Chapter 5

SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

Summary of Findings

Problem 1. Profile of the Respondents

1.1 Most of the respondents of the study are female.

1.2 The respondents of the study ages from sixteen (16) to twenty-two (22) years old.

Utmost of the respondents are ages from sixteen (16) to eighteen (18) years age.

1.3 The respondents have monthly allowance that ranges from Php 500.00 to Php

5,000.00. Most of the respondents has monthly allowance that ranges from Php

500.00 to Php 2,000.00.

Problem 2. Occurrences of Visiting the Fast Food Chain

1.1 The respondents commonly visited the fast food chains at least once every month.

According to Alimentaria (2014) research, the effect of gender has a significant

relationship with their consumption frequency.

Problem 3. Ratings of the Respondents to the 7P’s Marketing Strategies of the

Three Fast Food Chains

4.1 The customers which are the Grade 12 students of San Jose del Monte National

High School are satisfy to the 7 P’s marketing strategies of the three fast food

chains. These fast food chains are successfully perform the marketing strategies to

attract and satisfy their target customers through its products and services. The

fast food chain A, fast food chain B and fast food chain C are well known fast
 food chains in the country and some of them have branches around the world.

According to the study of Solomon (1998), consumer behaviour is a process that

involves the personal choice of purchasing using the products and services to

meet the needs and want itself.

Problem 4. Overall Satisfaction Level of the Respondents to the 7P’s Marketing

Strategies of the Three Fast Food Chains

4.1 Based on the result in the study the respondents are very satisfied to the 7P’s

marketing strategies of the 3 fast food chains. To satisfy their numerous

customers, and to attract potential and new customers, fast food chains perform

well their marketing strategy. According to Solomon (1998), customers are

defined as any individual; of aall ages participate in the process and buying

behavior that occurs when consumer decides to buy a product. Based on the study

of Destiny, Cheuk Man UL (2012), when cinsumers recognized a need or desire

to buy something, the study of factors before purchase and including the

following actions when the consumer purchase experience consider before

deciding whether to use products, services again in the future.

Problem 5. Significant difference between the profile and satisfaction level of the

respondents to the marketing strategies of fast food chains

5.1 The fast food chains marketing strategy has a significant relationship in

the satisfaction level of the customer where Fast Food Chain A got the

highest computed mean followed by Fast Food Chain B and Fast Food

Chain C. According to Owomoyela, Oyeny and Ola (2013), companies

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 used to provide their target customer with quality products and offered

with effective promotion strategy creating a demand for their products.

Conclusion

Problem 1. Profile of the Respondents

1.1 According to the study of Mr. Flores (2014), women, both single and married,

young and old, have created more demand for food services away from home at

affordable price. In addition, female students view fast food in a broad food chain

context unlike the male students view the fast food chain a place where they

concentrate on fast eating and satiety.

1.2 The respondents are senior high school students. These students are commonly

the customers of fast food chains. In addition, young generation have become

‘addicted’ to sugar by the consumption of sweet drinks that are often served in

fast food. The study of Mattson and Helmersson (2007) indicate that high ‐school

students are well aware of the good and bad attributes of fast food such as fat and

sugar.

1.3 According to the study of Asomoah and Chovancova, consumers of fast food

chains behave rationally and chose the best alternative with their level of income

and preference. The fast food chains cater products that are affordable by its

customers.

Problem 2. Occurrences of Visiting the Fast Food Chain

2.1 It seems that the respondents have capability to visit the fast food chains at least

once every month and avail their products and services. Based on the result of the

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 study of Alimentaria (2014), it had been determined that a significant relationship

between gender and fast food choice type affects the perception of not consuming

in fast food chains.

Problem 3. Ratings of the Respondents to the 7P’s Marketing Strategies of the

Three Fast Food Chains

3.1 Fast food chains has different strategies to attract and satisfy customers. Using the

7 P’s marketing strategies which are the place, product, price, people, promotion,

process and physical evidence. These fast food chains has numerous customers

around the globe, proves by the branches outside the country and successfully

rising. The fast food chains never stop performing marketing strategies and

compete with others to gain more customers. According to Solomon (1998),

buying behaviour of consumer is the behaviour that occurs when a consumer

decides to buy a product. It is a internal thought process and it starts when

consumer recognize need or desire to buy something.

Problem 4. Overall Satisfaction Level of the Respondents to the 7P’s Marketing

Strategies of the Three Fast Food Chains

4.1 According to the overall satisfaction level of the respondents, the 7P’s marketing

strategies of the 3 fast food chainsar very effective to satisfy their customers.

Based on the study of Owomoyela, Oyeniy and Ola (2013), marketing strategy is

a strategy that organization used to provide their target customer with quality

ptoducts at a affordable price, offer effective promotional, strategy and interact

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 with their distribution outlets. Marketing mix is a business tool that is used in

organizations to achieve the competitive advantage.

Problem 5. Significant difference between the profile and satisfaction level of the

respondents to the marketing strategies of fast food chains

5.1 Fast Food Chain A seems to have a good satisfaction level on its 7P's

marketing strategy as it got the highest computed mean among the three

fast food chain. The relationship of the customers’ level of satisfaction and

the marketing strategy is obvious since the computed value is higher than

the tabular value.

Recommendation

1. The fast food chains must treat their customers equally and equity to gain their

loyalty

2. Fast food chains must add more branch to reach more customers and offer them

products and services with superior value.

3. Fast food chains must perform more and innovated marketing strategies, tactical

or strategic marketing to maintain and attract customers by offering the promising

superior value of the products or services.

4. Fast food chains must continue giving their customer a superior value and cater

them like the first time.

5. The 7P's marketing mix must be consider on planning as it plays a big role on the

customers level of satisfaction. Fast Food Chain B and Fast Food Chain C must

improve their marketing strategy to satisfy and attract more potential customers

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particularly in their marketing strategy that got the lowest satisfaction level in the

result of the study.

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