PHYSICAL STORE RENOVATION: ASSESSMENT OF CUSTOMER PERCEPTION IN BURGER MACHINE

Abstract

Founded in 1981 by Fe Esperanza S. Rodriguez and her sister, Burger Machine has become known as "the burger that never sleeps" due to its 24/7 operations. The brand offers a variety of hamburgers with signature sauces to cater to customer preferences. Despite its popularity and competitiveness, outdated physical store designs have affected customer perception. This study aims to assess customer opinions on the current store design and provide recommendations for renovation to enhance the store's appeal, regain market popularity, and better meet customer expectations. A descriptive quantitative research design was used to collect accurate data on customer perceptions. The study surveyed 30 customers from Burger Machine in Evergreen Bagumbong, Caloocan City, using a convenience sampling technique. Data were gathered through surveys, interviews, and observations, with a weighted mean and ranking method employed to analyze responses. Findings show that both men and women aged 18 to 30 frequently purchase from Burger Machine. The overall weighted mean for the store's ambience, atmosphere, space, display, and interior and exterior design was 3.48, indicating that customers prefer a more visually appealing and comfortable environment. Customer perception regarding the store’s physical space had a mean score of 3.53, emphasizing the importance of an inviting store layout. Notably, 66% of customer complaints were related to the outdated store design. These insights suggest that an enhanced store layout could positively impact customer purchasing behavior and overall satisfaction. Based on the study's findings, researchers proposed a 3D model for a renovated store design that would create a more attractive, engaging, and modern environment to appeal to both existing and new customers. In today's market, customers are increasingly drawn to a store's atmosphere as much as its products, making store aesthetics a key factor in customer retention.