This action might not be possible to undo. Are you sure you want to continue?
This study aims to identify the top factors Filipinos consider when buying fast food from food carts in train stations, specifically in LRT and MRT stations in Metro Manila. The group uses a survey to gather to data from sample population arriving at a conclusion from information used for analyzing factors mentioned. The objectives of this study is: to (1) identify the factors important to consumers; (2) use concepts and ideas learned in the group’s Management Statistics course; (3) use data and information to analyze and assess certain outcomes and characteristics of a sample/population; (3) and to acquire new skills and knowledge in conducting studies and surveys for future use. Information is power – and updated information obtained from studies are good sources for businesses to use. The top five factors that Filipinos look for before they buy food from particular food carts is important to know for businesses. These factors should be considered not only creating their product and brand but to maintain and develop the same for business growth. It is important for business owners to know their consumers'/customers' preferences, traits and tendencies for their business, product development and enhancement. II. REVIEW ON RELATED LITERATURE
A. History/Background of Filipino Food As the Filipino culture is a melting pot of Eastern and Western influences, so is its cuisine. From the Malayo – Polynesians to the Chinese and even from the Spanish (Wikipedia: Philippine Cuisine, 2013), through the years in its history, Philippine cuisine has developed, evolved and grown into a vast array of dishes and dimensions. Filipino cuisine consists of different varieties of dishes that suit every palate – from sour, to sweet to salty, to fried, steamed, roasted and boiled - Philippine cuisine is never boring (Wikipedia: Philippine Cuisine, 2013). Filipino preference on taste manifested and was obvious in the foods and dishes they chose to prepare, cook and eat when its cuisine was slowly developed through the years and centuries of influence from different cuisines. Resources in the country also influenced the food that Filipinos preferred – as coconut trees are abundant in the country, coconut milk, or gata, was included in dishes along with fish and other kinds of seafood (Filipino Food History, 2009). When you look closely and observe, Filipinos are fond of seafood, coconut milk, stews or dishes with soup and vegetables and grilled or roasted meats (pork and poultry) and proteins (Filipino Food History, 2009). Popular dishes during the time of evolution of Filipino cuisine are inihaw or broiled meats such as pork and chicken from the Malayo – Polynesian; pancit, siomai and siopao from the Chinese and paella and adobo from the Spanish (Filipino Food History, 2009). Filipino food is not spicy like Indian and Thai food but Filipino food is still very succulent, delectable and tasty with subtle spices, fresh and native ingredients that reflect Filipino culture and the different regions that comprise this country (Filipino Cooking History and Legend, 2006). Filipino taste – their preference of food – the dishes they choose to prepare, cook and eat, the ingredients they use, the depth and texture of the dishes stem from all the cultures that comprise the Filipino culture. But not only that – Filipino taste has grown from the ingredients and resources available in the region/country as well as material resources that each region has (Filipino Cooking History and Legend,
master it.2006). McDonald’s . which Filipinos make as their foundation for development and change. Last 2011 states that Filipinos like to dine out at an average of “once a week” to “every other week” – whether with financially good times or bad (Sureta. it is evident that times have changed and so has Filipino cuisine. Please refer to Table 1 for the full Top 10 list (Sureta. Times are changing and the culinary world slowly is realizing that Filipino cuisine is an understated one. With this. It cannot be denied that Filipinos tend to lean towards dishes that are sour and tangy such as adobo (What is Filipino Cuisine?. Sureta came to find that Filipinos are fond of fast food such as (first ranked to 5th ranked) Jollibee. 2011). alter it and fuse it. 2009). But what’s great about Filipino cuisine and the Filipino culture is that no matter how it changes. Styling. Mang Inasal. fried chicken and fried fish (Filipino Food Preferences. B. but they also tend to lean towards fried foods such as lumpia. Filipino preference is changing along with it. it has not stopped growing and developing. McDonald’s. pork. Although when we talk about now – modern times. Table 1: People’s choice of Fast Food Stores Top 10 Table 2: Demographic Cross Tabulations: Jolibee vs. it does not forget its roots. Filipino preference to food first started pretty much as necessity and availability – people developed their taste as to what was available (materials and ingredients) and doable (ways and techniques of cooking) during those times (Filipino Food History. 2011). chicken or seafood). The Modern Filipino’s Food Preference As mentioned in the previous part of this paper. Now in the 21st century. but Filipinos tend to have snacks in between those meals called merienda (Filipino Food Preferences. Filipinos love their food and it’s very obvious as they not only eat three (3) times a day of full meals (which consist of rice and two (2) viands – first one being vegetables and second viand is either of beef. presentation. as people still find ways to change it. 2012). Alredo S. Chow King and Greenwich. Jr. Sureta. In this study. At the same time. 2011). technique and re – conceptualizing is what is being done nowadays and it seems that Filipinos are taking it all in as establishments and restaurants with these themes are becoming well – known and successful. 2011). a study conducted by Prof. many chefs and foodies out there are trying to change that.
“price”.3% against 43. B and C classes have the lowest response rate of 0. Aside from this.5% lead versus 40. Twenty – six point eight percent of single individuals chose McDonald’s while 74.2% of employed individuals’ votes while 12. refers to the kind of food establishments that sell “quick. a big percentage of people go out to dine in fast food establishments – for a number of reasons. the Socio Economic Class variable is most interesting as the A. et. One of the things that Filipino have learned to love is fast food. having 24. C. and “consistency”.9% for Jollibee and 87. What Filipinos Consider When Buying Food As times have changed. “food quality”.6% for McDonald’s. which in general. the highest values is in the 36 – 45 age bracket. 2011).5% chose McDonald’s in this age bracket.It can also be observed from Sureta’s (2011) study that males preferred McDonald’s to Jollibee with a 56. inexpensive take – out food” (Arboleda. 2010).7% of married people chose Jollibee. Filipino food and the people’s preference as to what they like to eat. “staff etiquette”. al last 2009 entitled Expansion Trend of Fast Food Restaurants in Metro Manila.7. Lastly. In the age bracket variable.5% for McDonald’s. people eat out in fast food establishments because of “cleanness”. Hsin. Mentioned in a study done by Chen. which reflects that the masses tend to enjoy and purchase fast food more than the upper classes (Sureta. Chen.6% of self employed and 30.6% and 0. while females chose Jollibee with 59. fast food/street food also offers a . McDonald’s gained 57.8% of unemployed chose Jollibee. “dining environment of the restaurants”.7% for Jollibee while 27. so have Filipino cuisine. Another study conducted by Alizon Draper last 1996 mentions that one of the factors for people to buy fast food/street foods is diversity – one can choose from a wide variety of dishes and foods.7% and D1 class gave the highest response of 87. As stated in Sureta’s (2011) study of Filipino food preference.
they have satisfied hunger pains of Filipinos everywhere (Food Cart Business in the Philippines. King Corn. Lastly. food carts have evolved into a whole. fruit shakes. from being on the streets as taho vendors. fishball vendors. The usual food carts seen during most people’s childhood are the aforementioned – taho. accessible and offers a wide variety of choices for the consumer (Food Cart Business in the Philippines. as compared to larger and upper class type of establishments (Draper. Plato Wraps and Siomai House to be SpotPh’s Top 10 Food Carts last 2010 (10 Pinoy Food Carts in Manila: Our Top Picks.existent scramble. Of course. Having close to around 400. Food Carts Filipinos spend 35% of their monthly income on food products. 2009). D. Food carts started in the 80’s and 90’s as a means to an end – for underprivileged people who wanted to put up a business to earn money without putting out a big capital (Manila’s Meals on Wheels: A Food Cart Revolution. Fast food prices are kept low due to competition and available resources. Recently though. one of the main factors is atmosphere – how a place makes their guests or customers feel while there – which is not only physical. 2010). Potato Corner. 2012). 2010). Filipinos are now leaning towards buying fast food from food carts (An Overview of the Philippine Food Market. 2013). What a fast food restaurant offers – the dish. which makes it the highest expenditure in each Filipino household.style noodles. 2012). Hong Kong . 2010). donuts. Waffle Time. shawarmas. scramble vendors to being in malls. . easy and fast to prepare and eat. Hong Kong Style Noodles. 1996). it implies that Filipinos put real importance on food and eating. schools and now train stations. offering more products to the Filipino consumer. And this is why food carts such as Pao Tsin. as well as dishes in these establishments are less time consuming to prepare. a variety of waffle products. 1996). the ingredients used and how it is packaged and presented is very important to the consumer (Reyes. how it is cooked. scramble and colored popcorn. Kettle Corn. and many more (Food Cart Business in the Philippines. popcorn. kettle corn. the taste. but now they also offer different kinds of dimsum such as lobster balls.000 branches of different fast food establishments (Chen. Not only do food carts still offer the traditional and reliable products such as fishballs. 2011). kikiam. offering their products to people in Metro Manila – which is one thing Filipinos are happy about. chicken skin and the now almost non . Food carts possess the same characteristics as fast food – it is affordable. Hsin. And even with this already overwhelming variety of choices. Frutas. one more factor that people look into at fast food restaurants is their menu – their products and especially their product development (An Overview of the Philippine Food Market. bigger entity. the whole “atmosphere and environment the consumers are exposed to” (Food Service Industry in the Philippines. French fries. 2010). 2010). With this. fishballs. cost and availability is another factor as to why people prefer fast food/street food. 2010). they offer incredible availability. Food carts have been part of Filipinos’ daily lives since time immemorial.wide variety of ingredients and ways of cooking and preparation. squid balls. Chen et al. shrimp balls. rice toppings. With having a fast paced lifestyle but still putting importance on these aspects. milk teas. in total. but also emotional. adding to the depth and texture of the dish (Draper. franchises and products are still developing and growing in Metro Manila (Food Cart Business in the Philippines. In the same study. hotdog. Bibingkinitan.
the group also distributed survey questionnaires to respective officemates. Among the 172 individuals who the survey was distributed to. 39 individuals or 78% stated that they take the MRT/LRT as their means of transportation. The group used descriptive statistics to identify the factors Filipinos consider when buying fast food from food carts in train stations in Metro Manila. Due to the limitation of quantitative information. RESULTS AND DISCUSSION Out of the 50 respondents of the survey that was conducted. . there were only 50 respondents. the same survey was posted in a blog and sent out a link to twenty . 58% were male and 42% who answered were female. 10% of the respondents go through the Ayala MRT station. Finally. same percentage answered that they use the EDSA station. Out of all the MRT/LRT stations in Metro Manila. characteristics of food stall. Moreover. motivational factors in approaching the food stall. Out of the 50 respondents the survey was able to produce. reasons for buying the food from the chosen food stall. 38% belong to the 25 . 12% stated that they ride through the Quezon Avenue station and 32% answered “MRT/LRT” (percentages mentioned were only the ones 10% and above.III. while only 11 respondents or 22% said that they do not use the MRT/LRT as means of transportation. Apart from demographic information from the respondents. ten hard copy questionnaires were distributed randomly in each group member’s offices. and the daily budget in buying food from the food stall. In the survey field for age. The rest were answered by less than 10%).30 age bracket and 20% belong to the 31 – 52 age bracket. Using the Facebook as a tool in conducting the survey. On the other hand. frequency and its percentages were used to conclude the relationship of variables considered. METHODOLOGY AND EMPIRICAL FRAMEWORK The group conducts a survey and distributesthe questionnaires to one hundred seventy-two (172) individuals as the population for the study.five people. survey questionnaires were sent to one hundred thirty seven (137) individuals. 22 respondents belong to the age bracket of 19 – 24 years old. the survey centered questions on respondent's preferences on food stalls. Survey was conducted online through Facebook and a blog. which is only 29% of the population. IV.
The least citites with respondents living there are Pasay. and 2% answered they work for a private household.0000 to P40. respondents said they live in Taguig and Pasig. One respondent actually indicated that they earned P51. In the Occupational Status field. all having 2%. From the responses of the individuals who answered the survey. 8% said that they work in Mandaluyong and 10% answered Manila. A follow up question gave to ask what kind of establishment they worked for.000 to P30. The survey also required the respondents to state the location of their work – with this.000 and P20.000 and above a month as their salary. the respondent had four choices – and 80% of the respondents stated that they are “Wage and Salary Workers” while only 2% answered that they are “Self employed without any paid employee”. San Juan and Valenzuela. Most respondents lived in Quezon City with 24%. 44 respondents or 88% of the 50 respondents are employed.Majority of the respondents – 94% .are single as their status while only 6% who responded are married.000. 52% have a gross income between P11. Seventy – eight percent answered they work for a private establishment and 4% said they work for the government or a government corporation/agency. Fourteen percent said that they belong to a family owned business while none answered the choice of “Worked without pay in a family owned business”. while 4% stated that they are “Self Employed”.000 range and 12% belong to the P31. 20% belonged to the P21. the last 4% of the 50 respondents did not answer the question. Under the Class of Worker field in the survey. Twelve percent stated they worked for their family businesses and 4% did not answer the question. 14% stated that they work in Makati. . Only one (1) student answered the survey while 1 individual did not state his/her occupational status.000 range. Quezon City had the most workers with 30% while Taguig had 16% workers. while 12% each.
“Price” had 10%. When the group asked the respondents why they buy from these particular food carts. third answer with 22% said that the types of food sold are easy to hold and eat and in fourth rank.For those who commute and use the LRT and MRT as their means of transportation. 100% of the respondents at one time or another have. “stall design” and “others” were in third rank. the next top answer was consumer saw “someone else eating it” with 18% and at 4% in a three-way tie. “salesperson shouting”. 28% from Waffle Time and 18% from other carts found in the train stations. although they did not mention these food carts. Forty respondents allowed themselves to spend P50 – P100 as budget for food cart products while 12% allowed themselves to spend more than that with P101 – . or usually buy from the food carts that can be found in LRT and MRT train stations. next answer was “Craving” with 28%. The survey also asked why these individuals chose those particular food stalls and 66% answered it’s because of accessibility while 24% said they think the food is clean and 2% said that salesperson was accommodating. The next question then looks into the consumer’s motivation to approach the food stall and the top answer was “Product” with 68%. Sixty – two percent of the respondents from Master Siomai. the top answer was “Taste” with 36%.
the work they do as well as the income they receive every month and their civil status. They are employed in private establishments in Quezon City. It is still better to conduct a manual. from Master Siomai and Waffle Time while waiting for the train to arrive. male and single.but all within their financial budget. buy food products with a budget range of P50 to P100. it could be noted that stategic location of a food stall is an advantage for generating more income from sales. concise and consistent as respondents can ask questions and clarify concerns to be able to answer properly. budget alloted for to buy from these food stalls are minimal. given the food business is at hand. This is primarily rooted for the fact that prices of food in these stalls are cheap as compared with those at fast food chains. SUMMARY & RECOMMENDATIONS There are important things to consider in this study. the product being sold. it is important that the taste of the product appeals to the consumers and target markets. it’s also important to remember to consider factors that would get one’s target audience/market’s attention . Thus. the cleanliness of the food and area where food carts are located and of course. They buy food from these food carts because of the taste of the food. This factor can be used when planning a business venture. online surveys are still difficult to use as target respondents are not fully committed to answering the survey. Hence. respondents would buy from food carts located in train stations because they can eat while waiting for the train to arrive (58%) and they can take the food they bought to work or back home (38%). the craving of the consumer futher confirms that price is secondary to the former. Accessibility of the food carts tops the reason for choosing where to buy food in train stations. People buy from these food carts because of the accessibility/availability of the food carts. it is difficult to use PHStat to analyze . Lastly. answers will be clear. they are craving for it and food sold in these food carts are easy to hold and easy to eat. Moreover. majority of the respondents are mostly 24 years old. Another thing to consider is the traits/aspects they look for in the food they eat and the things they consider and look for in a brand. budget for food in this case in not a significant factor in buying food in MRT/LRTfood carts. Analyzing the results show that the price of the food is generally not relevant as the taste as a reason for buying food in train stations. Considering this. At the same time. After compiling data gathered and studying the respondents’ answers. it may be assessed that out of the 78% of the individuals who answered the survey. Lastly. The group has also realized that with quantitative information and data that was gathered. Thus. Further. V. Four percent indicated that they would spend P201 – P250 for food from food carts. do not play a significant variable in purchasing food from food carts in Metro Manila train station. While the group was conducting this study. face – to – face survey so the respondents are forced to answer the survey. results show that generally monthly salary income. it is imperative for the food cart businessmen to produce a product that satisfies the taste of consumers more than the capability of the target market to buy taking into account that the business is located in train stations. and they are: the age of the target respondents/target market. Although it is very convenient to use.P150 as their budget. who frequent the Quezon Avenue and Taft areas although live in Quezon City. Similarly. there were many things that the group realized and learned.
correlations and regressions for relationships between variables. . It is advisable to use manual computation and analysis to further explain and present the data and the relationships between variables of the study.
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue reading from where you left off, or restart the preview.