Polytechnic University of the Philippines- Taguig Branch

Gen. Santos Ave. Lower Bicutan, Taguig City

FACTORS INFLUENCING CONSUMER PREFERENCE
ON CHOOSING FOOD CHAINS
IN SM MALL OF ASIA


In partial fulfillment of the requirements
in Fundamentals of Research


Submitted To
Prof. Jayme Mendoza


Submitted By
GROUP 10
Acejo, Sharalyn L.
Alterado, Jonamay M.
Alumbro, Christine A.
David, Clarisa R.
Evangelista, Marverick C.
Potenciano, Cherry Mae A.
Tagabi, Joan T.
BSBA-MM III-1



October 1, 2014
CHAPTER ONE
PROBLEM AND ITS BACKGROUND
Introduction




Background of the Study






Theoretical Framework



Brand Name
Price
Service Quality
Food Quality
Restaurant Ambience
Location
Advertising
Social Status
Consumer
Evaluation
Survey or Interview
Factors in choosing
Food Chains in SM
Mall of Asia
Conceptual Framework
The basis for conceptualizing the: factors influencing consumer preference on choosing food
chains is to analyze those aspects that could influence the consumers on their choice on food
chains.





















Statement of the Problem

Hypothesis
H
a
:
H
n
:
Significance of the Study



INDEPENDENT VARIABLE
Consumer Preferences
Choice of Food Chain
DEPENDENT VARIABLE
*Factors
Brand Name
Price
Service Quality
Food Quality
Store Ambience
Location
Advertising
Social Status


Factors in Choosing Food Chain
in Mall of Asia
This study aims to determine the factors that
Scope and Limitations
This study focuses on determining the factors that influences customer preference in choosing
food chains in SM Mall of Asia as perceived by working adults with ages ranging from 18 to 30
years old.
Definition of Terms
Consumer- An individual who buys products or services for personal use and not for
manufacture or resale
Consumer Preference-






















CHAPTER TWO
REVIEW OF RELATED LITERATURE AND STUDY
Foreign Study
Foreign Literature
Local Study
Local Literature
Relevance of Reviewed Literature and Study