Feasibility Study on Food Preference of Students in Naga National High School

Libradilla, Leo

Bontigao, Kristelle

Fuentes, Britney Zyme

Lawian, Rina Mae

Lumba, Mhica Ella

Pardillo, Airah Krizza Mae

Submitted in partial fulfillment of the requirements for Research in Daily Life 2

Naga National High School

West Poblacion, City of Naga, Cebu

July 2017

Mrs. Hyacinth A. Veliganio

Research in Daily Life 2 Teacher

 CHAPTER I

THE PROBLEM AND ITS SCOPE

INTRODUCTION

Rationale of the Study

People make decisions about food several times a day: where to eat, what to eat and

how much. Whether the act of eating is a meal or snacks. As the people go along to the

twenty first century, the pace of change seems faster. The businesses that will be competing

in the next century are the ones that best adapt. The only thing that the researchers know is

that the business environment of tomorrow will be quite different from today.

Business people must do their best to answer the question, “What will be tomorrow

hold?” To survive in tomorrow’s world; managers, workers and even business people must

have an idea, goals and missions. Those goals, missions and creative ideas should be based

on the best guess about how the future will be. The business people should look at the new

trends and new issues that seem to be changing faster. This will help the people to know the

business environment. Business people must adapt the trends and demographic profile of

one’s country; the technology, global competition, service businesses, ethics and social

responsibility. Small businesses have played and will continue to play a role in the economy

where large business could not afford to operate which gives consumers wider choices in the

market place. (The World of Business)

It’s important to look critically at the business idea determining if it is worth investing

the time and money. (Small Business Development Corporation, 2016).

Most introductory economics textbooks portray consumer behaviour so as relatively

simple, rational and untouched by social influences. Rather than focusing on the choices
made by people who live in social and environmental contexts, the “utility theory” view

thought in such texts focuses on behaviour that individual consumers would logically pursue,

gives certain assumptions. Such an approach leaves out a number of important factors which

meant exploring. (Microeconomics in context, 2008)

In building a pathway to profit business people should consider the following

questions: What is a good business to make? What products to sale? Where is the market?

Who will be the customers? Who will be the competitors? (Fundamentals of operations

management, 4th ed.)

No one could answer those questions for businessmen unless they conduct a

feasibility study. Thus, the researchers conducted this feasibility study. This feasibility study

gives the sense of competitiveness for an organization to effectively meet the demand viands

of the teachers and students in Naga National High school. This aims to know the food

preferences of the students and teachers in the school. It’s important to understand what’s

involved in running a business and knowing if the business suit. The researchers conduct this

feasibility study to see if what business to venture. This study wants to find out if what

business to create, competition or the competitors are the strengths and weaknesses and how

the business will differ from others. This feasibility study can provide the business owners

and future business owners to the pathway of profit. This is a feasibility study covering a

specific location and determining the students’ food preference idea to create a business that

has a good chance of success. Thus, the researchers conducted this feasibility study to know

the viand preference of students and teachers in Naga National High School.
 THE PROBLEM

Statement of the Problem

This feasibility study aims to know the food preference of the teachers and students in

Naga National High School. It also aims to know the possible viand that can be made and sell

in Naga National High School that is beneficial to the teachers and students. This study will

be guided by the following questions:

1. What are the factors that influence the teachers and students’ food preference?

2. What are the food preference of teachers and students in Naga National High School?

3. Where would be the possible specific location in Naga National High School that a

business can be made?

4. What are the possible viand that can be made and sell inside the Naga National High

School?

Significance of the Study

This feasibility study is significant to the students and teachers in Naga National High

School for their chosen food will be provided according to the food preference searched by

the researchers. By this feasibility study, researchers can help the teachers and students to buy

the foods they like easier because the researchers can provide.
 This is also beneficial to the other researchers because they will know what are the

foods that the students and teachers may choose and for them to have an overview on what

kind of food business are they going to pursue that can help those students for their health

also. The other researchers will be able to obtain new information and new body of

knowledge in order to conduct other study.

The business owners can also get benefit in this study, for they will be aware of the

competition and to determine techniques that can improve their business. This will also help

them to create a marketing strategy that people can relate. This feasibility study can help

businessmen because these gives business the feeling of independence and trust for their

selves because the researchers conducted this study and this study can provide information

for business people in Naga National High School.

The future business owners can be a beneficiary for this study as it will give them an

idea and source of information about what business that they can create or build in the future.

This study can also help the existing vendors in Naga National High School to create

and enhance that menu that will be patronized by the students and teachers. This study will

help the vendors in developing a buyable canteen.

 DEFINITION OF TERMS

Assumptions is an accepted cause and effect relationships, or estimates of the existence of a

fact from the known existence of other fact. Although useful in providing basis for action and

in creating scenarios to simulate different realities or possible situations, assumptions are

dangerous when accepted as reality without thorough examination.

Business is an organization or economic system where goods and services are exchanged for

one another or for money. Every business requires some form of investment and enough

customers to whom its output can be sold on a consistent basis in order to make a profit.

Business can be privately owned, non-for- profit or state-owned.

Costumer is a party that receives or consumes products good or services and has the ability

to choose between different products and suppliers.

Manufacturer is an entity that makes a good through a process involving raw materials,

components, or assemblies, usually on a large scale with different operations divided among

different workers. Commonly used in interchangeably with producer.

Market is a medium that allows buyers and sellers of a specific good or service to interact in

order to facilitate an exchange.

Preference is a feeling of likely or wanting one person or thing more than another person or

thing; something that is liked or wanted more than another thing.

Promotion is the advancement of a product, idea, or point of view through publicity and or

advertising.

Purchase is to buy a product or service that has been bought by an individual or business.
Six Sigma process is defined as one in which 99.99966% of products created are expected to

be statistically free from defects.

Store is a reserve supply of inventory items.

Utility Theory is an economics concept that although it is impossible to measure the utility

derived from a good or service, it is usually possible to rank the alternatives in their order of

preference to the consumer.

 CHAPTER II

REVIEW OF RELATED LITERATURE

The purpose of the school food service is to maintain and improve students’ health

through nutritious meals and to help students establish good dietary habits for a through-out

the lifetime. Good eating habits are essential for the physical and emotional development of

school age children. Generally, the eating habits of the people are established from the

babyhood and are affected by several factors including sociodemographic, physical and

psychological conditions of the person, economics, culture, religion, the education level of

parents, and mass media. These factors may be different between the urban and suburban

areas of each city and province. Gender and age also affect eating habits and food

preferences. According to Hodkinson’s report, the men grow up in a distinctly different way

to women, with consequent differing values, ways of looking at life, interest in diet, and

knowledge of nutrition. Already- formed eating habits are ingrained and difficult to change,

even though the education. Because eating habits are difficult to correct, the students should

have, through nutrition education at home and school, well-established and healthy eating

habits from the childhood. Food preference plays a very important role in the formation of

undesired eating habits for students. Baxter et al. reported that people took approximately

0.92 times the serving volume for food that they liked, 0.54 times the serving volume for

food that they neither liked nor disliked to, and 0.11 times the serving volume for food they

disliked. Thus, the food preference has a quantitative relationship to the amount of food

intake, and may greatly effect on nutrient intake. Additionally, Fetzer et al. reported that food
preference is one of the main factors affecting the intake of important nutrients, as well as the

selection of foods, and is dependent on colors, shapes, tastes, and textures of the food.

FACTORS INFLUENCES THE DECISIONS FOR FOOD PREFERENCE

Demographic Characteristics

According to Wang (2012) students have pocket money below 20 RMB all take meal

in canteen at least for three days per week. Those who seldom eat in canteen commonly have

relatively higher pocket money. Income and level of education influence food choice via the

availability of the resources to purchase higher quality food and awareness of nutritious

alternatives. Diet may vary depending on the availability of income to purchase healthier,

nutrient-rich foods. For a low-income family, pricing plays a larger role than taste and quality

in whether the food will be purchased (Steenhuis et al., 2011).

Food preference and sensory attributes guide food choice. Other factors involved in

food choice include cost, availability, convenience, cognitive restraint, and cultural

familiarity. In addition, environmental cues and increased portion sizes play a role in the

choice and amount of foods consumed (Nestle, 2009).

Name

Name is one of the most essential things to be prepared in starting a business. Ideally,

the first thing that attracts the customer is the name of the business. To be able to penetrate in

an industry it has to have an own identity that is unique, simple and easy to remember

(Moreto, 2013).

Portion Size
 According to Nielsen (2003), Portion sizes in the United States have increased

markedly in the past several decades. For example, from 1977 to 1996, portion sizes

increased by 60 percent for salty snacks and 52 percent for soft drinks. Importantly, larger

product portion sizes and larger servings in restaurants and kitchens consistently increase

food intake.

Menu Frequency or Food Variety

As a given food is increasingly consumed, the hedonic pleasantness of the food’s

taste, smell, appearance, and texture declines, and an effect commonly referred to as sensory-

specific satiety. Consequently, increasing the variety of foods available can increase overall

food intake. This effect has been observed across both genders and across multiple age

groups, although there is some evidence that it may be most pronounced in adolescence and

diminished among older adults. Furthermore, simply making a food assortment appear more

disorganized versus organized can increase intake. It has been suggested that this variety

effect may be evolutionarily adaptive, as complete nutrition cannot be found in a single food,

and increased dietary variety increases the likelihood of meeting nutritional requirements for

various vitamins and minerals. According to Kahn et al. (2004) the School canteen or lunch

order plays a vital role in providing children with a variety of healthier food which can be

cost effective. In general a menu should offer your customers several items that remain the

same, with variety provided by specials that are for sale only at certain times or on certain

days of the week. It will also make it easier for your staff to order and buy the food needed

(Quigley & Watts, 2005). The results of the study will provide insights and information on

the factors influencing the food preferences of the students of school canteen menu

specifically their eating habits, value for money, type of menu, cooking preparations and the

demographic profile of the students. 
 According to Okely et al. (2006), the canteen can model healthier food choices that

are tasty, interesting and affordable. This can influence food choices at school and in the

wider community. Mahreen assessed that students are investing a part of their pocket money

into buying food items in and around schools. They need to be taught to see what they are

getting in return. There is a need for canteen operators and teacher to assess students’

preferences of school canteen meal in terms of quality, variety and other variables that

concerns their satisfactions. The students’ participation in planning school canteen meal will

help the canteen operators improve their menu, taking into considerations their preferences.

With this, the school canteen operators will find it easier to create menu that is cost effective

and adaptable to the students. It is important for the canteen to have standard recipes with

strict quantities of ingredients and standard serving sizes in order to accurately price recipes,

for example consistent quantity of filling each time for sandwiches.

Humans are faced with several food choices each day and make decisions on what

food to eat based on several criteria. The need for food is a basic, physiological need with a

clear and simple goal and a seemingly straight forward solution on how to be satisfied (Mela,

2004). As simple as it may seem, food choices are multifaceted and are not necessarily

straight forward. It can be considered as common knowledge that people have different food

preferences. Some people like bell peppers while others don’t. Some people like a variety of

foods while others might be picky eaters. On the one hand, preference in the context of food

can indicate a consumers’ choice of one food product over another. Liking, on the other hand,

reflects the assessment of quality of a product (Franchi, 2012).

Food choice is a very complicated process and we make several food choices every

day based on more or less conscious decisions. In fact, it might seem that most food choices

are based on intuitive thinking, resulting in effortless and fast decisions often based on habits

that are not consciously monitored (Köster, 2009). Our food choices cannot be seen only as a
result of individual preferences but as complex social constructions. These choices are

cumulative in the sense that they develop throughout people’s lives and integrate people’s

experiences with food (Franchi, 2012). Food choices might be based on a great variety of

factors, food preferences being one of them. There are several other factors influencing food

choice however, such as health, price, convenience, mood, sensory appeal, natural content,

weight control, familiarity and ethical concerns (Steptoe et al., 2000). Cultural values,

perceptions, beliefs, attitudes and social influences are also of importance to food choices

(Nestle et al., 1998). In addition to this, consumers’ attitude or perception of extrinsic product

cues are also of importance (Chreaet al., 2011). Food choices are dynamic, complex and

situational, and change over a person’s life course (Franchi, 2012). Research using the FCQ

has shown that sensory appeal is one of the most important factors affecting food choice

along with health, convenience and price (Ares and Gámbaro, 2007; Fotopoulos et al., 2009;

Franchi, 2012; Scheibehenneet al.,2007; Steptoe et al.,2005). Studies using other data

collection procedures have also shown that sensory appeal is one of the most important

factors (i.e. Wądołowskaet al., 2008). In fact, sensory factors, that is taste, smell, sight and

texture of food, is a significant driver of both food preferences and dietary habits, or food

choice (Nestle et al., 2002). However, there are different ways to categorize the different

factors affecting food choice, and different disciplines may concentrate on various areas.

Schools are in a good position to endorse healthy food related behaviours in students

and help ensure appropriate food intake. (O’Toole, Anderson, Miller & Guthrie, 2007). Food

items sold in and around the school during school hours/recess play a special role in school

life because it provides refreshment and fulfils energy requirements of students. It has an

impact on curricular and co-curricular activities and well-being of students and the school

community. Food can be dangerous if not properly handled, prepared and stored.

Other Factors that Influence the Customers’ Viand Preference

 According to Nickels et al. (2005), “There are several influences that affects

consumer buying: marketing mix influences (product, price, place, promotion); psychological

influences (perception, attitudes, learning, motivation); and sociocultural influences

(reference groups, family, social class, culture, subculture).”

These most common influences that truly affect customers’ store preference will be

the focus of this study and will be discussed further below.

1. Marketing Mix Influences

a. Price

The price at which a good or service is offered for sale is clearly one of the main

decision variables of a firm, along with its product-line choice and the size and configuration

of its product facilities. However, prices in the marketplace are a rough measure of how

society values particular goods and services. If customers are willing to pay the market

prices, then apparently they feel they are getting at least their money’s worth (McCarthy &

Perreault, 2003).

According to Xia et al. (2004), price fairness refers to customers’ assessments of

whether a seller’s price is reasonable, acceptable or justifiable. In a separate study on factors

affecting customer satisfaction, the authors found that “charging a fair price helps to develop

customer satisfaction and loyalty.” This describes that the price plays a big role in a world of

business. This is backed up by another study from Herrmann et al. (2007), which concluded

that the customer satisfaction is directly influenced by price perceptions, albeit indirectly,

through the perception of price fairness. The price fairness itself and the way it is fixed and

offered have a great impact on satisfaction.

b. Product
 Many retailers are looking for ways to “fine-tune” their product mix while

maintaining variety and differentiation. Understanding which types of products have a higher

likelihood of being bought on impulse can aid retailers in making strategic decisions about

which products to add to or remove from store shelves in order to increase sales (Hess, n.d.).

c. Promotion

According to Sen (2006), in the last years, the budgets of many customer packaged

goods manufacturers have undergone a shift, with more dollars being spent on sales

promotion than on advertising. Why? For one, simple reason – sales promotion work. In an

era of increasing competitiveness it has become vital that sales promotions and response to

them be managed in a far more sophisticated manner, going beyond the mere realization that

promotions increase sales.

Promotion program is rated highly as a criterion for store choice. Some popular

promotional technique includes discounts promotion, feature advertising and in-store display

in order to attract shoppers to their stores (Kalwani & Yim, 2004).

With suitable activities in different occasions of a year, stores quickly catch the

attention of customers and compete with the others. It effectively works if retailers

understand the customers’ psychology what they expect in a specific time, which could cater

their future needs and encourage their next visits (Alexander, 2008).

d. Place

Place or placement has to do with how the product will be provided to the customer.

Distribution is a key element of placement. The placement strategy will help assess what

channel is the most suited to a product. How a product is accessed by the end user also needs

to compliment the rest of the product strategy (Luenendonk, 2014).

2. Psychological Influences

a. Perception

Perception is sensing the world and the situations around and then taking a decision

accordingly. Every individual look as the world and the situations differently. The judging

ability and capacity of every individual is different and hence the look at the world

differently. This is what separates the decision taking abilities (Shethna, 2016).

b. Attitudes

Attitude is a consumer’s favorable and unfavorable emotional condition or emotional

feeling, also its tendency of reaction to certain actions and behaviours. Beliefs of people that

are the belief that people assume the products to be as make the specifications of the

products. Hence attitude and beliefs are also important and need to be taken into

consideration while studying human behaviour (Shethna, 2016).

c. Learning

Learning is the research of products and services before the consumer takes the

decision of buying a product. Learning and self-educating these days is done online and also

in groups. Experience is taking a lesson from the past experiences of a product and service.

Learning and experience both again play an important role in influencing the consumer’s

behaviour as it influences their purchase decision (Shethna, 2016).

d. Motivation

Motivation is activating the internal needs and requirements of the consumer. It can

also be described as goals and needs of the consumers. Motivation arouses and directs the

consumers towards certain goals. These needs can be psychological needs, needs of security,
social needs, esteem needs and also self-actualizing needs (Shethna, 2016). Motivation is

what will drive consumers to develop a purchasing behavior. It is the expression of a need is

which became pressing enough to lead the consumer to want to satisfy it. It is usually

working at a subconscious level and is often difficult to measure (Mrtxa, 2014).

3. Socio-cultural Influences

a. Reference Groups

A reference group is any person or group that serves as a point of comparison for an

individual in forming either general or specific values, attitudes, or a specific guide for

behaviour. In marketing prospective, reference group are groups that serve as a frame of

reference for individuals in their purchase or consumption decisions (Lawrence, 2012).

They influence the image that the individual has of himself as well as his. Because the

individual can also be influenced by a group to which he doesn’t belong yet but wishes to be

part of. This is called an aspirational group. This group will have a direct influence on the

consumer who, wishing to belong to this group and look like its members, will try to buy the

same products (Mrtxa, 2014).

b. Family

The family is maybe the most influencing factor for an individual. It forms an

environment of socialization in which an individual will evolve, shape his personality, and

acquire values. But it also develops attitudes and opinions on various subjects such as

politics, society, social relations or himself and his desires, and as well also on his consumer

habits, his perception of brands and the products he buys (Mrtxa, 2014).

c. Social Class
 Society possesses social class; in fact every society possesses one. It is important to

know what social class is being targeted as normally the buying behaviour of a social class is

quite similar. Remember not just the income but even other factors describe social class of a

group of consumers (Shethna, 2016).

d. Culture

Culture is a very complex belief of human behaviour it includes the human society,

the roles that the society plays, the behaviour of the society, its values customs and traditions.

Culture needs to be examined as it is a very important factor that influences consumer

behaviour (Shethna, 2016).

e. Subculture

Sub-culture is the group of people who share the same values, customs and traditions.

You can define them as the nation, the religion, racial groups and also groups of people

sharing the same geographic location (Shethna, 2016). The subcultures are often considered

by thebrands for the segmentation of a market in order to adapt a product or a communication

strategy to the values or the specific needs of this segment (Mrtxa, 2014).

B. Knowing the Customers and Their Needs

The potential consumer market consists of the over 6 billion people in global markets.

Because consumer groups differ greatly in age, education level, income, and taste, a business

usually can’t fill the needs of every group. Therefore, it must first decide which groups to

serve and then develop products and services specially tailored to their needs (Nickels et al.,

2005). Marketing should begin with potential customer needs – not with the production

process. Marketing should try to anticipate needs (McCarthy & Perreault, 2003).
 Once you have identified your customer and its needs, you must set out to fill those

needs. The way to meet your customers’ needs is to offer top quality at a fair price with great

service. Remember it isn’t enough to get customers – you have to keep them (Nickels et al.,

2005).

The aim of marketing is to identify customers’ needs and to meet those needs so well

that the product almost sells itself. This is true whether the product is a physical good, a

service, or even an idea. If the whole marketing job has been done well, customers don’t need

much persuading. They should be ready to buy. And after they do buy, they’ll be satisfied

and ready to buy the same way again the next time (Nickels et al., 2005).

However, the goal of some six sigma quality firms is to exceed customer expectations

by providing goods and services that exactly meet their requirements. One objective of a

company’s marketing effort, therefore, is to make sure that the response to customer wants

and needs is so fast and courteous that customers are truly surprised and pleased by the

experience (Nickels et al., 2005).

 CHAPTER III

METHODOLOGY

Research Environment

This feasibility study will be conducted at Naga National High School located in West

Poblacion, City of Naga, Cebu due to the proximity of the respondents who buy their food

inside the campus. The focus of this feasibility are the responses of the respondents in a

questionnaire as each data collected from the answers of the respondents that will be the basis

of this research as on what is the possible business that can be made.

Research Subject/Respondents

The respondents of this study are the teachers and students in the Naga National High

School composed of (population). However, we only get (percentage) from the population in

conducting our study. Our sample size is composed of 372. Grade 7 students have a sample

of 88, Grade 8 students have a sample of 69, Grade 9 students have a sample of 59, Grade 10

students have a sample of 48, Grade 11 have the sample of 46, Grade 12 have the sample of

50 while the teachers have a sample of 11. The students involve are the students of Grade 7,

8, 9, 10, 11 and 12. The researchers assured the confidentiality and anonymity of the

respondents’ personal information in conducting a survey. The researchers use simple

random selection in selecting the respondents.

Data Gathering Instrument

The data gathering instrument of this feasibility study is a survey questionnaire. The

data will be collected with the help of close- ended and open- ended types of questionnaire

for an accurate and honest response from the respondents regarding their food preference and

the factors that influence respondents’ food preference.

Data Gathering Procedure

The researchers of this study will follow procedures in order for them to achieve their

objectives. First, the researchers will think of what would be the title for their feasibility

study, and then they will present it to their research teacher for his/her approval after that they

will think what instrument they would use for their data gathering. The researchers chose to

use the survey questionnaire. The researcher will make a survey questionnaire for the data

collection. The questionnaires contain close-ended questions for the respondents to answer

accurately but according to their level of perception. The written questionnaires are directly

given to respondents and will be collected from them later after they will answer all the

questions provided. The researchers will select respondents who are the students and teachers

in Naga National High School. The researchers will give the respondents an option of being

anonymous for confidentiality. Second, they will prepare now their survey questionnaire. The

researcher will present it to their research teacher and ask for his/her approval before they

will finally able to reproduce enough copies of the questionnaire. Next, the researchers will

create a permission letter for the principal in Naga National High School. After their creation

of the letter, the researcher will give the permission letter to the principal to be permitted in

gathering information from the students and teachers for their feasibility study. After the

approval of the principal and the creation of the survey questionnaire, the researchers will

distribute the survey questionnaire on August 7 to 12. The administration of the

questionnaires will be given during the free time of the respondents for them to take their

time in answering the prepared questionnaire. The chosen respondents will be selected in

random. The gathered data will be used for analysis. Finally, the collected data will be

collated in a table.
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 APPENDICES

TIME PLANNER

DATE ACTIVITY

JULY 24,2017 CREATION OF CHAPTER  I AND  CHAPTER II

JULY 26, 2017 SUBMISSION OF CHAPTER I AND CHAPTER II

AUGUST 01, REVISON OF CHAPTER 1 AND CHAPER 2 AND THE CREATION OF

2017 CHAPTER III

AUGUST 02, SUBMISSION OF CHAPTERS 1-3

2017
AUGUST 07, START THE SURVEY OF THE STUDENTS AND TEACHERS IN NNHS

2017

AUGUST 12, END OF THE SURVEY

2017
AUGUST 13, TALLY AND ORGANIZE THE RESULTS

2017
AUGUST 14, CREATION OF THE REST OF THE CHAPTERS

2017

AUGUST 18, FINALIZATION OF THE PAPER

2017

AUGUST  21, SUBMISSION OF THE FINAL PAPER

2017