marketing thesis

Topics: Food, Hygiene, Social class Pages: 6 (1755 words) Published: September 30, 2013

Prepared by:
Ano-os, Malyn
Arcilla, Patrick
Balili, Jade
Berganio, Donald
Cañezares, Rodney
Luna, Crystal Jade
Chapter 1
Rationale of the Study
Health is one of the greatest gifts that the Lord has ever given to mankind. It is then the people’s duty to maintain and treasure that gift. A way of taking good care of the human’s health is through eating the proper food, and part of eating proper food is through food sanitation. Because of this, many experts now have implemented many ways to acquire food sanitation, not only in the households but also in restaurants and food stores. Establishments for food should now have measures and standards to be followed to achieve food safety. Cleanliness of the establishment itself attracts customers to keep on coming and purchasing their food. Although the cheap products, good customer service, and quality foods are important factors, cleanliness and sanitation is still the first thing to be seen even if the customers are not yet purchasing anything. The researchers of this study will conduct this research to see if the Customer Buying Behavior of the college students in University of Cebu-Banilad will be affected by the Food Sanitation of Ucnian Foodhaus because as observed, the place is not practicing the proper sanitation. People also have complained that the plates and utensils are not properly washed and it’s not heated. So these are just some instances that made the researchers have this study. The researcher’s basis in studying the student’s behavior includes the personal, psychological, and social factors. This is to determine if the students who patronize the food products of Ucnian Foodhaus will be affected after they will identify the sanitation management of the store and also the current status of their purchase base on their present knowledge about the store. Theoretical Background

The study impels with the notion of food sanitation having a direct influence to the Customer Buying Behavior of selected UC-Banilad students on Ucnian Foodhaus, Banilad, Cebu City
According to Mabesa (1983), hygiene and sanitation should be a concern and responsibility of all individuals involved in food production and manufacturing from entrepreneurs and managers, to cooks and processors, down to the lowly helps, building and ground custodians. To achieve this, every individual must know, and later on, put to practice the appropriate ways of food sanitation management. Through this, the establishment can attain a convenient, comfortable, and clean eating environment for every consumers, and also great sales they can get from consumers whom they had convinced to purchase and positively affect their buying behavior. When people are engaged in food preparation, there would be possibilities that food will not be cooked well. They will also be left with dirty containers, chopping boards, graters, knives and other types of equipment. If these items are not cleaned properly, this kind of bad hygiene can be very dangerous for the health and safety of the staff and customers and might affect the way they purchase the food products and behavior. In order to remain sanitary, a food service establishment’s dining environment should be designed and maintained in ways that promote cleanliness. Floors, walls, and ceilings should have adequate ventilation. Food service establishments are required to have restrooms and hand-washing sinks available for customers for more comfortable stay. According to Mabesa (1983), waste treatment and utilization is becoming an important aspect of food sanitation both for environmental and economic reasons. That is why, every food establishment must exercise proper waste disposal. It is not only for the sake of the environment, but also for the workers and customers’ health. Customer buying behavior...
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