mang Inasal has

over 450 stores nationwide and counting. Mang Inasal now lays the foundation for a

new era of prosperity, moving forward to a horizon of possibilities as the brand

continues its winning tradition of excellence.

In South Korea you can find a mom-and-pop fried chicken joint on every block,

but Jinduk Seh had bigger dreams – to share his country’s favorite comfort food to the

world. This motivation translated into his passion to perfecting the fried chicken cooking

technique that ensures a paper-thin crispy texture outside and tender, juicy meat inside.

He then spent 2 years creating the perfect addictive glaze that embody the rich and

distinct korean flavors: Soy Garlic and Spicy. Bonchon’s original soy garlic and spicy

sauce, which to this day is made in Korea and shipped worldwide.

Greenwich Pizza is one true Filipino pizza chain – a small entrepreneurship that

made an extraordinary leap to the big league. What started out as a small over-the-

counter pizza store in the Greenhills Commercial Center in 1971, is now the Philippines

biggest pizza chain. It is not just the biggest. It’s the Philippines favorite pizza chain. It
gives you a scrumptious blend of exciting pizza and pasta innovations, all prepared for

the comfort of the Filipino taste. More than just delicious food choices, it offers to

transform your everyday dining into shared delightful moments with friends.

Tropical Hut is one, if not the oldest, fast food joint in the Philippines. It started in

1962 when the Que family had this idea of putting up a coffee shop within the confines

of their supermarket, thus, Tropical Hut Hamburger was born. Now, it has more than

50branches nationwide and still growing, proving that it can hold its stance in the fast

food arena. Before Jollibee, before McDonald's, before Burger King, before anyone

else, it seems, there is Tropical Hut Hamburger. And hamburger it is, indeed the best it

could ever be. But that was long ago. Now, Tropical is just a vestige of its former self.

Everyone suspects that their hamburger is where Jollibee's came from - They almost

have the same taste. Their fried chicken is also just like Jollibee's, but this time it was

Tropical who copied it. Tropical has other food selections, like Bistek (a local version of

beef steak or strips) and other sandwiches. However, the place is not world class. It is

not as clean or as well kept as McDonald's or Jollibee. And they have a very poor

image. Although food is good.

As familiar as a childhood friend. That’s how we feel about Pancake House. It’s

amazing to realize it’s been around since the 1970′s, growing with them, celebrating

their happiest moments with family and friends, cheering us up when we needed it

most. Everyone of them has a favorite Pancake House dish- it’s on our mind and they

can almost savor the taste of it even as they walk through the door and hear the warm

greeting.
 The pioneers still remember the early Pancake House from Magallanes or the

Ayala Arcade. Seated in bright orange and pink booths, with old movie posters on the

walls, they barely noticed the time pass as they enjoyed generous helpings of our

famously fluffy pancakes.

Today, they are happy to keep welcoming new generations of friends like you

into every Pancake House- in Magallanes and the rest of over 100 franchises around

the country and overseas. Take your pick from a deliciously complete menu to satisfy

you – morning, noon, evening, and at all times in-between.

Zark’s Burgers is a popular homegrown joint that serves American comfort food,

especially huge, greasy burgers – and no other joint can beat them in freshness, size

and taste.

What sets Zark’s apart from other places is their constant dedication to

innovation and freshness. The patties are all made and grilled from scratch. Aside from

the classic cheeseburger and mushroom burger, Zark’s menu contains over-the-top

burgers that sound like the toothsome results of some crazy science experiments. A lot

of them have dizzying, intriguing descriptions, making it hard to pick the best burger to

spoil you with.

In 1985, when the concept of “fast food” was rapidly entering the country, Tokyo

Tokyo saw the opportunity of bringing Japanese cuisine to the Philippines.

The very first Tokyo Tokyo restaurant opened on April 22, 1985. Located at the

Quad Car Park (now Glorietta), Tokyo Tokyo built an incredibly dedicated following with

its combination of quality, value, and abundance.

 It was the only Japanese restaurant that offered unlimited rice with its dishes,

which grew to be some of the Filipino diners’ most popular cravings.

The setting of this study is in the National College of Business and Arts in Taytay,

Rizal. It is a school specialized for business courses through educational programs and

competent methods of teachings and facilitators. National College of Business and Arts

is committed to the education of the whole person – mind and heart, body and spirit.

Our undergraduate programs are built on a core curriculum rooted in the liberal arts and

business administration. Our curricula are balanced with career preparation and stress

the importance of integrating knowledge, critical thinking, problem solving,

communication, and aesthetic appreciation. Our graduate programs concentrate in the

areas of professional studies which combine theory and practice. In addition to our

academic programs, we are actively engaged with the local community in providing

cultural, educational, and professional events.

Foodies are everywhere meaning it is always in the trend. Branded food stalls

and fast-food chains are now in the vanguard of food innovation because of its

popularity. Its transient nature helps them to keep up with the ever-changing customer

needs and demands, and even with the latest trends, to new flavours, textures, and

combinations. Most of them came from other countries which diversified here in the

Philippines and so until then and from now new businesses opened. The main objective

is to know which of the two is being patronized more by the Grade 12 students in

NCBA-Taytay, and also to compare them by conducting researches about them through

a survey to know the participants’ thoughts and their comments regarding the Fast-food

Chains and Branded Food Stalls found in Taytay, Rizal.

Statement of the Problem

This study attempts to conduct a comparative analysis between branded food

stalls and fast food chains patronized by Grade 12 students in NCBA Taytay.

More specifically, this study aims to answer the following questions:

1. What is the profile of the respondent in terms of

1.1 Age

1.2 Gender

1.3 Grade and Section

2. What are the most patronized fast food chains and branded food stalls found in

Taytay, Rizal?

3. Which option is more preferred by the students?

4. How often do the students go at fast food chains and/or branded food stalls?

5. Where are fast food chains and food stalls usually located?

6. What are the usual standards of the students in choosing between a fast food

chain or a food stall?

7. How satisfied is the customers based on the following criteria:

7.1 Cleanliness 7.6 Quality taste of Food
7.2 Service 7.7 Value for Money
7.3 Speed of Service 7.8 Location
7.4 Attitude of Staffs 7.9 Ambiance
7.5 Ease of Ordering 7.10 Portion size of food
Scope and Delimitation

This study focused on the factors that helped the respondents in choosing

between branded food stalls and fastfood chains and its differences.

In this study, the standards with regards to patronizing a certain good was

assessed. The study involved Grade 12 students from five (5) sections—Dewey, Plato,

Aristotle and Canada with fifteen(15) respondents each and Confucius with twenty(20)

respondents from NCBA Taytay which served as the research locale of the study.

The satisfaction level of each of the respondents were gathered and tabulated to

measure its percentage.

Significance of the study

This section will provide a brief description on the significances and who will

benefit from the results of this study.

Students. The results will provide the students with some knowledge and awareness in

choosing which of the branded foodstalls and fast-food chains should they patronize.

This will also help them to decide and give them some of the factors to consider.

Future Customers. They will be given reasons to start patronizing the different branded

foodstalls and fast-food chains in Taytay, Rizal.

Future Researchers. They can use this study as a reference and can serve as one of

the sources of additional information if their study is somewhat related to the topic of

this research study.

Name (optional): _______________________________ Gender: _____________

Grade & Section: __________________________

Direction: Put a check (✔) mark for your answers

1. Which do you prefer? Fast-food Chains or Branded Food Stalls?(Ano ang mas

gusto mo? Fast-food Chains o Branded Food Stalls?)

___________________________________________________________

Why? (Bakit?) _______________________________________________

2. What are your favorite Fast-food Chains and Branded Food Stalls found in

Taytay, Rizal? (Ano ang paborito mong Fast-food Chains at Branded Food

Stalls na matatagpuan sa Tatay, Rizal.)

FASTFOOD CHAINS BRANDED FOOD STALLS

Jollibee RBX Rice in a Box

Mc Donald’s Potato Corner
KFC Paotsin
Chowking Fruits n’ Waffle
Mang Inasal Turks
BonChon Chicken Lot’s A Pizza
Greenwich Jose’s Goto
Tropical Hut Sisig Hooray!
Pancake House Hong Kong Style Noodles
Zark’s Burgers Tokyo Tempura
Tokyo Tokyo Famous Belgian Waffle
Others (please specify): Others (please specify):
 3. How do you often visit Fast-food Chains and Branded Food Stalls found in

Taytay, Rizal? (Gaano kadalas kang bumibisita sa mga Fast-food Chains and

Branded Food Stalls na matatagpuan sa Taytay, Rizal?)

Everyday 1-5 times in a year

1-5 times in a week Never

1-5 times in a month

4. Where do you often see Fast-food Chains and Branded Food Stalls in Taytay?

(Saan ka madalas nakakakita ng mga Fast-food Chains at Branded Food

Stalls?)

________________________________________

5. What are your standards on buying products at Fast-food Chains and Branded

Food Stalls? (Ano-ano ang mga pamantayan mo sa pagbili ng iba’t-ibang

produkto sa Fast-food Chains at Branded Food Stalls?)

Cleanliness Ease of Ordering

Location Service

Quality of Food Ambiance

Portion Size of Food Prices

Additional Comments:

___________________________________________________________________

___________________________________________________________________
6. How satisfied are you with the following aspects of their services? Kindly

indicate the level of your satisfaction? (Gaano ka nasiyahan sa serbisyo nila

batay sa mga sumusunod na aspekto.)

Very Satisfied Neither Dissatisfied Very

Satisfied Satisfied Dissatisfied
nor
Dissatisfied
Cleanliness

Service

Speed of Service

Attitude of the Staffs

Ease of Ordering

Quality/Taste of the

Food

Value for Money

Location

Ambiance

Portion Size of Food

7. Suggestions for Improvements (Mga Mungkahi para sa Pagpapabuti):

________________________________________________________________

________________________________________________________________
 CHAPTER II

REVIEW OF RELATED LITERATURE AND CONCEPTUAL FRAMEWORK

This chapter includes the foreign and local related literature of the study,

conceptual framework and the definition of terms.

Related Literature

Foreign

The global fast-food industry is still largely dominated by U.S. chains like

McDonald’s and KFC, with only a handful of non-American brands — such as South

Africa’s Nando’s and Japan’s Yoshinoya — enjoying success outside their home

countries. But while Western markets have seen modest gains in fast food during the

tough economic times, developing markets like the BRICS countries are booming with

double-digit growth. And that’s not all that is bursting at the seams. According to

Bloomberg’s Waistline Index, the average weight of men in Mexico, for example, has

gone up more than 15 pounds since the first U.S. fast-food joint opened there in 1985.

But Big Macs are not entirely to blame. Regional fast-food chains are learning to

compete with the U.S. giants and even expanding across borders themselves. Here are

six regional heavyweights that may soon be delighting the palates and expanding the

waistlines of customers around the world.

 Local

JOLLIBEE (Philippines). This Filipino favorite boasts more than 750

locations across the country. But with waves of emigrants leaving the island

archipelago, the growing chain is also giving the Filipino diaspora a taste of home with

outlets in places including the United States, Vietnam, Hong Kong, Saudi Arabia, Qatar,

and Brunei. Chairman of Jacobs International, LLC

A Brief History of the Fast Food Industry.While the concept of eating outside of the

home has been around for centuries, the fast food industry as we know it didn't get its

start until the post-WWII American economic boom. Americans began to spend more

and buy more as the economy boomed and a culture of consumerism bloomed. As a

result of this new desire to have it all, coupled with the strides made by women while the

men were away, both members of the household began to work outside the home.

Eating out, which had previously been considered a luxury, became a common

occurrence and then a necessity. Workers, and working families, needed quick service

and inexpensive food for both lunch and dinner. This need is what drove the

phenomenal success of the early fast food giants, which catered to the family on the go.

The most familiar of the fast food options is the hamburger. While it is unclear

when (and who) invented the hamburger – with a contested birth-date ranging from the

late nineteenth century to the early 20 century – the first important date for the burger

was 1921. 1921 was the year the first White Castle opened in Wichita Kansas and the

beginning of the popularization and commercialization of the hamburger. Hamburger

joints popped up all over the United States, including a family owned restaurant in San

Bernardino, California, Opened in 1948 by brothers Richard and Maurice McDonald, the
name and its method of operations were bought out by Ray Kroc who opened his first

McDonalds in Des Plaines Illinois in 1955. By 1958 McDonalds had sold 100 million

burgers across the country and changed how Americans ate. Following McDonalds’

success other self service fast food restaurants joined the market, some regional and

some national. While a large number also sold burgers and fries some restaurants

distinguished themselves by serving more exotic fare, such as Taco Bell and their

Americanized Mexican food.

As the fast food industry continued to expand and the first of the Baby Boomers

entered the job market fast food restaurants began utilizing teenagers as part-time

employees. By 1978 59% of teens were somehow involved in the workforce – many in a

food industry setting. As young people began to earn more they also began to spend

more which in turn strengthened the trend of spending more time outside the home

including for meals. It also propelled the food industry into being one of the largest

employers in the US economy. A staggering 1 out of 8 US workers has, at one point,

been employed by McDonalds.In the mid-1970s as the food industry expanded it

became more competitive triggering the “Burger Wars” of the 80s and 90s.

The increased choices for consumers led restaurants to refurbish and to

emphasize their brand’s particular environment. Fast food restaurants added seating

inside as well as the now iconic drive-thru. To appeal to families restaurants started

creating meals as well as specific areas for kids. Healthier options and expanded

menus helped differentiate one chain from another. At the beginning of the 21st century

the market experienced another seismic shift as coffee chains and fast causal

restaurants emerged as serious competitors to larger fast food chains.

 Brands like Starbucks, Panera and Chipotle emphasize the quality of their

products and strive for an environment that promotes lingering, as opposed to the quick

turnaround of fast food restaurants. Both are self-service but fast casual typically lack

the drive-thrus that make fast food restaurants so accessible. This shift is inspired by

the new driving force in the economy, Millennials. Just as the Baby Boomers wanted

something fast and easy the Millennials want something more sustainable and in a

place where they can use their various electronic devices.

References

Written by

Franklin A. Jacobs

Franklin A. Jacobs

Chairman of Jacobs International, LLC

https://www.linkedin.com/pulse/20140905155909-59607860-a-brief-history-of-

the-fast-food-industry
 CONCEPTUAL FRAMEWORK

INPUT PROCESS OUTPUT

 Demographic profile
of customers/buyers
a. Age  Improved role of
b. Gender entrepreneurs
c. Allowances  Questionnaire  Higher satisfaction
 Roles of the  Survey level of the customers
Entrepreneurs  Statistical Treatment  Better quality and a
u a. Staffing/Training variety of
b. Communication
service/product
c. Assessment
 Availability of stores
d. Planning
e. Implementation
f. Evaluation

The paradigm shows the conceptual framework of the students. The input

contains the demographic profile of customers/buyers in terms of age, gender and

allowances. Likewise, the input also contains the roles of the entrepreneurs in terms of

staffing/training, communication, assessment, planning, implementation, evaluation.

The process contains Questionnaire, Survey, and Statistical Treatment. The output

contains the improved role of entrepreneurs, higher satisfaction level of the customers,

better quality and a variety of service/product and availability of stores.

DEFINITION OF TERMS

Ambiance- The character and atmosphere of a place.

Cleanliness- The state or quality of being clean or being kept clean

Customers- Someone who buys goods or services from a business

Ease- Absence of difficulty or effort.

Entrepreneur- A person who starts a business and is willing to risk loss in order

to make money

Fastfood Chains- Designating or of a type of restaurant specializing in low-cost

carryout food (fast food) that is prepared and served quickly.

Food- Any nutritious substance that people or animals eat or drink, or that plants

absorb, in order to maintain life and growth.

Food Stalls- Is generally a temporary structure used to prepare and sell food to

the general public, usually where large groups of people are situated outdoors in a park,

at a parade, near a stadium or otherwise.

Location- A particular place or position.

Ordering- Request (something) to be made, supplied, or served.

Price- The amount of money expected, required, or given in payment for

something.

Portion- A part of a whole; an amount, section, or piece of something.

 Quality- The standard of something as measured against other things of a

similar kind; the degree of excellence of something.

Satisfaction- Fulfillment of one's wishes, expectations, or needs, or the pleasure

derived from this.

Service- The action of helping or doing work for someone.

Staff- All the people employed by a particular organization.

Standards- A level of quality, achievement, etc., that is considered acceptable or

desirable.

Vanguard- The group of people who are the leaders of an action or movement in

society, politics, art, etc.

 CHAPTER III
METHODOLOGY

This chapter describes and discusses how the researchers gathered the

necessary data and information needed and will be used throughout the study. It shows

the process of collecting data, and the respondents who will be providing the

information. Also, the research design, the instruments used, and the research locale

where the study was conducted.

RESEARCH DESIGN

The method used by the researchers is quantitative research which is formal,

objective, and is a systematic process in determining the most patronized branded food

stalls and fast-food chains.

A descriptive survey design was used in collecting data from the respondents. The

data from their responses were obtained through self-administered questionnaire

distributed to the subjects by the researchers.

RESEARCH LOCALE

The study was conducted at Sitio Ilog Pugad, Brgy. San Juan, Taytay, Rizal in

the National College of Business and Arts in Taytay. Specifically in the second floor of

the RN Building where the rooms of our respondents are located. Since the chosen

respondents are students there.

 Figure 1.1

Map of National College of Business and Arts Taytay, Rizal

RESEARCH INSTRUMENTS
A quantitative was used in gathering the data needed. The questionnaire has 7

items mainly consisted of boxes which are representing the choices to be checked. The

questions are determining what are the thoughts and which do the respondents like

between the fast-food chains and branded food stalls.

SAMPLE POPULATION

The total number of respondents are 80, they are all Grade 12 students from the

National College of Business and Arts in Taytay. They are all randomly selected from

the 5 different sections. They are the target population of this study.
 RESPONDENTS NUMBER OF RESPONDENTS

12-Confucius 20

12-Aristotle 15

12-Plato 15

12-Dewey 15

12-Canada 15

TOTAL 80

DATA GATHERING PROCEDURES

The researchers, themselves gathered the necessary data by conducting the

survey. They have conferred and discussed the significance of the survey to the

respondents before giving them the questionnaires and accomplished the distribution of

the instruments properly.

The respondents were given 20-30 minutes to answer the questionnaires to prevent

them from giving irrelevant and hasty responses. The researchers went from one

section to another one at a time on distributing the questionnaires to the respondents.

After the distributing and collecting again the questionnaires, the responses will all

be tallied and tabulated. The results of this research are going to be used as the basis

of analysis and interp

 Chapter IV
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

Figure 1.1 Based on the respondents preferred fastfood chains

Figure 1.2 shows the most preferred fastfood chains of selected Grade 12

students. 82.50% chooses Jollibee, 84% chooses McDonalds, 62% chooses Chowking,

74% chooses Mang Inasal, 51% chooses BonChon Chicken, 53% chooses Greenwich,

10% Tropical Hut, 11% Pancake House, 18% Zark’s Burgers, 28% Tokyo Tokyo and

1% others. This shows that the preferred fasftood chains of Grade 12 students is

McDonalds.
Figure 1.3 Based on the respondents preferred branded food stalls

Figure 1.3 shows the most preferred branded food stalls of selected Grade 12

students. 33.75% Rice in a Box, 60% Potato Corner, 12.50% Paotsin, 13.75% Fruits n’

Waffle, 45% Turks, 13.75% Lot’s A Pizza, 5% Jose’s Goto, 41.25% Sisig Hooray!, 20%

Hong Kong Style Noodles, 15% Tokyo Tempura, 31.25% Famous Belgian waffle,

1.25% Others. This shows that the preferred branded food stalls of Grade 12 students is

Potato Corner.
Figure 1.4 Based on the respondents satisfaction level

120%

100%

80%
Confucius
Aristotle
60%
Plato
Dewey
40%
Canada

20%

0%
Cleanliness Location Quality of Food Portion Size of Ease of Service
Food Ordering

Figure 1.4 shows the satisfaction level of selected Grade 12 students in NCBA

Taytay. Cleanliness: Confucius (75%); Aristotle (86.67%); Plato (93.33%); Dewey

(80%); Canada (93.33%). Location: Confucius (50%); Aristotle (60%); Plato (40%);

Dewey (40%); Canada (33.33%). Quality of Food: Confucius (85%); Aristotle (93.33%);

Plato (100%); Dewey (80%); Canada (100%). Portion size of food: Confucius (55%);

Aristotle (20%); Plato (33.33%); Dewey (53.33%); Canada (53.33%). Ease of Ordering:

Confucius (45%); Aristotle (13.33%); Plato (33.33%); Dewey (46.67%); Canada (20%).

Service: Confucius (55%); Aristotle (46.67%); Plato (66.67%); Dewey (40%); Canada

(66.67%). Ambiance: Confucius (45%); Aristotle (40%); Plato (40%); Dewey (33.33%);

Canada (60%). Prices: Confucius (75%); Aristotle (80%); Plato (53.33%); Dewey (80%);

Canada (80%).
 Chapter V

THE SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATION

This chapter includes the summary of findings, conclusion and

recommendations.

Summary of Findings

Based on the data gathered by the researchers, the main findings of the

researcher are:

 The most preferred fastfood chains of Grade 12 students is McDonalds with

84%.

 The most preferred branded food stalls of Grade 12 students is Potato Corner

with 60%.

 Between Branded food stalls and fastfood chains, fastfood chains are more

patronized than food stalls

 In choosing between fastfood chains and branded food stalls customers

considers the quality of the food the most.

Conclusion

Cleanliness, Service, Speed of Service, Attitude of Staffs, Ease of Ordering,

Quality taste of food, Value for money, Location, Ambiance, and Portion Size of Food

are some of the things that are considered by the customers in choosing what to

patronize. Furthermore, the said criterias could be the factors whether the business will

be lost in track or continue and boost sales. Determining and assessing the factors can

eventually help entrepreneurs in formulating marketing strategies.

Recommendations

The researcher finds out that the students in National College of Business in Arts

in Taytay most patronized the fastfood chain because it is more affordable. They also

satisfied with the services of each fastfood chain and they observe the cleanliness of

the place and foods.