CENTRAL LUZON STATE UNIVERSITY

COLLEGE OF BUSINESS ADMINISTRATION AND ACCOUNTANCY

Science City of Muñoz, Nueva Ecija

ENTREP 4112– Business Plan Implementation I

(Activity #2 Market Research)

Chicken Wings: A Market Research

ALLYAH PAULA A. POSTOR

BS ENTREP 4-2

DIVINA GRACIA A. VERGARA

Instructor

November 2, 2022
I. Abstract

In recent years, the study of consumer behavior has been marked by significant changes,
mainly in the decision-making process and consequently in the influences of purchase intention.
Businesses try to figure out trends so they can reach the people most likely to buy their products in
the most cost-effective way possible. So, in order to appeal to customers more, the business used
this marketing research to identify purchasing habits, interests, motivations, and more of its future
customers. This study focused on the factors which affect consumers' food-buying behavior. The
objective of this study is to know the factors which affect consumer buying behavior toward the
goods and services offered by businesses. The approach used in this study in order to obtain
relevant data from the customer is a quantitative research design. The questionnaire method
through google forms was used among the thirty 30 respondents who were given the same sets of
questions. This study revealed that customers' awareness of the chicken wings product is extremely
high. The study revealed that college students are more likely to purchase this kind of product. It
concluded that factors that affect the customers buying decisions which are extremely important are
price, customer service, taste, and safety. While the factors that are very important were location,
quality, packaging, promotion, and store environment. Additionally, when it comes to buying a
chicken wings product, social media and word-of-mouth influence the customers purchasing
decisions.

II. Introduction

Background of the Study

All over the world, chicken wings are a popular product. This is due to the fact that they can
be prepared in several ways. Wings are highly profitable and a great up-sell opportunity for staff to
score larger ticket orders. But it is not the main focus of this paper.

Consumer behavior is a broad field of this study. The consumer usually makes daily purchase
decisions for buying a product and many consumers don’t know the factors that drive them to make
these decisions on a specific product or service or brand. The ‘Consumer is the king of the market’
statement carries profound truth in it. Today the success of any firm depends upon the satisfaction
of consumers. For satisfying the consumers the firm should know about the behavior of the
consumers. In these circumstances understanding the consumer is a very difficult task because of
the changing technology, innovation, and changes in lifestyle. Therefore, it is very essential for a
marketer to know the various factors that affect consumer behavior.

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 However, the demand for food is unpredictable, fluctuating on some occasions where a few
organizations acquire their business objective while other organizations run away from the business
environment on poor performance. Nowadays, with the developing society and people's living
standards rising, the human lifespan has also increased. People have more new demands in life
and one of them is the food they eat. This dynamic nature implies to researchers find factors that
are affecting consumer buying behavior. Because customer food purchase behavior is changing
significantly across the world and consumers are now getting more and more attracted to good taste,
convenience, and health-enhancing properties of food.

This paper is about the market research of JA’s Wings which identifies the factors affecting
and influencing consumers' buying behavior. This study provides great insights into the business
and the wider marketplace. This market research can identify how customers and potential
customers might view the business and identify gaps in customer expectations. Because having
good market intelligence helps to minimize risks when making key business decisions.

Statement of the Research Problem and Objectives

The objective of this study is to understand the business's potential customers better in order
to effectively appeal to them. To learn about their purchasing habits, interests, motivations, and
more. Furthermore, to gather all the information needed to help evaluate the business's revenue
potential. Therefore, this study aims to clarify the following questions:

● What type of customers will be catered to in order to come up with a menu and concept that
suits the right demographic?
● Who influences the customer's buying decision?
● Which factors affect the buying decision of customers while purchasing a product?

Significance of the Study

This study is intended to be an important initiative of JA’S WINGS in the realm of the food
business. The information that this study has will be beneficial to the following people:

The owner: This will help the owner build a stronger business. Through market research, the owner
will understand its target market, identify consumer problems and pinpoint realistic competitors. This
market research gives the owner the ability to understand how its target customers think and adapt
to their needs in order to turn them into regular customers and brand advocates.

2
The other entrepreneurs and aspiring entrepreneurs: This work will give them relevant
information which will be beneficial not just for them as business owners but for their customers as
well. It will be their basis for addressing the problems they will encounter in their business.

The target customer/s: Through this study, it will give the customers a glimpse of the products that
the business will offer and influence their buying decisions. It might help them to understand
themselves and what type of consumer they are. This study will provide unique information that has
significant importance/value in the marketplace.

The possible investor/s: This paper will give them reasons why they should invest in this business.
The result of this study will show investors how well the business knows its market, product, strategy,
and exit plan.

Scopes and Limitations

This paper was limited only to selected residents of Brgy. San Isidro, Lupao, Nueva Ecija
wherein the business will be established because they are one of the vital processes to keep this
study successful. The other customers who do not fall in the said location are not within the scope
of this research. There were 30 respondents who were the potential target customers of JA’S
WINGS which are surveyed online through a google form. They were asked to provide responses
to the same set of questions. The study was undertaken in Lupao, Nueva Ecija from October to
November 2022.

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III. Review of Related Literature

Studies developed by Meena (2018) show that from a young age one begins to have a
preference for one product/service over another, as we are confronted with various commercial
stimuli that shape our choices. The sales promotion has become one of the most powerful tools to
change the perception of buyers and has a significant impact on their purchase decision (Khan et
al., 2019). Advertising has a great capacity to influence and persuade, and even the most innocuous,
can cause changes in behavior that affect the consumer's purchase intention. Falebita et al. (2020)
consider this influence predominantly positive, as shown by about 84.0% of the total number of
articles reviewed in the study developed by these authors.

Kumar et al. (2020) add that psychological factors have a strong implication in the purchase
decision, as we easily find people who, after having purchased a product/ service, wonder about the
reason why they did it. It is essential to understand the mental triggers behind the purchase decision
process, which is why consumer psychology is related to marketing strategies (Ding et al., 2020). It
is not uncommon for the two areas to use the same models to explain consumer behavior and the
reasons that trigger impulse purchases. Consumers are attracted by advertising and the messages
it conveys, which is reflected in their behavior and purchase intentions (Varadarajan, 2020).

Brown et al. (2000), (05) considered consumer awareness with fast foods consumption, and
young consumers have considered effective nutritional education before being with food habits. And
though they considered balanced nutritional foods many young consumers may fuel the
consumption of poorly nutritionally balanced meals.

A study by Sundar (1997) (08) revealed that the grocery department of Saravana Bava
Cooperative Supermarket, Cuddalore was enjoying favorable images of consumers in the attributes,
such as equality of price, the behavior of salesperson, moving space, location, correctness of weight,
packaging of goods, number of salespersons and convenient shopping hours. At the same time, the
image is weak in the attributes, such as quality of goods, availability of a range of products, variety
of goods, acceptance of returns, credit facility, door delivery, and in sales promotional measures.

Yarrow, Remig, and Higgins (2009) (09) and other previous researchers have argued that
food safety beliefs, attitudes, knowledge, and practices can be changed through educational
intervention. They and other researchers have therefore attempted to determine how to segment
consumers so that effective communication can take place regarding these issues.

And when considering the factors affecting consumer buying behavior Gluckman (1986) (13)
studied the factors influencing consumption and preference for wine. The explicit factors identified

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were, familiarity with the brand name, the price of wine, quality or the mouth feel of the liquid, taste
with regards to its sweetness or dryness, and suitability for all tastes.

Sabeson (1992) (14) in his study stated that high quality, price, and taste of the product were
the major criteria based on which the consumers selected a brand of processed fruits and vegetable
products.

Kumar et al. (1987) (15) examined the factors influencing the buying decision-making of 200
respondents for various food products. The country of origin and brand of the products were cross
tabulated against age, gender, and income. Results revealed that the considered factors were
independent of age, education, and income. The brand image seemed to be more important than
the origin of the product since the consumers were attracted by the brands.

The various studies related to consumer behaviors in India and abroad are being referred to
by the researcher. The general field is one that has been extensively studied, and the research is
discussed and reviewed by Wahyuningsih and Chris Dubelaar (2004) in their paper ‘Consumer
Behavior and Satisfaction’ of Monash University. In their studies, they have concluded that To satisfy
their customers, companies need to clearly identify each segment of consumers whether they are
passive, rational-active, or relational dependent consumers. This is because these three types of
consumers perceive their levels of satisfaction differently. Since rational active and relational
dependent consumers are very sensitive about their feelings and expectations, companies need to
communicate and increase their performance continuously.

Several different approaches have been made to explain consumer behavior concerning
private labels. Most studies examined private-label consumer behavior in association with
demographic and socio-economic characteristics. However, attitude and behavioral characteristics
are also highlighted as important determinants of store brand proneness than demographic and
socioeconomic characteristics (Baltas, 1997). Consumers' previous knowledge and experience
have a greater extent to process the brand, but it depends on the weight of consumers' prior
knowledge and cognitive ability (Bettman, J.R and Park, C.W., 1980). And other researchers proved
that perceptions of quality and products are influencing individuals buying behavior prior to
demographic, psychological, and shopping behavior (Szymanski, DM. and Busch PS, 1987).
Whereas familiarity with the store brand, extrinsic cues (such as price and package), perceived
quality variation, perceived risk, perceived value for money, income, and family size are examples
of factors influencing own-label proneness (Richardson, P.S, Jain, A.K and Dick, A, 1996). An
additional study also showed the different perceptions of consumers the marketing stimuli results
differently in the action of purchasing behavior (Livesey, F; Lennon, P., 1978).

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IV. Methodology

Concept and Indicators (Conceptual Framework)

The conceptual framework of the study illustrated in Figure 1 shows that it focuses on the
factors that affect the buying decisions of the customers within Barangay San Isidro, Lupao, Nueva
Ecija. Thus, the socio-demographic characteristics and the buying experience of the customers were
related to purchasing behavior of customers.

Research Design and Methods

To obtain relevant data from the customer, this study used a quantitative research design
throughout the study. To define the descriptive type of research, Creswell stated that the descriptive
method of research is to gather information about the present existing condition. The emphasis is
on describing rather than judging or interpreting. A quantitative research strategy that provides a
numerical description of trends, attitudes, or opinions of the respondents. A deductive approach of
inquiry was adopted, starting with theoretical research questions and ending with the use of
empirical data for analysis and interpretation. The questionnaire method through google forms was
used to identify who and how many respondents have been used.

The survey questionnaire consisted of three parts: The first part is the socio-demographic
characteristics of the participants. The second part is about the buying experience and preferences
of the participants, who were instructed to indicate their answers to the given choices. And for the
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last part is the assessment of the factors that affect the customers buying decisions, participants will
indicate their answers by putting in checks (✔) according to the given codes.

The study will be tallied, tabulated, converted to numerical scores to facilitate statistical
analysis of data, and interpreted the data by means of descriptive analysis.

Statistical Test and Parameters

In order to correctly interpret the data gathered from the administration of the instruments
and data-collection techniques, the researchers used descriptive statistical techniques such as
frequency counts, percentages, ranking method, mean rating (MR), and grand MR computations.

Cross tabulation was done to show the frequency and percentage distribution of data using
the following formula:

% = f x 100%

where % is the percentage,

f is the frequency, and

N is the total number of participants

The ranking method was also employed with the following formula:

final R = R1 + R2

where final R is the final ranking,

R1 is the rank of one variable as arranged in chronological order,

R2 is the rank of the other variable, and

n is the total number of the variables

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 Moreover, the MR, also known as a weighted mean or weighted average, was calculated with
the following formula:

MR = f(1) + f(2) + f(3) + f(4) + f(5)

where MR is the mean rating,

f is the frequency (number of responses) per category, and

N is the total number of the participants

After the MR computation, the grand MR was calculated, too, with the following formula:

grand MR = ∑MR

where grand MR is the grand mean rating,

∑MR is the sum of all the mean ratings, and

n is the total number of the data set

As shown on the given table, a five-point scale, which is specifically a unipolar scale, was
used to rate the factors affecting customer buying decisions.

Weight Range interval Verbal Meaning

(Value assigned) (Scale) interpretation (Description)
5 4.20–5.00 Extremely A proposed idea
Important which is totally
important

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4 3.40–4.19 Very Important A proposed idea
which is important
to a great extent
3 2.60–3.39 Neutral A proposed idea
which is important
and not important
to some extent
2 1.80–2.59 Less Important A proposed idea
which is important
to a little extent
1 1.00–1.79 Not at all A proposed idea
Important which is not
important

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V. Analytical Results and Discussions

This part highlights the presentation, analysis, and interpretation of the data gathered with 30
respondents which are the potential customers of JA’s Wings within Lupao, Nueva Ecija.

Table 1.1 Frequencies and percentages of the age of the respondent's

Demographic f R
variables (age)
(%)

50 above 0 5

(0)

40 - 49 2 4

(4)

30-39 4 3

(8)

20 - 29 19 1

(38)

15-19 5 2

(10)

As shown in the table above, the frequencies and percentage of the age of the respondents
reveal that among the 30 respondents, none of the respondents is 50 above years old, two
respondents representing 4% are 40 to 49 years old, four respondents representing 8% are 30 to

10
39 years old, nineteen respondents representing 38% are 20 to 29 years old, and five respondents
representing 10% are 15-19 years old. Therefore, the most frequent age of the 30 respondents is
20 to 29 years old while the least age is 50 and above years old.

Table 1.2 Frequencies and percentages of sex

Demographic variables f R
(sex)
(%)

Male 11 2

(22)

Female 19 1

(38)

Based on the table shown above, the frequencies and percentages of sex indicate that
among the 30 respondents, eleven respondents representing 22% are male and nineteen
respondents representing 38% are female. Therefore, the most frequent sex of the 30 respondents
is female while the least age is male.

Table 1.3 Frequencies and percentages of the socio-economic status of the respondent's

Demographic f R
variable (Socio-
(%)
Economic Status)

Senior High Students 3 3

(6)

11
 College Student 20 1

(40)

Working 7 2

(14)

Retired/Senior Citizen 0 4

(0)

As shown in the table above, the frequencies and percentage of socio-economic status of the
respondents reveal that among the 30 respondents, three respondents representing 6% are senior
high students, twenty respondents representing 40% are college students, seven respondents
representing 14% are a working individual, and none of the respondents representing that a retired
or senior citizen.

Table 2.1 Frequencies and percentages of question 1 on buying experience and preference
of customers

Demographic variables f R

(%)

Have you ever tried any chicken

wings product before?

Yes 30 1

(60)

12
 No 0 2

(0)

As seen in table 2.1, all the 30 respondents representing 60% say that they’ve tried chicken
wings’ product before, and none of them says that they haven’t tried.

Table 2.2 Frequencies and percentages of question 2 on buying experience and preference
of customers

Demographic variables f R

(%)

How often do you eat

chicken wings?

Everyday 0 6.5

(0)

One to three times a day 0 6.5

(0)

Weekly 8 2

(16)

Fortnightly 2 5

(4)

13
 Monthly 3 4

(6)

On Occasion 12 1

(24)

One to three times a week 5 3

(10)

Based on the table above none of the respondents say that they eat chicken wings’ every
day and one to three times a day, eight respondents representing 16% eat chicken wings’ weekly,
two respondents representing 4% that they fortnightly eat chicken wings, three respondents
representing 6% eating chicken wings’ monthly, twelve respondents representing 24% eating
chicken wings on occasion, and five respondents representing 10% say that one to three times a
week they eat chicken wings.

Table 2.3 Frequencies and percentages of question 3 on buying experience and preference
of customers

Demographic variables f R

(%)

Which of the following flavors of

chicken wings that you usually
purchase?

Buffalo 13 1

(26)

14
 Sweet & Sour 5 3

(5)

Lemon Glaze 2 5

(4)

Hickory Barbeque 3 4

(6)

Korean Spicy 7 2

(14)

As seen in the table above that among the flavors given in question three there are thirteen
respondents representing 26% say that they usually purchase the buffalo flavor of chicken wings,
five respondents representing 10% say that they typically buy the sweet and sour flavor of chicken
wings, two respondents representing 4% that they typically purchase the lemon glaze flavor of
chicken wings, three respondents representing 6% that they typically buy the hickory barbeque
flavor of chicken wings, and seven respondents representing 14% are Korean spicy chicken wings’
lover who chose this flavor as what they usually purchase.

Table 2.4 Frequencies and percentages of question 4 on buying experience and preference
of customers

Demographic variables f R

(%)

Do you prefer to order

sides with your chicken
wings?

15
 Yes 28 1

(56)

No 2 2

(4)

As seen in table 2.1, twenty-eight respondents representing 56% prefer to have sides
together with their chicken wings and two respondents representing 4% don't prefer sides with their
chicken wings.

Table 2.5 Frequencies and percentages of question 5 on buying experience and preference
of customers

Demographic variables f R

(%)

What are the sides that you

usually order?

Fries 16 1

(32)

Nachos 7 2

(14)

Burger 5 3

(10)

16
 None 2 4

(4)

Based on the table shown above, sixteen respondents representing 32% prefer to order the
fries as their sides with their chicken wings, seven respondents representing 14% prefer the nachos
sides for their chicken wings, five respondents representing 10% prefer the burger sides for their
chicken wings, and two respondents representing 4% doesn’t want any sides with their chicken
wings.

Table 2.6 Frequencies and percentages of question 6 on buying experience and preference
of customers

Demographic variables f R

(%)

Do you prefer fast

food/restaurant food rather
than homemade meals?

Always 0 4

(0)

Sometimes 19 1

(38)

Often 8 2

(16)

17
 Never 3 3

(6)

As shown in the table above, none of the respondents always prefer fast food/ restaurant
food rather than homemade meals, nineteen respondents representing 38% sometimes prefer a
fast food/ restaurant food, eight respondents representing 16% often prefer fast food/restaurant
food, and three respondents representing 6% never prefer to eat fast food/ restaurant food rather
than homemade meals.

Table 2.7 Frequencies and percentages of question 7 on buying experience and preference
of customers

Demographic variables f R

(%)

Who do you usually eat with

when you go to a restaurant/fast
food chain?

Alone 2 4

(4)

Friends 11 1.5

(22)

Family 11 1.5

(22)

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 Partner 6 3

(12)

As shown in the table above, two respondents representing 4% answered that they prefer to
eat alone in a fast-food chain/ restaurant, eleven respondents representing 22% prefer to eat
together with their friends and family, and six respondents representing 12% prefer to eat in a fast-
food chain/ restaurant together with their partner.

Table 2.8 Frequencies and percentages of question 8 on buying experience and preference
of customers

Demographic variables f R

(%)

While deciding to purchase

chicken wings, what influences
your decision the most?

Word-of-Mouth 9 2

(18)

Food Magazine 4 3

(8)

Newspaper 0 5

(0)

19
 TV Ads 3 4

(6)

Social Media 14 1

(28)

Based on the table above, nine respondents representing 18% say that in terms of buying
chicken wings’ product it is the word-of-mouth that influences their decision to buy, four respondents
representing 8% answer that food magazine is what influences their decision to buy chicken wings,
none of the respondents that answer newspaper which influence their decision to buy, three
respondents representing 6% say that in terms of buying chicken wings’ product it is the TV Ads
that influence their decision to buy, and fourteen respondents representing 28% answer that social
media influence their decision to buy chicken wings.

Table 2.9 Frequencies and percentages of question 9 on buying experience and preference
of customers

Demographic variables f R

(%)

Are you willing to purchase a

product for a newly opened
business?

Yes 18 1

(36)

No 0 2

(0)

20
 Maybe 12

(24)

As seen in table 2.9, eighteen respondents representing 36% are willing to purchase from a
newly opened business, none of the respondents says no, and twelve respondents representing
24% answer the maybe on willingness to purchase to a newly opened business.

Table 3 Frequencies and percentages of the factors affecting the customers buying
decision

Extremely Very Neutral Less Not at all

Important Important Important Important Total

FACTORS (5) (4) (3) (2) (1)

f f f f f f

(%) (%) (%) (%) (%) (%)

17 11 2 0 0 30
Price
(34) (22) (4) (0) (0) (60)

3 20 6 1 0 30
Location
(6) (40) (12) (2) (0) (60)

19 7 4 0 0 30
Customer Service
(38) (14) (8) (0) (0) (60)

23 7 0 0 0 30
Taste
(46) (14) (0) (0) (0) (60)

21
 9 16 3 2 0 30
Quality
(18) (32) (6) (4) (0) (60)

7 17 5 1 0 30
Packaging
(14) (34) (10) (2) (0) (60)

22 8 0 0 0 30
Safety
(44) (16) (0) (0) (0) (60)

7 9 9 5 0 30
Promotion
(14) (18) (18) (10) (0) (60)

10 13 5 2 0 30
Store Environment
(20) (26) (10) (4) (0) (60)

Table 3 shows in the first factor that there are seventeen respondents representing 34% said
that price of a product is extremely important that affects their buying decisions, and none of the
respondents answered that price is not at all important. In the second factor, there are twenty
respondents representing 40% said that location is very important that affects their buying decisions,
and none of the respondents answered that location is not at all important. In the third factor, there
are nineteen respondents representing 38% said that customer service of a business is extremely
important which affects their buying decision, and none of the respondents answered that customer
service is not at all important. In the fourth factor, there are twenty-three respondents representing
46% said that the taste of the product is extremely important that affects their buying decisions, and
none of the respondents answered that taste is not at all important. In the fifth factor, there are
sixteen respondents representing 32% said that quality is very important that affects their buying
decisions, and none of the respondents answered that quality is not at all important. In the sixth
factor, there are seventeen respondents representing 34% said that packaging is very important
that affects their buying decisions, and none of the respondents answered that packaging is not at
all important. In the seventh factor, there are twenty-two respondents representing 44% said that
the safety of the product/business is extremely important that affects their buying decisions, and

22
none of the respondents answered that safety is not at all important. In the eighth factor, there are
nine respondents representing 18% said that promotion is both very important and neutral which
affects their buying decisions, and none of the respondents answered that promotion is not at all
important. In the ninth factor, there are thirteen respondents representing 26% said that the store
environment is very important that affects their buying decisions, and none of the respondents
answered that the store environment is not at all important. Thus, all of the factors that affect the
customer's buying decision are very important according to the respondents.

Table 4 Mean rating of the factors affecting the customers buying decision

Verbal Meaning
FACTORS Mean Rating Interpretation (Description) R

4.5 Extremely A proposed 3.5

Price Important idea which is
totally
important

3.83 Very Important A proposed 8

Location idea which is
important to a
great extent

4.5 Extremely A proposed 3.5

Customer Important idea which is
Service totally
important

4.76 Extremely A proposed 1

Taste Important idea which is
totally
important

4.06 Very Important A proposed 5

Quality idea which is
important to a
great extent

23
 4 Very Important A proposed 7
Packaging idea which is
important to a
great extent

4.73 Extremely A proposed 2

Safety Important idea which is
totally
important

3.6 Very Important A proposed 9

Promotion idea which is
important to a
great extent

4.03 Very Important A proposed 6

Store idea which is
Environment important to a
great extent

Grand MR 4.22 Extremely A proposed

Important idea which is
totally
important

As seen in the table, the price factor that affects the buying decisions of the customers is
having a mean rating of 4.5. The location factor is having a 3.83 mean rating. The customer service
factor that affects the buying decisions of the customers has a mean rating of 4.5. The taste factor
is having 4.76 mean ratings. The quality factor that affects the buying decisions of the customers
has a mean rating of 4.5. The packaging factor has a 4-mean rating. The safety factor that affects
the buying decisions of the customers has a mean rating of 4.73. The promotion factor has a 3.6
mean rating. The store environment factor that affects the buying decisions of the customers has a
mean rating of 4.03.

The grand mean rating for the factors that affect the buying decision of customers is
4.22, which reflects that the respondents said that all of the factors given are extremely important
which means that the proposed idea is totally important.
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VI. Conclusion and Recommendations

The findings of this study concluded that consumer decisions are influenced by many things,
including environmental and marketing factors, the situation, personal and psychological factors,
family, and culture. The business will try to influence a consumer’s behavior with things they can
control such as the layout of a store, music, grouping, availability of products, pricing, and
advertising. While some influences may be temporary and others are long-lasting, different factors
can affect how buyers behave, whether they influence you to make a purchase, buy additional
products, or buy nothing at all.

Therefore, this study revealed that customers' awareness of the chicken wings product is
extremely high. The study revealed that college students are more likely to purchase this kind of
product. There are factors that affect the customers buying decisions which are extremely important
are price, customer service, taste, and safety. While the factors that are very important were location,
quality, packaging, promotion, and store environment. Additionally, when it comes to buying a
chicken wings product, social media and word-of-mouth influence the customers purchasing
decisions.

Based on the findings of the study, the following recommendations were made:

● It is recommended for the business to adopt a market segmentation strategy and segment
its menu on the bases of demographic variables such as age, income, and socioeconomic
status since they were all found to have a great degree of influences on food buying
decisions.
● The business should focus on important factors that affect the buying decisions of its
customers such as the convenience of the store, budget-friendly but high-quality taste
products, store atmosphere, cleanliness of the working area, and more.
● The business is recommended to stimulate opinion leadership in some key members of
society by encouraging favorable word-of-mouth about their products since food consumers
are found to heavily rely on them for information.
● Marketers in this business are recommended to continuously scan their sociocultural
environment and assess its influence on consumers’ behaviors both at the personal and
societal levels with a view to enhancing their capacity to recognize, resist as necessary, and
make intentional decisions that will both be beneficial to them and their customers.

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 "A STUDY ABOUT FACTORS AFFECTING THE FOOD BUYING DECISIONS
OF CUSTOMERS"
MARKET RESEARCH (JA'S WINGS) SURVEY QUESTIONNAIRE

Good day! I am a 4th-year student taking a Bachelor of Science in Entrepreneurship at

Central Luzon State University under the College of Business Administration and Accountancy. I am
currently conducting Market Research on the subject Business Implementation 1. In this regard, I
would like to ask for your participation and cooperation in answering the questions below. Response
would greatly appreciate and reassured that your responses will be treated with the utmost
confidentiality. Thank you and have a great day.

I. SOCIO-DEMOGRAPHIC CHARACTERISTIC
Instructions: Please answer the following items below for the needed information.

Name(optional):

Age:
 10-19
 20-29
 30-39
 40-49
 50 above

Sex:
 Male
 Female

Socio-Economic Status:
 High School Student (JHS/SHS)
 College Student
 Working
 Retired/Senior Citizen

II. BUYING EXPERIENCE AND PREFERENCE OF CUSTOMER

Instructions: Check the following items that correspond to your personal preferences and your
buying experience.

Have you tried any chicken wings products before?

 Yes
 No

How often do you eat chicken wings?

 Everyday
 One to three times a day
 Weekly
 Fortnightly
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  Monthly
 On Occasion

Which of the following flavors of chicken wings that you usually purchase?
 Buffalo
 Sweet & Sour
 Lemon Glaze
 Korean Spicy
 Hickory Barbeque
 Other, please specify:

Do you like to order sides with your chicken wings?

 Yes
 No

What are the sides that you usually order?

 Fries
 Nachos
 Burger
 Other, please specify:

Do you prefer fast food/restaurant food rather than homemade meals?

 Always
 Often
 Sometimes
 Never

Who do you usually eat with when you go to a restaurant/fast food chain?
 Alone
 Friends
 Family
 Partner

While making a decision to purchase chicken wings, what influences your decision the
most?
 Word-of-Mouth
 Food Magazine
 Newspaper
 TV ads
 Social Media

Are you willing to purchase a product for a newly opened business?

 Yes
 No
 Maybe

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III. ASSESSMENT OF THE FACTORS AFFECTING CUSTOMERS BUYING DECISION

Instructions: The following item is the factor that may affect your decision process while
purchasing a food product. Put a checkmark (✓) according to the following codes.

5 - Extremely Important

4 - Very Important

3 - Neutral

2 - Less Important

1 - Not at all important

FACTORS 1 2 3 4 5

Price

Location

Customer
Service

Taste

Quality

Packaging

Safety

Google form link for the questionnaire: https://forms.gle/PhqTmudPdbs1nhQ8A

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V. REFERENCES

● Brown, K., Mcllveen, H., and Strugnell, C., 2000, Nutritional awareness and food preferences
of young consumers in Northern Ireland. Nutrition and food Sci. 30 (4/5): 230- 235.
● Sundar, K., 1997, Store image of Saravana Bava Supermarket in Cuddalore district (A critical
study), Ind. J. marketing, XXIV (4-6): 25-30
● Gluckman, L. Robert., 1986, A consumer approach to branded wines. European J. Marketing.
20 (6): 21- 31.
● Sabeson, R., 1992, Consumer preference towards processed fruits and vegetable products-
a case study in Coimbatore city. MSc (Agri) Thesis (unpublished) Tamil Nadu Agril Univ.
Coimbatore.
● Kumar, K., Ambarish, Jordan, B.B. and Barker Tansu, A., 1987, Made in India, what does it
means to Indian consumers? Ind. J. marketing g. 17 (9): 26-34.
● Yarrow, L, Remig, VM, Higgins, MM 2009, ‘Food Safety Education Intervention Positively
Influences College Students' Food Safety Attitudes, Beliefs, Knowledge, And SelfReported
Practices’, Journal of Environment and Health, vol.71, pp. 30-35.
● Soe Lu. (January 2012). "Consumer Behavior (Consumer Research)". Retrieve from:
Slideshare: http://www.slideshare.net/slkyaw/cb-consumer-research#btnLast
● Sundaram, D., & Cynthia, W. (1999). "Advances in Consumer Research". Retrieve from:
http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=8342
● Kumar, A., Chaudhuri, S., Bhardwaj, A., and Mishra, P. (2020). Impulse buying and post-
purchase regret: a study of shopping behavior for the purchase of grocery products. Int. J.
Manag. 11, 614–624. Available online at: https://ssrn.com/abstract=3786039 Google Scholar

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