ADVERTISING VS REALITY IN FASTFOOD RESTAURANTS AS PERCEIVED BY

SENIOR HIGH SCHOOL STUDENTS OF ERNESTO RONDON HIGH SCHOOL

Submitted to the Faculty of Ernesto Rondon High School

Senior High School

In partial fulfillment of the requirement for the subject

Practical Research 2

12-HE GROUP 5

SY 2021-2022

Leader: Pusa El shielo

Assistant Leader: Villanueva John paul
Member: Rodriquez Maiden Claire
Reyes Sean Russel
Marcelino Cedrick
Ong Ket Rachel
Cabaddu Reyn
Garrido Lia Mondejar
Pistelos Cliford
Lining Leila Jane
Sadia Mark
Mina Cinderella
 Chapter1

INTRODUCTION

Background of the Study

This study exhibits the strategy of marketing in Fast food and the Quantity

of Reality Vs Advertisement. Fast food restaurant generates demand and attract

customer by advertising, it misleads consumers into believing their food is more fresh,

healthier, and more desired than its actual. It is commonly accepted that the food we

see in advertisements is just an illusionary with fake material to engage the costumers

with a presentable appearance. Customers are not aware with this strategy, and it

caused confusion and disappointment (Leung 2012). The customers are peeved of the

food that they get is nothing similar than the advertisement they've seen. A lot of

advertisement in fast foods are unrealistic and has been edited to look more improved

than the real state of the food. As an example, subway sandwiches are one of the worst

offenders. Their menu is very presentable and appetizing. However, don't conclude yet

and expect the unexpected. Wait until you get what you ordered and embrace the

feeling of disappointment. (Consumer report magazine February 2014).

The advertisement’s goal is to gain general publicity, it will spread the good

side of their products and will draw the attention of the future customers. Unfortunately,

the product that they serve towards the respected customers is far from the descripted

picture in the advertisement. They do this on purpose because it helps them with their

business (Reign 2019). Every one of us might've been experienced the betrayal an

advertisement does. It makes us conclude idealistic characteristics; the actual product

doesn't have. Fast food advertisements are great at seducing us, it leads us expect

something pleasing and admirable. Unfortunately, the harsh reality is that most of the

time, the food does not match the expectation the ads shove in our head. Food

photographers are geniuses, they can create and deliver some unworldly expectation to

us. Meanwhile for the customers, the disparity among food advertisement and reality

can be a source of major culinary disappointment. Don't let yourself be deceived, think

wisely. Always think twice before getting into the point of engaging your money and

time, check out the below match-ups of food advertisement vs real pictures. It will wake

you up from unworldly expectation (Cappello 2013).

Contrarily, some fast-food restaurant such as Mang Inasal, gives you the

best advertisement. What you see is what you get. The size of the chicken showed in

their advertisement is the same size of the chicken they served. As a result, Mang

Inasal was entitled as the number one Filipino branded eat-out. (2015 Kantar Panel).

Significance of the Study

Findings from this study would be helpful to the Customers, Fast food

entrepreneurs, Students and Future Researchers. It will serve as an eye opener to

various issue in terms of the quantity of product selling using advertise and reality in

addition of showing the data of effectiveness of the two strategies (advertise, reality).

Among the people who will benefit are the following:

Home Economics Students:

As a student, especially students from home economics. This will serve as a guide and

a peak of their chosen career paths.

Customers:

Customers as the main consumer of fast-food products will be the biggest benefactor, it

will help them analyze the difference between advertisement vs reality of the fast food

they're buying.

Fast-food Entrepreneurs:

As a person who organizes or operates a fast-food business, this will show them how

consumers and buyers rate their product.

Future Researchers:

The information presented may be used as their reference data in conducting new

research and this will give them a background or an overview about the Advertisement

vs Reality in Fast-food restaurant as perceived by Ernesto Rondon High School grade-

12 students.

Scope and Delimitation

This Study primarily focused on the perception of senior high school students

in advertising vs Reality of Fast food Restaurants. The main purpose of this study is to

show the views and fast food experiences of the students.

The researchers will conduct a survey about advertising vs reality in fast

food restaurants aiming to get the right data. The researchers will not be focusing on
other strategy, marketing nor economic question concerning Advertisement vs Reality in

Fast-food restaurant.

Statement of the Problem

This study is to determine the perceptions of senior high school students in Ernesto

Rondon High School about advertising and reality of fast-food restaurants. The

questions of this study focuses on the perception and experience among the senior high

school students of Ernesto Rondon High School. In order to asses our study, this study

seeks to answer the following questions:

1. What are the advertising strategies that are used by fast-food restaurants

to attract customers?

2. How do advertising differ from reality in terms of product’s:

2.1-Size

2.2-Texture

2.3-Color

2.4-Taste

3. How do Senior High School students of Ernesto Rondon perceive the

reality of fast-food experience against advertising?

Objectives of the Study

The purpose of this study is to know how senior high school students in ERHS
perceived the Advertisement and Reality of Fast-food Restaurant.

• To expose the Reality of Fast-Food Restaurants

. • To identify the marketing strategies used by fast food restaurants.
• To know the perception of Ernesto Rondon Senior high school students against the
Reality of Fast-Food Advertisement.

Definition of Terms

Advertisement is the promotion of a product, brand, or service to a viewership to

attract interest, engagement and sales. Advertisements come in many forms, from copy

to interactive video, and have evolved to become a crucial feature of the app

marketplace.

Business is defined as an organization or enterprising entity engaged in commercial,

industrial, or professional activities. 

Buyers a person who makes a purchase.

Benefactor is an individual that provides money or other resources to an individual,

group, or organization.

Consumer a person who buys and uses up goods.

Marketing refers to activities a company undertakes to promote the buying or selling of

a product or service. Marketing includes advertising, selling, and delivering products to

consumers or other businesses. Some marketing is done by affiliates on behalf of a

company.

Restaurant is a business that prepares and serves food and drinks to customers.
Conceptual Framework

The figure presented below illustrated how each variable is related to each other.

Ernesto Rondon Senior

High School Students

Fast-Food Restaurants

Reality Advertisement

Perception of Senior High School

Students of Ernesto Rondon High
School

Fast Food Restaurants are fantastic for the low prices and quick service. With so many

different food options, there are many different viewpoints on which food establishments

are the best. Senior high school students mostly make used of its efficiency, they

usually meet and eat in a fast-food restaurant. Advertising is one of the most effective

means of reaching out to students especially because at their age they tend to love
trendy stuff. It assists them in learning about the famous food products available on the

market. However, Fast Food Advertisement is known to be tricky and fake. It makes you

think and expect an outcome that is impossible to get. They usually fake the amount of

food shown in the ads than its usual look. Some food looks more appetizing in the

Advertisement than its actual outcome. Some even shows quick service in which is very

lame because the service is very slow. The Reality of some Fast-Food Restaurants will

in fact give you both satisfaction and disappointment. At that point, it builds perception

towards senior high students from Ernesto Rondon High School.

Research Hypothesis

There are significant differences between two measured phenomena: reality and

advertisement in fast food restaurant as perceived by Ernesto Rondon High School.

 Chapter II

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presents the various related literature and studies from both local and
foreign sources. This chapter also includes relevant and similar information to the
present study

Local Literature

Local literature is literature discovered within the country where the researchers are
based. Local literature is mostly discovered in professional journals, magazines,
newspapers, and other publications.

Effects of fast-food consumption among customers

In our generation, most of us are fond of eating outside and ordering foods rather
than cooking at home. Luckily, fast food is one call away. Fast food is food that is made
and served fast, generally at chain restaurants, and is typically associated with low-cost,
low-nutrition products such as hamburgers, French fries, and soft beverages.

According to Dr. Ananya Mandal's paper, fast foods are heavy in calories, fat,
saturated and trans-fat, sugar, simple carbs, and salt. It is confirmed that fast foods are
frequently associated with obesity.

The Philippines had a rough year in 2014. Having a prevalence of overweight of

roughly 20%, whereas Filipinos had a prevalence of obesity of around 5%. (Domingo,
2016). Obesity and overweight Filipinos were then linked to a shift in the Filipino diet
throughout time, with higher-fat diets becoming more common, as well as an increase in
processed foods and refined carbs consumption.

Factors that affect the fast-food consumption among customers

The fast-food industry in the Philippines is rapidly expanding and has taken over the
foodservice industry. This increase in fast food restaurants is accompanied by an
increase in Fast-food consumption and emergence of unhealthy lifestyles and increased
obesity prevalence. The fast-food industry has grown aggressively, particularly with its
advertisements, which have been known to target families and youth. Previous research
has found that fast food obesity affects children more than adults.

According to the 2015 Annual Survey of Philippines Business and Industry (ASPBI),
a total of 27,028 enterprises are linked to accommodation and foodservice operations in
one sector of the economy. More Filipinos are being lured to purchase fast food goods
as multiple fast-food restaurants establish their businesses in diverse places such as
Metro Manila. Fast food restaurants appear to be keeping up with the public's growing
desire for low-cost, easily available cuisine.

Fast-food chains came in second in the formal sector, according to the ASPBI, with
4,477 locations. This equates to 16.6% of the formal sector. The fast-food industry has
grown exponentially in recent decades and has become a global phenomenon.

McDonald's, Starbucks, Subway, KFC, and Pizza Hut, which were among the top 10
most valuable fast-food companies in the world in 2017 (Statista, 2018), dominate the
global market.
Impact of fast-food advertisements on children

Children are one of the easiest targeted viewers of fast-food advertisements

because of their innocence and love for food.

Advertising aims to raise awareness, attraction, and consumption of specific

products and services by continually exposing target groups, reaching broad segments
of the population or target group, and employing compelling arguments.

Emotional appeals, food product appeals, visual components, and auditory elements
are all persuasive approaches. Children lack the developing aptitude to recognize the
persuasive content of marketers. They may not realize the intent to convince even if
they understand the intent to sell.

Their parent’s influence also adds up to their love for fast-food restaurants, It has
been observed from many studies that adults prefer fast food for convenience
(Hesamedin Askari Majabadi, et al, 2016), taste (B. Narayan & M. Prabhu, 2015) and
also for social interaction (M. S. Anitharaj, 2018).

Foreign Literature

Foreign literature is literature conducted or published outside the country where the
researchers may be a native or foreign of that country. Foreign literature is mostly found
in professional journals, magazines, newspapers, and other publication that was
published outside our country.

Consumer perception about fast food restaurants

 Customer perception is important in many areas, including customer understanding,
communications and advertising, purchasing decisions, loyalty, the extent to which they
recommend a brand, and, perhaps most importantly, advocacy efforts.

Consumer opinions and preferences for fast-food restaurants in the United States
and Canada were presented by Kara et al. (1995). According to their research,
consumers aged 12 to 24 years old in America seek variety, price, delivery service, and
location, whereas consumers aged 12 to 24 years old in Canada seek price and
novelty. Americans prioritize cleanliness, nutritional value, quality, and taste in the 46-
55-year-old age group, while Canadians prioritize nutritional value and seating capacity
in picking fast food establishments. Americans favored speed and friendly employees in
the middle age range of 25 to 45 years, but Canadians valued speed, quality, and
service.

Brown et al. (2000) stressed the importance of young consumers' nutritional

understanding and fast-food preferences during their adolescent years. Davies and
Smith (2004) investigated the importance of fast-food nutritional values as well as the
information printed or revealed by fast-food establishments in London. There are study
studies on the nutritional worth of fast food in addition to the considerations considered
when choosing a fast-food restaurant. According to a survey of over 9,000 consumers
conducted across the United States, people who eat fast food and drink sugary,
carbonated soft drinks consume more calories, fats, carbohydrates, added sugars, and
proteins than people who do not (Bowman, 2005).

McNeal et al. (1980) found that respondents thought meals were somewhat healthy
and a decent food buy, but that they were fatty and contained hazardous additives.
These data also show that, while consumers consider the nutritional features of fast-
food meals to be significant, they frequently overlook them in practice. Adams' (2005)
paper lays forth the foundations for holding the fast-food sector liable for obesity, as
articulated in lawsuits against fast food companies in the United States.

Creative Advertising Impact on Customer Acceptance of Fast-Food Restaurants

A creative advertisement is one that is artistic, professionally done, and has original
ideas. In a conceptual article, Smith, and Yang (2004) suggest that creative advertising
helps to attract more attention from consumers because divergence creates a contrast
with less-creative ads.

Creativity is highly prized for its ability to gain attention and to impart information in
an entertaining or challenging way. Furthermore, creative advertising has been
consistently perceived as more favorable (Ang and Low 2000), more likable (Stone,
Besser, and Lewis 2000), and able to bestow value to brands (Till and Back 2005). It is
said by practitioners that creativity is the only thing that distinguishes advertising from a
salesperson’s crude and often ineffective pitch. Brassel, (2010) noted that watching TV
can offer the greatest possibility for creative advertising. Ideally, both the creative and
the intended audience need to view an advertisement as creative. At this point, an
important difference must be emphasized. Creative work and creative understanding
take place within an industry context; it is not done in isolation (Koslow, Sasser, and
Riordan 2006; Sasser, Koslow, and Riordan 2007).

Fast Food Advertising in social media

People Particularly the younger generation have made social media an integral part
of their lives; they use it for social contact and to stay in touch with friends and
coworkers. They also use it to stay up to date on everything that interests them, as well
as to share information on products and services that they enjoy.
 Furthermore, social media gave a forum for users to express themselves in a virtual
community by allowing them to create their own user-generated content on what they
liked or disliked. "A range of internet-based apps that build on the conceptual and
technological foundations of Web 2.0 and that allow the creation and exchange of user-
created content," according to the definition of social media. (Heinlein and Kaplan,
2010).

The development of social media websites has altered the landscape of

communication. Because of the popularity of these websites among consumers and the
amount of traffic they generate, given the large quantity of social interaction that occurs
between them, the effect of these websites on influencing consumers' behavior has also
increased. (Hutter and colleagues, 2013).

Companies utilize social media to communicate with their current and future
customers in order to gain valuable marketing insights. Furthermore, social media
advertising has become an integral aspect of organizations' integrated marketing
communication efforts in marketing their products and services. According to a Nielsen
(2013) poll, the majority of advertisers are raising their social media advertising budgets
and have a dedicated budget for social media marketing.

Local Studies

Local studies are studies or investigations that have already been performed and
are being used in the present. It typically consists of unpublished materials such as
manuscripts, Philippine-based thesis and dissertations, and other scholarly publications.

Marketing Strategies of the Food Service Industry

One of the most profitable sectors in the economy is the restaurant service industry.
It plays such an important role in our country's economy; it is considered the backbone
of the Philippine industry today. Food sources have expanded considerably and have
continued to vary over time, according to Recordati (2014). This type of business has
become one of the most profitable in the country, with eateries, food services, fast food,
and shopping centers popping up everywhere.

In Isabela, Philippines foodservice outlets proliferate. Popular fast-food corporations

like Jollibee, Greenwich Pizza, McDonald's, and Mang Inasal are present in the
province. The competitive points in the industry have been largely focused on raising
quality standards and improving service. The demand for our products, goods, or
services revolves around the four P's of the marketing mix - Product, Prices, Place, and
Promotion. It has been proven that marketing strategy must consider not only the needs
of target consumers but also the strategy of competitors. To plan effective competitive
marketing strategies, the company needs to find out as much as it can about its
competitors. (Alvarez, 2020).

The impact of social media influencers on food advertising

Many businesses utilize the internet as a marketing strategy because it is the

fastest-growing media. The majority of customers utilize various social media platforms
to communicate, share, research, generate content, and spread public awareness
(Frost & Strauss, 2016; Mason et al., 2021).

The rise of social media has changed the way businesses and consumers
communicate, allowing consumers to compare pricing, hunt for coupons, discounts, and
deals, search for product information to assist them to choose the best products, and
read other people's comments and reviews about those products (Coco & Eckert, 2020;
Nielsen, 2016; Pick, 2021).

According to Cohen (2018), consumers throughout the world watched over 500,000
videos on YouTube, Facebook, and Netflix. Marketers all over the world are falling into
a pit as a result of the shift in the entertainment business and the loss of power of
traditional media channels Because of these, influencers are becoming an increasingly
important source of legitimacy. They encourage people to talk about the products, which
has a positive impact on the brand's sales. As stated by Conick (2016), brands can
benefit from peer endorsements by using influencers as promotional topics. The
credibility of an influencer is increased in order to attract the attention of consumers
looking for helpful recommendations.

Foreign Studies

Foreign studies are studies or investigations that have already been performed and
are relevant to the current subject. Unpublished material from other countries, such as
manuscripts, theses, and dissertations, as well as other research publications, are
considered foreign studies.

The methods employed in television commercials to market foods

The employment of persuasive strategies in food advertising on television is linked

to increased attention and a higher possibility of eliciting an emotional reaction from
children (Lewis & Hill, 2004). As a result, the nature of food advertisements is an
important factor in their effectiveness (Lewis & Hill, 1998).

In television food advertising, marketing tactics such as promotional characters,

celebrity endorsers, premium offers, persuasive appeals, or other advertising qualities
such as the usage of website promotion were previously identified (Gantz, Schwartz,
Angelini, & Rideout, 2007). Famous people who use their celebrity to suggest or co-
present a product in an advertisement is known as celebrity endorsers (Lear, Runyan, &
Whitaker, 2009, p. 308). These types of endorsers have been demonstrated to boost
recall rates for marketing communications as well as positively influence customers'
perceptions of the brand and increase their willingness to buy (Erdogan, 1999).
 Finally, advertisers are thought to be increasingly exploiting the internet to persuade
people of the benefits and worth of their products. One technique to promote a website
is to include the URL in a television commercial (Gantz et al., 2007). The majority of
food brands that are heavily advertised to children on television are also promoted to
them through food marketers' websites in the United States, so website promotion
during television food commercials is likely to grow as the internet becomes more
established as a platform for commercial food marketing (Kaiser Family Foundation,
2006; Moore & Rideout, 2007).

The Effects of Food Advertising on Childhood Obesity

The media, particularly television advertising directed at infants and toddlers, has an
impact on children's dietary choices. In four US national studies, positive correlations
between obesity and TV viewing among children and adolescents were discovered on
one national longitudinal study and two cross-sectional surveys (Coon & Tucker, 2002).
Children aged 2 to 11 watch television for an average of three hours per day, more than
any other media, and they view over 5,500 food advertisements each year (Batada et
al., 2008).

According to recent data, Obesity among children in the United States has been
steadily increasing (Powell et al., 2006). As stated by the Centers for Disease Control
and Prevention, about 10% of 2 to 5-year-old children and 15% of 6- to 19-year-old
youths in the United States have weights that are over their gender and age-specific
95th percentile values (National Center for Health Statistics, 2004). Both younger
children and teenagers consume excessive amounts of dietary fat and sugar, while their
intake of fruits, vegetables, and various micronutrients is lower than suggested,
according to research (Powell et al., 2006).

In addition to a genetic predisposition, behavioral, environmental, and social factors

may play a role in a kid developing obese or overweight (Arnas, 2006). As stated by
several researchers, time spent in front of the television can be a significant
environmental element in the development of obesity (Arnas, 2006).
 Chapter III

RESEARCH METHODOLOGY

The Research Methods utilized to perform the study are thoroughly defined in this

chapter. The Researchers stated how they gathered, presented, and analyzed the data

and information needed to address the research objectives and questions. Reasons and

justifications for the research design, sample size, sampling techniques, study

subjects/respondents, validation of the research instrument, data collection procedure,

data processing method, and statistical treatment of the data.

Research design

According to Andrew B. Kirumbi (2018), a research design is a set of methods and

procedures for collecting and interpreting data on the variables described in a research

problem. The study type (descriptive, correlation, semi-experimntal, experimental,

review, meta-analytic) and sub-type (descriptive-longitudinal case study) as well as the

research problem, hypotheses, independent and dependent variables, experimental

design, and, if applicable, data collection methods and a statistical analysis plan are all

defined by the design of a study.

A research design is a framework that has been created to find answers to research

questions. We choose to use descriptive survey as our research design since our study
focuses on perception and experiences which we think suits the characteristics of a

descriptive research design. (Calderon, 2006) defined descriptive research as a

purposeful process of gathering, analyzing, classifying, and tabulating data about

current conditions, practices, processes, trends, and cause-and-effect relationships, and

then making adequate and accurate interpretations about such data with or without, or

with minimal, statistical methods. In addition, this method determines the current state

of facts in a group under investigation, resulting in either qualitative or quantitative

descriptions of the group's general features. This study critically intends to collect

information from students' opinions and perceptions about the comparison of

Advertising vs Reality in Fast Food Restaurants, with a focus on Ernesto Rondon High

School Senior High Students.

Sample size

As stated in Question Pro, sample size is a marketing phrase that refers to the

number of people who are included in a study. Researchers select participants based

on factors such as age, gender, and geographic region.

The sample size of this study is only 30 individuals from senior high students of

Ernesto Rondon High School. The researchers will be getting 15 respondents from

grade 11, and 15 respondents from grade 12. Regardless of their age, strand, or

section.
Sampling Technique

Based on a statement in Question Pro, Sampling is a method of picking individuals

or a subset of the population to make statistical inferences and estimate population

characteristics. The researchers chose to use Stratified Sampling since it is more

effective and practical for our study.

According to (Creswell, 2008) and (Gall et al. 2007), when a population has a

variety of characteristics, stratified sampling is used to ensure that everyone has an

equal chance. A sample is taken from each stratum using simple random sampling. The

researchers employed stratified sampling to collect names from Ernesto Rondon High

School's officially enrolled senior high students. Following the collection of names, they

will be divided into groups based on their grade level.

Subject/Respondents of the Study

The Subject/Respondents of this study will only be students from grade 11 and

grade 12 of Ernesto Rondon High School. Regardless of their age, gender, or strand.

The researchers will provide questionnaire through google forms that will only be

accessible for the chosen respondents. We will be getting 15 respondents from grade

11 students and 15 respondents from grade 12 students with a total of 30 respondents.

Validation of Research Instrument

The amount to which an instrument measures what it claims to measure is

generally described as validity (Blumberg et al., 2005). The validity of a research

instrument determines how well it measures what it was supposed to measure (Robson,

2011). It's the degree to which the outcomes are accurate. As a result, a research

instrument (questionnaire) is required to accurately measure the concepts under

investigation (Pallant, 2011).

The researchers will pick a subset of our planned Survey Participants and conduct

Pilot Testing of the survey with Ernesto Rondon High School senior high students in

both grade 11 and 12. After receiving the responses and result of the pilot testing, the

next step is to revise our survey questionnaire based on the information gathered from

both grade 11 and 12 senior high students of Ernesto Rondon High School.

Data Gathering Procedure

The technique utilized to get the material needed in a dissertation to substantiate the

assertions made by a writer is defined as data gathering procedure, the data collection

procedure you use in your work influences whether you get a reliable piece or not

(Master Paper, 2019). As a result, it's critical to use the optimal process to achieve the

best results. It increases the paper's quality and makes you appear more intellectual.
 To acquire and obtain data from respondents, the researchers employed a Google

forms survey questionnaire. Respondents will be provided the survey questionnaire,

which will use a Likert scale to collect data from their outputs. Students will respond to

this Google Forms survey form regarding their thoughts on advertising vs. reality in fast-

food restaurants. Statistics are used to look for averages and trends in the data.

The letter to the school was written to grant authorization to the researchers to

conduct a survey. The researchers should be able to define specific words and explain

Advertising versus Reality in Fast-Food Restaurants to the Gr11 and Gr12 Respondents

so that they can easily answer the questions and have a thorough understanding of the

study. This strategy, according to the researchers, is the most acceptable for selecting

the sample for this investigation.

Data Processing Method

Data processing, according to Nikita Duggal (2022), is the process of collecting

raw data and transforming it into usable information. A company's data scientists and

data engineers usually conduct it in a step-by-step manner. For firms to establish better

business plans and obtain a competitive advantage, data processing is essential.

Automatic and manual data processing were used by the researchers in tallying and

tabling data. Automatic data processing is the use of computers to analyze, organize,

store, retrieve, and manipulate data, as well as to report the results of those operations,

with a minimum of human intervention or assistance. Data is manually processed

without the use of any equipment or tool to achieve the desired outcomes in manual
data processing. All calculations and logical operations on the data are done manually

in manual data processing. Similarly, data is manually transferred from one location to

another (Johnson, 2004).

In this study, Google Forms survey forms were collected from Ernesto Rondon

High School senior high students. After the researchers have collected all the data from

the respondents, they will use the manual data processing approach to perform data

computations, which will be followed by automatic data processing. The researchers will

prepare and deliver the data once it has been calculated.

Statistical Treatment of Data

Statistical treatment of data is when you apply some form of statistical method to a

data set to transform it from a group of meaningless numbers into meaningful output

(monkhar, 2001).

The data collected from the respondents will be organized and divided into two

groups by the researchers. The researchers will use a Likert scale to obtain the results

based on the responses and perceptions of Senior High School Students at Ernesto

Rondon High School.

 Point Score Scale Verbal Interpretation

1 4.0 – 5.0 Strongly Agree

2 3.0 – 4 .0 Agree

3 2.0 – 3.0 Disagree

4 1.0 – 2.0 Strongly Disagree

Liker Scale: Where: W = Points Score Where:

Formula for weighted X = Number of Respondents per weight F=Frequency

Mean: P=F/N x 100 N = Total Number of Respondents N=Number of

Formula for Percentage: X = ∑WX/N Respondents

 Chapter IV

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

This chapter contains detailed presentation, interpretation and analysis of the data

acquired from the survey questionnaire distributed to Grade 11 and 12 senior high

school students of Ernesto Rondon High School to determine the reality versus

advertising in fast food restaurants. The information gathered is given in a table format.

Table I.

The Profile of Students in terms of Grade Level

Grade level Frequency %

11 15 50 %

12 15 50 %

Total of respondents: 30 100 %

The table above exhibits the profiles of students who answered to the survey form

based on their grade levels, regardless of their strand. The total number of respondents

is 30, with Grade 11 accounting for 50% of the total accompanied by 15 students, and

Grade 12 accounting for 50% accompanied by 15 students.

 Legend

Rate Verbal Interpretation Range

4 Very Effective 3.0 - 4.0

3 Effective 2.0 - 3.0

2 Slightly Effective 1.0 - 2.0

1 Not Effective 0.1 - 1.0

Table II.

The advertising strategies that are used by fast-food restaurants to attract

customers.

Responses Weighted Verbal

SA A D SD mean Interpretati
on

Advertisement (television and Very

radio commercials ). 15 11 3 1 3.33 Effective

Billboards (A very large board Very

on which advertisements are Effective
shown, especially at the side of 10 15 5 0 3.16
a road ).

Brand Endorsement (A kind of Very

brand communication in which a 11 13 6 0 3.16 Effective
celebrity works as the brand's
spokesman and verifies the
brand's claim ).

Coupons and Discounts Effective

(Decrease on their product's 14 8 5 2 3.0
original price ).

Food Blogs (Blogs that most Very

likely promote their product ). 12 13 5 0 3.23 Effective

Offline marketing strategies Very

 (Free Wi-Fi, Free samples, 15 10 4 1 3.3 Effective
Menus & Care packages ).

Public Relations (The Very

professional maintenance of a 12 10 7 1 3.1 Effective
favorable public image by a
company or other organization
or a famous person ).

Reviews (Where positive Very

feedbacks are mostly shown). Effective
18 8 2 2 3.4

Social Media Contest (Contest Very

that involves their product). 13 11 5 1 3.2 Effective

WEIGHTED AVERAGE 3.20 Very

Effective

Table II shows that Advertisement has the highest weighted mean of 3.33. To put it

another way, advertising, according to the students, is a very effective marketing

approach for attracting more customers to eat and purchase in fast food restaurants.

Coupons & Discounts, on the other hand, had the lowest weighted mean of 3.0 and is

considered to be effective as well. The total weighted average of the marketing

strategies used to attract customers resulted to 3.20 which means very effective.

According to Jennifer Harris (2021), Fast-food consumption by children and teens has

increased over the past decade, and fast-food advertising definitely plays a role in that

rise. This table shows that students are well aware about the marketing strategies that

are used to attract customers.

 Legend

Rate Verbal Interpretation Range

4 Very true of them 3.0 - 4.0

3 True of them 2.0 - 3.0

2 Untrue of them 1.0 - 2.0

1 Very untrue of them 0.1 - 1.0

Table III.

The difference of Advertising from Reality in terms of product's size, texture,

color and taste.

Responses Weighted Verbal

SA A D SD mean Interpreta
tion

The size of the actual food is Very true

smaller than presented in the 13 15 2 0 3.36 of them
advertisement.

The size of the actual fast-food Untrue of

product is bigger than presented 3 6 8 13 1.9 them
in the advertisement.

The texture of the fast-food item True of

is not as soft as it was 8 10 10 2 2.8 them
represented in the advertisement.

The fast-food item is not as crispy True of

as advertised. 10 11 7 2 2.96 them

The fast-food item is not as True of

brightly colored as it appears in 8 12 8 2 2.86 them
the advertisement.

Some of the fast-food items isn't True of

as colorful as described in the 10 12 5 3 2.96 them
advertisement.
 The fast-food items aren't as tasty 10 12 3 5 2.9 True of
as they appear in the commercial. them

Some fast-food items aren’t as Very true

spicy, sweet, sour, and salty as it 13 8 6 2 3.0 of them
was described in the
advertisement.

WEIGHTED AVERAGE 2.84 True of

them

As shown in table III, according to the respondents "the size of the actual food is

smaller than presented in the advertisement" is the most accurate difference between

advertisement and reality of the product, it has the highest weighted mean of 3.36,

marked as very true of them. Followed with " Some fast-food items are not as spicy,

sweet, sour, and salty as it was described in the advertisement " with a weighted mean

of 3.0, marked as very true of them. Next is "The fast-food item is not as crispy as

advertised" with a weighted mean of 2.96 and labeled as true of them. Followed by

"Some of the fast-food items aren't as colorful as described in the advertisement.", it

was labeled as true of them, with a weighted mean of 2.96. Meanwhile, " The size of

the actual fast-food product is bigger than presented in the advertisement. " Scored as

the lowest with a weighted mean of 1.9, marked as untrue of them. Overall, the

weighted average of the difference between Advertising and Reality of product’s size,

texture, color, and taste is 2.84, labeled as true of them. As stated by (William

Breitsprecher, 2016), Advertisers have the right to make statements that aren't literally

factual, they can show photos of their items that are nothing like the ones you'll see

when you buy them. This table shows that the students are aware of the differences

between the advertising and reality of the product.

 Legend

Rate Verbal Interpretation Range

4 Strongly agree 3.0 - 4.0

3 Somewhat agree 2.0 - 3.0

2 Somewhat disagree 1.0 - 2.0

1 Almost never true 0.1 - 1.0

Table IV.

The perception of Senior high school students of Ernesto Rondon in the

Reality of Fast-Food experience against Advertising.

Weighted Verbal
Responses SA A D SD mean Interpretatio
n

McDonald's Big Mac

(Hamburger) is not as big as 9 12 7 2 2.93 Somewhat
it appears in the Agree
advertisement.

McDonald's large size French Strongly

fries really have fewer fries 10 12 8 0 3.06 Agree
than what is depicted in the
advertisement.

The Taco Bell Taco is not as Strongly

filled as it appears in the 10 13 7 0 3.1 Agree
advertisement.

The meat lover pizza from Strongly

Pizza Hut appears more 11 12 4 3 3.03 Agree
appealing in the
advertisement than it is in
reality.
 The pepperoni pizza from Strongly
Pizza Hut appears to be 11 13 4 2 3.1 Agree
more oily.

The Burger King Whopper Strongly

(Hamburger) appears flatter 9 14 6 1 3.03 Agree
in reality.

The fried chicken at KFC isn't 11 9 8 2 2.96 Somewhat

quite as crispy as it appears Agree
in advertisements.

WEIGHTED AVERAGE 3.03 Strongly

Agree

Table IV. reveals that the majority of students believe that the Taco Bell Taco is not

as filled in reality as it appears in the advertisement, with a weighted mean of 3.1,

indicating that students strongly agree. Students also strongly agree that the pepperoni

pizza from Pizza Hut appears to be oilier in reality, with a 3.1 weighted mean. The

highest mean was shared by the two of them. On the other hand, the statement "

McDonald's Big Mac (Hamburger) is not as big as it appears in the advertisement."

appeared to have the lowest weighted mean with 2.93, labeled as somewhat agree by

the students. The weighted average of the fast-food experience of senior high school

students against advertising is 3.03 which means most of the students strongly agree

with the statements. Students perceived fast food as a viable alternative to home

cooked meals, and their habits increased fast-food intake (Prasad RR, Chand H, Zaid

M., 2021). This table demonstrates that most students have their perceptions in

accordance with fast-food experiences in contrast to advertising.

 Chapter V

SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

This chapter will present the summary of findings, the conclusions and the

researchers’ recommendations pertaining to the gathered data of study where the

researchers find the Advertising and Reality of fast-food restaurants as perceived by the

senior high school students in Ernesto Rondon High School.

SUMMARY OF FINDINGS

1. What are the advertising strategies that are used by fast-food restaurants to

attract customers?

Most of the senior high school students of Ernesto Rondon High School agreed

that Advertisement (television and radio commercials) attract customers with the

weighted mean of 3.33 which means it is a very effective advertising strategy, while

some of the students voted for Coupons and Discounts with a weighted mean of 3.0

2. How does advertising differ from reality in terms of product's:

2.1 - size

2.2 - texture

2.3 - Color and

2.4 - Taste

In terms of product's size, texture, color, and taste, most of the students agreed that

the size of the actual food is smaller than presented in the advertisement with a

weighted mean of 3.36. Meanwhile, some voted that the fast-food items aren't as spicy,

sweet, sour and salty as it was described in the advertisement with a weighted mean of

3.0. When it comes to texture, according to few of the students the fast-food item is not

as crispy as advertised with a weighted mean of 2.96, followed with some of the fast-

food item is not as colorful as described in the advertisement with a weighted mean of

2.8.

3. How do senior high school students of Ernesto Rondon perceive the reality of

fast-food experience against advertising?

With the same weighted mean of 3.1, the majority of students thought that the Taco

Bell Taco is not as filled as it appears in the advertisement and the Pizza hut's

pepperoni pizza appears to be oilier. Only few of the students voted that the McDonald's

Big Mac (Hamburger) is not as big as it appears in the advertisement with a weighted

mean of 2.93.
 CONCLUSION

The generalized conclusions from the summary of findings are the following:

1. Based in the researchers' findings, most of the students voted Advertisement

(television & radio commercials) as an advertising strategy used by fast-food

restaurants to attract customers, while few of the students’ voted coupons and discount.

2. Majority of the senior high school students in Ernesto Rondon High School believes

that's the actual food is smaller than presented in the advertisement, and that the

texture of the food isn't as crispy as advertised.

3. The results suggest that some students believe that some fast-food items aren't as

colorful as they appear in advertisements, and that some fast-food items aren't as spicy,

sweet, sour, or salty as expected.

4. The findings exhibits that student have different fast-food experience against

advertising. Some of the students have had unexpected fast-food experiences, such as

eating a not-so-filled taco and an oily pizza. Few, on the other hand, ate chicken that

was not as crispy as expected and ordered food that was smaller than anticipated.
 RECOMMENDATIONS

Based on the summary of findings and conclusion drawn, the following are the

suggested recommendations:

1. The researchers suggest that customers should respect and appreciate the fast-food

advertising strategies specially if it benefits both the customer and the restaurant.

2. The researchers recommend that customers should not expect too much from a fast-

food product presented in an advertisement.

3. To minimize misunderstandings, the researchers propose that customers should see

the food in person rather than buying based on an advertisement.

4. The researchers suggest that customers and students, regardless of their feelings

about fast food, should be kind to the crew and other employees because they play an

important role in our society.

5. Even with the feedback and various impressions, the researchers suggest not to

criticize a fast-food establishment until you've sampled their meal.

6. The researchers suggest that future researchers should use the data acquired,

facts and information to get a sense of the study but not to make decisions

assumptions.
References

Jennifer Harris, 2021, Fast-Food Companies Spending More on Ads Aimed at Youth -

Consumer Health

William Breitsprecher , 2016, Advertisements versus Reality of fast food restaurants

Reena R. Prasad, Hukam Chand, Mohd. Zaid, 2021, Perceptions, Fast Food

Consumption and Eating Habits Among Students

Ashley Lutz, 2013, Reality of Fast Food in texture ( Actual vs Expectations )