Title Proposal Food

Research and Publication Center
UM Tagum College
Mabini Street, Tagum City
Telefax: (084) 655-96071/Local 128
TITLE PROPOSAL
Department: Department of Business Administration

Program: Hotel and Restaurant Management
Subject: HPC 200
Code: 1840
Proponent (s) Name: RHAINER PAUL L. VARELA
TIFFANY JANE C. ROSALINDA
JUNELIA P. PALEC
Title Proposal:
FOOD IS ART: A CASE STUDY ABOUT THE INFLUENCE OF FOOD VISUAL
PRESENTATION ON CUSTOMERS CHOICE AMONG THE MICRO
RESTAURANTS IN TAGUM CITY, DAVAO DEL NORTE.
Objective of the Study/ Statement of the Problem:
The study seeks to evaluate the effects of aesthetics on customer satisfaction in the
food presentation of a selected micro restaurant in Tagum City. It seeks explicitly to
address the following questions:
1. What is the mean perception of the respondents regarding aesthetics appeal in
food presentation of:
1.1. Balance of the colors
1.2. Texture
1.3. Arrangement
1.4 Serving Size
2. Is there a significant relationship between the food visual presentation and
customers choice?
3. Is there a significant relationship between the perception of the respondents
regarding aesthetics in food presentation and the level of customer choice?

UM Tagum College
Telefax: (084) 655-96071/Local 128
Theory of the Study/ Theoretical Lens:
People eat with their eyes; therefore, the balance of colors, textures and flavors
must be given to the food (Hobday & Denbury, 2010). Customers were drawn to food
simply by looking at food that was Presented and it became an important part of the
experience of multisensory feeding (Deroy et al, 2014). Burger et al. (2011) endorsed it as
he claimed that the presentation of food is truly regarded as an art form; start from
arranging the food and garnishes to the dishes. Efficient plating can be done when the
plating is able to make the food appear appetizing to the diners, according to Burton
(2014). Deroy et al. (2014) indicated that the food ideas displayed on the plate are
substantially enticing before the diners' final response to the dish. He emphasizes clearly
that person who is plating, serve the food as a vital element of the multisensory eating
experiences.
Furthermore, Wadhera and Capaldi (2014) suggested five key points concerning
visual cues in food presentation. First, improving the visual appeal of food will improve
higher consumption among diners. Second, the food arrangements on the plate affect the
preferences of the diners. Third, visual exposure could increase the desire to eat and any
other regulatory peptides necessary for the digestion process. Fourth, it influences energy
consumption by variation in portion size, and lastly, portion size acts as a benchmark in
deciding the appropriate amount of food to be eaten. Reputable hotels, resorts and cafes
claim that food presentations can influence the likeness of customers to the taste of food.
Diners are keen to pay more for their aesthetic value of food. (Michael et al., 2014).
UM Tagum College
Telefax: (084) 655-96071/Local 128
Conceptual Framework
Figure 1 shows the relationship between the independent and dependent

variable. The independent variable is the visual presentation of food with the
following indicators: balance of the colors, texture, arrangement, and serving
size. The dependent variable, which is the Costumer’s food choice, is affected by
the independent variable.
UM Tagum College
Telefax: (084) 655-96071/Local 128
Independent Variables Dependent Variables
Visual Presentation
 Balance of the colors Costumer’s Choice

 Texture
 Arrangement
Figure 1
The Conceptual Paradigm of the Study
UM Tagum College
Telefax: (084) 655-96071/Local 128
Methodology:
Presented in this chapter are the research design, research locale, population and
sample, research instrument, data collection, and statistical tools for the study.
Research Design
Quantitative non-experimental research design utilizing correlational technique
was employed in this study design to gather data, ideas, information and facts of assessing
the extent to which variables are correlated to each other. Quantitative non-experimental
research is the label given to a study when a researcher cannot control, manipulate or alter
the predictor variable or subjects, but instead, relies on interpretation, observation or
interactions to come to a conclusion. Typically, this means the non-experimental
researcher must rely on correlations, surveys or case studies, and cannot demonstrate a
true cause-and-effect relationship. Non-experimental research tends to have a high level
of external validity, meaning it can be generalized to a larger population. According to the
proposition of Belli (2016) that quantitative non-experimental research design is
empirical, using numeric and quantifiable data. The conclusions are based on
experimentation and on objective and systematic observation.
Correlation research involved the collections of the data in order to decide to what
level of relationship exist between two factors. Correlation research as Waters (2015)
defined it as a strategy for inquire about in which you have at least two quantitative
factors from a similar gathering of subjects, and you are attempting to decide whether
there is a connection between the two factors.

UM Tagum College
Telefax: (084) 655-96071/Local 128
Research Locale
This study has conducted at Tagum City, Davao del Norte. Tagum City has a
landmass of 195.80 square kilometers which represents 5.71 per cent of the total area of
Davao del Norte. The city has a total number of 23 barangays, namely; Apokon,
Madaum, Magugpo East, Magugpo North, Magugpo Poblacion, Magugpo South,
Magugpo West, Mankilam, Visayan Village, Bincungan, Busaon, Canocotan,
Cuambogan, La Filipina, Liboganon, Magdum, New Balamban, Nueva Fuerza,
Pagsabangan, Pandapan, San Agustin, San Isidro, and San Miguel.

UM Tagum College
Telefax: (084) 655-96071/Local 128
Research Subject
This study was conducted at Tagum City.
The respondents were determined through the use of random sampling method.
Figure 2. Land Map of Tagum City, Davao del Norte Table 1.
Distribution of Respondents, n=100

UM Tagum College
Telefax: (084) 655-96071/Local 128
Respondents Population Sample Percentage
Research Instrument
In the study, the researchers made a questionnaire and was prepared to study in
quantifying the prime tool that is used through compiling the important information based
on the respondents for the simplest understanding of the investigation of the study. The
questionnaire measure to determine the level of influence of food visual presentation on
customers choice in micro restaurants in Tagum City. Below shows the parameter and
scaling provided in the study.
The following are the parameter to determine the financial management:
Range of Mean Level Description
4.30 - 5.00 Very High This means that the food visual
presentation is very much evident.

UM Tagum College
Telefax: (084) 655-96071/Local 128
This means that the food visual
3.50 - 4.20 High presentation practices are much
evident.
2.70 - 3.40 Moderate This means that the food visual
presentation is evident.
1.90 - 2.60 Low This means that the food visual
presentation is rarely evident.
1.00- 1.80 Very Low This means that the food visual
presentation is not evident.
The following are the parameter to determine the decision making:
Range of Mean Level Description
4.30 - 5.00 Very High This means that the costumers
choice is very much evident.
3.50 - 4.20 High This means that the costumers
choice is much evident.

UM Tagum College
Telefax: (084) 655-96071/Local 128
2.70 - 3.40 Moderate This means that the costumers
choice is evident.
1.90 - 2.60 Low This means that the costumers
choice is rarely evident.
1.00- 1.80 Very Low This means that the costumers
choice is not evident.

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Research and Publication Center

Department: Department of Business Administration

Objective of the Study/ Statement of the Problem:

food presentation of a selected micro restaurant in Tagum City. It seeks explicitly to

address the following questions:

1. What is the mean perception of the respondents regarding aesthetics appeal in

food presentation of:

1.1. Balance of the colors

1.4 Serving Size

2. Is there a significant relationship between the food visual presentation and

3. Is there a significant relationship between the perception of the respondents

regarding aesthetics in food presentation and the level of customer choice?

Theory of the Study/ Theoretical Lens:

Figure 1 shows the relationship between the independent and dependent

Independent Variables Dependent Variables

 Balance of the colors Costumer’s Choice

Quantitative non-experimental research design utilizing correlational technique

the predictor variable or subjects, but instead, relies on interpretation, observation or

interactions to come to a conclusion. Typically, this means the non-experimental

true cause-and-effect relationship. Non-experimental research tends to have a high level

of external validity, meaning it can be generalized to a larger population. According to the

proposition of Belli (2016) that quantitative non-experimental research design is

experimentation and on objective and systematic observation.

there is a connection between the two factors.

Madaum, Magugpo East, Magugpo North, Magugpo Poblacion, Magugpo South,

Magugpo West, Mankilam, Visayan Village, Bincungan, Busaon, Canocotan,

Cuambogan, La Filipina, Liboganon, Magdum, New Balamban, Nueva Fuerza,

Pagsabangan, Pandapan, San Agustin, San Isidro, and San Miguel.

This study was conducted at Tagum City.

Figure 2. Land Map of Tagum City, Davao del Norte Table 1.

Distribution of Respondents, n=100

Respondents Population Sample Percentage

questionnaire measure to determine the level of influence of food visual presentation on

scaling provided in the study.

The following are the parameter to determine the financial management:

Range of Mean Level Description

presentation is very much evident.

This means that the food visual

3.50 - 4.20 High presentation practices are much

2.70 - 3.40 Moderate This means that the food visual

1.90 - 2.60 Low This means that the food visual

presentation is rarely evident.

presentation is not evident.

The following are the parameter to determine the decision making:

Range of Mean Level Description

4.30 - 5.00 Very High This means that the costumers

choice is very much evident.

3.50 - 4.20 High This means that the costumers

choice is much evident.

2.70 - 3.40 Moderate This means that the costumers

1.90 - 2.60 Low This means that the costumers

choice is rarely evident.

1.00- 1.80 Very Low This means that the costumers

choice is not evident.

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