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CHAPTER I
THE PROBLEM
Background of the Study

Fast food industry is one of the global business and has grown rapidly in the past

few years that shows a dramatic increase of competitions and challenges in the market.

According to Energy Star (2016) fast food restaurant, also known as Quick Service

Restaurant, refers to buildings used for the preparation and sales of ready-to-eat-food.

The fast food industry represents billions of dollars yearly and is still growing,

specifically in Asia (Data Monitor, 2005).

A survey was revealed that Asians are the world’s greatest fast food fans. A total

of 30 percent of Asia Pacific consumers eat at take-away restaurants at least once a week

and 35 percent of the population of Asia Pacific eats at take-away restaurants three times

a week and some even more than once a day (ACNielsen, 2005). Fast food restaurant

have become more popular because of its inexpensive, convenient, food quality and get

serve quickly, especially to students.

Some of the popular fast food chain in the Philippines are Jollibee, McDonald,

Kentucky Fried Chicken (KFC) and more. During 2012 it was reported by the Statista

Research Department of the Philippines that 87.38% of Jollibee and 73.15% of McDonald

respondents went to the fast food to eat rather than to eat at their home.

An online survey was developed by Haines C., O’Neil E. and Zanovec M. (2010)

to determine the frequency consumption of college student in fast food. A total of 84%

students consumed fast food with 54% eating it at least once a week and most often during

lunch.
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Fast food restaurants in Ilocos Norte are nearly located within the vicinity of

schools and students are most likely the customer because it is not only convenient but it

also saves their time, relatively inexpensive, have a prepared and served food quickly

especially during their busy days that is accessible to students anytime.

Although fast food seems perfect for some students to consume there are some

drawbacks in eating those meals that are being served at a fast food restaurant. According

to Health Guides (2017), example of those are McDonald’s French fries, cheeseburgers,

fried chicken and more that contained high fat meat, refined grains, sugar and also high

in sodium(aka salt) which is used as a preservative that can lead to health problems such

as high blood pressure, heart disease, and obesity. On an average, a fast food meal is

worth 37% of daily calorie intake (DiRaddo, 2018).

McDonalds is the first fast food restaurant who put up the nutrition’s value of

their menu, however it was reported that 45% customers understand the information and

51% partially understand it (World Applied Science Journal, 2011). Although fast food

best fits the modern lifestyle in terms of convenience and economy, a lot of students are

aware of its unhealthiness but still decided to eat at fast food restaurant as it suffices their

satisfaction in food quality and cheap meal.

Fast foods have become widely available and gained acceptance primarily from

youth and younger generations. Especially to students who have gradually increased their

consumption of fast food at McDonald’s however they lack health awareness about the

nutrition value of their product. The awareness of the consumer particularly students

about the nutrition value of fast food restaurant should be increased furthermore, the
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researcher will conduct this study to understand the perception of students in the nutrition

evaluation of fast food restaurant in Ilocos Norte

Statement of the Problem

This research study will focus in the student’s perception in the nutrition

evaluation of fast food restaurant in Ilocos Norte.

` Specifically, this study will seek to answer the following questions:

1. What is the socio-demographic profile of the respondents in terms of:

a. sex;

b. age; and

c. grade level

2. What is fast food chain?

3. What are the types of food being served in McDonalds?

4. How do respondents perceived the nutritional value of food being served in

McDonalds?

Significance of the Study

Fast food restaurants have become controversial in the past few years that resulted

to a rapid increase of customers and dramatic increase in competition and challenges. As

McDonald’s is one of the most popular fast food restaurant in the Philippines it gained a

lot of popularity especially to students who have gradually increased their consumption

of fast food however they lack health awareness about the nutrition value of their product.
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The researcher will conduct this study to help the students to find out what healthy

choices they can make, and be aware and knowledgeable about the nutritional value of

McDonald’s products. This will help them also to be aware and knowledgeable on the

food that commonly being serve in the fast food. It will also help the owners of the

different fast food to improve their products and for them to know if the food they serve

will give the costumer a healthy benefit.

Along with parents to help them to guide their children what is good for their

health. It could be their basis on preparing the food that has the nutrients that could help

them and their children to be more active and energize.

Lastly, this study will be important in the future because this will help the future

entrepreneurs to be mindful about the product they will serve in their future businesses

and will make a better and healthier products. In addition this will aim to understand the

student's perception that will be helpful as a future reference to future researchers.

Scope and Delimitation

This research study will focus on the students perception in the nutrition

evaluation of fast food restaurant in Ilocos Norte particularly McDonald’s. A survey

method will be used in this study to gather data from the students-respondents who will

be chosen randomly by answering the researcher made evaluation. This study will be

conducted at McDonald’s fast food restaurant in Ilocos Norte from November 2019 to

February 2020.
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Definition of Terms

Fast Food Restaurant it refers to a restaurant where people refer to go than a

classy restaurant. In addition, it is more convenient, inexpensive, saves time and served

food quickly.

Fast Food it is a type of food found in restaurants. It is easily accessible and also

affordable for people who have no time in making their own food.

Nutrition Evaluation it's refer to the level of nutrition one person ingests, how

much go, glow, and grow food; and how much nutrients and vitamins enters and supplies

the body. On how do consumer judge or perceived the food they consume from fast food

restaurants.

Perception it refers to the capability to notice easily and understand or interpret

the food that the consumer will eat from fast food restaurants.
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Chapter II

THEORETICAL FRAMEWORK

This section presents review of literature in order to determine existing trend and

issues along the main problem of the research. This will establish a solid foundation of

rich ideas to the readers who may be interested in undertaking similar studies for his own

or some other purposes.

To discuss the main components of the theoretical framework are the following,

(1) Review of Literature and Studies, (2) Theoretical basis if the research; and (3)

Research hypothesis.

Review of Literature and Studies

This section presents a discussion on the following. 1) Fast Food Restaurant. 2)

People Eat at Fast Food Restaurant. 3) Popularity of Fast Food. 4) History of McDonald’s.

5) Nutritional Assessment. 6) Nutrition Value. 7) Food being serve at McDonald’s and

its Nutritional Value 8) Consumer Perception of Fast Food and Fast Food Restaurants.

The discussions are subsequently followed by theoretical and conceptual frameworks

which shall include the research paradigm of this research.

Fasts Food Restaurant

According to the National Institutes of Health (NIH) fast foods are characterized

as quick, easily accessible and cheap alternatives to home-cooked meals. They also tend

to be high in saturated fat, sugar, salt and calories. Many fast food chains have responded
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to growing public awareness about nutrition by offering some food that is lower in fat

and calories than their normal fare. Despite the strides by some fast food eateries to offer

a healthier menu, the NIH says many fast foods are still cooked with a large amount of

oil and butter. In general, fast food restaurants are not inclined to include fruits and

vegetables in their menus (Gaskell K., 2018)

According to the American Heart Association (AHA), fast food can be good for

the heart with a little planning and the willpower to see it through. The AHA recommends

skipping "value" meals as well as the extras such as double meat, bacon and french fries.

(https://www.livestrong.com/article/49366-definition-fast-foods/)

Fast food is no longer just sloppy cheeseburgers and greasy french fries. It is

instead being redefined by consumers who are looking for quick, quality menu items of

value in modern dining rooms throughout the quick-service industry, according to a report

by food consulting firm Technomic (2017).

Fast food is the term given to food that can be prepared and served very quickly.

While any meal with low preparation time can be considered to be fast food, typically the

term refers to food sold in a restaurant or store with preheated or precooked ingredients,

and served to the customer in a packaged form for take-out/take-away. The term "fast

food" was recognized in a dictionary by Merriam–Webster in 1951. Outlets may be stands

or kiosks, which may provide no shelter or seating, or fast food restaurants. Franchise

operations which are part of restaurant chains have standardized foodstuffs shipped to

each restaurant from central locations (Harmonious MC, 2016).

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Fast food restaurants have become a trend in the industry because of its

development over a period of time from the foods to the service. Although fast food

restaurant’s food contained high in saturated fat, sugar, salt and calorie consumer still go

for quick and quality food items.

People Eating at Fast

Food Restaurant

According to Emil Brindal (2010) stated that most people consume fast food

because of convenience factor. Many people are constantly busy with their routine life;

they do not have time to prepare good food at home between their busy schedules. For

these people fast food restaurants becomes one of the source for satisfy their hunger at

any time. Fast food restaurants are convenient for most of the people. Besides that, fast

food restaurants can be found near to the most of the public places. So no one needs to

waste the time to search for food when they get hungry.

The most popular fast food restaurants such as McDonald, KFC and Burger King

provides kids menu, special limited offer with games which make their customer very

happy and comfortable with their menu options. Some restaurants put the cartoons and

games in the restaurants to attract the children. They also make designs over the food and

catch the attention of the children to buy that food. The taste of fast food is delicious so

that all the people attract towards it. It also satisfies the hunger very quickly. Nowadays

we can get various types of fast food in restaurants. (Ritzer, 2002)

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The growing and increasing customer of fast food restaurant is because of the

factors that made peoples amount of work reduce, easier to acquire, satisfy their hunger

and because of the quality of the food and its inexpensiveness.

Popularity of Fast Food

In this modern lifestyle the popularity of fast food restaurants are growing every

day. Fast food restaurants have appeared in large quantities all over the world and these

restaurants have become more popular, because fast food can be prepared and served very

fast. Jessica Williams finds that “Fast food restaurants were firstly appeared in Unites

States in the 1940’s (Williams J., 2007).

Some people around the world still don’t understand why the fast food restaurants

are still popular, despite the eventual inconveniences mentioned daily. I think that fast

food restaurants are popular because of their availability, they avoid cooking, and because

of their prices. One of the causes of the popularity of fast food restaurants is their

availability. Indeed, people can find fast food restaurants everywhere. Another cause of

the popularity of fast food restaurants is that they allow us not to cook. Indeed, some

people may be very busy by their job, a project or a school program, which does not allow

them enough time to cook (Brindal, E., 2010).

Consequently, the fast food restaurants are popular because they allow people to

avoid cooking. A last cause of the popularity of fast food restaurants is the price. As you

know, the fast food restaurants are the cheapest you can find. Not everybody has the

opportunity, or the money to afford for a lunch in a restaurant. Therefore, people prefer
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to spend their money in fast foods. In addition, in order to save, some people are more

tempted to buy fast foods than to eat in restaurants. Consequently, the price is another of

the popularity of the fast food restaurants (Brindal, E., 2010).

In conclusion, the fast food restaurants may be popular because of their

availability, they avoid cooking, and because of their prices. Being available everywhere,

allowing people to avoid some household tasks, and even allowing them to save money

are some of the reasons that make the fast food restaurants very popular.

History of McDonald’s

McDonald’s, in full McDonald’s Corporation, American fast-food chain that is

one of the largest in the world, known for its hamburger. McDonald’s restaurant was

started in 1984 by brothers Maurice (‘Mac”) and Richard McDonald in San Bernardino,

California. They bought appliances for their small hamburger restaurant from salesman

Ray Kroc, who was intrigued by their needs for eight malt and shake mixers. When Kroc

visited the brothers in 1954 to see how a small shop could sell many milk shakes, he

discovered a simple, efficient format that permitted the brother to produce huge quantities

of food at low prices. (Smelly et al, 2019).

Seeing the potential in the business, the salesman, Kroc, quickly became the

buyer. Kroc bought the rights to franchise the brother’s restaurant across the country

(Klein C., 2015).

By 1958 McDonald’s had sold 100 hamburgers. Kroc once said of his four

business goals: “If I had a brick for every time I’ve repeated the phrase Quality, Service,
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Cleanliness and Value, I’d probably be able to bridge the Atlantic Ocean with them.”69

million customers are served every day. There are now 36,258 McDonald’s restaurants

in 119 countries, of which 29,544 are franchised. Some 350 McDonald’s restaurants have

been closed down so far this year - mostly in the US and China32% of revenue comes

from the US40% of revenue comes from Europe - mostly from the UK, France, Russia

and Germany23% of revenue comes from Asia/Pacific, Middle East and Africa, US sales

slipped by 2.1% to $27.4bn (£17bn) in 2014The number of customer visits declined more

than 4% in the US last year McDonald’s has 420,000 employees. More than 80,000

people have graduated from McDonald’s “Hamburger University” training centre on the

outskirts of Chicago (Neate R., 2015).

Kroc used the way to produce huge quantities of food at low prices that lead the

business successful using an efficient and simple way. Now, McDonald’s is one of the

most popular fast food restaurant especially in the Philippines.

Nutritional Assessment

According to Encyclopedia of Food Sciences and Nutrition (2003) nutritional

assessment includes a normative evaluation of dietary intake and nutritional status

indicators in order to estimate, for instances, the proportion of the population at risk.

Once the data on an individual is collected and organized, the practitioner can

assess and evaluate the nutritional status of that person. The assessment leads to plan of

care, or intervention, designed to help the individual either maintain the assessed status

or attain a healthier status (Grant et al, 1999).

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Nutrition assessments, which involve an evaluation of objective and subjective

data, are used to determine an individual’s nutritional status or growth patterns. Dietitians

apply the collected data from the nutrition assessment to plan a nutritional intervention,

which involves helping an individual maintain or reach a desired health status. Assessing

an individual’s nutritional status involves anthropometrics, biochemical data, clinical data

and dietary data (Grant et al, 1999).

According to Bistrian (2012) Nutritional assessment in clinical medicine has

three primary goals: to identify the presence and type of malnutrition, to define health-

threatening obesity, and to devise suitable diets as prophylaxis against disease later in

life. The focus of this chapter is on the diagnosis of protein-energy malnutrition because

of its wide prevalence and major impact on disease outcome. Other deficiency diseases

are of much less relevance in that most occur in conjunction with protein-energy

malnutrition or in specific disease states, such as thiamine deficiency in alcoholic liver

disease and fat-soluble vitamin deficiency in malabsorptive states. The classic deficiency

diseases, whether primary or secondary, are considered elsewhere in those chapters

specifically dealing with the diseases mentioned here. The widespread availability of

parenteral and enteral therapeutic measures since the mid-1980s that can provide

adequate feeding regimens for virtually any disease condition makes a rudimentary

knowledge of the pathophysiology of protein-energy malnutrition and its nutritional

assessment essential for all primary care practitioners.

Anthropometrics are objective measurements that help determine amount of

muscle and percentage of body fat. These measurements can be used to assess weight loss
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or gain in an individual or to compare two separate individuals. They can also be used to

compare growth rates in children. Anthropometrics may include height, weight, body

mass index, skin fold measurements and body frame size. During a nutrition assessment,

a dietitian takes anthropometric measurements and then compares them to standard values

to make an educated assessment about growth or weight (Boyers L., 2019).

Nutrition assessment is the best way to determine whether or not people’s

nutritional needs are effectively being met, once food is available and easily accessible.

Nutrition assessment provides timely, high-quality and evidence-based information for

setting targets, planning, monitoring and evaluating programmes aiming at eradicating

hunger and reducing the burden of malnutrition (Tuazon, M., 2019).

The nutritional assessment is a must to a person in order for them to be aware

about their nutritional health. It involves in helping an individual to maintain or reach a

desired health status that is important to us.

Nutrition Value

Nutritional value refers to contents of food and the impact of constituents on body.

It relates to carbohydrates, fats, proteins, minerals, additives, enzymes, vitamins, sugar

intake, cholesterol, fat and salt intake. Nutritive value is essential in maintaining

performance of neonatal, growing, finished and breeding of animals. In general food label

gives nutritional values to consumer (iMedPub LTD, 2019). In addition, Nutritional value

of food defines what a food is made of and its impact on the body. Because of disease

and weight control, it’s particularly important to understand the nutritional value of food
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due to the impact in the body as it relates to cholesterol, fats, and salt and sugar intake.

The food label is the primary tool enabling consumer to understand nutritional values in

order to make informed decisions about consumption (Leaf Group Ltd, 2019)

An indication of the contribution of a food to the nutrient content of the diet. This

value depends on the quantity of a food which is digested and absorbed and the amounts

of the essential nutrients (protein, fat, carbohydrate, minerals, and vitamin) which it

contains. This value can be affected by soil and growing conditions, handling and storage

and processing. (http://www.reference.md/files/D009/mD009753.html)

The nutritional value of food refers to the quantity and quality of nutrients found

in the food item, according to the Healthy-food-site.com. Information about the energy

(measured in calories), the macronutrients (carbohydrates, protein, and fats),

micronutrients (vitamins and minerals) and phytochemicals of the food are require to

understand this.

Foods have different nutritional value. To know the nutritional value of certain

foods, the USDA has created the National Nutrient Database for Standard Reference,

which list the nutrient information of more than 8,000 foods. Consumers can also find

out the nutritional value of food products by reading the Nutrient Facts Labe of the

package. (https://www.reference.com/health/ nutritional-value-d5bfbd40650fc3b)

The nutritional value of fast food should be detailed and properly presented so a

consumer can make an informed and careful decision to eat or order for them to be

knowledgeable about the products being served.

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Food being serve in McDonald’s

and its Nutritional Value

The delicious slices of golden goodness are the all-time bestseller. They’ve been

a staple of McDonald’s since its very first menu, and people have been asking for fries

ever since (Jones M., 2017). According to Erin Coleman, R.D., L.D (2019) french fries

can provide some beneficial nutrients, they are high in sodium and may contain high

amounts of trans fats. You can reap the nutritional benefits of french fries without the

sodium and unhealthy fats by choosing potatoes instead. french fries are fried in oil, they

are generally high-calorie foods, do contain some protein, they mainly consist of

carbohydrates and fat. Some varieties of french fries contain trans-fat and most contain

sodium both increase your heart-disease risk when consumed in excess. Since french

fries, even fast-food french fries, are made from potatoes, they do contain some beneficial

vitamins and minerals.

Successful marketing has played a big part in the Big Mac’s enduring popularity.

Recently, the Big Mac got both a down size and an up-size, being marketed alongside

respective larger and smaller sandwiches the Grand Big Mac and the Mac Jr (Jones M.,

2017). Big Mac contains 540 calories. Carbohydrates provide 164 calories, fat accounts

for 260 calories and 104 calories come from protein. it is very high in fat, containing 29

g of total fat. This includes 10 g of saturated fat and 7.6 g of unsaturated fat, has 1,040

mg of sodium, providing 43 percent of your DV of sodium, based on a 2,000 calorie a

day diet. A Big Mac contains 75 mg of cholesterol, which is 25 percent of the DV for

cholesterol and Containing 25 g of protein, a Big Mac provides 50 percent of your DV

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for protein. When it comes to carbohydrates, a Big Mac contains 12 percent of your

recommended DV, having 37 g of it. This includes 3 g of dietary fiber and 8 g of sugar

(Temesha Aldridge, 2019).

McDonald’s is the world’s largest toy distributor, it might come as a surprise that

McDonald’s didn’t always market to children. The cardboard Happy Meal boxes

contained toys, and the colorful, child-friendly packaging was inspired by cereal boxes

(Jones M., 2017).

The Egg McMuffin revolutionized fast food as the first-ever breakfast item truly

offered by a fast food franchise. In the 1970s, fast food executive Herb Peterson sought

to create an eggs Benedict sandwich for McDonald’s that made it to the fifth most popular

menu item (Jones M., 2017). McDonald's, Egg McMuffin: nutritional value and analysis.

Daily values are based on 155 lbs body weight and 2000 calorie diet (change).

Interchangeable pairs of aminoacids: Methionine + Cysteine, Phenylalanine + Tyrosine.

Nutritional value of a cooked product is provided for the given weight of cooked food.

Data from USDA National Nutrient Database for Standard Reference, 2019.

From snacks to dessert, apples are a big deal for McDonald’s. The baked apple

pie, introduced in 1992, has become somewhat iconic because of its very inexpensive, its

tasty recipe and its ingredients are actually more natural. Originally created as Apple

Dippers, a nutritious side for Happy Meals, the apple slices alone have helped propel

apple-related fare to spot six on this list (Jones M., 2017). According to health benefits

times (2017) McDonald's Baked Apple Pie: nutritional value and analysis. Daily values
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are based on 155 lbs body weight and 2000 calorie diet (change). Interchangeable pairs

of amino acids: Methionine + Cysteine, Phenylalanine + Tyrosine. Nutritional value of a

cooked product is provided for the given weight of cooked food.

McDonald’s introduced its Chicken McNuggets in 1980 and they’ve been a

bestseller ever since but chicken connoisseurs are still able to get their fix with the

Buttermilk Chicken Tenders (Jones M., 2017). A 6-piece serving of chicken nuggets will

provide you with approximately 18 grams of protein, which is about 35 percent of the

daily value. Chicken is a form of complete protein, providing you with all of the essential

amino acids your body needs to make new proteins. The protein in chicken will also help

you feel full. Six pieces of chicken nuggets will provide you with approximately 15 grams

of carbohydrate. Chicken nuggets can be quite high in fat, with a serving containing about

20 grams of fat, including 4 grams of saturated fat. Saturated fat is unhealthy, and should

be limited to no more than 7 percent of your calories (Bruso, J., 2018).

While McDonald’s may not immediately pop into your mind when you think of

health food. Salads like the Southwest Buttermilk Crispy Chicken and the Bacon Ranch

have cemented the Premium Salad at eighth place on this list. These are the healthiest

things you can order from a McDonald’s menu (Jones M., 2017). The Bacon Ranch Salad

has 140 calories without chicken, 260 calories with grilled chicken and 370 with crispy

chicken. The Bacon Ranch salad contains 7g of fat and 9g of protein without chicken, but

contains 9g of fat and 33g of protein with the grilled chicken, or 20g of fat and 29g of

protein with the crispy chicken. The vitamins and minerals in McDonald's premium

salads very little. Each serving delivers approximately 130 percent the recommended
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daily value of vitamin A, 45 percent to 50 percent of vitamin C, 15 percent to 20 percent

of calcium and 8 percent to 10 percent of iron, based on a 2,000-calorie diet. A side salad

contains 45 percent the recommended daily value of vitamin A, 25 percent of vitamin C,

2 percent of calcium and 8 percent of iron (Wolfendan, E., 2019).

In 2002, the double beef and double cheese burger is the ninth most popular

Mickey D’s item. In early 2003, the Dollar Menu—which the Double Cheeseburger was

introduced as a part of—saved McDonald’s from its first quarterly loss since 1965. Sales

skyrocketed, with the dollar Double Cheeseburger leading the way (Jones M., 2017).

McDonald’s, Double Cheeseburger: nutritional value and analysis. Daily values are based

on 155 lbs body weight and 2000 calorie diet (change). Interchangeable pairs of amino

acids: Methionine + Cysteine, Phenylalanine + Tyrosine. Nutritional value of a cooked

product is provided for the given weight of cooked food. Data from USDA National

Nutrient Database for Standard Reference (2019).

This McDonald’s breakfast staple—bacon and egg is a big hit among people who

crave the delicious taste of pancakes, but don’t have the time to sit down and have a stack.

The egg in McGriddles is actually what employees call a “folded egg”—a frozen, slightly

modified egg. (Jones M., 2017).

McDonald's snack wraps with grilled chicken have 260 to 270 calories in each

120 to 125 g serving. They have 80 to 90 calories from fat, or about one-third of the total

calories from fat. Each snack wrap has 18 g protein and 26 to 28 g total carbohydrates.

The Ranch snack wrap has 2 g of sugars, and the Honey Mustard and Chipotle BBQ
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wraps have 4 to 5 g sugars. They each have 1 g of dietary fiber, or 5 percent of the daily

value. Each of the grilled chicken snack wraps provides 9 to 10 g total fat, with 3.5 to 4

g of saturated fat, or about 20 percent of the daily value for this cholesterol-raising fat.

Snack wraps from McDonald's provides 10 percent of the daily value. They also have 10

percent of the daily value for iron, which supports healthy red blood cells (Natalie Stein,

2019)

Foods that are being serve at McDonald’s can make a person’s mouth water. Their

products suffices the customer in terms of food quality, service, cheap meals and a wide

variety of menu that they can choose to. But it is important to be knowledgeable about

the nutrition value of the food at a fast food restaurant particularly McDonald’s because

it enable us to understand and to be aware of what choices they can make.

Consumers Perception of
Fast Food and Fast Food
Restaurant

Consumer perception of food are based on social and personal constructs. The

Greek consumer perceptions of quality food were reviewed. The Greek food sector is

characterized by the proliferation of small and medium enterprises, yet a major

transformation over the past decade has accured with the evolution of large retail chairs

(Vlachos, 2013). According to Brunso et. al (2002), the consumer point of view, quality

is subjective. The quality of food product is in the mind of consumer - some aspects of

the product are perceived as good and others as bad. It has become increasingly evident

that consumers are making decisions about the acceptability of specific foods and

production technologies based on a complex interaction of perceptions of risk and benefit

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associated with specific food choices. Frewer et. al (2008). Students perceived a

difference between real meal and meal, with real meal being described as nutritious or

healthy and reflecting recommendations such as the Dietary Guidelines for Americans.

Meals, on the other hand, were described as anything to eat and food for survival. Snacks

were regarded as small portions of food eaten to hold off hunger and commonly described

as foods eaten between meals. Elsevier Health Sciences (2017). According to Lindsay

Smith (2013) found that family does influence students’ decision to purchase food and

celebrities influence student’s students’ perceptions of organic food.

According to Prof. Bhuvanesh Kumat Shama (2015), the perception of students

towards fast food outlet and also identify the difference in residential and non-residential

students towards choice of fast food. The study indicate that frequency of visiting fast

food outlet of female consumers are more as compared to male, female are also more

interested to visit fast food outlet with family but male prefer to visit without family

another result of hypothesis conclude that there is significance difference between

residential and non-residential consumers. Non Residential consumers more prefer to

visit fast food outlet than residential. As far as concern with age majority of the younger

generation people prefer to visit and student’s frequency is more in visiting fast food

outlet as compared to others. The need and wants of the particular consumer however fast

food provider also need to focus on the quality and hygiene of food and communicate this

to the consumer their positive and negative consequences which will help in building trust

and value in the food provider by fast food players.

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The study explored the perception, preferences and factors contributing to the

growth of fast food among tertiary students. The study indicated that the growth of fast

food is perceived to be as a result of urbanization, people working for long hours, growth

interest in exotic meals, advertising, and availability of commercial building and rice in

income. To place an order for fast food, consumers prefer them in the form of both “take-

away” and “eat in” services. The findings proved to be more significant and revealing as

they will help marketers to analyze the behavioral characteristics of consumers' with

respect to the consumption of fast foods (Nondsor H. & Tawiah Y., 2015).

Every person have different point of view as well as in food they have different

preferences about the tastes, smell and the crunchiness. The quality of food product is in

the mind of consumer that made them go back again to eat at the fast food restaurant.

Students perceived a difference between real meal- a healthy meal and meal- a food to

eat for survival that still satisfy them.

Kara et al., (1997) examined how the perceptions of customers towards fast food

restaurants differed across two countries USA and Canada. The results of the study

revealed significant differences in perception between the frequent fast food buyers in

USA and Canada and also differences between consumers’ preferences for fast-food

restaurants in relation to age groups. Richard & Padilla (2009) studied, nutritional

profiles, vendor identity, the distance from a customer's home are considered while

choosing a fast food resturant to out. Besides, this customers who currently patronize fast

food, do so for a reasons that they perceive them to be convenient, time saving, delicious,

good for a change and fun as well as preference of environment (Emmanuel et. Al, 2015).
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In addition, Dr. Salami & Adobo (2012) studied the average fast food consumer

patronizes restaurant once a week for lunch or dinner. Customers attach great importance

to the quality of food, cleanliness, consistency, the general attitude of the staff. Therefore,

by evaluating a fast food restaurant these attributes will enable a manager understand the

market trends so as to develop effective marketing and operational strategies. Store image

may be defined in the shoppers' mind partly by its functional qualities and partly by an

aura of psychological attributes (Pessemier, 1980). Kinela, Inbakaran et. al (2000)

considered some attributes, like the variety of the menu, taste and the consistency of food

products, in order to examine their effect on customer. Used the quality of products in

restaurants as a way of prediction for measuring the customer’s loyalty (Matilla, 2001).

Customers commonly choose fast food restaurant that are close to their home or

the place that serves the food that they prefer to eat. Most of the customer will eat at a

fast food restaurant as they view it is as a convenient, time saving, the quality of food is

delicious, cleanliness and consistency.

THEORETICAL FRAMEWORK

This study is anchored mainly on the theory: Self- perception Theory.

Self- perception Theory

The value of self-knowledge stems from the fact that the self represents the only

constant throughout life. Because of this if the self is well defined, it can provide a solid

basis of values, preferences, and attitudes to manage the many decisions of daily life.

Clear self-knowledge helps people to quickly decide and express their views on issues
 23

such as capital punishment, the ideal profession, or their tastes in music, whereas the

absence of clear self-knowledge can leave an individual paralyzed by these decisions.

Given the importance of self-knowledge, psychologists have spent a great deal of time

attempting to understand how people come to know themselves.

According to the Encyclopedia (2019) Self-perception theory represents one of

the most influential theories of how self-knowledge unfolds. Developed by social

psychologist Daryl Bem self-perception theory consists of two basic claims. First the

theory claims that people come to know their own attitudes, beliefs, and other internal

states by inferring them from their own behavior and the circumstances under which they

occur. Thus people simply use their behavior and the circumstances in which it occurs to

infer their own beliefs and attitudes.

Cognitive dissonance theory assumes that people are motivated to maintain

consistency between self-beliefs and experience an unpleasant state of dissonance when

they hold two inconsistent beliefs about the self. Thus the inconsistency between the

thoughts “I do not like psychology” and “I constantly read about psychology” arouses

dissonance, and people are motivated to reduce dissonance by changing one of those

thoughts.

The resolution of the self-perception theory versus cognitive dissonance theory

debate represents one of the greatest contributions of self-perception theory. Indeed

psychology only becomes better when old theories are challenged and complemented by

new theories. However the contribution of self-perception theory extends beyond

 24

cognitive dissonance theory through its ability to account for a wider variety of self-

attribution phenomenon. Most notably self-perception theory can explain how people

develop self-knowledge from behavior even when there is no inconsistency between prior

beliefs and behavior. So self-perception theory can explain how people infer that they

intrinsically enjoy engaging in an activity (psychology) that they once found intrinsically

unenjoyable (behavior-belief inconsistency) when there are not obvious situational

incentives to explain their behavior (e.g., money for grades).

In addition, however, self-perception theory can explain how people infer that

they do not intrinsically enjoy engaging in an activity (psychology) that they once found

intrinsically enjoyable (behavior-belief consistency) when there are obvious situational

incentives that can explain their behavior (e.g., money for grades).

Conceptual Framework

This study will focus on the relationship of the student’s socio-demographic

profile, perception on the nutritional value of fast food and the food being served at a fast

food restaurant particularly McDonald’s.

The independent variables consist of the food being served in a fast food

restaurant particularly McDonald’s and the socio-demographic profile of the student-

respondent as the intervening variable. The outcome variable is the student perception on

the nutrition value of McDonald's restaurant.

This study will adopt the self-perception theory to provide a solid basis of

preferences in food that will determine the perception of students on the nutritional value
 25

of fast food. Moreover, the researcher will use the questionnaire to determine the

student’s perception on the fast food restaurants. The food being serve in McDonald's that

are presented in the paradigm are obtain from reading and internet sources.

The conceptual framework as shown in the research paradigm in Figure 1,

illustrates the variables that will be used in this. This study will attempt to determine the

significant relation of the food being serve at a Fast Food Restaurant to the student’s

perception on the nutritional value. In addition, this will attempt to find out how the food

being served at the said fast food restaurant give the students their perception on its

nutritional value.

INDEPENDENT DEPENDENT
VARIBALE VARIABLE

Student’s perception
Food being serve at a on the Nutrition
Fast Food Restaurant Value of Fast Food
Restaurant

DEMOGRAPHIC
PROFILE

 Age
 Sex
 Grade Level

Figure 1. Research Paradigm

 26

CHAPTER III
METHODOLGY

This part of the paper will present the research designs, locale of the study,

population and sampling procedure, research instrument, the procedure, the data

gathering procedure and the statistical treatment of data.

Research Design

This study will use the descriptive research design to gather information regarding

the perception on the nutritional value of fast food restaurant in Ilocos Norte. According

to Gay (1987), descriptive research is a type of research that describes a phenomenon,

which involves of collecting of information through data review, surveys, interview or

observation.

This research is descriptive in nature since the researcher will use the researcher-

made evaluation questionnaire to survey the perception of student on the nutritional value

of fast food restaurants particularly McDonald’s Restaurant in Laoag City.

Locale of the Study

This study will be conducted in McDonald’s Restaurant of Laoag City, Ilocos

Norte during the first semester of the school year 2019-2020. The respondents will be

surveyed to know their perception on the nutritional value of McDonald’s Restaurant of

Ilocos Norte near the schools.

In particular, the researcher will randomly choose the student- respondent from

the customers of fast food restaurant in Laoag City. Because McDonald’s is widely

known in this city, and many students go in this fast food restaurants, the researchers will
 27

conduct the study in the said place in order to find out the students’ perception in the

nutrition evaluation that will provide the data intended in this study.

Population and Sampling Procedure

This research will be using a probability sampling techniques, specifically simple

random sampling in selecting the respondents of the study. The target population for this

research defined to include the college students, while the accessible population is the

junior and senior high school students, since these are the students who are commonly

eat at fast food restaurants. The questionnaires will be distributed where the students-

respondents will be asked to answer a researcher made evaluations-questionnaire about

their perception in a fast food restaurants, wherein through their opinions it will help the

researcher to evaluate the nutritional value of fast food restaurants particularly in

McDonald's here in Ilocos Norte.

Research Instrument

This study will use a survey questionnaire called the Evaluation Questionnaire on

the Perception in a fast food restaurants. It is composed of two parts as follows, Part I:

Socio-demographic profile of respondents and Part II: Survey checklist of the Perception

of the students- respondents on the nutritional value of the food being served in

McDonald’s.

The first part of the evaluation questionnaire will gather the respondent’s socio-

demographic profile specifically their name, age, sex and grade level.
 28

The second part of the instrument consists of statements that will determine the

students perception on the nutritional value of fast food restaurants particularly

McDonalds.

Using the Likert Scale, the response of the student- respondent will be

interpreted using the following rating scale:

Scale Descriptive

4 Strongly Agree (SA)

3 Agree (A)

2 Disagree (D)

1 Strongly Disagree (SD)

Data Gathering Procedure

The researcher had given vigorous time in developing the questionnaires that is

intended to be used by the respondents. The evaluation questionnaire was created by using

suitable questions from related research and individual questions made by the researchers.

Prior to the distribution of evaluation questionnaire, permission from the Manager

of the Fast Food Restaurant in McDonald’s will be observed. The evaluation

questionnaires will be distributed and answered by 20 randomly selected students- eating

in the said fast food restaurant to determine the perception of students on the nutritional

value of fast food restaurant during the first semester of school year 2019-2020. The

student- respondents will be visited by the researchers in McDonald’s during the said

time. The responses will be collected within a week after the distribution. Cellphone calls
 29

will be made prior to the deadline that will be given to remind the participants the

importance of this study. The answer will be determine the result gathered from the

student- respondent and will be statistically analyzed using the frequency count, mean,

and percent.

The student- respondents will be informed that their participation will be

voluntary, that all the information they will provide will remain confidential and will be

used only for its purpose. To preserve anonymity, indicating the name of the respondents

will be optional.

Statistical Treatment of Data

Descriptive statistics such as frequency count, mean and percent are considered.

The data that will be gathered will be analyzed and interpreted with the use of rating scale

with their corresponding descriptive interpretations as follows:

Range Interval Descriptive Rating Description

3.26-4.00 Strongly Agree (SA) The given statement is strongly

agreed by the participants.

2.51-3.25 Agree (A) The given statement is agreed by

the participants.

1.76-2.5 Disagree (D) The given statement is not

agreed by the participants.

1.00-1.75 Strongly Disagree (SD) The given statement is strongly

not agreed by the participants.
 30

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 33

Republic of the Philippines

Department of Education
Region I
Schools Division of Ilocos Norte
BACARRA NATIONAL COMPREHENSIVE
HIGH SCHOOL
SENIOR HIGH SCHOOL DEPARTMENT
Bacarra, Ilocos Norte

Dear Respondent,
Greetings!
We are 12-Accountancy, Business and Mathematics students of Bacarra National
Comprehensive High School and presently conducting a research study titled Students
Perception on the Nutrition Evaluation of Fast Food Restaurant in Ilocos Norte in
partial fulfillment of the requirements for the subject Practical Research II (Quantitative)
of first semester, S.Y. 2019-2020.
In this regard, we are asking for your time and effort to kindly answer the
questionnaire in full honesty. Rest assured that any information gathered will be treated
with outmost confidentiality.
Thank you very much for sharing your precious time and effort. God Bless!

Respectfully yours,

JHEN CHARIES CAGAS KEY-ANN DALIJA

CRISTINE LACAR KATHRINA CLAIRE

RAMOS

KAREN REVILLA DESIREE TANGONAN

Researchers

Noted:

CLARENCE B. CASTILLO
Practical Research II, Teacher
 34

Republic of the Philippines

Department of Education
Region I
Schools Division of Ilocos Norte
BACARRA NATIONAL COMPREHENSIVE HIGH SCHOOL
Bacarra, Ilocos Norte

STUDENTS PERCEPTION ON NUTRION EVALUATION OF

FAST FOOD RESTAURANT IN ILCOS NORTE

PART I. Personal Data Sheet

Name: _________________________________________________ Age:

__________________

Grade Level:
_____________________________________________Sex:__________________

PART II. SURVEY CHECKLIST

DIRECTION A: Please check ( ) the questions honestly based on your perception.

1. How often do you eat at McDonald’s?

 Always  Frequently  Sometimes  Seldom

2. What do you usually order at McDonald’s?

 Fries  Chicken  Hamburger  Apple Pie  Nuggets

Others (specify):

________________________
 35

DIRECTION B: Please check ( ) and rate yourself honestly based on your perception
on the statement answering the following questions.

4- Strongly Agree
3- Agree
2- Disagree
1- Strongly Disagree

I. Why do you eat at McDonald’s? 4 3 2 1

a. The service is quick

b. The products are affordable

c. The products suits my taste

d. Offers a variety of product

f. It is convenient

g. The environment is clean

h. To satisfy our hunger

II. Perception on the Food of McDonald’s 4 3 2 1

a. I perceive fast food healthy to consume at

McDonald’s

b. I am aware of the healthy ingredients at McDonald’s

c. Hamburger is a good source of protein, iron,

phosphorus, and several other nutrients.

d. Chicken's benefits include its ability to provide a

good supply of protein, essential vitamins, and
minerals.
 36

e. Fries do provide some beneficial nutrients, they are

high in sodium and may contain high amounts of trans
fats.

f. Apple pies are rich in carbohydrates, fibers and can

give you enough energy for the day.

g. Nuggets are rich in fibers, sugar and protein.

h. Spaghetti is typically high in fiber and tends to be

higher in iron and B vitamins.

i. Mcfloat has health benefits by containing vitamins

and minerals.

“Thank You and God Bless”