00000ctm a22000004a 4500 UP-99796217612403960 Buklod 20170302122117.0 a r |||| u| ta 170302s2000 xx d r |||| u| (iLib)UPD-00261911726 DCHE eng dmluc LG 995 2000 F63 C78 Cruz, Danilo Rueda 1961- Quality perceptions of Filipino fast food consumers Danilo Rueda Cruz ; Corazon F. Gatchalian , adviser. 2000. xi, 200 leaves col. ill. Vita Thesis (M. Food Service Administration)--University of the Philippines, Diliman. This study focused on describing a segment of the Filipino fast food consumers, their demographic characteristics and their definition of quality in the context of products and services offered in the fast foods. It aimed to determine a possible relationship between quality and consumer loyalty, and to recommend strategies to satisfy the quality expectations of Filipino fast food consumers. Consumers are viewed as significantly affected by past experiences, word of mouth influences, and other demographic factors, all of which comprise the consumers' specific needs which must be satisfied from a fast food dining experience. The fulfillment of all these needs, categorized as higher, lower and transcendent, influences the consumers' decision to patronize and to be loyal to the establishment. Loyalty in this context is deemed to be developed only if the conglomeration of all the consumers' needs are consistently satisfied from every dining experience they undergo. Data were gathered using pre-tested survey questionnaires, which were administered to a random sample of 400 fast food diners in two fast food outlets of a multinational chain. One store was situated in a mall in Mandaluyong and the other was a freestanding unit in Quezon City. Data were analyzed, using descriptive statistics and the chi-square tests of independence. Findings showed that fast food consumers are mostly young adults and teenagers, college level and graduates and presently employed within the vicinity of the fast food stores. Majority were female and single. No significant relationship was found between the consumers' frequency of visit in the fast food and the amount spent per visit. Qualify was defined by the consumers based on the following characteristics of products and services, ranked according to perceived importance: flavor and taste, value for money/nutrient content, presentation and packaging, variety and availability, systematic ordering and selling, feeling of security in the food and environment, prompt delivery and service, consistency of service, feeling of recognition/importance, and feeling of security and accessibility of location. A significant relationship was found between consumer loyalty and all the above tested quality characteristics except for flavor and taste. Although ranked as the most important quality characteristic, flavor and taste of food served in the fast foods was shown to have no significant relationship with the consumers' decision to be loyal to the establishment, except when it becomes a discriminant factor. When all the major players are perceived to equally provide all the consumers' needs, then consumers will go for one or two fast food establishments with the strongest appeal to their gustatory sense. Rewarding and encouraging the formation of loyal consumers is one strategy suggested. The need for loyal consumers who "advocate" so that others will come, ensures the continued viability of the business. Consumer behavior Philippines. Convenience foods Philippines Marketing. Consumers Philippines Attitudes. Gatchalian, Corazon F. FI UP UPD DCHE LG 995 2000 F63 C78 Thesis