Thesis in Fast Food Industry

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A Study: Factors Affecting Popularity on the Marketing Aspects of Leading Food Chains in Marikina City Chapter I
This chapter contains the overview of the research problem and the factors that lead to the conceptualization of the problem and justification for considering the chosen topic as a problem for research.

The researchers’ motivation in this study in knowing the reasons and information that leads popularity in same food chains in Marikina city. The purpose of the study is to determine what factor on marketing aspects do the food chains become leading in the area of Marikina. INTRODUCTION

The business environment is characterized by a spirit of competitions. Firms continuously devise ways of capturing a bigger market share by attaining market leadership. High sales of products and services can be achieved through any of the following ways.

Marketing is defined as total system of business activities that includes planning, selling, distributing and promoting products, services and ideas to consumers to achieved organizational objectives. It is human activity designed to integrate and facilitate any exchange process – buying and selling, with the intent to satisfy human needs and wants.

Food chain is owned and operated, or franchised by international chains, ranges from fast food and family style dining to coffee bars and pizza places and thus can be found in all of the categories of commercial food service establishments. It is part of the food industry that provides meals to people away from their homes for immediate consumption on or off premises.

The activities performed by firms or the food chains in bringing about an exchange may be referred as to “Marketing Aspects” or it is under the “marketing mix” in marketing and “variations” in food service establishments. The functions of the components of this co called marketing aspects are greatly facilitated by market.

Marketing is a customer wants. The company first determines what the customer wants and then figure out how to make and deliver a product to satisfy those want. Management is profit oriented planning is long run oriented and this is in terms of new products, tomorrow’s market and future growth. (William Rudellus, University of Minnesota 2009) There are 4P’s, and 4C’s on the factors of marketing aspects. The 4P’s are the Product; it talks about anything that can be offered in the market for attention, acquisition, use or consumption to satisfy a need, want, and demand/expectation. It may include physical objects, persons, ideas and Services as well. Price; is the value of a thing or service that is expressed in terms of money. Place; (Distribution Channel) is a medium by which goods and service are made available to the consumers for the use or consumption. Promotion; in the broad sense, consist of coordinated seller initiator efforts to establish channels of information and persuasion to faster the sale of good/service or the acceptance of ideas or points of views. While the 4C’s talks about the Customers expectations, customer’s capability, customers’ convenience and customer’s acceptability. CONCEPTUAL FRAMEWORK

Figure 1.1: research paradigm
In this diagram, the factors on marketing aspects are the 4P’s which could affect to become the leading food chains this will reveal if these factors will be correlated to the leading food chains in Marikina city. THEORETICAL FRAMEWORK

According to the study of Bustamante, Salangga and Latin (Roosevelt College System Coffee Shop Operations 2010), the marketing stimuli’s greatly affects the buyer’s decisions and response regarding the choice of brands and product patronizing.

Figure 1.2
The diagram shows that the 4P’s (marketing stimuli and other stimuli) affects the buyer’s decision making of what product, brand and etc. becomes leading in the market. STATEMENT OF THE PROBLEM
This study was undertaken to find out the factors affecting popularity on...
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