Chapter 1

THE PROBLEM AND ITS SETTING

Introduction
Understanding
success

of

constantly
purchase

attitude of consumers is a key to the

business

organizations.

analyzing
decisions

the

to

patterns

predict

the

people

evaluating,

buying

future

analysis of

personnel
behavior

trends.

are
and

Consumer

how, when, what

buy. Consumer attitude can be understood as

decision process

when

of

the

attitude can be explained as the

and why

Marketing

and

physical

acquiring,

using,

activity individuals
or

disposing

of

engage
goods

in
and

services.

The pressures of working life along with time constraints

have resulted in an increasing number of consumers opting for
quick

service

restaurant.

On

study

of

market

research

and

analysis group packaged facts that revealed that around one third
of consumers left they lack the time to prepare healthy meals,

resulting in food being consumed quickly at work or in the car.

For this reason these same people have actually replaced many of
their meals with snacks and quick meal. Consumer have changed.
The consumers attitude about the economy, their lifestyle, financial
planning, shopping habits and eating behavior it has all changed.
There
consumer

has

been a remarkable

shift

in eating habits and

preference in Iligan City as availability of food joints

and restaurants are in plenty. We get see a variety of restaurant

and

joints

location

focusing

and

themes.

on

various

These

aspects

aspects

consumers of different segments.

cater

like
to

cuisine, ambiance,
a

wide

range

of

Theoretical Framework

Consumer attitude essentially refers to how and why people make

the purchase decisions they do. Marketers strive to understand this
behavior

so

they

stimuli that
There

are

consumers
world's

will

can

better formulate appropriate

result

in

increased

tend to attribute

massive

the

this

volume

market.

to

production capacity. Rather,

will

loyalty.

The

science

of

for

be used and when.

the

industrial

the giant known as

the

evaluating

consumer attitude is foremost in determining

efforts

brand

vast number of goods available for purchase, but

the marketing profession is responsible

on

sales and

marketing

variety
and
which

of

goods

influencing
marketing

Consumers adjust purchasing

behavior based on their individual needs and interpersonal factors.

In

order

to

understand

these

influences,

researchers

ascertain what happens inside consumers minds

physical

and

social

exterior influences

try

to

and to identify

on purchase

decisions.

On

some

random.

levels,

consumer

However,

each

choice

decision

can
that

appear
is

to

made

be
has

quite
some

meaning behind it, even if that choice does not always appear
to be rational. Purchase decisions depend on personal emotions,
social

situations,

goals,

satisfy

all

of

types

and values.

needs,

not

Iliganon

just

people

for utilitarian

buy

to

purposes.

These needs, as identified by Abraham Maslow in the early 1940s,

may be physical
and affiliation,

or biological, for safety and security, for love

to

obtain

prestige and

esteem,

or

for

self-

fulfillment.
Cultural

and

social

values

also

play

large

roles

in

determining what products will be successful in a given market. If

great

value

is

placed

on

characteristics

such

as

activity,

hard

work, and materialism, then companies who suggest their products

represent those values are more likely to be successful. Social
values
product

are equally important. If a manufacturer suggests their

will

competitive

make
in

the
place

consumer
where

appear
those

more
values

regarded, it is more likely consumers will respond.

romantic
are

or

highly

Influencing Consumer Attitude

One of the best ways to influence consumer attitude is to
give

buyers

the idea

of

an

acceptable motive. This is somewhat related to

asking

what

type

of

person

would

buy

certain

product in evaluating consumer behavior. Iliganon consumers want

to

feel

eating
that

they're
healthy,

they

doing

something

making

contacts,

good, being a good person,

keeping up appearances,

just deserve to be spoiled a little bit. If

convince consumers

that

or

marketers can

they need a product or

service for

some legitimate reason, customers will be more likely to make a

purchase.
There are two principal ways to evaluate the motivation
behind consumer purchases. These are by direction (what they
want) and intensity (how much they want it).

Direction

what

For

the

customer

wants

from

product.

refers to

example,

if

customer would order a expensive food, they may like the idea is
one local food is cheaper than another, but what they really want
is

to

satisfy,

more expensive

and
food

will

probably

can

do

pay

that

more

more

if

they

think the

effectively.

Marketers

need to understand the principal motivation behind each

type

of

product to correctly target potential customers.

Purchase Patterns
A study conducted by Susan Powell Mantel focused on
analyzing the roles of "attribute-based processing" and "attitudebased processing" when analyzing consumer preference. According
to

the

study,

nutritional
one

is

product

value,

etc.

attributes
are

qualities

often

such

compared

as

price,

disproportionately,

the more focal subject of comparison, thus eliciting more

consideration when the consumer decides which brand

best.

The

particularly
cognition
store

order

not react

of

important.

tend

purchase

price

size,

to

to

brand
Iliganon

evaluate

decisions.

displays and

reductions

presentation
people

more
This

is

in-store

are offered.

and
in

in

with
make
part

promotions

Low-need

these
a

high

is

the

cases

is

need

for

more optimal inbecause

unless

cognition

they

do

significant

people

react

easily when a product is put on promotion regardless of the discount

offered.

Consumer attitude was a relatively new field of study in the mindto late 1960s, because it had no history or body of research of its
own, marketing theorists borrowed heavily from concepts developed
in other scientific disciplines, such as Psychology (the study of the
individual), Sociology (the study of groups), Social Psychology (the
study of how an individual), and Economics to form the basis of
this

new

marketing

discipline.

Many

early

theories

concerning

consumer behavior were based on economic theory on the notion

that

individuals

(satisfactions)

act

in

the

rationally
purchase

to
of

maximize

goods

and

their benefits
services.

Later,

research discovered that consumers are just as likely to purchase

impulsively and to be influenced not only by mood, situation and
emotion.

All

of

these

factors

combine

to

form

a comprehensive

model of consumer attitude that reflects both the cognitive and

emotional

Conceptual
This
respondents.

aspects

of

consumer

decision

making.

Framework
figure
The

shows

independent

the

interplay

variables

are

profile
the

profile

of
of

the
the

respondents which is composed of Age, Gender, Education, and

Income. While the dependent variables are the some object context
of marketing consumer attitudes in terms of Beliefs, Affect, and
Behavioral Intensions.

Respondents

Age
Gender
Education
Income

Profile

Some

object

Marketing

context

Consumer

Attitudes:

Affect
Needs
Behavior Intensions

Figure 1.1 Research Paradigm of the Study

Statement of the Problem

This study has to inform the people who lives in Iligan City
about

the

Consumer

attitude: the

study

of

factors

purchasing

decisions.
Specially

this

study

sought

to

answer

to

the

following

question.
1. What is the profile of respondent in terms of;
1.1 Age;
1.2 Gender;
1.3 Education; and,
1.4 Income
2. What is the driving force or the reason behind the fast food
consumption to individual aspect?
3. What

is

the

most

influencing

element

in

the

marketing

consumer attitudes to a person on the following attribute;

3.1 Affects;
3.2 Beliefs; and,
3.3 Behavior Intensions
4. Is there a significant relationship between the consumer
attitudes of the restaurant and the profile of the respondent
terms of the following:
4.1 Age;
4.2 Gender;
4.3 Education; and,
4.4 Income

Null Hypotheses
Ho1. There a relationship between age and various in
fast food selection
Ho2.

There

is

relationship

between

gender

and

frequency in discount coupon.

Ho3. There is a relationship between income and fast
food consumption.
Ho4. There is a relationship between education and
delivery service.

Significance of the Study

This study will give insight to the readers about the factor of
Organizational

structure

and

its

effect

to

Iliganon

Consumer

Attitude and also the main problem that other people facing. This
study is a guide and a benefit to the following:
Community. The community have an ideal learning on this
research as the result provide a new learning. As another basis
for having a

good impact to the people of this study. They are

related to each other in some way or other, thus making entire world a
one, single community.
HRM Students.

The

results

of

this

study

will

bring

awareness for them to develop the skills that are much needed
when they facing to the people and knowing about the Consumer
attitude and purchasing decisions.
Researchers. This will make them understand more how and
what

is

the

real

purchasing

dealing

with

different

people

in

different situation and emotion. This will also makes as more aware
of the working protocol that has to be followed in the working
area.

Scope

and

Delimitation

The study focused on the (5) quick service restaurant (fast

food chains) here in Iligan City who only

allowed the researchers

to

McDonalds,

conduct

the

study,

namely

Jollibee,

Greenwich,

Chowking and Mang Inasal. The study only concentrated on the

consumer

attitudes

of

the

above

mentioned

quick

service

restaurants.

Definition of Terms
These definitions of terms are used in an operational way of its
definitions.
Consumer Attitude.
favorableness

May

be

defined

as

feeling

of

or un-favorableness that an individual has towards

an object. As we all know that an individual with a positive

attitude is more likely to buy a product and this results in the
possibility of liking or disliking a product.

Purchasing Making. This is the study of decision making

process

used

by

customer

regarding

market

transaction

before,

during, and after the purchase of good or service.

Beliefs.
down

to

In

this

a bottom

line

study

it

overall

may often be difficult to get

belief

about

whether

an

object

such as overall good or bad.

Affect. This study also hold certain feelings toward brands
or

other

benefits,

objects.
but

there

Sometimes
may

also

these
be

feelings
feelings

are

based on

which

are

the

relatively

independent beliefs.
Behavioral Intention.
plan
is

to

do

with

sometimes

respect
logical

to

This
the

study is what the consumer

object.

consequence

As

with

of

beliefs,

affect,

this

but

may

something reflect an other circumstances.

Quick Service Restaurant. Also known as fast food restaurant
within the industry, is a specific type of restaurant characterized
both by its fast food cuisine and by minimal table service.
Legitimate. This study is conforming to the law or to rules.