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Introduction
Understanding
success
of
constantly
purchase
business
organizations.
analyzing
decisions
the
to
patterns
predict
the
people
evaluating,
buying
future
analysis of
personnel
behavior
trends.
are
and
Consumer
decision process
when
of
the
Marketing
and
physical
acquiring,
using,
activity individuals
or
disposing
of
engage
goods
in
and
services.
service
restaurant.
On
study
of
market
research
and
analysis group packaged facts that revealed that around one third
of consumers left they lack the time to prepare healthy meals,
has
been a remarkable
shift
joints
location
focusing
and
themes.
on
various
These
aspects
aspects
cater
like
to
cuisine, ambiance,
a
wide
range
of
Theoretical Framework
so
they
stimuli that
There
are
consumers
world's
will
can
result
in
increased
tend to attribute
massive
the
this
volume
market.
to
will
loyalty.
The
science
of
for
the
industrial
the
evaluating
brand
sales and
marketing
variety
and
which
of
goods
influencing
marketing
order
to
understand
these
influences,
researchers
and
social
exterior influences
try
to
and to identify
on purchase
decisions.
On
some
random.
levels,
consumer
However,
each
choice
decision
can
that
appear
is
to
made
be
has
quite
some
meaning behind it, even if that choice does not always appear
to be rational. Purchase decisions depend on personal emotions,
social
situations,
goals,
satisfy
all
of
types
and values.
needs,
not
Iliganon
just
people
for utilitarian
buy
to
purposes.
obtain
prestige and
esteem,
or
for
self-
fulfillment.
Cultural
and
social
values
also
play
large
roles
in
value
is
placed
on
characteristics
such
as
activity,
hard
competitive
make
in
the
place
consumer
where
appear
those
more
values
romantic
are
or
highly
buyers
the idea
of
an
asking
what
type
of
person
would
buy
certain
feel
eating
that
they're
healthy,
they
doing
something
making
contacts,
convince consumers
that
or
marketers can
service for
Direction
what
For
the
customer
wants
from
product.
refers to
example,
if
customer would order a expensive food, they may like the idea is
one local food is cheaper than another, but what they really want
is
to
satisfy,
more expensive
and
food
will
probably
can
do
pay
that
more
more
if
they
think the
effectively.
Marketers
type
of
Purchase Patterns
A study conducted by Susan Powell Mantel focused on
analyzing the roles of "attribute-based processing" and "attitudebased processing" when analyzing consumer preference. According
to
the
study,
nutritional
one
is
product
value,
etc.
attributes
are
qualities
often
such
compared
as
price,
disproportionately,
The
particularly
cognition
store
order
not react
of
important.
tend
purchase
price
size,
to
to
brand
Iliganon
evaluate
decisions.
displays and
reductions
presentation
people
more
This
is
in-store
are offered.
and
in
in
with
make
part
promotions
Low-need
these
a
high
is
the
cases
is
need
for
cognition
they
do
significant
people
react
Consumer attitude was a relatively new field of study in the mindto late 1960s, because it had no history or body of research of its
own, marketing theorists borrowed heavily from concepts developed
in other scientific disciplines, such as Psychology (the study of the
individual), Sociology (the study of groups), Social Psychology (the
study of how an individual), and Economics to form the basis of
this
new
marketing
discipline.
Many
early
theories
concerning
individuals
(satisfactions)
act
in
the
rationally
purchase
to
of
maximize
goods
and
their benefits
services.
Later,
All
of
these
factors
combine
to
form
a comprehensive
Conceptual
This
respondents.
aspects
of
consumer
decision
making.
Framework
figure
The
shows
independent
the
interplay
variables
are
profile
the
profile
of
of
the
the
Income. While the dependent variables are the some object context
of marketing consumer attitudes in terms of Beliefs, Affect, and
Behavioral Intensions.
Respondents
Age
Gender
Education
Income
Profile
Some
object
Marketing
context
Consumer
Attitudes:
Affect
Needs
Behavior Intensions
This study has to inform the people who lives in Iligan City
about
the
Consumer
attitude: the
study
of
factors
purchasing
decisions.
Specially
this
study
sought
to
answer
to
the
following
question.
1. What is the profile of respondent in terms of;
1.1 Age;
1.2 Gender;
1.3 Education; and,
1.4 Income
2. What is the driving force or the reason behind the fast food
consumption to individual aspect?
3. What
is
the
most
influencing
element
in
the
marketing
Null Hypotheses
Ho1. There a relationship between age and various in
fast food selection
Ho2.
There
is
relationship
between
gender
and
structure
and
its
effect
to
Iliganon
Consumer
Attitude and also the main problem that other people facing. This
study is a guide and a benefit to the following:
Community. The community have an ideal learning on this
research as the result provide a new learning. As another basis
for having a
related to each other in some way or other, thus making entire world a
one, single community.
HRM Students.
The
results
of
this
study
will
bring
awareness for them to develop the skills that are much needed
when they facing to the people and knowing about the Consumer
attitude and purchasing decisions.
Researchers. This will make them understand more how and
what
is
the
real
purchasing
dealing
with
different
people
in
different situation and emotion. This will also makes as more aware
of the working protocol that has to be followed in the working
area.
Scope
and
Delimitation
to
McDonalds,
conduct
the
study,
namely
Jollibee,
Greenwich,
attitudes
of
the
above
mentioned
quick
service
restaurants.
Definition of Terms
These definitions of terms are used in an operational way of its
definitions.
Consumer Attitude.
favorableness
May
be
defined
as
feeling
of
used
by
customer
regarding
market
transaction
before,
to
In
this
a bottom
line
study
it
overall
belief
about
whether
an
object
other
benefits,
objects.
but
there
Sometimes
may
also
these
be
feelings
feelings
are
based on
which
are
the
relatively
independent beliefs.
Behavioral Intention.
plan
is
to
do
with
sometimes
respect
logical
to
This
the
consequence
As
with
of
beliefs,
affect,
this
but
may