MKCV

Tourism and Hospitality Marketing PAGE \* Arabic \*

MERGEFORMAT 1

LEARNING ACTIVITY NO. ___

CONSUMER BEHAVIOR: SAMPLE SURVEY

PART A. PERSONAL DETAILS

NAME: _________________________________________________ AGE: ________
ADRESS: _______________________________________________ GENDER : ________
EDUCATIONAL ATTAINEMNT: ______________________________

PART B. MARKETING MIX

1. Please rank the following, in the order of highest to lowest importance, when purchasing for your food/meals which do you consider important.
(1 being the lowest and 4 being the highest).
_____Product _____Place _____Price _____Promotion
2. When food shopping which do you consider important? ((check your top three items only))
_____Menu _____Ambiance and Environment _____Entertainment _____Others: (Pls Specify)
_____Location(Convenience/ease of purchase) _____ Business _____ Time
_____Price Image/Reputation _____Origin of the food
_____Service _____Facilities
3. On an average how much money do you spend on buying fast food per week?
_____50 below _____201-300 _____501-750 _____1501-2000
_____51-100 _____301-400 _____751-1000 _____2001 above
_____101-200 _____400-500 _____1000-1500
4. How often do you consume food/meal from foodservice establishments ( fast-food, restaurant, café, etc) on a weekly basis?
_____1-2 times _____3-4 times _____5-6 times _____7 times or more
5. Has your purchasing habit ever been influenced by promotions of fast food chains on social media?
_____ Yes
_____ No
6. When purchasing a food/meal which do you consider important? (check your top three items only)
_____Taste _____Appearance _____ Trend Others: ________________
_____Texture _____Health factors _____Ingredients
_____Flavor _____Cooking time
7. What are your reasons why you purchase foods/meals in a foodservice businesses? (Choose your top 2 only)
_____Satisfy cravings _____Influence by friends, _____Curiosity (new product) _____Practice (treating yourself)
_____Consumption family and co-workers _____ Celebration _____others
8. What type of promotions and advertisement influenced you when purchasing a food/meal? (check your top three items only)
_____TV _____Billboards _____Fliers _____Emails
_____Social Media _____Brochures _____Radio _____Event marketing
_____Online advertisement _____Pamphlets _____Blogs _____Others:
9. In purchasing a meal or food, which do you consider important in terms of location? (check your top two items only)
_____Within the city _____Rural area _____Within supermarkets and malls
_____Outskirt of the city _____Nearby terminals and schools Others : _______________________-
10. What other services/facilities you are looking for a foodservice establishments? (check your top three items only)
_____Wi-Fi connection _____Parking area _____Car wash services
_____Entertainment facilities _____Drive thru services _____Reception area
_____Wash area _____Deliver services
11. When you purchase a food or meal, which do think is the best foodservice establishment to provide your need? ( Choose your top 2 only)
_____Fastfood _____Full dining restaurant _____Food Stall/Kiosk
_____Café _____Specialty restaurant _____Bars and Clubs
_____Coffe shop _____Eatery Others: ____________________
12. What do you usually eat in a food service establishment? ((check your top three items only)
_____Burgers and sandwiches _____Beverages (Non- Alcoholic) _____Soup Others: __________________
_____Noodles and pasta _____Beverages Alcoholic) _____Salads
_____Meat _____Vegetable dishes _____Appetizers
_____Bakery products _____Desserts _____Pizza

THANK YOU VERY MUCH FOR YOUR TIME AND PARTICIAPTION.

 MKCV
Tourism and Hospitality Marketing PAGE \* Arabic \*
MERGEFORMAT 1

INSTRUCTIONS:
1. Interview at least 20 using the survey questionnaire. Respondents must be group into 4 (15years old and below, 16 to 30 years old, 31 to 40 years old
and 41 years old and above). Meaning 5 respondents per category.
2. After which, you have to tally and interpret the result by using a graph or any presentation that shows the statistical data. Use the most appropriate graph
or chart to interpret your data. Since there are 12 questions it is also expected to provide 12 graph or chart.
3. Attached evidence in doing this activity ( screenshot or picture while doing the interview).
 MKCV
Tourism and Hospitality Marketing PAGE \* Arabic \*
MERGEFORMAT 1

EXAMPLE FOR NUMBER 1.

1. Please rank the following, in the order of highest to lowest importance, when purchasing for your food/meals which do you consider
important. (1 being the lowest and 4 being the highest).

The results revealed that the most important factor in purchasing a food/meal is product. This means that people are being
affected and satisfied with marketing offerings of a certain company which result to challenge marketers to improve and
innovate their products. Further, the place or location a foodservice establishment was also an indicator of purchasing
decision of respondents, accessible and visible company will get a higher market share. Respondents rated price and
promotion as the least important for them.

2. When food shopping which do you consider important? ((check your top three items only))

The results revealed that the most important factor in purchasing a food/meal is product. This means that people are being
affected and satisfied with marketing offerings of a certain company which result to challenge marketers to improve and
innovate their products. Further, the place or location a foodservice establishment was also an indicator of purchasing
decision of respondents, accessible and visible company will get a higher market share. Respondents rated price and
promotion as the least important for them.
 MKCV
Tourism and Hospitality Marketing PAGE \* Arabic \*
MERGEFORMAT 1

QUESTIONS TO ANSWER:

A. PRODUCT. What does your respondents want or looking for in terms of product (food or a meal). Use your findings to support your answers.
______________________________________________________________________________________________________________________________
______________________________________________________________________________________________________________________________
__
______________________________________________________________________________________________________________________________
______________________________________________________________________________________________________________________________
__
______________________________________________________________________________________________________________________________
______________________________________________________________________________________________________________________________
__
______________________________________________________________________________________________________________________________
______________________________________________________________________________________________________________________________
__

B. PLACE. What does your respondents want or looking for in terms of location of the foodservice establishment when they purchase . Use your findings to
support your answers.
______________________________________________________________________________________________________________________________
______________________________________________________________________________________________________________________________
__
______________________________________________________________________________________________________________________________
______________________________________________________________________________________________________________________________
__
______________________________________________________________________________________________________________________________
______________________________________________________________________________________________________________________________
__
______________________________________________________________________________________________________________________________
______________________________________________________________________________________________________________________________
__

C. PRICE. What does your respondents want or looking for in terms of price in purchasing food or a meal. Use your findings to support your answers.

______________________________________________________________________________________________________________________________
______________________________________________________________________________________________________________________________
__
______________________________________________________________________________________________________________________________
______________________________________________________________________________________________________________________________
__
______________________________________________________________________________________________________________________________
______________________________________________________________________________________________________________________________
__
______________________________________________________________________________________________________________________________
______________________________________________________________________________________________________________________________
__
 MKCV
Tourism and Hospitality Marketing PAGE \* Arabic \*
MERGEFORMAT 1

D. PROMOTION. What does your respondents want or looking for in terms of advertisement or promotional activities which influenced them in purchasing a
product? Use your findings to support your answers.
______________________________________________________________________________________________________________________________
______________________________________________________________________________________________________________________________
__
______________________________________________________________________________________________________________________________
______________________________________________________________________________________________________________________________
__
______________________________________________________________________________________________________________________________
______________________________________________________________________________________________________________________________
__
______________________________________________________________________________________________________________________________
______________________________________________________________________________________________________________________________
__

PRODUCT PRICE PLACE PROMOTION

15 below (5) 5 4 3 2

16-30(5) 5 4 3 2

31 – 40(5) 5 4 3 2

41 above(5) 5 4 3 2

Total 20 15 12 4

Rank 1 2 3 4
TALLY SHEET

1. Please rank the following, in the order of highest to lowest importance, when purchasing for your food/meals which do you consider important.
(1 being the lowest and 4 being the highest).

2. When food shopping which do you consider important? ((check your top three items only))

15 BELOW 16-30 31 – 40 41 ABOVE(5) TOTAL Rank

Menu 4 5 4 4 17
 MKCV
Tourism and Hospitality Marketing PAGE \* Arabic \*
MERGEFORMAT 1

Location 2 3 4 1 10

Price 5 5 5 5 20

Facilities 2 1 4 4

Service

Ambiance or
Environment

Company Image

Origin of the food

Time

Other s

10

11

12

13

14
 MKCV
Tourism and Hospitality Marketing PAGE \* Arabic \*
MERGEFORMAT 1