feel more satisfaction than ones felt otherwise. Another aspect involves a competition.

Consumers would compare one’s value with competitors’ and decide whether they received good

value or not. Consumers’ future intention and behavior could be impacted by their perception of

value in the present situation.

Research Paradigm

Input Output

1. Demographic Profile in terms of

age, gender, food allowance per
meal, year and college, and number
of times dining out per week. 3. Marketing Strategy

2. Restaurant attributes in terms of

food quality, service quality,
ambience and price.

Figure 1

Restaurant Preferences of SLSU Students: Basis for Marketing Strategies

The table above shows the input and output process on how the students choose their preferred

restaurant. The input process includes the demographic profile of the selected from Southern

Luzon State University. The variable shows how the students choose their preferred restaurant

according to their age, gender, food allowance and number of times dining out per week and

afterwards the selected students from different college will decide their restaurant attributes in

terms of food quality, service quality, ambience and price. While the output process will be the

Restaurant Choice, it is the result of the decision or expected restaurants of the selected students,

and the marketing strategy.