i

THE BEHAVIOR OF FAST FOOD STAFF AND CONSUMERS OF

STARMALL SAN JOSE DEL MONTE BULACAN IN THE NEW NORMAL

A Research

presented to the

Faculty of Hotel and Restaurant Management

La Concepcion College

In Partial Fulfillment

of the Requirements for the Degree of

Bachelor of Science in Hotel & Restaurant Management

by:

EDRALIN PRILA

ROMLON REYES

JULIE VILLEGAS
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CERTIFICATE OF ORIGINALITY

We hereby declare that the research is our own and to the best of our

knowledge, effort and belief. It contains no materials previously published or written

by another person, nor material which to a substantial extent has been accepted for

the award of any degree or diploma from university or any other education institute

except where due acknowledgment is made in the research.

Hence, we declare that the intellectual content of this research is the product

of our own work, except to the extent that assistance from others in the project’s

design and conception or in style, presentation and linguistic is acknowledged.

Edralin D. Prila

Romlon V. Reyes

Julie C. Villegas

Attested by:

Dr. Elvira Villaverde – Gabriel

Thesis Adviser

Date: _______________
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ACKNOWLEDGEMENT

The achievement of this study is due to the cooperation of each other and

those who have inspired and assisted the researchers. The reason for the distinction

of the study is because of the people behind it that we want to offer the greatest of

gratitude.

First of all, we would like to thank our God almighty for giving us the

strength, knowledge and blessings to finish the thesis that we thought we could not

do.

Second, immeasurable appreciation and deepest gratitude for the help and

support are extended to the following persons who in one way or another have

contributed in making this study possible.

Dr. Elvira Gabriel, our adviser, for her understanding, support and

encouragement that we are able to do and complete the research.

Restaurant managers, for allowing us to conduct our survey to their staff and

consumers.

Ms. Alta Dee Preyra David, our grammarian, for giving her time checking

and enhancing our research study.

We would also like to thank the members of the panel for criticizing and

evaluating our papers to improved our study.

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Lastly, we would like to thank our beloved parents and family for

understanding and giving consideration for does not help with housework and for the

financial just to finish this thesis, for their enduring generosity, love and support.
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ABSTRACT
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TABLE OF CONTENTS

Page
Title Page…………………………………………………………………………..….i

Certificate of Originality ………………………………..………….………………..ii

Acknowledgment ……………………………….…………………………..…….....iii

Abstract……….…...……..……...…………………………………………...…….....v

Table of Contents……………………………………………………………………vi

CHAPTER 1

THE PROBLEM AND ITS BACKGROUND

Introduction 1

Theoretical Framework 5

Conceptual Framework of the Study 7

Statement of the Problem 8

Hypothesis 8

Significance of the Study 9

Scope and Limitations of the Study 10

Definition of Terms 11
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CHAPTER 2

REVIEW OF RELATED LITERATURE AND STUDIES

Related Literature 14

Synthesis of Related Literature and Studies 16

CHAPTER 3

RESEARCH METHODOLOGY

Research Method Used……………………..……………………….17

Population and Sample Size…………………..…………………….17

Sampling Technique………………………………………………...18

Description of the Respondents………………..……………….…...18

Instrumentation………...……………………………………….…...18

Survey Questionnaire…………….………………………………….18

Validation of Instrumentation……………………………….………19

Data Gathering Procedure.…………………………...……………...19

Ethical Consideration…………………….………………………….20

Statistical Treatment of the Data………………………...……...…..20

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CHAPTER 4

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

CHAPTER 5

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION

Summary of Findings………………………………………………….

Conclusions…………………………………………………………….

Recommendations……………………………………………………...

Appendices……………………………………………………….…23

Bibliography………………………………………………………...28

Curriculum Vitae………………………………………………………

List of Appendices

Appendix

A Research Instrument (Questionnaire)……………………………………….23

B Letter of Request for Validation of Questionnaire………………………….25

C Letter of Permission to the College Administration to Conduct Research

Study…………………………………………………………………….…..26

D Respondents Informed Consent to Conduct the Research Study……….......27

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List of Figures

Figure1: Mehrabian and Russell, Stimulus-Organism-Response…………...………..6

Figure2: Research Paradigm…………..……………………………………………...7

List of Table
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CHAPTER 1

THE PROBLEM AND ITS BACKGROUND

INTRODUCTION

This chapter discusses about the problem and its background, theoretical

framework, conceptual framework, statement of the problem, hypotheses, significance of

the study, scope and limitations and definition of terms.

Eating out of home has become an integral part of people’s lives. This is because

people have changed their attitudes about food and also due to an increase disposable

income. Food has always been an important ingredient of every society and tradition,

throughout the ages and everywhere. (Sasson et al.,2018). A fast food is a commercial

outfit which specializes in the preparation of convenience food and to serve them to

satisfy the customers demand.

This need has been satisfied by the fast food sector of the hospitality industry. Fast food

is one of the six major industries in the field of hospitality-tourism (Pharsa, 2009; Novac,

2017). Fast food has always played an important role in the business, social, intellectual

and artistic life of a thriving society. Acquaintances become friends around a table in a

safe and controlled environment of a Fast food (Fieldman, 2015). Beyond the basic

purpose of fast food to provide food and drink, fast food have, historically, fulfilled a

human need for connection and shaped social relations.

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For fast food businesses, the behavior that matters most is tied to visitation where and

when consumers choose to eat. In terms of dining experience, unlike during the earlier

years, dining out is not considered a special occasion anymore but rather one of the trends

today; it is increasing and has now become a routine (Melia, 2011; Huang, 2016). Fast

food is a place where people are buying convenience food. Convenience is a factor that

forces people to eat out. Many people, who don’t have time to prepare food at home, find

fast food convenient. Social gatherings are also a great reason why people eat food in fast

food.

Consumer behavior is settling in a New Normal, as people everywhere learn to

live with reality of Covid-19 and as more countries re-open parts of their economies

(Mckinsey, 2020). In order to live in the present, people are adapting the new normal

system due to virus. One trend is that it likely accelerate proclivity towards hygiene and

clean environment. Although food quality continue to be the most important variable for

people choosing a restaurant, the quality of a restaurant ambiance and service will be

increasingly vital to attract consumers to dine-in (Babbage, 2020). People consider

certain factors that encourage them to dine-in in the food industry despite the existence of

Covid -19.

The food service industry is one of the highly competitive industries that it

continues to rapidly evolve and become widely evident all over the world. Among

hospitality related sectors, one cannot ignore the value and importance restaurants can

have (Susskind & Chan, 2020). The restaurant industry is highly competitive until such

pandemic arises. On March 11, 2020 the World Health Organization (WHO) declared the
 3

outbreak of the infectious disease COVID – 19 (Corona Virus – 2019) as pandemic

(Wikipedia, 2020). The Covid-19 has spread with alarming speed, infecting millions and

bringing economic activity to a near-standstill as countries imposed tight restrictions on

movement to halt the speed of the virus. Covid-19 has not only been a devastating public

health crisis; it has also been the fast food industry’s greatest challenge to date. Covid-19

is not only a global pandemic and public health crisis; it has also severely affected the

global economy and financial markets. In order to slow down the transmission of the

virus, the majority of countries worldwide took strong containment awareness with

restrictions on daily living such as home confinement, social distancing, temporarily

closing of business, schools and remote working (Sustainability, 2020). Those preventive

measures are so much helpful in order to utilize the virus outbreaks in early stage to

continue economic activities.

In San Jose del Monte Bulacan, fast food has opened, but is still not operating in

100% capacity to implement social distancing protocols. Fast food are installing plastic

or glass shields between tables, or other lightweight materials to create barriers between

tables, and simply removing table’s altogether. Fast food operators also need to provide

disinfectant such as alcohol for sanitation and thermometer scanner in order to monitor

the customer’s temperature. Customers are requires to fill out a health checklist that is

provided at the entrance of the establishment. Fast food is also advised to provide food

menus per table and taking orders shall be contactless. Also establishments are

encouraged to provide alternative methods of payment (DTI, 2020). Cleanliness is top of

mind for customers and they are recognizing fast food for their efforts in following health
 4

guidelines set by government. Additionally, any of the measures taken to ensure proper

social distancing between customers could also influence the overall dining experience in

different ways. Fast food operators are experimenting and modifying the atmosphere and

overall servicescape without any certainty that customer respond positively. Research on

the importance of the atmosphere and servicescape in fast food is abundant and has

shown that consumer perceptions and behaviors are influenced by the servicescape (Han

& Ryu, 2009; Hanks et al., 2017). Consumer’s satisfaction depends on the physical

surroundings that they are experiencing inside the establishment. It also gives assurance

to consumers to dine again.

The main problem of the study is to examine the effectiveness of fast food health

protocol in the context of fast food dining in the new normal in Starmall, San Jose del

Monte, Bulacan. This study aims not just to identify the consumers behavior during this

pandemic but also to give additional awareness and understanding to the staff working in

all the fast food industry.

The study focuses on the fast food inside Starmall, San Jose del Monte Bulacan. It

aims to better inform fast food industry on how to safely conducts dine- in service

moving forward. This study seeks to provide a better understanding on how consumer

perception about fast food health guidelines influences their like hood of dining in.
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Theoretical Framework

The dominant method of studying consumer behavior in a store environment has

been the Stimulus-Organism-Response – model developed by Mehrabian and Russell in

1974. This model describes how people react to stimuli in the environment by using three

steps: Stimulus, Organism and Response (S-O-R). The model was originally designed for

general environmental psychology, but has been adapted and verified to work in a retail

setting by several later studies. In this study we set the fast food servicescape as the

environmental stimuli (S) that cause two contrasting forms of responses (R) in the

consumer: approach or avoidance. These behaviors are generated by the people’s

emotional states (O) of the different cues in the physical environment inside the fast food

premises. The SOR model suggests that consumer’s emotions become an important part

in responding to the exposing environmental stimulus (Mowen, 2002). In order to satisfy

the consumer in the age of pandemic, fast food needs to become competitive in

maintaining their servicescape safe and Covid free. It also helps the fast food staffs to get

motivated to work without worrying.

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Organism
(Emotional States)

Fast Food  Pleasure  Approach

Servicescape  Avoidance
 Arousal

Environmental Behavioral
Stimuli Response

Figure 1. Mehrabian and Russell Stimulus – Organism – Response Theory in 1974. The

stimulus-organism-response (SOR) model in this study explains that fast food

servicescape influences an individual's emotional state that subsequently derives the

individual's behavioral response about the stimuli.

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Conceptual Framework of the Study

INPUT PROCESS OUTPUT

Demographic Data Gathering Recommendation

Profile  Survey  Follow the health
 Age
protocol when
Data Analysis inside the fast food
Emotional State
 Statistical premises.
 Pleasure
treatment of data  Customer and staff
 Arousal
 Descriptive should wear the
Behavioral
Evaluative Method personal protective
Response
 Weighted Mean equipment
 Approach
 Frequency and properly
 Avoidance
Percentage  The fast food
 Compliance Distribution prefers drive-thru
and curbside
pickup options
than dine-in.

FEEDBACK

Figure2:Research Paradigm
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Figure 2. ilustrates the study about the fast food staff and consumers behavior in

the New Normal. Also,It shall include the process the researcher used to achieve the

desired output.

Statement of the Problem

This study focuses on the fast food staff and consumers behavior in Starmall, San

Jose del Monte, Bulacan.

Specifically, this research seeks to answer the following questions:

1. What is the demographic profile of the respondents in terms of age?

2. What is the assessment of the respondents with regards to the fast food protocols

2.1. Staff and Consumer Emotional States

2.1.1. Pleasure;

2.1.2. Arousal?

2.2. Behavior Responses

2.2.1. Approach;

2.2.2. Compliance;

2.2.3. Avoidance?

3. Is there a significant difference between the behavior of the staff and the consumers’ to

the new normal in selected fast food?

4. From the findings of the study, what are the recommendations to further improve the

fast food staff and consumers’ behavior in the new normal?

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Hypotheses

HO. There is no significant difference between the behavior of the staff and the

consumers to new normal in selected fast food in Starmall, San Jose del Monte, Bulacan.

HA. There is a significant difference between the behavior of the staff and the consumers

to new normal in selected fast food in Starmall, San Jose del Monte, Bulacan.

Significance of the Study

The research will help the consumers of the fast food restaurant to be aware about

the new health protocols and guidelines implementing in the food service industry

because of the effect of the pandemic in our health. It will also contribute helpful

informations for the fast food restaurant management and staff for them to have

additional informations about the behaviors of the fast food restaurant consumers

regarding the current situation because of the pandemic.

Furthermore, the research could benefit the following:

Food Service Industry

Restaurant Management and Staff

It will provide necessary informations about the behavior of the consumers of the

fast food restaurant on new health protocols and guidelines implementing in the food

service industry due to the effect of the pandemic.

Food Service and Future Food Service Entrepreneurs

It will help the aspiring entrepreneurs as well as the incoming future entrepreneurs

to have advance information, knowledge and ideas about the new health protocols and

guidelines implemented in the food service industry and it will help them become
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prepared about the different behavior of their future consumers because of the effect of

the pandemic.

Hospitality Industry and Academe

Hospitality Students

Provide information for the students of the hospitality for them to have a detailed

analysis of the fast food restaurant consumers and staff behavior in the new normal on

new health protocols and guidelines as part of their field that may help them become

more fruitful and enhance their knowledge.

Hospitality Faculty

Contribute to the developing knowledge in a hospitality study for and as on

additional factual information. The study will help the faculty to have additional

information as they share their insights with students.

Hospitality Researchers

It will help the researchers who are conducting the same study for them to have

advance informations with basis related to the effect of covid-19 pandemic on the

behavior of the consumers and staff in the food service industry.

Future Hospitality Researchers

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It will provide helpful informations and detailed analysis of the consumers and

staff’s behavior on the new health protocols and guidelines implemented in the food

service industry that will serve as their basis for their future study.

Scopes And Limitations Of The Study

The research will focus on the behavior of the consumers and the staff of selected

fast food restaurant in Starmall, Palmera in the city of San Jose Del Monte in Bulacan

that includes only the 6 fast food restaurant of the total numbers that the said area have.

The target respondents will be 30 people from the fast food staff and 30 fast food

consumers. It will take one to two weeks for the researchers to gather to gather the data.

The research will focus on changes and effect of the covid-19 pandemic to the behavior

of the consumers and the staff on the new health protocols and on how they comply with

the new health guidelines implemented in the fast food restaurants as the new normal.

On the other hand, the study has several limitations. It is concentrated only among

the selected fast food restaurant in Starmall, Palmera in the city of San Jose Del Monte in

Bulacan. Therefore, the findings can not be applied to all fast food restaurant in other

cities and regions. Findings will represent the ideas, evaluation, opinion, and behavioral

thinking and actions of the staff and the consumers of the fast food restaurant since the

questionaire is only distributed to selected fast food restaurant consumers and staff

through online survey, the data gathered can not be expected to reflect a wide range of

perspectives.

Definition of terms
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The following words with corresponding conceptual and operational meaning that

are written below are the words that significantly part of the study.

Approach - the way of dealing with something.

In this study, it means the actions on how the consumers and the staff deal with

the new health protocols implemented in the fast food restaurant.

Arousal – the state of being sexually excited.

In this study, it means the behavioral feelings of the consumers and the staff of

fast food chain about their experience inside the establishment.

Avoidance - the action of keeping away from or not doing something.

In this study, it means the behavior of the consumers and the staff of fast food

restaurant on how they will keeping away the activities and other unessesary actions that

not prohibited while inside the establishment.

Behavior Response - the action, reaction, or functioning of a system, under normal or

specified circumstances.

In this study, it is the way or act of the consumers and the staff’s response in any

situation while inside the restaurant establishment regarding the new health protocols

implemented.

Compliance – is the action or fact of complying with a wish or command.

In this study, it means the action or fact of complying of the consumers and

employees of fast food restaurant about the the rules and guidelines under new Health

protocols.
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Covid-19 - is the another term for novel corona virus disease which is an infectious

disease caused by a newly discovered corona virus.

Emotional State - is the state of a person’s emotions.

In this study, it means the state of emotions of the fast food consumers and the

staff’s behavior in any situation while inside the restaurant.

Fast Food - is a type of mass-produced food designed for commercial resale and with a

strong priority placed on “speed of service” versus other relevant factors involved in

culinary science.

Fast food Health Protocols - are the official procedure or system and rules of the state or

government about health guidelines to be implemented in food establishments.

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CHAPTER II

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter focuses on the different literature and different studies which are

related to the present study. The variables and studies in this chapter are not only focused

on the fast food industry but also other industry sectors.

According to European Center for Disease Prevention and Control (2020), the

novel corona virus SARS-CoV-2 is known to cause COVID-19, which is an easily

transmissible disease spreading from person to person via cough, sneeze, respiratory

droplets or exhale.

The COVID-19 pandemic is having a drastic impact on the global community; on

people’s lives and health, livelihoods, economies, and behaviors. It is an infectious

disease caused by a newly discovered corona virus. Most people infected with the virus
 15

will experience mild to moderate respiratory disease and will recover without special

treatment being needed. Older people and those with underlying medical conditions are

more vulnerable to develop serious illness. Being well educated about the covid-19 virus,

the disease it causes and following health guidelines, is the best way to slow down the

transmission.

According to Nielsen (2020), they monitored consumer trends, as COVID-19

news reached the general public and found out that consumers go through six behavioral

stages based on their awareness of the COVID-19 spread in their communities: Proactive

health-minded buying, Reactive health management, pantry preparation, quarantined

living preparation, restricted living and living a new normal.

The findings revealed that in areas close to the initial outbreak, customers usually

switched from one level to another within a span of two weeks. However, this happened

much faster in other countries where the outbreak started shortly such as Italy and USA.

The reality of this new pandemic took the world by surprise. People worldwide are still

trying to adapt the idea of prolonged indoor stays in order to not get infected with the

virus.

Quality of ambiance was shown to be of high importance in hospitality

industry, especially in restaurants (Bitner, 1990; H a & J a n g , 2010; Hul,
Dube,
&Chebat, 1997; Raajpoot, 2002; Reimer & Kuehn,
2005; R y u & H a n , 2010;
Turley &Milliman, 2000; Wakefield & Blodgett, 1996; Wall & Berry, 2007).
Originally Bitner (1992) has introduced the concept of “servicescapes,” which
explains that physical surroundings in any service industry have a major
effect on both employees and customers. As a result, restaurants place a
Rosette Adel (June 19, 2020) in this journal stated that, after the national

government allowed the reopening of food establishment early this week, fast food chains
 16

in the Philippines intensified the implementation of safety measures in their operations

amid the pandemic.

Restaurants are allowed to reopen and operate their dine-in services at 30% of

their seating capacity, with strict hygiene and social distancing measures in place to

follow the new health protocols and guiderlines implementing in the food service

industry due to the effecf of the pandemic.

One of the branch of Jollibee said, they require their employees to undergo a

temperature check prior to entry. “Customers go through a 3-step safety check before

entering the store: one- stepping on disinfectant mats: two- strict wearing of face mask

and three- checking of temperature.

Under the stringent safety measures of these food chains, all employees are

required to wear full protective gear, observe physical distancing and practice regular

hand washing and sanitation.

In a statement, management of one of the branch of Mang Inasal said anyone who

wants to enter the establishment must wear a face mask. Each customer’s temperature

will be checked and only those below 37.5 degrees centigrade will be allowed to enter. A

footbath disinfection mat is placed at the entrance. Only a limited number of customers

will be allowed inside premises at any given time. Hand sanitizers are provided for

customers at the entrance, counter table and wash area.

SYNTHESIS OF RELATED LITERATURE AND STUDIES

This study is designed to stretch additional knowledge on fast food protocols for

staff and consumers. Philippines and other countries implements and give their
 17

explanations and ideas on fast food protocols. Although thousands of them give differing

proposals and statements all of them have one aim, that of reducing the risk of contagion

among consumer and staff. As stated in a study the Food and Drugs Administration, the

government gave an instruction to all fast food to implement protocol to the staff and

consumers. The fast food staff and consumers have to wear mask and faceshield and the

stablishment has to provide alcohol or sanitizers and arrange at least 2 meter distance of

tables and chairs in the seating arrangement for customers. The other fast food protocols

implemented are the social distancing, taking of temperature and the geographical profile

of the customers. These are the protocols to be implemented to ensure the well-being of

staff and consumers to reduced the spread of the Covid19.

CHAPTER 3

This chapter clearly defines the research methods used to conduct the study. It

incorporates the sampling technique, sources of data and the instruments to be

utilized to gather data. This chapter shows how these data are to be collected,

presented and analyzed.

Research Method Used

This study will use the descriptive evaluative method in order to describe the

effectiveness of fast food health protocols in the context of fast food dining in Starmall,

San Jose del Monte, Bulacan in the new normal.

In this research, four point scales from Likert will be used in the survey

questionnaires. The opinion of the customer and staff on a scale ranging from 1 (strongly
 18

disagree) to 4 (strongly agree) will be calculated by this process. Details of this study will

be calculated and used on the basis of the findings of the survey to be carried out to

provide a better understanding on how fast food health protocols affect staff and

consumer’s behavior.

Population And Sample Size

The study will be carried out at six selected fast food in Starmall, San Jose del

Monte, Bulacan including Jollibee, Greenwich, Chowking, KFC, McDonalds and Mang

Inasal. It consists of 5 staffs and 5 consumers per establishment that makes a total of 30

people per each group.

Sampling Technique

The sampling technique will be used is convenience sampling method. The

respondents will be the staff and consumers who are available and willing to participate

in the online survey. The total sampling size of the study will be 5 staff and 5 consumers

in every selected fast food establishment in Starmall, San Jose del Monte, Bulacan

Description Of The Respondents

The researcher will first ask the consent of the management of the fast food to

conduct the survey in their establishment. The prospective interviewees are 50% from

the fast food staff and 50% should be from the consumers.

Instrumentation

The researchers will use soft copy of survey questionnaires.The way for

respondents to fill out the survey form will be sent by the researcher to their friends and
 19

acquaintances that works, goes and eats at fast food. The tools will be used to send the

questionnaire to the respondent arefacebook messenger and via google form. When an

interviewee fills out the survey form the respondent will send it back to the researcher.

The Likert’s four scale contains how the staff and customers agree with the implemented

health protocol in the fast food establishments.

Survey Questionnaire

The survey form will be divided into two parts, the first part is the interviewee’s

personal data which includes their age. The age of the respondend should be within the

allowed limit set by the government. The second part is the Likert’s 4-point scale which

will tell the agreement of the staff and consumer based on the emotional state such as

pleasure and arousal. The behavioral response like compliance, approach and avoidance

will determine if the staff and consumers are alert and safe if they follow the fast food

health protocol.

Likert’s four point scale will be used to determine if thestaff and consumer

agreement with the fast food protocol while inside the premises.

Rating Level of Agreement

1 Strongly Disagree

2 Disagree

3 Agree

4 Strongly Agree

Validation Of Instrumentation
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The questionnaires designed for the study will be subjected to a validation

process. Copies of the questionnaire will be given to some experts and the responses will

be tested for reliability to the questionnaires through Cronbach Alpha with the help of a

statistician. The observations and suggestions by the experts will be considered and

corrections will be made. Validated questionnaires will undergo a pilot testing to be

carried out on a number of fast food restaurant consumers and staff which is not part of

the target population to test its administrability.

Data Gathering Procedures

The researchers will conduct an online survey in the selected Fast food Restaurant

in Starmall, San Jose Del Monte, Bulacan. The researchers will send the google form

survey questionnaire link directly to the target respondents through facebook messenger.

A letter for approval will be submitted to the La Concepcion College Dean’s office to

conduct the research study. Afterwards, a request letter for permission to conduct the

study will be given to the Fast food Restaurant management of the respondents. The

purpose of the research will be explained to the management and the respondents to

assume them that data to be gathered will only be used in this research confidentially.

The survey form will be uploaded via google form through online by the

researchers and the gathered data will be analyzed. The consumers and staff who enter in

the selected fast food restaurant amid during or amid Covid-19 pandemic will be the

respondents. The retrieved questionnaires will be subjected for statistical analysis.

Ethical Consideration
 21

Ethical principles during the conduct of the research study through online will be

observed by the researchers. Consent form will be provided to inform the respondents

about the goals and objective of the study. The researchers will ensure that the

respondents will participate in the study voluntarily and respect the confidentiality and

their anonymity. Results of the study will be honestly reported and will not be falsified

nor misrepresented.

Statistical Treatment Of Data

The studies and researchers mitigate from the variables used to regulate that the

fast food implemented protocol to their establishment for the staff and consumers. This

research considered demographic profile, emotional state and the behavioral response of

the respondent.The results in the Likert’s four point scale will be strictly examined to

guide the analysis of the research.

1.Weighted Mean is a type of mean that is calculated by multiplying the weight

(or probability) associated with a particular individual values. It represent the average of

the given data.

Formula: ∑x
n

Whereas: - Total number observed

∑x - Summation of all the observed

n – The number of observations in the population

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2. Frequency and Percentage Distribution is computed to determine the

proportional part to a whole such as a given number of respondents in relation to the

entire population.

Formula:

P= F/Nx100

Whereas: P = Percentage

f = Frequency

N = Total no. of respondents

3. Ranking enforced the description of percentage. It shows the importance of the

position of the term used.

4. Likert’s Four Point Scale is a form of rating scale used to assess how

individuals feel about something. It can be used to assess the attitude and viewpoint of

someone by calculating the degree to which they agree or disagree with a specific

question.

Likert’s Four Point Scale

Rating Verbal Interpretation Range

1 Strongly Disagree 1.00 - 1.75

2 Disagree 1.76 - 2.50

3 Agree 2.51 - 3.25

4 Strongly Agree 3.26 - 4.00

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APPENDIX A

RESEARCH INSTRUMENT (QUESTIONNAIRE)

NAME: _________________________________________ DATE: ______________

FAST FOOD NAME:_____________________________________________________

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INSTRUCTION:Please put √ mark for your answer.

Staff Consumer

Part I. Demographic profile of Respondents

1. Age ( ) 15-65 ( ) 14 & below ( ) 66 & above

Part II. Staff and Consumers Emotional States and Behavior Responses

Ratings Verbal Interpretation

4 SA - Strongly Agree
3 A - Agree
2 D - Disagree
1 SD - Strongly Disagree

Please evaluate your emotional state and behavior response SA A D SD

in the implementation of health protocol in fast food chain. 4 3 2 1
EMOTIONAL STATES
Pleasure
1. Is it Comfortable to dine-in (consumer)/work (staff) inside the
fast food chain in the new normal?(not proper question
 25

2. Is the overall atmosphere of the fast food comfortable and

safe?
Arousal
1. It is feels excitement to dine-in (consumer)/work (staff) in a
fast food in new normal?
2. It is aware on the health guidelines inside the fast food
premises?
BEHAVIOR RESPONSES
Approach
1. Is it feels safe to stay longer inside the fast food in the New
Normal?
2. The fast food is compliant in health protocols and compelling
for revisit?
Compliance
1. Are you agree with the sufficiency and reasonableness of the
protocol being implemented?
2. Is it safety measures are being implemented inside the fast
food?
Avoidance
1. Threaten to stay longer due to ineffectiveness of fast food
protocols?
2. Is it poor implementation of fast food protocols in ensuring
safety and health of the staff/consumers?
************THANK YOU***********
APPENDIX B

LETTER OF REQUEST FOR VALIDATION OF QUESTIONNAIRE

Dear Sir / Madame,

We , Julie Villegas, Edralin Prila and Romlon Reyes, fourth year student of
Bachelor of Science in Hotel and Restaurant Management are conducting a study entitled
“The Behavior of Fast Food Staff and Consumers of Starmall, San Jose del Monte
Bulacan in the New Normal, in partial fulfillment for the degree course.

The intended respondents are staff and customers in selected fast food restaurant
in Starmall, San Jose del Monte, Bulacan.
 26

In regard, we would like to request to you to validate our questionnaire that we

designed for our study. Any observations and suggestions that you might give will be
followed.

Your kind consideration and approval for this request is highly appreciated.

Thank you very much.

Respectfully yours, Noted by:

Julie Villegas Elvira V. Gabriel, DEM

Edralin Prila Thesis Professor
Romlon Reyes
Researchers

Experts

Ms. Jeanelle S. Tabios

APPENDIX C

LETTER OF PERMISSION TO THE COLLEGE ADMINISTRATION TO

CONDUCT RESEARCH STUDY

Date:

Dr. Loreto Magpantay

College President
La Concepcion College

Subject: Letter of Permission to Conduct a Research Study

 27

Dear Madame,

We , Julie Villegas, Edralin Prila and Romlon Reyes, fourth year students of
Bachelor of Science in Hotel and Restaurant Management are conducting a study entitled
“The Behavior of Fast Food Staff and Consumers of Starmall, San Jose del Monte
Bulacan in the New Normal, in partial fulfillment for the degree course.

The intended respondents are staff and customers in selected fast food restaurant
in Starmall, San Jose del Monte, Bulacan.

In regard, we would like to request permission to administer our questionnaires to

the target respondents who are the fast food staff and customers.

Your kind consideration and approval for this request is highly appreciated.

Thank you very much.

Respectfully yours,
Noted by:
Julie Villegas Elvira V. Gabriel, DEM
Edralin Prila Thesis Professor
Romlon Reyes

Researchers

APPENDIX D

RESPONDENTS INFORMED CONSENT TO CONDUCT THE RESEARCH

STUDY

We, Edralin Prila, Romlon Reyes and Julie Villegas, students of La Concepcion
College taking up a Bachelor Course of Hotel and Restaurant Management, are doing a
research study entitled “The Behavior of Fast Food Staff and Consumers of Starmall San
Jose del Monte Bulacan in the New Normal”.

In line with this, we would like to invite you to be part of the research. Before the
conduct of the survey, we will discuss to you the research study that we are working for
 28

you to get a better idea on what we are about to do and for you to decide whether you
want to participate or not.

Your participation is voluntary. Rest assured that your demographic profile will
never be for public use. The study will involve you by answering a survey questionnaire:
Part 1 to be fulfilled by the respondents regarding their demographic profile that will be
your age and Part 2 using the Likert’s four point scale, you will determine the Emotional
State with the variables of pleasure and arousal. The Behavior Responses with the
variables approach, compliance and avoidance.

Your benefits for participating in the study will let you realize if it still safe if you
are eating in a fast food establishment. Also, to have awareness about the implemented
health protocol in a fast food chain and contribute information to the research study.
If you have any questions, comments or suggestions, you can ask us now before
conducting the survey.

I have been invited to participate in the research “The Behavior of Fast Food Staff
and Consumers of Starmall San Jose del Monte Bulacan in the New Normal”. I have read
and understood the information above; it was explained by the researchers to the level of
my understanding. Therefore, I willingly participate voluntarily to be part of the study.

_________________________________________ __________________
Name and Signature of Participant Date

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Schiffman and Wisenbelt. (2019); Consumers Behavior, 12th Edition, Pages 17-21
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 30

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