Chapter 2 1

TANAUAN CITY COLLEGE
School of Business
The Importance of Proper Sanitation of Karaage’s Food Station on Consumer

PA
Decision in Tanauan City
A Market Research
In Partial Fulfillment of the Requirements for the Degree of Bachelor of Science in
Entrepreneurship
By:
Malveda, Anica Joy L.
Tonido, Kailah Kristianne F.
Pioquinto, Mark Daniel V.
Lugo, Cristian Angelo M.
Sorreta, Jaylette G.
Adan, Jeric C.
Purdunzalan, Rommel C.
Dorado, Jonas C.
Mallare, Mary Rose G.
Castillo, Mark Dominic C.
November 2022
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Chapter 1
THE PROBLEM
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Introduction
One of the most crucial elements of a healthy community is sanitation
since it promotes longevity, preserves human health, and has been shown to have
positive effects on the economy. Keeping food clean is only one aspect of food
sanitation. It covered all procedures for preserving food against risk of contamination,
hazardous bacteria, toxins, and foreign objects, preventing any bacteria from
proliferating to the point where it can make consumers ill, and thoroughly cooking or
processing food to kill any harmful bacteria present.
Every establishment works hard to keep things tidy, but cleaning and
sanitizing are two different processes. Cleaning eliminates dirt, grease, and other debris,
but sanitizing involves taking anything that has been cleaned and bringing the level of
germs down to a safe level. Not only must all equipment be cleaned, but various tools
and utensils also need to be sanitized. Employee hands, food contact surfaces and tools,
and objects that are most prone to bacterial development are the four main categories of
goods that require sanitization. All people who handle food must comprehend the value
of sanitization as well as the techniques and equipment used in the sanitization process.
Food companies must make sure that their sanitation procedures include detailed
guidelines on what and when to sterilize. Additionally, they must offer comprehensive
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training on the equipment required to test and monitor these processes as well as the
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thermal and chemical techniques utilized in sanitation. DeltaTrak Inc.(2016). When it
comes to food production and service, hygiene cannot be emphasized enough. Randy
Wahl (2016), senior vice president of Irving, Texas-based marketing research and
consulting firm M/A/R/C, asserts that cleanliness is a crucial aspect of the customer
experience. This directly affects how much revenue a retailer can generate.
There are many challenges that food handlers must overcome in terms of
sanitation. A lack of sanitization within the establishment may result in illness, disease,
or even death. This would most likely result in lost business, a damaged reputation,
legal action, penalties, and perhaps even the closure of the company. Businesses need
to implement the sanitation plan correctly when it comes to the food industry. This is
done to guarantee the area's cleanliness, the food quality, and the staff members' and
customers' overall health. This study aims to understand how consumers make their
various purchasing decisions and behaviors. Recognizing the value of basic sanitation,
how it impacts the business, and how to keep the workplace clean.
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Statement of the Problem

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This study aims to determine the The Importance of Proper Sanitation of Karaage’s
Food Station on Consumer Decision in Tanauan City: it sought to answer the following
questions.
1. What is the profile of the respondents in terms of;
1.1 Name (optional);
1.2 Age;
1.3 Sex;
1.4 Occupation?
2. How do the respondents assess the importance of proper sanitation to their
buying decisions in terms of ;
2.1 Cleanliness of workplace;
2.2 Feelings of pleasantness;
2.3 Attributed prestige?
3. Based on the finding the courses of action that can proposed to enhance the
business are;
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Theoretical Framework
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FEELINGS OF
PLEASANTNESS
CLEANLINESS CUSTOMER
CUSTOMER APPROACH
OF TRUST
WORKPLACE BEHAVIOR
ATTRIBUTED
PRESTIGE
Figure 1. Theoretical Framework
The cleanliness of the restaurant influences customers' intention to revisit and
willingness to recommend the restaurant since the level of cleanliness affects
customers' pleasantness with the surroundings and increases customer satisfaction.
Hence, hygienic aspects of a restaurant (i.e., restroom, service personnel hygiene, and
kitchen) significantly influence customer's evaluation and affect the customer's
perception and choice of dining in the restaurant that fails to meet customers' food
hygiene standards and cleanliness will be assessed as having low or poor-quality

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service. This study will assist marketers in comprehending the many stages of the decision-
making process that consumers go through before making a final purchase of the products PA
of their choosing. Understanding the problems that are prevalent in the various consumer
decision models created by earlier academics and scholars of marketing management can
help marketers enhance their marketing techniques. This theoretical framework will help
researchers to identify the different perceptions and decisions that the consumers of
Karaage’s Food Station are making and will also help the researchers to build their
questionnaires or surveys to collect data.
SWOT Analysis
It is a powerful component that managers use in conjunction with a few other
tools to analyze the good and bad aspects of a company or organization. An
organization can take the initiative to identify its internal strengths and weaknesses as
well as external elements like opportunities and threats by using the SWOT analysis
process. Strength, Weakness, Opportunity, and Threat (SWOT).
Strength
● Low Price
● Variety of Food
● Spacious Dining Area

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Weaknesses
● Poor Customer Service
● Competitors offer similar products
● No drive through
Opportunities
● Ability to develop additional stores or branch
● Affiliate with other vendors
● Innovate new recipe
Threats
● Low Prices of Competitors
● Waste Reduction
● Rise of Veganism
● Increasing price of raw materials

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Market Segmentation
Demographic Geographic
● Target Market: Students Tanauan City

● Age: 18 to 55 years old
● Gender: All types of gender
Psychographic Behavioralistic
● Social Class: Middle Class and ● Benefits Sought: Consumer save

Working Class more time through dining in and it
is affordable price
● Customers who loves to try
different kind of food
Significance of the Study
The purpose of this study is to provide knowledge and information on proper sanitation
practices and the necessity of upholding them. The results of the study will be of great
benefit to the following:
To the Business. Data given will provide the business with information on how to spread
the knowledge and maintain proper sanitation of workplace and hygiene. The results will
enable the business or the owner and employees to improve their productivity.
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To the Consumer. The results of the study will help the consumer to improve their buying
decision and will also develop the consumer's buying behavior. PA
To the Researchers. The data given and the results of the study will help the researchers to
achieve their goal.
To the Future Researchers. This study can be their guide in the future, they can use this
study as their references of related literature if they conduct same study or study that is
related to cleanliness.
Definition of Terms
The key terms in the study are given the following definitions.
Adequate- sufficient for a specific need or requirement.
Behavior- is the way in which one acts or conducts themselves.
Crucial- decisive or critical, especially in the success or failure of something.
Customer- An individual or business that purchases another company’s services or

goods.
Debris- the scattered pieces of waste or remains.

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Hygiene- Conditions or practices conducive to maintaining health and preventing

disease, especially through cleanliness. PA
Implement- To start using a plan or system.
Longevity- the actual outcome of an individual subject to the risk of death at each age.
Null- having no legal or binding force.
Perception- a result of perceiving or observation.
Prestigiousness- the fact or state of being above others in rank or importance.
Purchase- action of buying something.
Sanitation- the promotion of hygiene and prevention of disease by maintenance of

sanitary condition.
Services- support a business but do not produce a tangible commodity.
Veganism- a way of living which seeks to exclude - as far as is possible and practicable
- all forms of exploitation of, and cruelty to, animals for food, clothing or any other
purpose.
Workplace- refers to the location where someone works

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Chapter II
RESEARCH METHODS AND PROCEDURE
Research Design
The researchers performed descriptive research to assess the importance of
proper sanitation at Karaage Food Station. The researchers believe that descriptive
research is appropriate for the study since they want to provide an accurate profile of
respondents, intuition and phenomenon. Survey questionnaires will be used to collect
and analyze descriptive data that will help researchers to achieve their goal.
Respondents of the Study
The respondents of the study are the consumers of Karaage Food Station in
Tanauan City. The researchers targeted 138 of Karaage Food Station consumers in the
area of Tanauan City. We used Rao soft to identify the number of respondents. The Rao
soft sample calculator is basically a software that primarily calculates or generates the
sample size of a research or survey. The targeted age range is 18–50 years old, both
female and male, students and with any kind of current occupation it's either a public or
private employee. The intuition, experiences and satisfaction made by consumers of
Karaage Food Station will be collected via survey questionnaires to determine the
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importance of proper sanitation of Karaage Food Station and if it affects their

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consumers' buying decision.
Sampling Design
Researchers used convenience and purposive design. Convenience sampling is defined
as a method adopted by researchers where they collect market research data from a
conveniently available pool of respondents. The researchers used convenience sampling
which is to study a particular group of people who've already eaten at karaage food
stations. Purposive sampling is a non-probability sampling technique where the
researcher relies on their discretion to choose variables for the sample population.
Researchers use purposive sampling to know the intuition of respondents and to get the
desired outcome about the three variables of the study; cleanliness of workplace,
feelings of pleasantness and attributed prestige.
Data Gathering Procedure
The data was gathered by the researchers through face-to-face interactions with survey
questionnaires in the analysis and interpretation of the result of the study. The
questionnaires were made in terms of characteristics, satisfaction, and experiences of the
consumers of Karaage Food Court, so it was unclear what the importance of proper
sanitation was. The first draft of the questionnaire was submitted to the adviser for
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suggestions and for the researchers to revise it. After a series of corrections, comments,
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and suggestions from the adviser, the researchers finalized the questionnaire.
Furthermore, the researcher-made questionnaire was validated by the professor. We
begin the survey after receiving approval. After we finalized our survey questionnaire
we researchers began looking for individuals who could help to answer our survey
questionnaire. . Researchers initially obtain consent from respondents by having them
read our message to them. Followed by a conversation about how to respond to it with
them. We explain to the respondents what the purposes of conducting this research are.
In our data gathering we discovered that many respondents eat at Karaage Food Stations.
We also interviewed respondents who work as public and private employees. We asked
them their opinions regarding the Karaage Food Station. They give honest opinions
about the sanitation of the Karaage Food Station, and they also give some proper ways
on how to maintain and improve the cleanliness of the place.
Statistical Treatment of Data
The researchers used different statistical tools to measure quantitative responses.
The statistical treatments that were used in analyzing and interpreting the data are the
following:
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Frequency and Percentage. These were utilized to distribute the respondents'

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demographic profiles by age, sex, and occupation. Included are the respondents'
responses based on their intuition and experiences.
Composite Mean. It is the formula that researchers used to assess the
importance of proper sanitation of Karaage Food Station to their buying decision in
terms of cleanliness of workplace, feelings of pleasantness and attributed prestige.
Chapter III
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
This chapter describes the analysis of data followed by a discussion of the research
findings.
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I. Profile of the respondents
1.1 Sex. The sex of the respondents was determined in Figure 2, it is interpreted
using the frequency and percentage.
Figure2.
Profile of the Respondents in terms of Sex
Sex Frequency Percentage
Female 85 62%
Male 53 38%
Total 138 100%
Figure 2 shows the sex of the Karaage Food Station consumers. Respondents
were asked to indicate their gender by placing a tick next to the relevant option
provided (male or female). All 138 respondents (100%) responded. Of the 138
respondents, 85 (62%) were female and 53 (38%) were female, total of 138 respondents
(100%). It also shows that most of the Karaage Food Station consumers are female.
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1.2 Age. The profile of the respondents in terms of age was determined in
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Figure 3. It is interpreted using frequency and percentage.
Figure3.
Profile of the Respondents in terms of Age
Age Frequency Percentage
Gen Z (18-24) 31 22%
Millennial (25-41) 22 16%
Gen X (42 and above) 85 62%
Total 138 100%
Figure 3 represents the age of Karaage Food Station consumers in terms of
their age. Participants were asked to tick the age category appropriate to them (see
figure 3 above). All the participants responded to the question (138 responses or 100%).
Twenty-two percent of the respondents were in the 18-24 years age category (31
responses) and constituted the bulk of the sample. Twenty-two of the one hundred
thirty-eight respondents (16%) were in the 25-41 years age category. Eighty-five of the
respondents (62%) were in 42 years and above of the age category are consumers of
Karaage Food Station.

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1.3 Occupation. The profile of the respondents in terms of occupation was
determined and interpreted using the frequency and percentage in Figure 4.
Figure 4.
Profile of the Respondents in terms of Occupation
Occupation Frequency Percentage
Students 106 77%
Private Employee 17 12%
Public Employee 15 11%
Total 138 100%
The Figure 4 shows that, one hundred six of the respondents (77%) are students.
Seven-teen of the respondents (12%) are private employee, and fifteen remaining
respondents (11%) indicates that they are from public employee are consumers of

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II. Assessment of The Importance of Proper Sanitation to their Buying Decisions.
The figure below shows the assessment of The Importance of Proper Sanitation
to their Buying Decisions in terms of, cleanliness of workplace, feelings of pleasantness
and attributed prestige.
(2.1) Cleanliness of workplace.
Figure 5.
Assessment of The Importance of Proper Sanitation to their Buying Decisions in
terms of Cleanliness of Workplace.
STATEMENT MEAN INTERPRETATION
Cleanliness and sanitation 3.75 STRONGLY AGREE
are important in food
industries.
Cleanliness and sanitation 3.39 AGREE
of Karaage Food Station
affects my buying
decisions.
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When I dined in at 3.06 AGREE

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Karaage Food Station, the
table was clean.
Cleanliness is not 1.97 DISAGREE
important as long as the
food tastes good.
COMPOSITE MEAN 3.04 AGREE
The Assessment of the Importance of Proper Sanitation to their Buying Decision
in terms of Cleanliness of Workplace with the composite mean of 3.04 and interpreted
as Agree.
Therefore, in the statement of Figure 5 “Cleanliness and sanitation of Karaage Food
Station affects my buying decisions” got the highest mean of 3.39 and interpreted as
agree. This means that most of the consumers of Karaage Food Station are affecting
their buying decisions in terms of cleanliness of workplace.
2.2 Feelings of Pleasantness
Figure 6.
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Assessment of the Importance of Proper Sanitation to their Buying Decision in

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terms of Pleasantness.
I often eat at Karaage 2.88 AGREE
Food Station.
I enjoy eating at Karaage 3.14 AGREE
Food Station.
The staff of Karaage Food 3.29 AGREE
Station are friendly and
welcoming.
The Karaage Food Station 3.09 AGREE
have family-friendly
atmosphere.
I feel special with the 3.04 AGREE
customer service of
Karaage Food Station
I am satisfied with the 3.04 AGREE
customer service of

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The results of the assessment of the Importance of Proper Sanitation to their
Buying Decision in terms of Feelings of Pleasantness with a composite mean of 3.08
and interpreted as agree
According to the statement "The staff of Karaage Food Station are friendly and
welcoming" with 3.29 mean, which is the highest mean interpreted as Agree, most
respondents and consumers of Karaage Food Station say that the staff in Karaage Food
Station are friendly and welcoming, which influences their buying decision.
2.3 Attributed Prestige.
Figure 7.
Assessment of the Importance of Proper Sanitation to their Buying Decision in
terms of Attributed Prestige.

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The attributes on 3.32 AGREE
cleanliness and sanitation
of Karaage Food Station
are important when
dining-in.
I afford the prices that the 3.29 AGREE
Karaage Food Station
have.
I think Karaage Food 3.26 AGREE
Station prices can meet
the budget of every
individual’s consumer.
As a consumer, I would 3.22 AGREE
say that their product is
worth it based on its
price.

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Figure 7 shows the assessment of the Importance of Proper Sanitation in their

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Buying Decision in terms of Attributed Prestige with the composite mean of 3.27 and
interpreted as agree.
Meanwhile, in the Figure 7 in the statement of “The attributes on cleanliness and
sanitation of Karaage Food Station are important when dining-in” with the highest
mean of 3.32 and interpreted as Agree states that the attributes in both cleanliness and
sanitation are important when dining -in and it is affecting their buying decision.
Figure 8.
Summary of Composite Mean

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ASSESSMENT OF COMPOSITE MEAN INTERPRETATION

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C.F.A
Cleanliness of Workplace 3.04 AGREE
Feelings of Pleasantness 3.08 AGREE
Attributed Prestige 3.27 AGREE
GRAND COMPOSITE 3.13 AGREE
MEAN
Figure 8 represents the summary of composite mean in the assessment of the
Importance of Proper Sanitation in their Buying Decision in terms of cleanliness of
workplace, feelings of pleasantness and attributed prestige with the grand composite
mean of 3.13 and is verbally interpreted as agree. Therefore, the respondents are
agreeing that the Proper Sanitation are important in food industries and is affecting their
buying decisions.
III. Findings
3.1 Profile of the Respondents.

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As to age, the Gen X generation (42 and above) years of age has the frequency of 85
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(62%) are the majority respondents. While in sex, most of the respondents are female
with the frequency of 85 which is equivalent to 62%. As to the occupation of the
respondents students has the highest frequency of 107 with the 77% percent.
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APPENDIX A.
QUESTIONNAIRES
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I. Profile of the Respondents Direction: Please put a check mark in corresponding

choices.
Name (optional):________________________________
Age
o Female PA
o 17 to 20 years old
o Male
Occupation
o 20 to 25 years old o Student
o 25 years old and above. o Private Employee
Sex
o Public Employee
o Others, please specify___
Please read each statement, then rate it by putting a check (✓) on how accurately it fits you as a customer of Karaage Food
Station. The purpose of the scale is to identify the importance of cleanliness and sanitation of Karaage Food Station.
4-Strongly Agree
3-Agree
2-Disagree
1-Strongly Disagree
4 3 2 1
The cleanliness and sanitation are important in Food Industries.
Cleanliness and sanitation of Karaage Food Station affects my buying decisions.
I often eat at Karaage Food Station.
When I dined in at Karaage Food Station, the table was clean.
I enjoy eating at Karaage Food Station.
The staff of Karaage Food Station are friendly and welcoming.
The Karaage Food Station have family-friendly atmosphere.
I feel special with the customer service of Karaage Food Station.
I am satisfied with the customer service of Karaage Food Station.
The attributes on cleanliness and sanitation of Karaage Food Station are important
when dining-in.
I afford the prices that the Karaage Food Station have.
I think Karaage Food Station prices can meet the budget of every individual’s
consumer.
As a consumer, I would you say that their product is worth it based on its price.
Cleanliness is not important as long as the food taste good.
APPENDIX B.
DOCUMENTARY
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Definition of Terms
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TANAUAN CITY COLLEGE

The Importance of Proper Sanitation of Karaage’s Food Station on Consumer

Malveda, Anica Joy L.

Tonido, Kailah Kristianne F.

Pioquinto, Mark Daniel V.

Lugo, Cristian Angelo M.

Mallare, Mary Rose G.

Castillo, Mark Dominic C.

One of the most crucial elements of a healthy community is sanitation

processing food to kill any harmful bacteria present.

Statement of the Problem

1. What is the profile of the respondents in terms of;

1.1 Name (optional);

2. How do the respondents assess the importance of proper sanitation to their

buying decisions in terms of ;

2.1 Cleanliness of workplace;

2.2 Feelings of pleasantness;

2.3 Attributed prestige?

Figure 1. Theoretical Framework

The cleanliness of the restaurant influences customers' intention to revisit and

willingness to recommend the restaurant since the level of cleanliness affects

customers' pleasantness with the surroundings and increases customer satisfaction.

kitchen) significantly influence customer's evaluation and affect the customer's

hygiene standards and cleanliness will be assessed as having low or poor-quality

questionnaires or surveys to collect data.

It is a powerful component that managers use in conjunction with a few other

tools to analyze the good and bad aspects of a company or organization. An

process. Strength, Weakness, Opportunity, and Threat (SWOT).

● Spacious Dining Area

● Poor Customer Service

● Competitors offer similar products

● Ability to develop additional stores or branch

● Affiliate with other vendors

● Innovate new recipe

● Low Prices of Competitors

● Increasing price of raw materials

● Target Market: Students Tanauan City

● Social Class: Middle Class and ● Benefits Sought: Consumer save

Significance of the Study

benefit to the following:

decision and will also develop the consumer's buying behavior. PA

achieve their goal.

Adequate- sufficient for a specific need or requirement.

Behavior- is the way in which one acts or conducts themselves.

Crucial- decisive or critical, especially in the success or failure of something.

Customer- An individual or business that purchases another company’s services or

Debris- the scattered pieces of waste or remains.

Hygiene- Conditions or practices conducive to maintaining health and preventing

Implement- To start using a plan or system.

Null- having no legal or binding force.

Perception- a result of perceiving or observation.

Prestigiousness- the fact or state of being above others in rank or importance.

Purchase- action of buying something.

Sanitation- the promotion of hygiene and prevention of disease by maintenance of

Services- support a business but do not produce a tangible commodity.

Workplace- refers to the location where someone works

The researchers performed descriptive research to assess the importance of

respondents, intuition and phenomenon. Survey questionnaires will be used to collect

Respondents of the Study

private employee. The intuition, experiences and satisfaction made by consumers of

importance of proper sanitation of Karaage Food Station and if it affects their

Researchers used convenience and purposive design. Convenience sampling is defined