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De La Salle University Dasmarias
Dasmarias, Cavite


In Partial Fulfillment in the course requirement in

Consumer Behavior

The growing market of Maxs Spring Chicken in
the food industry here in the Philippines

Submitted by:
Louie Estrivo, Cedric Gacho, Artel Oria, Dale Teng
Submitted to:
Maam Rhodora Rosales
Professor
Date Submitted:September 5, 2012

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Table of Contents
Executive Summary.2

Background study...3 - 4
Objectives..5
Limitations of Research...5

Methodology.6

Survey Questions and Response Summary.7 11
Results and Interpretation of Data12

Conclusion and Recommendation..13

Bibliography.14








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Executive Summary

The purpose of this report was to examine the implications on serving high quality meals to
become the best fine dining restaurant nationwide and to generate more of their franchise, raised
by Maximo Jimenez in the year 1945. For this report, it includes the study of Maxs spring
chicken as their signature dish and the access on the objectives on how they can improve their
brand recognition and other relationship to their loyal customers. Also the purpose of this report
was to examine the service offered by Maxs Restaurant to their customer and how good their
environment is.
















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Background Study
Maxs Restaurant was founded by Maximo Jimenez back in the year 1945. That time, his great
relationship with the American soldiers regularly visited Maximo's nearby home for a drink the
American soldiers insisted that they pay for their drinks. Later Maximo started to open a caf so
that the Americans can also enjoy drinks and food.
In this Caf, they usually serve chicken, steaks and drinks. Maximo's niece Ruby, who take cares
the kitchen chores, created a special recipe for chicken that became an instant favorite for the
Americans. Soon, the Filipino public heard about the delicious chicken tender, juicy and crispy
and they came too! Max's Restaurant was born.
Through the years Maxs restaurant growth popularity become famous and was called the
house that fried chicken built. It has many branches all over the Philippines. Maxs restaurant
has also a branch in California USA.
As of today Maxs restaurant is one of the best and famous restaurants here in the Philippines. It
serves as an all time Filipino favorite and grows its business to the fullest. It is about a hundreds
of franchise that they established now in the Philippines and one of the successful food industry
nationwide.

About Maxs Spring Chicken
Maxs signature dish which is the Spring Chicken was created by his niece during his time. His
niece whose named Ruby discovered the ingredients that will fit for this very delicious yet tasty
classic fashioned chicken. Her choice of picking the right spices to make a new version of
chicken became famous to the community. Until now it is the peoples favorite, the signature
dish of Maxs restaurant. Nowadays every people in the country likes to taste the spring chicken
of maxs restaurant which gave them the smell of a classic native aroma and the deliciously
texture of the native chicken only from Maxs restaurant. Maxs spring chicken has the high
quality of local meat of the chicken resembles our local culture. Foreigners also love to come
back at Maxs restaurant every time they spend a vacation here at Philippines just to experience
Maxs spring chicken.


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Maxs Spring Chickens Style
Maxs Restaurant became popular because of their tender, juicy, and delicious fried chicken.
This traditional Filipino restaurant were known to the be The House That Fried Chicken Built.
Their recipes were purely Filipino dishes that became peoples favorite. Maxs already
established a name for how many years and a tradition that still patronized by people until now.
Providing and offering delightful recipes and creating more Filipino favorite dishes in a fine-
dining atmosphere with quality service.

Maxs Spring Chicken style is a recipe close to the very popular and delicious Fried Chicken
dish served by Maxs Restaurant. This Fried Chicken dish is served with fried kamote (sweet
potato) and best eaten with Jufran banana ketchup or Worcestershire sauce. To make your dining
experience more realistic, you can serve Lumpiang Sariwa and Pancit Canton along with it.

Prices
Php 240.45 Chicken Dinner Meal. One-half of Max's Spring chicken served with Soup of
the Day, steamed rice and soft drink capped off with a caramel bar for dessert.
Php 204.75 Fiesta Plate Meal. Max's quarter spring chicken that comes with fresh lumpiang
ubod (fresh or fried) and steamed rice, a piece of caramel bar and a refreshing
drink.
Php 187.95 Budget Meal. Max's offers a year round of noche buena with our Budget Meal.
Max's mouthwatering chicken, steaming hot rice, macaroni salad, a glass of
refreshing drink and a caramel bar that will surely give everyone a festive mood.
Php 156.45 Basic Meal. A simple yet satisfying combination of Max's quarter Spring
Chicken, a choice of newly-steamed rice. Served with a caramel bar and a glass of
refreshing drink.
Php 208.95 Platter Meal. A quarter of Max's mouthwatering Spring Chicken, a serving of
steamed rice and serving of Pancit Canton. Served with a drink and Max's very
own caramel bar as dessert.
Php 206.85 Chopsuey Meal. A serving of fresh mixed vegetables, pork and shrimp sauted in
thick sauce. This comes with a serving of steamed rice and a quarter of Max's
Spring Chicken. An excellent meal for vegetable lovers.
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Objectives

To know why people purchase spring chicken more than other served chickens in Maxs
Restaurant.

To know why consumers prefer Maxs spring chicken over the other restaurant who
serves chickens.


To know if the consumers of Maxs Restaurant are satisfied with their meal in Max.

To know if Maxs Restaurant offer a good quality foods and reasonable price.


To know if Maxs Restaurant offer a quality service for their customers.

Maintaining brand recognition/loyalty and generate new customers.

To patronize Max's spring chicken as one of the best local chicken in the Philippines.

Limitations of Research

Access to deeper information about their company.

Access to the information about their resources.

Time Management

Support from the organization and participants

Access information about their profit/income.
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Methodology

The type of research that will be used in this study is qualitative research and quantitative
research. Qualitative researchers aim to gather an in-depth understanding of human behavior and
the reasons that govern such behavior. The discipline investigates the why and how of
decision making. The researcher will also examine the aspect through observations in statistical
analysis. Questionnaires will be given out to respondents for the statistical representation of the
findings in the study, interviews with the respondents and a few researches in this field will be
conducted.

The research sampling methods that will be used in this study are quota sampling and snowball
sampling. Quota sampling is a method for selective participants. In quota sampling, a population
is first segmented into mutually exclusive sub-groups, just as in stratified sampling. Then
judgment is used to select the subjects or units from each segment based on a specified
proportion. Snowball sampling is a non-probability sampling technique where existing study
subjects recruit future subjects from among their acquaintances. The studies will be conducted
most through online.

The respondents in this research will be all coming from online. The researchers chose online
because it is more effective, less effort, precise and accurate about the percentage of people who
will be answering the survey questions and faster way to see the results of the study. The
researcher will asked for consent and approval of the respondents to answer the questionnaire
until the desired number of respondents which is 50 is reached.

The questionnaire requires information about the Maxs Restaurant quality service. It also
studies what is the customers reaction towards the service and the food quality of Maxs
Restaurant.


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Survey Questions and Response Summary



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Results and Interpretation of Data

The major findings indicate that reasonable price on a high quality food must be kept in line and
enriching their brand recognition to their new prospects much more efficiently. The spring
chicken that they offer comes from the customers past experiences, it must remain regularly.

The results of the survey questions also shows that the consumer where entice to choose Maxs
Restaurant because of its ambience, quality of the food and the service they offer to their
customers. It also implicates that most people of the population that were asked to answer the
survey shows that Max is well known.

It also includes that most customers of Maxs Restaurant enjoys eating in their restaurant due to
the satisfaction that they get from the quality of the food and their stay in Maxs Restaurant and
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also to the staff and crew of Maxs which give every of their customer the best quality service
they could ever get.













Conclusions and Recommendation

It is clear that this report, Maxs restaurant need more proficient about their brand recognition in
order to be more appealing into their future customers. They must continue their high quality
meals including their signature dish, the best seller Maxs spring chicken. Also by developing
and offering more passion in the food industry. By also nurturing Filipino culture by giving them
unstoppable passion, to fulfill their needs and to give more time into their families, friends and
love ones.




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Bibliography

http://www.surveymonkey.com/

http://www.experiment-resources.com/research-paper-example.html

http://www.teachervision.fen.com/research-papers/teaching-methods/1767.html

http://www.maxschicken.com/index.php?/about_us

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http://deakin.edu.au/current-students/assets/resources/study-support/study-skills/ex-exec-
summary.pdf

http://www.mplans.com/pasta_restaurant_marketing_plan/executive_summary_fc.php