CONTENT AND FACE VALIDITY ASSESSMENT OF THE RESEARCH

INSTRUMENT
August 29, 2023

Gino Jesus Catalon

Chef
LPU - Manila

Dear Mr. Catalon:

Mabuhay in Veritas et Fortitudo!

We are the 4th year students from the College of International Tourism and Hospitality
Management of Lyceum of the Philippines University-Manila. We are conducting a research
study entitled: Predictors of Generational Food Preferences in Philippine Cuisine.

With your expertise, we are humbly asking your permission to validate our overall research
instrument. We are looking forward that our request would merit your positive response.
Thank you and more power.

Respectfully Yours,

Junniel Corvera Ferl Sarabia Melvin Honorio

Researcher Researcher Researcher

Jaira Claveria Darrell Vien Baduria

Researcher Researcher

Noted:

Dr. Ryan Joseph Calinao, CHE, CHIA, CGSP, CAHTA, CHBA, AIH, MIHM, MG,
Adviser
Statement of the Problem

1. What is the demographic profile in terms of age, gender, and educational attainment?

2. What are the generational food preferences through characteristics of foods in terms of
taste, appearance, cost, method of preparations, and food combination?

3. What are the generational food preferences through characteristics of environment in

terms of the season, mobility, and urbanization?

4. Assess the impact of Philippine Cuisine through subject norm, attitude, perceived
behavioral control.

5. Is there any significant difference between the characteristics and impact of Philippine
Cuisine when grouped according to profile>

6. What are the significant predictors of generational food preference through the impact of
Philippine cuisine?
Part 1. Content Validity (Relevance)
Assessment: Do the indicators really assess the construct to be measured?
Evaluator is asked to rate instrument items in terms of relevancy to the construct underlying
study as per the theoretical definitions of the construct itself and its dimensions on a 4-point
ordinal scale: 
• 1 - item is not relevant to the measured domain/construct 
• 2 - item is somewhat relevant to the measured domain/construct 
• 3 - item is quite relevant to the measured domain/construct 
• 4 - item is highly relevant to the measured domain/construct 

Items 1 2 3 4
SOP 2
Taste
1. I have my attention on how my taste and flavor
preferences develop over time. (Nicklaus et al., 2019) 
2. I have a full attention that labeling can affect my taste
perception. (Wang et al., 2015) 
3. When selecting a restaurant, I consider taste and
seasoning to be crucial factors. (Sriwongat 2018) 
Cost
4.  Price plays a significant role in shaping my
perceptions of quality, value, and willingness to
purchase. (Monroe and Krishnan 2017) 
5.  My perception of the price has a favorable effect on
their desire to make a purchase (Peterrick 2004)  
6. There is a certainty that the price of food influences
my food choices to a significant extent. (De Irala-
Estevez J et al., 2000) 
 Appearance
7. The quality of food holds significant importance
when it comes to my restaurant experience.
(Kotsanlopoulos et al., 2017) 
8. I often rely on the widespread sharing of information
with customers due to achievement of a new food
product in the market. (Hicke & Geunert 2018) 
9. I have given a wealth of information while making a
purchase. (Van ool et al., 2018) 

Items 1 2 3 4
SOP 3
Season
10. Regardless of the season, I find food and restaurant
are always available anytime. (Meyending et al.,
2019) 
11. Due to seasonality, I am physiologically driven to
decrease my appetite (Aoyagi 2019) 
12. Eating seasonal food is being promoted as my aspect
in choosing my sustainable diet. (Vargas et al., 2019) 
Urbanization
13. Rapid Urbanization is a factor in changing my food
preference. (Cockx et al., 2019) 
14. Urbanization can affect my consumption patterns
through its effect on food supply and prices, and the
food environment. (Bricas et al., 2019) 
15. The characteristics of places influence my food
consumption in several ways. (Bricas et al., 2019) 

Part 2. Face Validity (Clarity)

Assessment: Does each item in the relevant instrument visible, clear and not ambiguous?
Evaluator is asked to rate instrument items in terms of clarity and its dimensions on a 4-point
ordinal scale: 
• 1 - Not clear; Needs major revision 
• 2 – Item needs some revision 
• 3 – Clear but needs minor revision 
• 4 – Very clear; No revision 

Items 1 2 3 4
SOP 2
Taste
1. I have my attention on how my taste and flavor
preferences develop over time. (Nicklaus et al., 2019) 
2. I have a full attention that labeling can affect my taste
perception. (Wang et al., 2015) 
3. When selecting a restaurant, I consider taste and
seasoning to be crucial factors. (Sriwongat 2018) 
Cost
4.  Price plays a significant role in shaping my
perceptions of quality, value, and willingness to
purchase. (Monroe and Krishnan 2017) 
5.  My perception of the price has a favorable effect on
their desire to make a purchase (Peterrick 2004)  
6. There is a certainty that the price of food influences
my food choices to a significant extent. (De Irala-
Estevez J et al., 2000) 
Appearance
7. The quality of food holds significant importance
when it comes to my restaurant experience.
(Kotsanlopoulos et al., 2017) 
8. I often rely on the widespread sharing of information
with customers due to achievement of a new food
product in the market. (Hicke & Geunert 2018) 
 9. I have given a wealth of information while making a
purchase. (Van ool et al., 2018) 

Items 1 2 3 4
SOP 3
Season
10. Regardless of the season, I find food and restaurant
are always available anytime. (Meyending et al.,
2019) 
11. Due to seasonality, I am physiologically driven to
decrease my appetite (Aoyagi 2019) 
12. Eating seasonal food is being promoted as my aspect
in choosing my sustainable diet. (Vargas et al., 2019) 
Urbanization
13. Rapid Urbanization is a factor in changing my food
preference. (Cockx et al., 2019) 
14. Urbanization can affect my consumption patterns
through its effect on food supply and prices, and the
food environment. (Bricas et al., 2019) 
15. The characteristics of places influence my food
consumption in several ways. (Bricas et al., 2019) 

Items 1 2 3 4
SOP 4
Subject Norms
16. I am pressured by others to choose food preference.
(Smith 2008)

17. Social media influences my food preferences. (Ryan

& Deci 2000)

18. My food preferences are influenced by belief. (Skoda

& Adam 2020)
 Attitude
19. My attitude affects my mood and food preference.
(Al-Swidi et al., 2014b)

20. I consume more food but lack of motivation on

healthy eating. (Naughton et al., 2015b)

21. My dislike of cooking, convenience, fun and social

aspects, affects my food preference. (Lautenschlager
& Smith, 2007)

Perceived Behavioral Control

22. My perceived behavior reflects on what food I prefer.
(Skoda & Adam 2020)

23. I consider the past and future performance influenced

my food preferences. (Ryan & Deci 2000)

24. My behavioral perception reflects my control on food

preference. (Ajzen & Fishbein, 2000)

Evaluated by:

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