The Factors to Success of Banapple Pies and Cheesecakes in Katipunan Avenue, Quezon City, Philippines
Introduction
Consumers could be considered as the fuel of any business venture. They are the ones who purchase the products and/or services of the firm Furthermore, consumers may choose particular products (brands) not only because these products provide the functional or performance benefits expected, but also because products can be used to express consumers’ personality, social status or affiliation (symbolic purposes) or to fulfill their internal psychological needs, such as the need for change or newness (emotional purposes) (Kim et al, 2002). With the changing consumer culture and practices, every competing firm necessitates appropriate knowledge on the factors that affect consumer buying behavior.
There is an assortment of subjects that caters to consumer research for the past years like linking factors that affect consumer buying behavior with customer service and customer satisfaction, or the efficacy and persuasiveness of advertisement, and related subjects of marketing. In a restaurant or food industry, these subjects also take place, obviously because the variables that makes the process of buying and selling creates the opportunity for such instances to be possible. The rapid competition in the international business environment allows businesses to maximize all available resources in order to stay on top of the chosen industry. In this case, food outlets of Banapple Pies and Cheesecakes sold in Katipunan Avenue, Quezon City, Philippines are taken into empirical investigation.
Research Problem and Objectives
The requirement of competing businesses on the knowledge about factors that affect consumer buying behavior is necessary. With so many consumer-related research studies in the past as well as the changing consumer culture, it is essential to focus research topics on particular areas that deemed to be lack of up-to-date research to indicate what the precise needs of this segment with respect to food outlets of Banapple Pies and Cheesecakes and businesses. The purpose of this research is mainly to fill the gaps and contribute to the existing knowledge related to the subject of the study.
Primarily, this study aims to identify the success factors of food outlets that are selling Banapple Pies and Cheesecakes in Katipunan. The main problem is to find out what the most important factors consumers have in mind when this products i.e. brand name, taste, price, location, convenient, atmosphere, and others. Specifically, the research objectives include the following:
1.1. Identify the common factors that affect consumers in buying Banapple Pies and Cheesecakes
1.2. Find out the patters in consumer buying behaviors of university students
1.3. Examine the overall experience provided by food outlets that are selling Banapple Pies and Cheesecakes in Katipunan.
Research Methodology
Population and Sample Size
The population of this research constitutes a total of 300 respondents. Such respondents are randomly selected but must be categorically attending higher education programmes (i.e. higher diploma, undergraduate, and postgraduate) in a Katipunan area.
Survey Instrument
A structured attitude questionnaire using Likert scale (Barnett, 1991) is applied in the research. Informal interviews are also facilitated, if possible.
Data Collection
Data are gathered through survey method. This will serve as the primary source of data collection. Meanwhile, secondary data include related literature about the subject of the research. Since this is a combination of quantitative and qualitative research approaches, the researcher opted to access all potential sources and means of data collection so as to have variety and extensiveness.
Questionnaire Design
The initial questionnaire will be pilot tested among 20 university students who are spotted in the food outlets eating Banapple Pies and Cheesecakes. This is to ensure the maximum clarity of questions. Aside from demographic data, there are six (6) identified factors that affect consumer buying behavior and under them are (5) attitude statements in which they will indicate degree of agreement or disagreement.
Data Analysis
The researcher will use inferential statistics (through SPSS) in order to draw a concrete conclusion. Inferential statistics is use to be able to know a population’s attribution through a direct observation of the chosen population or simply the sample. This is because it is easier to observe a portion or a part than observe the whole population. However using a sample has also its own disadvantages; hence, there is a need to choose the most suitable sample from any population. Result of the study will be put in tables and graphs for easy understanding of the findings of the research.
References:
Barnett, V. (1991). Sample Survey principles and methods. London: Hodder.
Kim, J., Forsythe, S., Gu, Q. & Moon, S. J. (2002). Cross-cultural consumer values, needs and purchase behavior. Journal of Consumer Marketing, 19(6), pp.481-502.
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