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A Consumer Behavior Study for Jus and Jerrys

Presented to the
Marketing Management Department
The Ramon V. Del Rosario College of Business
De La Salle University
In partial fulfillment
Of the requirements of the course
MARKCU1 Section K34
SUBMITTED TO:
Prof. Bienvenido Lorenzo C. Encarnacion
SUBMITTED BY:
De Asis, Camille Anne C.
Imperial, Rafael Audric F.
Mendoza, Darwyn Albert T.
Villacorta, Jann Renzo O.
Wycoco, Miguel Carlo C.
March 20, 2014


2 Consumer Behavior Study: Jus and Jerrys
TABLE OF CONTENTS
PARTS PAGES
I. Marketing Background
A. History 4
B. Target Market Segment 4
C. Market Size 4
D. Trade Area 5
E. Product, Price, Place & Promotion 5
II. Marketing Objectives
A. General Objectives 6
B. Specific Objectives 6
C. Scope and Limitations 7
III. Marketing Research Methodology 7
IV. Highlights of the Study 8
V. Environmental Analysis (STEEPLE)
A. Social 8-9
B. Technological 9-10
C. Economical 10
D. Ecological 10-11
E. Political 11
F. Legal 11-12
G. Educational 12
VI. Interpretation of Data
***Demographics 13-14
A. Awareness 15-17
B. Brand Attitude 17-20
C. Product 20-21
D. Price 21-22
E. Trial 22-23
F. Usage 23-25
G. Adaptor Categories 26-27

3 Consumer Behavior Study: Jus and Jerrys
H. Consumer Preference 28
VII. Conclusion 29-30
VIII. Recommendation 30
IX. Framework 30-32
X. References 33
***Appendix (UAI Questionnaire) 34-38






























4 Consumer Behavior Study: Jus and Jerrys
I. Marketing Background
A. History

Jus and Jerrys Food Co. () was started as a partnership between two
brothers, Justin and Jerry. Justin and Jerry are both an avid fan of Chinese food and
were La Salle graduates. The restaurants humble beginning started in Sampaloc,
Manila circa 2011. Jus and Jerrys then moved to EGI Taft Tower, Taft Avenue in 2012,
where it grew into what is now today.
Jus and Jerrys Food Co. has been operating for three years now. Throughout
the years, the company has seen a growth of 120 percent in terms of sales from 2011-
2012 and 50 percent growth from 2012-2013. The restaurant caters to 500-600
customers a day on weekdays and about 300 on weekends. The bestseller is their
special chicken.
B. Target Market Segment

Jus and Jerrys Food Co.s target market are mainly the students of De La Salle
University. Students from other schools near or on Taft are also the target market of the
restaurant and people from the B and C class. The restaurants highest sales occur in
lunchtime (10:30- 2:00) and dinnertime (5:30-7:00).
C. Market Size

Jus and Jerrys Food Co.s market are composed dominantly of students from De
La Salle University. The restaurant caters to around 500-600 customers every weekday
and 300 on weekends. Highest sales months are: August, September and October,
while the lowest are on summer: April-June.

5 Consumer Behavior Study: Jus and Jerrys
D. Trade Area
As of the time of writing, Jus and Jerrys only has one branch. The lone branch is
located at EGI Taft Tower, Taft Avenue, Manila. The trade area is the area around De
La Salle University.
E. Product, Price, Place & Promotion
Product: Jus and Jerrys restaurant serves Chinese Fast-food. The best seller is
the special chicken.
Price: Since the restaurant caters to students, class B and C, the prices of their
product range from 100-150.
Placement: Jus and Jerrys has only one branch so far and it is located in EGI
Taft Tower, Taft Avenue.
Promotion: The restaurant has tried 3 promotions so far since its existence in
2011. Promotions are: Piso Milk Tea- Buy a milk tea for a regular price and pay
one peso for every refill, the 99 peso two-piece chicken and lastly, online
coupons in Facebook and Foursquare.








6 Consumer Behavior Study: Jus and Jerrys
II. Marketing Objective
A. General Objectives

For the group members to be able to develop a research project in order to
strengthen their decision-making skills.
To assess the marketing strategies of Jus and Jerrys and look at its
effectiveness to the target market, more specifically, to the students at
schools in Taft.
To find ways to improve these marketing strategies in order to gain more
popularity and a better image.

B. Specific Objectives

To determine the consumers usage and awareness of Jus and Jerrys
compared to their competition.
To determine the current problems that Jus and Jerrys have in terms of
marketing services.
To develop a marketing plan to help improve Jus and Jerrys image in order
to become well-known around the Taft area.
Propose a plan of action for Jus and Jerrys to achieve a better performance.
Through valid research and accomplished surveying, the researchers have
investigated on the following:
1. Awareness
2. Brand Attribute
3. Product
4. Price
5. Reference Group
6. Trial
7. Usage
8. Adaptor Categories
9. Consumer Preference



7 Consumer Behavior Study: Jus and Jerrys
C. Scopes and Limitations
Scope
The study focused on the different food outlets around De La Salle University.
Limitation
The respondents were limited to DLSU students given that they are the target
market of the company.
III. Marketing Research Methodology
The group first created the Usage, Attitude and Image questionnaire which was
answered by 30 students from De La Salle University. The gender of the respondents
was not put into consideration for it will not affect the result of the survey. Respondents
were randomly selected.
The questionnaire was formulated in such a way that the group will be able to
identify the behavior of consumers towards casual food outlets. The UAI have 27
questions and they were answered by the respondents through an online survey. After
the target number of respondents was reached, the group gathered all the answers and
tallied their responses.
The results were then interpreted and presented through graphs which are
shown in part 6 of this paper. Survey results are used to come up with the conclusion
and recommendations of the group.






8 Consumer Behavior Study: Jus and Jerrys
IV. Highlights of the Study
In today's generation, there is an evident increase in the number of sellers in the
market. Business, be it service, merchandising or manufacturing type continue to battle
in the market against competitors. This is because people seek for wealth. They
constantly make ways to earn profit and sustain their economic condition.
Due to the intense competition in the market, the researchers aim to know what
consumers look for in a casual food outlet. This study will help casual food outlets to
determine ways to do in order to gain a competitive advantage over their competitors.
The information will be used to develop strategies to increase sales.
Since only few studies were made in the past, this study would help future
researchers of casual food outlets to use this study as a reference. This will help casual
food outlets improve their services in order to satisfy their consumers. Also, this will
benefit them because they may no longer do their own study and eventually save time
and resources.
V. Environmental Scan (STEEPLE Analysis)
A. Social

In Abraham Maslows hierarchy of needs, it is known that food belongs to
the physiological need of an individual. This being the case, states that food is a
necessity of every human being. As early as the discovery of fire, passion for
food has emerged and developed. Recipes and techniques were discovered and
enhance. Every society then had their own food culture, although most cultures
are influenced by another.

9 Consumer Behavior Study: Jus and Jerrys
The popular culture of the society right now is on fast food. People, more
specifically students and office workers, have limited time to eat and are always
on the go. This is why these people prefer to eat in restaurants that offer fast
service. However, people dont want to sacrifice taste and quality of the food.
Jus and Jerrys offer the best of both worlds. The restaurant offers fast
service while also prioritizing the taste and quality of their products. Also, the
products offered by the restaurant include taste from both sides of the world:
Eastern and Western and this seems to click with the target market, which are
the students.
However, there are still some social issues that affect smaller restaurants
like Jus and Jerrys. Fast food giants such as Jollibee and McDonalds are hard
to topple since most people still prefer to patronize these companies. This
situation indicates that smaller restaurants have a hard time increasing their
market share.
B. Technological

With the ever-changing society that we live in today, technology plays a
major factor. Every day, we see new technological innovations being introduced
like new gadgets. Today, information is within our reach. With just one click, we
can easily access the things that we would want to know.
Nowadays, almost everyone is exposed to social media like Facebook,
Twitter and the like. With this, different companies have used these social media
websites for their own advantage. In a way, they use these websites to be able
to communicate to their consumers.

10 Consumer Behavior Study: Jus and Jerrys
As for Jus and Jerrys, they use social media specifically Facebook, to
speak to their consumers about certain promos, suggestions & complaints,
because of the social media today, Jus and Jerrys doesnt need to spend a lot of
money in informing the consumers about whats happening within the company
like promos, store schedule, new dishes offered, etc.
C. Economical

The Philippine economy grew 7.2 percent in 2013 despite all the natural
calamities that struck the country. The Philippines boast one of the strongest
growths in Asia and in the history of the country. The economy, more particularly
the GDP, is expected to continually rise as the country is driven by sectors such
as services and the improved acceleration of manufacturing.
Jus and Jerrys restaurant is more than in-line with the growth of the
countrys economy. From 2011-2012, the approximated growth of the restaurant
was at 120 percent. From the previous year, it was on a steady 50 percent. As
the economy continues to get better, Jus and Jerrys expect grow by at least 50
percent this year.
D. Ecological
Being environmentally responsible has been a trend all over the world in
the past few years. With the advent of technology and social media, people are
now more aware about environmental issues. They are now more aware about
what they buy and what they consume. Today, the more environmentally friendly
a company is, the more appealing to the people they seem to be.


11 Consumer Behavior Study: Jus and Jerrys
Rest assured that Jus and Jerrys comply with every provision set by the
DENR and the sanitation department of the City of Manila. Jus and Jerrys even
go beyond that. The restaurant prefers ceramic plates and metal utensils to
plastic, paper or Styrofoam plates and utensils.
E. Political
With the midterm elections just occurred last year, the senators,
congressmen and other candidates who won their respective position will pursue
of what they had promised to the nation; this either has a good or bad outcome to
the behavior of the people. This is when restaurants just like Jus and Jerry's
come in. Some politicians can use Jus and Jerry's for their several
advertisements such as television ads and at times they may exaggerate the
restaurant that they are advertising to attract more consumers such as using
jingles which can make the viewers remember about the candidate but not the
restaurant itself. An example would be mentioning that due to the culture of Jus
and Jerry's, which is a mixture of Chinese and Filipino culture, so in return people
especially in Binondo can be influenced by the politician's view of the restaurant.
We should ensure the viewers with truthful information and where the restaurant
truly stands just like voting for a candidate for the elections.
F. Legal
Following the law or the constitution that our politicians had made is very
important and very efficient when it is followed by our fellow citizens. Restaurants
are examples of public places that the law must be followed. Even people who
work at restaurants should be cautious when cooking the food, which the

12 Consumer Behavior Study: Jus and Jerrys
customer had ordered. If some serious condition where to occur with the health
of the customer, the restaurant may be called by law to be shut down.
Ingredients found on a restaurant's menu should be observed and reviewed
properly for the safety of the customers. People should just be careful on the
contents of what they are taking in. though it may not be true to all it is still best to
prevent the consumption of the objects that we know would harm our bodies.
G. Ethics
There are two kinds of managers in the world of business, the mainstream
and the multistream. The mainstream manager only has one goal in mind, which
is to make the company profitable no matter what. The multistream manager still
prioritizes the profitability of the company, but makes sure that other facets are
not sacrificed.
The multi stream managers make sure that their products and services
truly benefit the consumers. They also make sure that their employees get the
salary, benefits and workload they deserve. Jus and Jerrys believe in the
multistream approach, they make sure that the business is profitable while also
making sure their products and service are excellent and that they take care of
their employees.




13 Consumer Behavior Study: Jus and Jerrys
VI. Interpretation of Data

Demographics

Age:


Gender:







10%
(3)
50%
(19)
32%
(12)
5%
(2)
3%
(1)
17
18
19
20
21
65%
(24)
35%
(13)
Male
Female

14 Consumer Behavior Study: Jus and Jerrys
Marital Status:





Occupation:









97%
(36)
3%
(1)
Single
In a Relationship
97%
(36)
3%
(1)
Student
Bum

15 Consumer Behavior Study: Jus and Jerrys
A. Awareness
1. Are you a casual food outlet consumer?



35 out of 37 or 97% of the respondents said that they eat in food outlets
and only 2 (3%) respondent said he/she is not a casual food outlet consumer.

2. When thinking about a casual food outlet near DLSU, what outlets come to
your mind? What else?



97%
(35)
3%
(2)
Yes
No
7
6
13
2 2 2
4
2 2
3
7
2 2 2
3
2 2
4
3
5
2 2 2 2
0
2
4
6
8
10
12
14

16 Consumer Behavior Study: Jus and Jerrys
Of all the food outlets around DLSU, 24 restaurants were mentioned by
the 37 respondents. The top three food outlets that were mentioned the most
was Mc Donalds at 13 respondents, Jus and Jerrys at 7 respondents, and
Jollibee also at 7 respondents.

3. How did you learn about the casual food outlet that you first mentioned?



All of the respondents were asked on where they have learned about the
food outlets that they have mentioned first and majority of them (28 respondents)
said from their friends. Second was Television with 13 respondents. And the rest
were mentioned by 9 respondents below.
13
6
3 3 2
28
9
8
1
0
5
10
15
20
25
30

17 Consumer Behavior Study: Jus and Jerrys
4. What casual food outlet advertisements do you know?

According to the survey made, the most popular food outlet
advertisements for the students were Jollibee and McDonalds which are by 8
respondents each.

B. Brand Attribute

1. How long are you willing to wait for your order?


2
1 1 1
8 8
3
1 1
3
1 1 1
2
1 1 1
2
1 1
6
0
1
2
3
4
5
6
7
8
9
73%
(29)
27%
(8)
Less than 15
minutes
15 - 30 minutes

18 Consumer Behavior Study: Jus and Jerrys
29 out of the 37 respondents (73%) of the respondents are willing to wait
for their food for 15 30 minutes while 8 out of the 30 respondents (26.67%) of
the respondents are willing to wait for their food for less than 15 minutes.

2. How long do you usually stay at a food outlet?


31 out of the 37 respondents (80%) of the respondents stay at a casual
food outlet for 30 minutes to an hour. 10% (3) of the respondents spend less than
30 minutes in a casual food outlet and another 10% (3) spend more than an hour
in a casual food outlet.
3. Does a Wi-Fi connection influence your choice of where to eat?

10%
(3)
80%
(31)
10%
(3)
Less than 30
mins.
30 mins - 1 hr.
More than 1 hr.
33%
(14)
67%
(23)
Yes
No

19 Consumer Behavior Study: Jus and Jerrys
Since the respondents of the survey were students, it is found that a Wi-Fi
connection plays a big role when they are choosing a place to eat with 67% or
203 out of the 37 respondents.
4. What did you like best about the last food outlet you patronized?



Majority of the respondents (18 respondents or 49%) stated that the taste
of the food is what they like at the last food outlet they went.

5. What did you like least about the last casual food outlet you patronized?


18
6
8
1
4
1 1
0
2
4
6
8
10
12
14
16
18
20
2 2 2 3 2
5
2
7
3
1 1
0
1
2
3
4
5
6
7
8
9

20 Consumer Behavior Study: Jus and Jerrys
7 of the 37 respondents didnt like the slow service of the last casual food
outlet they went to. Another 5 said that its the price of the food that they didnt
like.
C. Product

1. Do you prefer eating at a food outlets that offer unlimited rice?



27 out of the 37 respondents 74% prefer eating at a casual food outlets
that doesnt offer unlimited rice promo while the remaining prefers that a food
outlet has.
2. Do you prefer buying combo meals?

74%
(27)
26%
(10)
Yes
No
81%
(30)
19%
(7)
Yes
No

21 Consumer Behavior Study: Jus and Jerrys
81% of the 30 respondents (30 out of the 37) dont patronize combo meals
in a casual food outlet while the remaining 7 (19%) like to buy combo meals.
D. Price
1. How much are you willing to pay for a meal?


Since all of the respondents are students, 100% of them arent willing to
pay for their food more than 300 pesos. 25 of the 37 said that they are willing to
pay 100 pesos 300 pesos for their food and the remaining 12 are willing to pay
for just less than 100 pesos.
2. Who usually chooses where to eat?

37%
(12)
63%
(25)
0%
Less than P100
P100 - P300
More than P300
37%
(14)
53%
(19)
10%
(2)
3%
(1)
3%
(1)
Yourself
Friends
Both
Random
All of us do not like

22 Consumer Behavior Study: Jus and Jerrys
When the respondents were asked on who chooses where to eat 19
(53%) said that their friends gets to choose, 14 (36.67%) said that they get to
choose by themselves, 2 (10%) said that both them and their friends get to
choose and 1 said that anyone between them and their friends can choose.

3. Who do you usually eat with?



35 out of the 37 respondents (95%) said that they usually eat out with their
friends; one said that he/she likes to eat alone and another one said that he can
eat alone and with his friends.
E. Trial
1. What food outlets have you already tried? What else?












2.5%
(1)
95%
(35)
2.5%
(1)
Alone
Friends
Both
2 2
4
3 2 2
10
6
4
8
2
5
7
2 2 3
4
3 2
6
2 2
0
2
4
6
8
10
12

23 Consumer Behavior Study: Jus and Jerrys
The most tried food outlet according to the respondents was Jus and
Jerrys, followed by Ichiro and McDonalds respectively.

F. Usage
1. What food outlet did you last patronize?


The survey shows that McDonalds was the most patronized food outlet
gaining a score 5, followed by Crazy Katsu and Mang Inasal with 2 each.

2. What food outlet did you patronize prior to the last one?


The surveyed patronized Ichiro, Jollibee and Jus and Jerrys the most
prior to the last one with 2 points each.
1 1
2
5
1 1 1 1 1 1 1 1
2
1 1 1 1 1 1
0
1
2
3
4
5
6
2
1 1 1
2
1 1 1 1 1
2
1 1 1 1 1 1 1 1 1 1 1 1
0
0.5
1
1.5
2
2.5

24 Consumer Behavior Study: Jus and Jerrys
3. How many times do you usually eat at a casual food outlet per week?


Visitation of twice a week, ranked 1
st
in the survey when the respondents
were asked how many times they visit a casual food outlet. Three times a week
and four times a week followed (tie).

4. What casual food outlet do you patronize most often?



The most often patronize food outlet was McDonalds, followed by Jus and
Jerrys and Jollibee.
4
9
8 8
5
1 1
0
0
1
2
3
4
5
6
7
8
9
10
1 2 3 4 5 6 7 More
than 7
8
2
3
1 1 1 1 1 1 1 1
2
1 1 1
3
0
1
2
3
4
5
6
7
8
9

25 Consumer Behavior Study: Jus and Jerrys
5. Do you usually dine-in or take out?


More of the sample prefer to take-out their food rather than dine-in.

6. What time do you usually visit a food outlet?



Most of the respondents said that they visit a casual food outlet usually at
afternoon, followed by evening.



83%
(31)
17%
(6)
Dine-in
Take-out
0%
(0)
92%
(34)
8%
(3)
Morning
Afternoon
Evening

26 Consumer Behavior Study: Jus and Jerrys
G. Adaptor Categories

1. Are you willing to try out new food products?


More respondents said that they are willing to try out new food products by
casual food outlets.
2. In choosing a food outlet, do you have a particular food outlet in mind?



More than half of the respondents already have an idea in choosing which
casual food outlet to choose before deciding
92%
(34)
8%
(3)
Yes
No
68%
(25)
32%
(12)
Yes
No

27 Consumer Behavior Study: Jus and Jerrys
3. Do you always find the food restaurant that you are looking for?


Majority of the respondents affirm that they always find the casual food
outlet they were looking for.

4. If you are unable to find it, what do you usually do?



Majority of the respondents try out other food outlets when they couldnt
find the one they were looking for.

65%
(24)
35%
(13)
Yes
No
95%
(35)
5%
(2)
Try out other
casual food
outlets
Postpone Eating

28 Consumer Behavior Study: Jus and Jerrys
H. Consumer Preference

1. I will now give to you a list of factors and characteristics that restaurants have,
which I would like you to rate according to how important each of them is to
you when you in a restaurant (Number 1 as the most important).



The survey shows that food quality is of the utmost important to the consumers; it
is then followed by the cleanliness (2
nd
) and ambiance (3
rd
). The second most important
is food waiting time and convenience of the location.
















Location
Food Quality
Food Waiting Time
Food Variety
Affordability
Staff Personality and Service
Ambiance
Cleanliness
12
26
7
8
18
7
13
16
11
2
11
7
5
8
4
8
3
1
7
8
4
9
7
6
0
2
3
6
3
2
2
1
7
2
2
3
2
4
2
0
2
0
6
2
0
3
3
1
0
0
1
3
3
2
5
3
2
4
0
0
2
2
1
2
1 2 3 4 5 6 7 8

29 Consumer Behavior Study: Jus and Jerrys
VII. Conclusion
From the interview conducted, the researchers have found out that Jus and
Jerrys does not have its own advertisements. However, Jus and Jerrys ranked second
in the first mentioned food outlets of the consumers when asked what outlets come to
their minds. In the total number of mentions, Jus and Jerrys again ranked second.
This means that the target market is fully aware of Jus and Jerrys Food Co. even
without advertisements. This is supported by the data gathered from the UAI, which
indicates that word-of-mouth communication (through friends) among DLSU students is
the most common used method of spreading awareness.
Based from the UAI, the researchers have found out that the quality of food is the
most important factor that consumers look for in a food outlet. Jus and Jerrys offers a
unique flavored chicken which is their best seller and is what their consumers like the
most. The Jus and Jerrys follows a standard time of service which is five minutes.
According to the UAI, the majority of consumers are only willing to wait for their order for
less than 15 minutes.
The consumers are willing to pay 100-300 pesos for their meal. This is well
aligned with the price range of food items in Jus and Jerrys, which is 100-150. This
encourages the target market to purchase from the restaurant because the cost will not
go beyond their budget.
Given that word-of-mouth communication is the most used method of raising
awareness, friends have the biggest influence on the consumers. Their decisions
usually affect the point of reference when performing affective and cognitive responses
and performing behaviors.

30 Consumer Behavior Study: Jus and Jerrys
UAI shows that a lot of people have already tried dining in Jus and Jerrys. A lot
of people have also patronized Jus and Jerrys at one point. This means that people
keep going back to the restaurant, and is made evident by the number of people Jus
and Jerrys per day, ranging from 500-600. However, the number of consumers is at its
lowest in the morning and on weekends. This is in in-line with the UAI result which
shows that consumers usually visit the food outlets in the morning the least.
VIII. Recommendation
After conducting the research and analyzing the results of the activity, the
researchers wanted to recommend the following:
1. The future researchers should survey at least 100 respondents plus 10
percent in order for the results to be more credible and more reliable.
2. The future researchers should make a study about a specific type of
restaurant. In this way, the researchers will be able to focus on a particular
type of outlet that will lead to the identification of the real competitors of the
company.
IX. Framework
From the interview that the researchers have conducted, it has been found out
that Jus and Jerrys food Co. has a small kitchen space. This hinders the employees
from working fast. As a result, the service time takes longer. This creates a problem to
the company because consumers are only willing to wait for their order for less than 15
minutes. In order to solve this problem, it is suggested that the company should
analyze the overt behavior of the consumers. Marketing strategies will succeed upon
influencing overt consumer behavior. A feasible solution to the problem of slow service

31 Consumer Behavior Study: Jus and Jerrys
is to play good music with fast tempo. This type of music of music will help the
consumers relax while waiting for their orders. Also, the music with fast tempo will
make the turnover faster, because the consumers will eat faster upon hearing and fast
tempo music.
The sales Jus and Jerrys during summer are at its lowest because students,
their target market, have already graduated or are on vacation. In order to attract
consumers to buy from the restaurant even during summer, a pricing strategy, skimming
pricing, must be implemented. This strategy will allow the company to introduce a
product with high amount then lowering it during the desired time. In the case of the
company, it must reduce the prices of products during summer in order to pull up the
sales.
Jus and Jerrys has a unique flavored chicken which serve as its best seller.
However, it does not offer a seasonal food item to help create an immediate increase in
sales. Having no sale also adds up to this problem. Because of this, the sales of the
company decline or remain constant. In order to address this problem, sales promotion
should be applied. Having a sale or introducing seasonal products will induce
consumers to make a purchase from Jus and Jerrys. Feasible solutions will be
reoffering the promo P1 milk tea at least twice per year. The company may also offer
seasonal products like sweet and cold desserts during summer. Summer is the time
when the companys sales are at its lowest. Offering seasonal products during this part
of the year will prevent the company from having low sales.


32 Consumer Behavior Study: Jus and Jerrys
The target market of Jus and Jerrys is the DLSU students. In the UAI survey that
the researchers made, it has been found out that the respondents prefer combo meals.
Most DLSU students are not aware that a Jus and Jerrys offers combo meal, that is
why it is not their top of mind restaurant. Intentionally exposing this information to the
consumers will help them be informed about what the different food products and food
combinations that the company has to offer. In order to achieve this, the company may
distribute flyers containing the menu of the restaurant. Also, it must display a menu
stand outside the restaurant in order to attract people passing by.
Filipinos prefer rice than noodles because it is part of their culture. Usually,
people would order unlimited rice in order to satisfy their hunger. Because of this, the
company has a problem on the low sales of noodles. Jus and Jerrys must analyze the
culture and the cross-cultural influences of their target market. A feasible solution to
this would be including noodles in the combo meals and selling noodles at a lower cost
from 1-3pm. In this way, noodles will still be demanded by the consumers.










33 Consumer Behavior Study: Jus and Jerrys
X. References
Peter, J. P., & Olson, J. C. (2010). Consumer behavior & marketing strategy. (9th
ed.). New York: McGraw-Hill.
Roberto, E. L. (2006). User-friendly marketing research : how to use marketing
research to make profitable decisions. (3rd ed.). Makati City: Life Cycle Press
(Asia).



















34 Consumer Behavior Study: Jus and Jerrys
APPENDIX A

SURVEY QUESTIONNAIRE

Good Morning / afternoon / evening. Im (insert name) from De La Salle
University. We are conducting a survey here in your neighborhood about
peoples experiences and opinions about the different food outlets around De La
Salle University, Manila. May I have 10 to 15 minutes of your time to conduct this
survey?

Name: _____________________________________________
Age: _____
Sex: ( ) M ( ) F
Marital status: _______________
Occupation: _______________
I. Awareness
1.) Are you a casual food outlet consumer?
___ Yes
___ No

2.) When thinking about a casual food outlet near DLSU, what outlets come to your
mind? What else?
First Mentioned: _______________
Other Mentioned: _______________

3.) How did you learn about the casual food outlet that you first mentioned?
___ Television
___ Fliers
___ Newspaper
___ Magazine
___ Radio

35 Consumer Behavior Study: Jus and Jerrys
___ Friends
___ Family
___ Facebook page
___ Others: ____________________

4.) What casual food outlet advertisements do you know?
First mentioned: __________
Other mentioned: __________

II. Brand Attribute
1.) How long are you willing to wait for your order?
___ Less than 15 minutes
___ 15 minutes to 30 minutes

2.) How long do you usually stay at a casual food outlet?
___ Less than 30 minutes
___ 30 minutes to 1 hour
___ More than 1 hour

3.) Does a Wi-Fi connection influence your choice of where to eat?
___ Yes
___ No

4.) What did you like best about the last casual food outlet you patronized?
____________________

5.) What did you like least about the last casual food outlet you patronized?
____________________




36 Consumer Behavior Study: Jus and Jerrys
III. Product
1.) Do you prefer eating at casual food outlets that serve unlimited rice?
___ Yes
___ No

2.) Do you prefer buying combo meals?
___ Yes
___ No

IV. Price
1.) How much are you willing to spend for a meal?
___ Less than P100
___ P100 to P300
___ More than P300

V. Reference Group
1.) Who usually chooses where to eat?
___ Yourself
___ Friends

2.) Who do you usually eat with?
___ Alone
___ Friends

VI. Trial
1.) What causal food outlets have you already tried? What else?
First mentioned: _______________
Other mentioned: _______________



37 Consumer Behavior Study: Jus and Jerrys
VII. Usage
1.) What casual food outlet did you last patronize?
____________________

2.) What casual food outlet did you patronize prior to the last one?
____________________

3.) How many times do you usually eat at a casual food outlet per week?
___ 1
___ 2
___ 3
___ 4
___ 5
___ 6
___ 7

4.) What causal food outlet do you patronize most often?
____________________

5.) Do you usually dine in or take out?
___ Dine in
___ Take out

6.) What time do you usually visit a casual food outlet?
___ Morning
___ Afternoon
___ Evening





38 Consumer Behavior Study: Jus and Jerrys
VIII. Adaptor Categories
1.) Are you willing to try out new food products?
___ Yes
___ No

2.) In choosing a casual food outlet, do you have a particular food outlet in mind?
___ Yes
___ No

3.) Do you always find the casual food restaurant that you are looking for?
___ Yes
___ No

4.) If you are unable to find it, what do you usually do?
___ Try out other casual food outlets
___ Postpone eating

IX. Consumer Preference
1.) I will now give to you a list of factors and characteristics that restaurants have,
which I would like you to rate according to how important each of them is to you
when you in a restaurant (Number 1 as the most important).
___ Location
___ Food quality
___ Food waiting time
___ Food variety
___ Affordability
___ Staff personality and service
___ Ambiance
___ Cleanliness