CONSUMER PREFERENCES IN TERMS OF FOOD AND

QUALITY SERVICE BETWEEN DINE-IN AND DRIVE THRU

FROM SELECTED FAST-FOOD CHAIN IN

TAGBILARAN CITY, BOHOL

By:

ACTUB, ARNYL
BUMAAT, SHAINNA AUBREY
CASTROJO, SHAN ARNOLD
DALOGDOG, MELLANIE
EYAS, MARK
HERRERA, ABED JOSHUA
GUANZON, GHEA MILES
MAGTIRA, MAICA
PALACA, ELLI SALVADOR
SANCHEZ, JASMINE
TADLIP, DAHLIA MAY
TORREMOCHA, LIEZEL
Rationale

The fast-food industry has been a significant factor in the food service sector, its impact

goes well beyond just the world of fast and easy meals. Understanding the complex preferences

of consumers is crucial, especially in the environment of fast-food chains, as this industry has a

significant influence on how consumers choose to eat.

Consumer preferences have been evolving for years. Modernity, evolving lifestyles, and

shifting consumer behavior, particularly among younger generations, have all contributed to a

change in people's eating habits, especially during the COVID-19 pandemic. Drive-thru services

have experienced an increase in popularity, which is one of the most evident and convincing

changes in customer behavior. These options have become increasingly popular, driven not only

by their inherent convenience but also by their ability to reduce social interaction and health

hazards. The population's eating patterns have been significantly impacted by the global

pandemic. As a precaution to reduce human contact, a noticeable trend has evolved, with an

increase in people favoring takeout and drive-thru services. This move has been driven for many

by the need to reduce potential health risks, and it has been further pushed by the convenience

aspect, which is especially appealing to busy working people. While dine-in at food

establishments, such as fast-food restaurants, offers the convenience of not having to prepare

food at home and avoids the need to clean up afterward, it also provides a quick option for those

seeking a fast meal without the effort of cooking. Dining out also allows friends and family to

gather, dine together, and enjoy each other’s company. Additionally, it provides a break from the

routine of cooking and eating at home, offering a change of environment and experience.

Moreover, not everyone is confident in their cooking skills, and opting for this dining option

eliminates the need for culinary expertise. Individuals with busy schedules may choose dining
outo vereatingg at home because it saves them a significant amount of time compared to cooking

at home, making it a convenient choice, especially when they are hungry and seeking a quick

meal.

The main objective of this study is to determine consumer preferences between dine-in

and drive-thru services. The researchers aim to ascertain and understand the factors that

influence customer choices between dine-in and drive-thru services at selected fast-food

establishments, such as speed of service, food quality, service quality and satisfactory of the

consumers. To analyze whether demographic variables such as age, sex, age and residency can

influence shaping customer preferences. Understanding consumers preferences between dine-in

and drive-thru can be beneficial to the food service sector, especially in the fast-food industry, as

it can help them improve their operational efficiency, customer satisfaction, and competitiveness

in the industry.
Theoretical Background

Theories. Theory of convenience goods a convenience good is a consumer item that is

widely available and purchased frequently with minimal effort. Since a convenience good can be

found readily, it does not typically involve an intensive decision-making process. Convenience

goods are often purchased through habit or impulse because they are easily obtained by

consumers and relatively inexpensive.

The Theory of Planned Behavior (TPB) is a well-known model that predicts eating

behavior based on norms and beliefs related to fast food and snack consumption. Derived from

the theory of reason action (TRA), TPB explains health behaviors that are not entirely under an

individual’s control.

Consumer behavior theory is a type of theory that explains why, how, and what

consumers buy. It explores the relationship between marketing and consumption and how it

affects consumer habits.

These theories provide a valuable lens through which we can gain insight into the

intricate realm of consumer behavior, particularly in the context of fast-food choices.

Legal Bases. The Philippine Food Technology Act, also known as Republic Act No.

11052 or the Philippine Food Technology Act, was enacted on June 29, 2018, regulating the

practice of food technology in the country and establishing the Board of Food Technology for

that purpose. The bill intends to provide a strong regulatory framework for the country's food

technology industry. The Philippine Food Technology Act was passed by the state in recognition

of the value of qualified food technologists in fostering national growth. Therefore, it must

cultivate competent, moral, effective, and well-rounded professional food technologists whose
standards of practice are excellent, of the highest caliber, and globally competitive through fair,

efficient, pertinent, and reliable licensure examinations and regulatory programs, measures, and

practices.

Limit or Ban Drive-Through Service Use. Concerns about public safety are raised by the

predominance of drive-through restaurants. Local governments adopt ordinances to prohibit or

restrict the construction of drive-through restaurants in order to address safety concerns.

Communities may forbid or restrict drive-through service in all zones, or solely in those that are

deemed problematic. Ordinances limiting or outlawing drive-throughs set district-specific

restrictions on where they can be located, how close they can be to neighboring buildings, what

is required for pedestrian safety, and how far they must be from local roads. In areas where

drive-throughs are permitted only under certain conditions, these laws frequently require

developers to submit an application for a special use permit.

The Food Safety Act of 2013 ("Food Safety Act") requires food business operators to

ensure that food satisfies the requirements of food law relevant to their activities in the food

supply chain and that control systems are in place to prevent, eliminate or reduce risks to

consumers. It identifies the responsibilities of Food Safety Regulatory Agencies ("FSRAs") and

other government agencies, as well as the food establishment operators. Under the Food Safety

Act, appropriate authorizations shall be developed and issued in the form of a permit, license and

certificate of registration or compliance that would cover establishments, facilities engaged in

production, post-harvest handling, processing, packing, holding or producing food for

consumption in accordance with the mandated issuances of regulatory agencies issuing such

authorizations. Special derogations shall be provided due to geographical location and after an
assessment of risks, especially for micro, small and medium-sized food business operators and

health products.

Food, Drug and Cosmetic Act (Republic Act No. 3720). An Act to ensure the safety and

purity of food, drugs and cosmetics being made available to the public by creating the Food and

Drug Administration which shall administer and enforce the laws pertaining thereto. This Act

aims to ensure safe and good quality of food, drugs and cosmetics and to regulate their

production, sale and distribution in order to protect public health. The Act provides for the

creation of an office called the Food and Drug Administration in the Department of Health. The

Act defines its internal organization and its powers, functions and duties which are: provide for

the collection of samples of food, drug and cosmetic for analyses and inspection; establish

analytical data to serve as basis for the preparation of food, drug and cosmetic standards; issue

certificates of compliance with technical requirements to serve as basis for the issuance of

licenses; etc. The Act also reorganizes the Board of Food Inspection by converting it into the

Board of Food and Drug Inspection. The Act further provides for: prohibited acts and penalties;

food standards; tolerances for poisonous ingredients in food; certification of drugs; general

administration matters; regulation making powers of the Secretary of Health; hearings and

institution of criminal action; imports and exports of food, drugs and cosmetics; etc.
Review of Related Literature

According to Verma and Gupta (2018) Dining out has become a popular recreational

activity in urban cities, with casual dining restaurants serving moderately priced food in a casual

atmosphere. Factors motivating consumers to dine out include previous experience, former

knowledge, convenience, employee competence, and good customer relations. Fast food

establishments offer socializing opportunities and convenience, while fine dining establishments

focus on employee competence and good customer relations. However, casual dining has not

been extensively explored, especially considering India's growing youth population, which is

expected to become the fourth-largest nation in the world.

Marketers are increasingly targeting young consumer groups, particularly students, as they are a

potentially lucrative segment with long-term marketing relationships. Students heavily depend

on dine-out and fast-food options for convenience and socializing. Baloglu and Uysal's tourism

research found push and pull motivators to attract individuals to dine outside the home.

Socialization, special occasions, and convenience are common reasons for dining out. However,

the student market should not be considered en masse due to their different preferences.

According to Prabhu et al. (2016) in the study it is found that consumers when analyzing

choices for fast foods, the price is considered to be the major factor, then brand, variety, home

delivery, and various techniques are used to lure people to these restaurants. They found that

32.1% were in the age group of 20-24 yrs., who were all postgraduate students, and tend to spend

less than Rs.1000. It is seen that the following were the major factors and the first one is a brand

name, the variety of food on offer, their home delivery possibilities and the sales promotions.
In the study conducted by (Shaban L, Alkazemi D., 2019) they found that many prefer fast food

due to taste and availability.

Many research studies have been done on the preferences and perceptions towards fast

food restaurants. (Gopinath, R., 2021) research based on consumer perception towards fast food

retail outlets in the Perambalur district found that there is a positive influence of flexibility and

quality of service on customer satisfaction and a negative influence of empathy with satisfaction.

It is also found 30.1% of the respondents visit the outlet for the quality of the food. (Abu Bakar,

et al., 2017) found in their study that price doesn’t play an important role in the youth selection

of fast-food restaurants. In return, the restaurants act as a platform to socialize besides fulfill

their hunger. The respondents choose cleanliness, location, high quality of food and operating at

a particular hour, and other factors like consistency of menu and items, which contribute to the

decision-making of the youth or teenagers.

According to Hongsrimuang, Nuangjamnong, and Dowpiset (2020), their study suggests

that food quality, service quality, and the quality of the physical environment collectively

contribute to shaping teenagers’ perceptions and behaviors in drive-thru fast-food establishments.

Their regression analysis did not reveal any statistically significant variations among these

factors. However, it is emphasized by the authors that service quality and food quality stand out

as the most influential factors affecting teenage behavior in the context of drive-thru fast-food

restaurants.

According to Prasetyo, Castillo, Salonga, Sia, Chuenyindee, Young, and Redi, (2021).

Over the past few decades, there has been a remarkable expansion in the drive-through fast-food

industry in the Philippines. According to statistics from the Philippines Statistics Authority, in

2016, this sector in the country generated an impressive PHP 203 billion in revenue, with the

support of a total of 4,411 establishments. This data highlights the substantial growth and

popularity of drive-through fast-food services among Filipinos during this period.

According to Nurashikin Abdul Basir’ and R. Chandrashekar. (2020) Customer

suggestions and feedback are crucial for McDonald’s Restaurant to enhance their service and

ensure customers are highly satisfied. This helps in increasing customer visits to McDonald’s and

ultimately leads to higher profits and greater customer loyalty for the company.
Statement of the Problem

This study aims to determine and understand consumer preferences in terms of food

quality and service quality between dine-in and drive-thru services from selected fast-food

establishment in Tagbilaran City.

This study sought to answer this following research questions:

1. What is the profile of the respondents in terms of;

1.1 Sex;

1.2 Age;

1.3 Residency;

2. What are the factors that affect the consumers preference between dine-in and drive-

thru;

1.1 Conveniency;

1.2 Satisfactory;

1.3 Food Quality;

1.4 Service Quality;

1.5 Speed of service;

3. Is there a significant relationship between profile of the respondents and the food

quality of the selected fast-food chain?

4. Is there a significant relationship between profile of the respondents and the quality of

service of the selected fast-food chain?

1. There is no significant relationship between profile of the respondents and the food

quality of the selected fast-food chain?

2. There is no significant relationship between profile of the respondents and the quality

of service of the selected fast-food chain?

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