Behavioural Factors of Consumers’ Choice in Patronizing Fast Food Chains

Abstract

This study was conducted to determine the level of influence of the behaviouralfactors of consumers’ choice in patronizing fast food chains of Marketing students of Polytechnic University of the Philippines in Sta. Mesa, Manila in terms of social factors, psychological factors and cultural factors to fast food chains, and if there is a significant difference in the level of influence of each factor when grouped according to year level, sex, monthly allowance and frequency of visit. The study is a form descriptive research that used quantitative. A total of 120 Marketing students in PUP Department of Marketing Management were randomly selected to be the sample of the study. They were given survey questionnaires that contains all the information regarding the study. The results showed that the respondents agree to patronize the fast food chains based on social factors, psychological factors and cultural factors. There is no significant difference in the level of influence of the behaviouralfactors which are the social factors, psychological factors and cultural factors in terms of the profile of respondents which include their year level, sex, monthly allowance and frequency of visit. However, there are some items which showed a significant difference such as those that fits their demographic status, taste preference and those that prioritize the elderly and PWDs when the respondents were grouped according to year level. Thus, the researchers identified the socio-demographic profile of the respondents in terms of year level, sex, monthly allowance and frequency of visit from the data collected. The researchers were also able to identify that there are some significant differences between the profile of the respondents and some of the behaviouralfactors of consumers choice in patronizing fast food chains. Therefore, it was concluded that there are some differences in views and opinions of the respondents on some behaviouralfactors in fast food chains patronage. Behaviouralfactors that result in having significant differences among socio-demographic profiles reveals that views and opinions vary greatly.