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_aA Study on Consumer Preferences of Students within the University Belt Area as one factor in setting - up ihaw-ihaw quick - serve restaurant.
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_c28 cm.
_a113 pp.
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_aResearch Paper (BSBA major in Entrepreneurship) Pamantasan ng Lungsod ng Maynila, 2013.
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_aABSTRACT: The purpose of this study was to know if ihaw-ihaw quick-serve restaurant captures the interest of students within university belt area. This study also aims to determine the consumer preferences for an ihaw-ihaw quick serve restaurant within the university belt area. Descriptive method was used in this research. The respondents of the study were composed of one hundred (100) respondents which were conveniently selected from the students of Far Eastern University (FEU), University of the East (UE) and Philippine School of Business Administration (PSBA). Likewise, the researchers used frequency and percentage distribution, and weighted mean as a statistical treatment. The results of the study were seventy (70) of the respondents are willing to try the ihaw-ihaw meal. This serves as a proof that the identified consumers and location matches the business proposition. Besides, the respondents identified their preferred product meal as barbecue to be the highest followed by grilled fish, hotdog, chicken intestine or isaw, pig's skin or balat, chicken feet or adidas, chicken head or helmet, chicken liver or atay, chicken blood or Betamax and lastly pig's ear or Walkman. Additionally, the most important factor to be considered in terms of food quality was the properly cooking of the food being offered considering its cleanliness. While the staff and crew must be hospitable in providing the needs of the customers. Also the accessibility of the store was another factor that the respondents are looking for. Then, complete facilities, equipments and operational services lead to an effective quick service business. Lastly, the respondents preferred Php 76.00 - 100.00 as the price for every ihaw-ihaw meal. In fact, the age range of the respondents was from 16-22 years of age having a Php 5,000.00 and above allowance a month. As awhole, the researchers conclude that the chosen target market is willing to adapt the proposed business which is the ihaw-ihaw quick service restaurant.
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