IMPACT OF GENERATIONAL PREFERENCES IN CUSTOMER CHOICE AT SHAKEY'S COMMONWEALTH, QUEZON CITY TOWARDS IMPROVED MARKETING PLAN

Abstract

The study examines how client preferences across generations affect the food service industry, specifically focusing on Shakey's Commonwealth in Quezon City. The study's goal was to determine how generational preferences affected consumer decision. It highlights how important it is to understand and accommodate the tastes of all generations while taking trends, taste, and cost into account. The study focuses on five generations, each with their own preferences: Baby Boomers, Generation X, Generation Y, Generation Z, and the Traditionalist or Silent Generation. For the purpose of ensuring that every generation is represented, a descriptive research design use quantitative techniques and questionnaires to gather data from 30 customers through random sampling. Demographic profiles and preferences pertaining to trends, pricing, and taste are included in the surveys. Ranking, weighted mean, and frequency distribution techniques were used to carry out the statistical study. The fact that Generation Z is well represented—33 percent—is one of the study's main conclusions. Five Baby Boomers indicated that they liked traditional tastes for taste and healthy menu items for trends, whereas six members of Generation Z indicated that they preferred price and sought for special deals and discounts. There was a considerable correlation between customer choice and generational preferences, particularly with regard to trends, taste, and pricing. Respondents frequently cited a lack of healthy menu selections, expensive prices relative to food quality, poor kid-friendly facilities, and a lack of varied marketing techniques as issues. The study indicates that in order to thrive in the ever-evolving food service industry, marketing tactics need to be customized to the ever-evolving tastes of specific generations. The outcomes may help Shakey's make well-informed judgments about pricing, trends for each generation, and how best to accommodate customer taste preferences. The report offers various suggestions, such as developing marketing strategies that are specific to the male and Generation Z demographics, implementing family-friendly marketing strategies, and emphasizing the provision of healthier menu options to cater to Baby Boomer tastes. Shakey's might increase brand loyalty and consumer engagement by aligning marketing campaigns with generational preferences.