THE IMPACT OF CHANGING CUSTOMER PREFERENCES ON EATERIES OF SAN

JOSE COMMUNITY COLLEGE

An Undergraduate Research
Presented to
The faculty of the College of Business Administration
San Jose Community College
Malilipot, Albay

In Partial Fulfillment of the Requirement for the

Degree of Bachelor of Science and Business Administration
Major in Marketing Management

Jude Calvin Bas

Shun Paul Manao
Daisyrie Boton
Amelia Basallote
Divine France Bueno
Margie Valdez
Jason Bragais
Gwyneth Bon

October 2024
 CHAPTER 1

THE PROBLEM

Introduction

In today's highly competitive food service industry, understanding and adapting to

customer preferences is crucial for business success. This research will fill this gap by

illustrating how important it is for the food service business to identify and accommodate

the consumer's taste and wants in today’s competitive market. Consumers’ preferences

are dynamic given that eating establishments have to adapt to the needs of their target

market in order to retain consumers and acquire new ones. Everyone is now more

concerned with health issues, the environment, and the price, which has led to people

being more conscious with the food that they take and the companies they deal with.

Restaurants failing to adapt with these trends mean that in the long run they will

be chasing customers to other restaurants who are sensitive with current trends. We are

now more concerned about things such as cheaper prices and quality of foods for

example. If an eatery doesn’t offer these choices there is a probability that the business

may lose a big percentage of its potential clients. On the other hand, those companies

that are able to satisfy these needs can tap the market and consumers will be loyal to

the business. Therefore, eateries have been forced to adopt new menu portfolios, ways

of working and even market themselves differently.

The study, "The Impact of Changing Customer Preferences on Eateries of San

Jose Community College," is grounded in various legal frameworks that highlight the

importance of research in understanding and addressing societal needs. The 1987

Philippine Constitution, particularly Article XIV, Section 10, underscores the role of

education and research in fostering social progress and economic development. This
study contributes to this vision by exploring how evolving customer preferences affect

local businesses, such as eateries, which are vital to the community's economy. The

Data Privacy Act of 2012 (RA 10173) ensures that the research is conducted ethically,

protecting respondents' personal information and maintaining their trust throughout the

process. Moreover, the Higher Education Act of 1994 (RA 7722) and CHED

Memorandum Order No. 46, s. 2012, both advocate for the integration of research into

higher education institutions. They encourage studies like this to not only build

knowledge but also provide practical solutions to real-world challenges.

The Local Government Code of 1991 (RA 7160) further supports this initiative by

emphasizing the role of local governments in promoting economic growth and improving

the welfare of their communities. This research aligns with that mandate by examining

how eateries can adapt to meet the changing needs of their customers, ensuring their

sustainability and relevance. In addition, the Consumer Act of the Philippines (RA 7394)

reminds us of the importance of businesses being responsive to consumer demands. By

exploring customer preferences, this study empowers local eateries to better serve their

patrons, fostering a stronger connection between businesses and the community.

Through these legal foundations, the research gains not only legitimacy but also a

meaningful purpose: to support small businesses, enhance local economies, and

improve the lives of the people in and around San Jose Community College.

When it comes to food at San Jose Community College (SJCC), the campus

eating places serve as much more than just spots to grab a bite. They are essential hubs

of relaxation where students unwind, socialize, and recharge amidst their busy

schedules. These dining areas are often vibrant social points where friendships are

nurtured, group discussions take place, and students take a break from the daily hustle.

Given their importance, it’s vital for these establishments to constantly adapt to the
evolving needs and preferences of the students to ensure they remain valuable and

appealing. A significant concern for most students when it comes to campus dining is the

affordability of meals. Many students are on tight budgets, juggling academic expenses

alongside personal costs, and they are always on the lookout for meals that are both

affordable and healthy. Balancing cost and quality are a challenge for both students and

campus eateries. Students crave delicious, satisfying meals that fill them up without

straining their wallets, while eateries aim to cater to this demand without compromising

on quality.

On the flip side, if campus eateries don’t keep up with students' needs for

affordable and high-quality food, they might struggle to attract customers. Students

might find the food too pricey or not up to their standards, leading them to look for other

dining options off-campus. This shift could reduce the role of campus eateries in

students' daily routines. This research aims to explore how the demand for lower prices

and high food quality impacts the campus eateries at San Jose Community College. It

will look into how these dining spots can tweak their menus, adjust pricing, and refine

their overall approach to better meet student expectations. By focusing on these areas,

campus eateries can remain a favorite part of college life, enhancing the student

experience and staying relevant on campus.

Statement of the Problem

This study aims to answer the following questions:

1. What are the observed changes in the preferences of San Jose Community

College students during the current academic year?

2. How have these changes in student preferences impacted the eateries?

 3. What strategies have eatery owners implemented to adapt to these changing

student preferences?

4. What materials can be provided to eatery owners to help them effectively

address changing student preferences?

Scope and Delimitation

This study will focus on the impact of changing customer preferences on the

eateries located within the San Jose Community College campus. The study will

specifically examine the preferences of the students as well as the response or actions

of the eatery owners regarding this matter at San Jose Community College school

premises during the current academic year.

The researchers will center on investigating what factors affects students’

preferences by means of their purchasing habits as well as the actions made by the

eatery owners in order to deal with such a situation. However, the research will not

include the preferences of faculty, staff, or visitors to the campus.

Significance of the Study

This research could contribute to a deeper understanding of student dietary

needs, preferences, and evolving trends, ultimately leading to more effective and

appealing food options.

Students. The study would provide valuable insights into the specific

preferences of San Jose Community College students, which can vary significantly

based on factors such as age, ethnicity, dietary restrictions, and lifestyle choices. By

analyzing these preferences, the study can identify areas where the current food

offerings may be lacking or could be improved.

 Eatery owners. The findings of the study can be used to inform decisions about

menu development, pricing, and marketing strategies. For example, if the study reveals

a strong preference for healthier options, the college's food services could prioritize

offering more nutritious and balanced meals. Similarly, if the study indicates a desire for

more diverse cuisines, the college could explore partnerships with local restaurants or

introduce new ethnic food options.

Future researchers. They may use this study as a source of both conceptual

and research literature when they conduct their own studies related to the topic of the

present study, they could also extend the scope of this research in order to have a more

generalized conclusion
 NOTES

1987 Philippine Constitution. (1987). Constitution of the Republic of the Philippines.

Constitute Project. Retrieved from

[Link] Philippines 1987

Constitution - Constitute

Republic Act No. 10173: Data Privacy Act of 2012. (2012). An act protecting individual

personal information in information and communications systems in the government and

the private sector. National Privacy Commission. Retrieved from

[Link]

Republic Act 10173 - Data Privacy Act of 2012 - National

Republic Act No. 7722: Higher Education Act of 1994. (1994). An act creating the

Commission on Higher Education (CHED). Official Gazette. Retrieved from

[Link]

Commission on Higher Education Memorandum Order No. 46, s. 2012. (2012). Policy-

Standard to Enhance Quality Assurance (QA) in Philippine Higher Education Through an

Outcomes-Based and Typology-Based QA. Commission on Higher Education. Retrieved

from [Link] Page not found | Commission on Higher

Education make it in references in APA 7th Edition style

 CHAPTER 2

REVIEW OF RELATED LITERATURE AND STUDIES

(Please put an introductory paragraph here)

Related Literature

Foreign

In psychology, the concept of preference plays a central role in understanding

human decision-making. Preferences can be thought of as an individual’s attitude or
disposition towards a set of options or objects. This attitude is often revealed during an
explicit decision-making process, where an individual selects an option based on their
internal value system and perceived benefits or drawbacks (Lichtenstein & Slovic, 2006).
This process makes preferences an active, evaluative behavior—something that arises
when a person makes a conscious choice between alternatives.

However, another interpretation of "preference" in psychology is more evaluative

and less decision-based. In this sense, preferences reflect a person’s basic feelings of
liking or disliking an object, which may not always require conscious reflection or choice
(Scherer, 2005). For example, a person may have a natural affinity for sweet flavors or
an aversion to bitter foods without ever explicitly choosing between them. This definition
emphasizes preference as a judgmental stance rather than a deliberate choice.

Importantly, while preferences can be stable, they are not necessarily constant.
Preferences can evolve over time and be influenced by various factors, particularly
through decision-making processes. For example, post-decision evaluations often
reshape preferences. In his classic study, Brehm (1956) found that after making a
decision, individuals often reassess their options, increasing their preference for the
chosen option and devaluing the rejected one. This is known as post-decision cognitive
dissonance, where individuals try to justify their choice to reduce discomfort caused by
the conflict of choosing between two equally desirable alternatives.
 Moreover, preferences can be shaped unconsciously. Research by Sharot,
Martino, and Dolan (2009) found that even when individuals are unaware of it, the act of
choosing can change their expected enjoyment of future outcomes. For instance,
selecting one option over another might lead the brain to anticipate greater pleasure
from the selected choice, thereby reinforcing the preference. This indicates that
preferences are not just rational, conscious decisions but are also influenced by
automatic, subconscious processes that mold how we perceive and value our choices.

In the context of consumer behavior, customer preferences can be defined as a

tendency to choose among neutral or more valued options, often indicating a certain
level of acceptance or tolerance for a product or service. However, customer
preferences are dynamic. Rather than being fixed, they can shift in response to changes
in personal experiences, external influences, and societal trends. For example, a
customer may initially prefer a particular type of cuisine due to familiarity, but exposure
to new dining experiences, trends in healthy eating, or even peer influence may
gradually shift their preference toward other food options.

Fife Schaw et al. (2007) argue that customer preference goes beyond simple
choice—it reflects the consumer's ability to tolerate less desirable options in situations
where the ideal preference is not available. This suggests that consumer preferences
are often a balancing act between what they value most and what they are willing to
settle for in specific circumstances. For instance, if a consumer prefers organic food but
finds it unavailable or too expensive, they may opt for non-organic alternatives while
maintaining their overall preference for organic products.

Preferences are not static; they are fluid and subject to change. They can evolve
through both conscious decision-making processes and unconscious influences. In the
business and consumer context, understanding that customer preferences are dynamic
helps companies anticipate changes in demand and adapt their offerings accordingly.
Preferences can shift based on new experiences, environmental factors, cultural trends,
or even subtle psychological mechanisms, making it crucial for businesses to stay
attuned to these changes to remain competitive and relevant.

The foodservice industry is highly competitive, and in today’s dynamic market,

operators must prioritize understanding the evolving landscape to maintain their
competitive edge. The industry is not only growing rapidly but is also considered one of
the most competitive globally. According to McQueen (1985), operators who fail to keep
up with these market changes risk losing their strategic advantage. This is critical
because the foodservice industry is identified as one of the fastest-growing sectors
worldwide, expanding both in terms of market size and consumer demand (Gu & Kim,
2002). Moreover, the description of the industry as being in the midst of a “perfect storm”
highlight how intense and volatile the market conditions have become. Factors such as
shifting consumer preferences, technological advancements, and external disruptions
(e.g., economic fluctuations or supply chain challenges) have created an environment
where foodservice businesses must continually adapt or risk being left behind (Haas,
2008).

One of the most significant drivers of this change is the rapid evolution of
customer preferences. Unlike static industries, the foodservice sector must respond
quickly to fluctuating tastes, lifestyle changes, and cultural influences. Preferences are
more than just individual attitudes; they reflect broader trends in consumer behavior, and
these preferences can shift dramatically over time (Kara et al., 1995). For instance,
changes in societal attitudes toward health, sustainability, and convenience have led to a
growing demand for healthier menu options, plant-based alternatives, and eco-friendly
practices. This rapid shift forces foodservice operators to continuously monitor and react
to these trends (Blum, 1996). Sun and Morrison (2006) and Waldfogel (2008) further
highlight how demographic changes, such as the aging population or urbanization,
influence dining habits, leading to a constant need for adaptation.

The study of customer preferences is crucial because it informs foodservice

operators about what their consumers value most in their dining experiences.
Preferences are complex and multifaceted; they involve more than just choosing among
a set of options—they are shaped by cultural, psychological, and situational factors. For
example, Lichtenstein and Slovic (2006) argue that preferences are not fixed but are
constructed and shaped by the context in which choices are made. This means that
foodservice operators cannot rely on past strategies to retain customers but must
constantly reassess what motivates their target audience. Acceptance of the status quo
is not enough for sustained success, as preferences can shift unexpectedly, making it
difficult for operators to predict future trends (Fife Schaw et al., 2007).

Local
 Despite the importance of customer preferences, there is limited research
available that thoroughly examines how these preferences impact the foodservice
industry. Most studies have focused on specific areas, such as the fast-food segment or
the preferences of particular demographics (Park, 2004; Choi et al., 2009). However, as
Lee et al. (2009) point out, there is a significant gap in the literature regarding a broader
understanding of customer preferences, especially as they relate to full-service dining or
new food trends such as sustainable or tech-driven experiences. The lack of
comprehensive studies leaves operators with limited information to predict and respond
effectively to changing consumer needs.

Moreover, changes in customer preferences can render existing strategies

obsolete. As preferences shift, the traditional approaches that foodservice operators
once relied upon may no longer be effective in attracting and retaining customers. For
example, a restaurant that once thrived on offering traditional menu items may struggle if
consumer demand shifts toward healthier or more innovative food options (Blum, 1996).
This highlights the need for constant innovation and flexibility within the industry.
Operators must be attuned to changes in demographic, technological, societal, legal,
cultural, and ethical trends. These external forces can have a profound impact on
customer expectations. For example, technological advancements like mobile ordering
or the rise of food delivery services have dramatically changed how customers engage
with restaurants, making it essential for operators to incorporate technology into their
business models. Similarly, societal shifts such as the focus on ethical consumption,
environmental sustainability, and the demand for transparency about food sourcing have
made it imperative for foodservice operators to evolve their offerings and practices.

Wansink et al. (2005) define reliability as the "ability to perform the promised
service dependably and accurately." In the foodservice industry, reliability is crucial
because it directly impacts the customer's trust and confidence in a restaurant or hotel.
Reliability involves not only delivering food and services on time but also ensuring
consistency in quality, presentation, and service. Customers expect that every time they
visit a restaurant or hotel, their experience will be similar or better, and this dependability
fosters loyalty.

Service excellence is also a major factor in driving customer satisfaction, and it

encompasses a range of interpersonal attributes such as the friendliness, politeness,
and helpfulness of staff. Attentive service, which includes staff who proactively anticipate
the customer’s needs, is key to creating a memorable dining experience. Small gestures,
such as greeting customers warmly and showing a willingness to assist them, contribute
to the overall perception of service quality. According to Wansink et al. (2001), these
attributes collectively enhance customer satisfaction, making patrons feel valued and
appreciated, which in turn leads to repeat visits and positive word-of-mouth
recommendations.

Moreover, a body of research indicates that there is a positive correlation

between customer satisfaction and loyalty, with factors such as employee friendliness,
courtesy, prompt service, and variety of menu options playing a significant role. A
satisfied customer is more likely to return to an establishment and develop a sense of
loyalty over time. Loyalty, in turn, not only ensures repeat business but also helps
businesses withstand competition, as loyal customers are less likely to switch to
competitors despite alternative options (Park, 2004; Choi et al., 2009). The speed of
service and the variety of menu items are also pivotal, as customers increasingly value
efficiency and the ability to choose from diverse options that suit different tastes or
dietary preferences.

Branding plays an equally important role in the customer experience within

foodservice establishments. Parasuraman et al. (2005) suggest that the name of a food
item provides a psychological cue, signaling what a customer might expect from the
food’s flavor, quality, and presentation. For example, descriptive names such as
“homemade,” “artisan,” or “chef’s special” can evoke sensory perceptions, enhancing a
customer’s anticipation of a dish before they even taste it. Research by Wansink et al.
(2005) demonstrates that favorably descriptive menu names can elevate a customer’s
expectations of the food’s taste and appearance, thus enhancing their overall dining
experience. Furthermore, descriptive naming can influence customer behavior by
increasing food sales, as customers are more likely to order dishes with engaging,
appetizing descriptions. These names not only impact first-time orders but also play a
role in establishing a favorable attitude towards the restaurant or hotel, ultimately
boosting repurchase intentions and customer loyalty.

The broader concept of branding is supported by research from Zeithaml (1988),

Rao and Monroe (1989), and Dodds et al. (1991), who argue that a brand name serves
as an extrinsic cue, meaning that the name itself can signal product quality, even before
the customer engages with the product. For instance, customers may associate certain
brand names with high quality and luxury, while others may evoke feelings of
affordability or convenience. A well-crafted brand can shape consumer perceptions,
influencing how they view the quality and value of a product or service. The strength of a
brand thus becomes a key indicator for customers when evaluating their choices, often
determining whether they will opt for one establishment over another.

In the context of foodservice, Kim and Kim (2005) found that a strong brand not
only enhances customer perceptions but also positively impacts firm performance. For
hotels and foodservice establishments, a recognizable and reputable brand can attract
more customers, increase market share, and improve profitability. Establishments with
strong branding are often able to charge premium prices because customers are willing
to pay more for the perceived higher quality associated with the brand. Moreover, strong
branding contributes to customer loyalty, as customers tend to return to brands they trust
and have positive associations with.

Both service reliability and branding are critical components of success in the
foodservice industry. Reliable, high-quality service builds trust and fosters customer
satisfaction, while effective branding enhances customer perceptions and loyalty.
Together, these factors help foodservice establishments differentiate themselves in a
competitive market, retain customers, and achieve long-term success.

The foodservice industry is in a state of constant flux, driven by rapidly changing

consumer preferences and external market forces. Operators must be proactive in
understanding and adapting to these changes to maintain their strategic advantage.
Failing to do so can result in the obsolescence of once-effective strategies, leaving
businesses struggling to keep up with competitors who are more attuned to the market's
demands. As the industry continues to evolve, further research into customer
preferences will be essential to help operators navigate this complex and highly
competitive environment.

Food purchasing habits and consumption patterns of consumers are evolving

globally in response to shifting preferences and lifestyle changes. This shift is largely
driven by heightened awareness of health concerns and environmental sustainability,
leading to a growing interest in plant-based foods. This sector is expanding rapidly,
offering plant-based alternatives to traditional meat, dairy, eggs, and seafood products
(Camp & Trujillo, 2014). Additionally, alternative food sources, such as seaweeds or
macroalgae (Dendup et al., 2018) and edible insects (Gardner et al., 2018), are also
gaining attention as sustainable food options. The expansion of urban agriculture is
another notable trend, driven by rapid urbanization and the rising demand for locally
produced and sustainable food (Magkos et al., 2020).

Alongside consumer demands for healthier living, there is also a growing

expectation for personalized nutrition, which is fueled by advancements in technology.
The field of nutrigenomics, which aims to customize nutrition based on an individual's
genetic data, has emerged as a key area of interest (Lindsey, 2005). Various companies
are exploring ways to use genomic information to develop personalized diet plans. For
example, individuals with a mutation in the LCT gene may have difficulty digesting
lactose and should avoid dairy products (Magkos et al., 2020). However, research
suggests that personalized diets based solely on genetic data, as offered by direct-to-
consumer programs, may not fully address the complex factors contributing to chronic
health issues such as obesity, cancer, and diabetes (Camp & Trujillo, 2014; Dendup et
al., 2018; Gardner et al., 2018). Environmental risk factors and lifestyle choices are also
critical considerations that should not be overlooked in managing these health
conditions.

Price plays a critical role in shaping customer preferences, as various scholars

have pointed out (Kara et al., 1995; Park, 2004; Choi et al., 2009; Consuegra et al.,
2007). Promotions, such as offering new products for limited time periods, are often
employed to fuel sales and increase the frequency of customer visits. This strategy taps
into the customer's sensitivity to price and their desire for perceived value, encouraging
repeat business.

Consuegra et al. (2007) emphasized that perceived price fairness can

significantly influence customer satisfaction and loyalty. When customers believe that
the price they are paying is reasonable for the quality of the product or service they
receive, they are more likely to be satisfied with their overall experience. Moreover,
satisfaction and loyalty are key antecedents to price acceptance, meaning that
customers who are more satisfied with their experience are more likely to accept higher
prices. This establishes a feedback loop where satisfaction increases price tolerance,
which in turn reinforces loyalty.
 On the other hand, Iglesias and Guillen (2004) concur that price can affect
customer satisfaction, meaning that an imbalance between perceived value and cost can
negatively impact a customer’s experience. They highlight the delicate balance that
establishments must maintain in pricing strategies to ensure customer satisfaction. Cater
and Cater (2009) suggest that customer satisfaction is negatively affected by price when
customers feel that the cost outweighs the benefits, leading to dissatisfaction and
potentially harming loyalty. For instance, if customers perceive prices to be too high for
the quality of food or service, their satisfaction diminishes, reducing the likelihood of
repeat business.

In addition, the foodservice establishments must carefully consider how their

pricing strategies impact customer perceptions. While promotional pricing and limited-
time offers can drive short-term sales, long-term customer loyalty is strongly tied to the
perceived fairness of regular pricing. Ensuring that prices are aligned with customer
expectations of value and quality is essential to sustaining customer satisfaction and
fostering loyalty.

Related studies

Foreign

The competitive landscape of the restaurant industry has significantly intensified,

providing customers with an extensive range of dining choices, from fast food to fine

dining. Hwang et al. (2019) discuss how this increase in options has led to rising

customer expectations, where patrons are more discerning and selective, often basing

their choices on the overall value they anticipate from their dining experiences. Similarly,

Skinner, Chatzopoulou, and Gorton (2020) examine how perceptions of localness and

authenticity influence restaurant selection, particularly in tourism settings, highlighting

the importance of these factors in shaping consumer preferences in different contexts.

Understanding the specific criteria that customers use when selecting a

restaurant is crucial for predicting food consumption trends. Ha and Jang (2013) analyze

these criteria through a means-end chain approach, illustrating how consumers evaluate
restaurant options based on attributes, consequences, and the perceived value across

different restaurant segments. This aligns with Scozzafava et al. (2017), who explore

how knowledge of consumer preferences can help restaurant owners better cater to the

dining trends of their target audiences, ultimately informing strategic business decisions

in the food service industry.

The growing influence of digital technology has also transformed the way

customers interact with restaurants, complicating the process of meeting their

expectations. DiPietro (2017) reflects on how digital advancements have evolved

consumer behavior, making it increasingly challenging for restaurants to adapt to

changing customer needs while maintaining competitive advantages. This is further

emphasized by Kaplan and Norton (2001), who advocate for a strategic approach that

incorporates customer satisfaction measures as a means to optimize productivity and

ensure alignment with customer values.

Incorporating these satisfaction metrics into restaurant management practices is

critical for ongoing success, as demonstrated by Reynolds and Biel (2007). They argue

that understanding customer satisfaction is essential for effective performance

evaluations, enabling restaurateurs to refine their service offerings based on consumer

feedback, which is vital in a highly competitive market.

In the restaurant industry, a customer’s decision-making process is initiated when

they recognize a need that can be met by consuming a restaurant’s products or

services. Pedraja and Yagüe (2001) highlight that restaurant consumption is driven by

various factors, such as the need for quick meals, the celebration of special occasions,

or the desire to entertain business clients. Following this recognition of need, customers

engage in an information search, comparing different restaurant options before making a

final decision on where to dine. According to Mothersbaugh and Hawkins (2016), this

decision process involves the assessment of multiple restaurant attributes.

The Theory of Information Integration, as discussed by Anderson (1971), posits

that an individual’s attitude toward a product or service is shaped by both its perceived

performance and the perceived importance of its attributes. Bloch and Richins (1983)

further emphasize that while service firms can control a product or service’s

performance, customers ultimately determine the importance of each attribute in their

decision-making process. In hospitality, Hwang and Lee (2019) note that understanding

these importance perceptions is critical, as they directly influence consumer satisfaction.

Teas (1993) also adds that expectations and perceived quality play crucial roles in

shaping customer decisions.

This focus on importance perceptions has driven research across various sectors

of hospitality and tourism. Heide and Grønhaug (2009) explore factors influencing hotel

guests' perceptions, Xie, Kerstetter, and Mattila (2012) examine the decision-making

factors specific to cruise ship guests, and Ziegler, Dearden, and Rollins (2012) analyze

satisfaction in the context of tourism destinations, highlighting the commonalities and

distinctions in factors that influence consumer choices across different sectors.

In terms of restaurant-specific factors, past studies reveal that customers

prioritize aspects such as price, food quality, variety, reputation, promotions, location,

and information sources. Pedraja and Yagüe (2001), along with Chiciudean et al. (2019),

Cullen (2004), and others, point to these elements as primary drivers of restaurant

selection. Medeiros and Salay (2013) further indicate that these factors only hold

significance if perceived as important by customers. Consequently, restauranteurs often

invest heavily in marketing to highlight these aspects. However, evidence on the

perceived importance of these factors, particularly as they vary across different dining

occasions and restaurant types, is still limited.

This gap in understanding is compounded by the context-specific importance of

factors. For example, Alonso et al. (2013) found that health concerns can influence

restaurant selection, while Nguyen et al. (2018) examined how socio-economic factors

shape customer attitudes toward menu labels in Vietnamese restaurants. Choi and Zhao

(2010) emphasize the impact of health considerations on consumer behavior in South

Florida. Such studies demonstrate the variability of customer priorities based on

situational factors like the type of dining occasion or restaurant segment.

The significance of restaurant selection factors can vary depending on the

context and type of restaurant. For instance, a restaurant’s reputation might be crucial

for those planning special occasions like birthdays or anniversaries, as noted by

Harrington, Ottenbacher, and Kendall (2011). Conversely, location is often more critical

for quick-service restaurants than for full-service ones, according to Harrington,

Ottenbacher, and Way (2013). Ponnam and Balaji (2014) further explore how matching

a restaurant’s attributes to customer visitation motives enhances satisfaction.

Research indicates that a restaurant’s marketing effectiveness hinges on its

alignment with customer priorities. Johns and Pine (2002) underscore the need for

restauranteurs to discern which factors are consistently important to customers versus

those that hold relevance only under specific circumstances. By understanding these

nuances, restauranteurs can refine their marketing strategies to resonate more

effectively with consumer expectations and improve their competitiveness in a crowded

marketplace.
 The prevalence of fast food in modern societies can be closely linked to the

social and occupational transformations that have increased the tendency for people to

dine out. As Stamoulis et al. (2004) observe, there has been a global increase in working

families, which contributes to this shift. Rapurohit and Vasita (2011) define consumer

preference as the act of selecting the best option from a variety of alternatives to satisfy

specific needs or desires. This preference is reflected in consumers’ purchasing

behavior and their search activities for products.

The analysis of consumer preferences for fast food provides essential insights

into changing fast-food consumption patterns and the key factors influencing consumer

choices. Economic growth, as it encourages an urban lifestyle, has heightened people’s

busyness and deterred them from cooking at home. As a result, individuals increasingly

rely on prepared meals, particularly fast food, which is seen as a convenient option.

Islam and Ullah (2010) indicate that several factors are involved in fast-food decision-

making, highlighting that people consider multiple aspects before choosing fast food.

Urbanization, particularly in developing countries, has been associated with

increased dining out, which has propelled the growth of the fast-food industry in these

regions (Kaynak, Aksoy, & Kucukemiroglu, 1996). Both domestically and internationally,

the rise of fast food is driven by the constraints of a busy and competitive urban lifestyle,

as noted by Platania and Privitera (2006). People with demanding schedules, such as

working adults and students, often lack the time to prepare meals. Many students living

away from family face the additional responsibility of cooking, which can interfere with

their academic pursuits. As a result, fast food offers a solution that helps optimize time,

allowing them to allocate some of it for leisure and other activities (Kharel, 2015).

The rapid expansion of the fast-food industry has prompted a closer examination

of the factors driving consumer preference for fast food and the level of satisfaction it
offers. Modern fast-food establishments appeal to patrons through various marketing

strategies and an ever-evolving menu to meet consumer expectations. Understanding

these preferences is crucial to better comprehend the dynamics of fast-food

consumption and to tailor services that align with consumer needs and lifestyles.

The fast-food industry, known for its convenience and quick service, has become

a staple in the modern dining landscape. Customer satisfaction in this sector is

influenced by various factors, which can significantly impact consumer loyalty and repeat

patronage. Studies conducted by researchers such as Deivanai (2016), Phan and

Nguyen (2016), Naziret et al. (2014), Malasi (2012), Monteiro (2000), and Comer and

Wikle (2014) offer valuable insights into these factors, highlighting the importance of

service quality, food quality, pricing, environment, convenience, social influence, and

health considerations.

One of the primary drivers of customer satisfaction in fast-food establishments is

the quality of service and the efficiency of the staff. As Deivanai (2016) emphasizes,

customers expect satisfactory service, which includes interactions with friendly and

capable employees. This notion is supported by Phan and Nguyen (2016), who found

that excellent service directly contributes to customer loyalty. When staff members

provide prompt and courteous service, customers are more likely to have a positive

dining experience and return to the establishment. Additionally, while Malasi (2012)

found that patrons generally appreciate the level of service at fast-food outlets, there are

often specific areas where improvements can be made, reinforcing the idea that

consistent service quality is essential for sustaining customer satisfaction.

The quality of food is another central factor impacting satisfaction in the fast-food

industry. Across all the studies, high-quality food emerges as a significant determinant of

consumer contentment. As Phan and Nguyen (2016) suggest, customers who perceive
the food quality to be high are more likely to return and recommend the establishment to

others. Furthermore, Naziret et al. (2014) found that food quality is integral to the

decision-making process, with patrons valuing taste, freshness, and overall appeal.

Monteiro (2000) also identifies food quality as one of the top three factors influencing

customer satisfaction, underscoring that quality offerings are vital for fast-food success.

Pricing and affordability play crucial roles in determining customer satisfaction in

fast-food settings. Patrons often choose fast-food establishments for their competitive

pricing, which they view as a primary benefit. Both Deivanai (2016) and Phan and

Nguyen (2016) highlight that customers are more satisfied when they perceive the

pricing to be fair and reflective of the quality and quantity of food provided. Comer and

Wikle (2014) further support this by identifying affordability as a core appeal, especially

for budget-conscious customers who prioritize value.

The environment, including cleanliness and ambiance, also contributes to the

overall dining experience in fast food. According to Deivanai (2016), a pleasant indoor

and outdoor environment can significantly enhance customer satisfaction. This extends

to factors such as cleanliness, atmosphere, and general comfort within the

establishment. Monteiro (2000) similarly underscores the importance of a clean and

welcoming environment, suggesting that customers are more inclined to return to a

restaurant that maintains high standards of cleanliness.

Convenience and accessibility are vital to the success of fast-food

establishments, as they cater to busy individuals seeking quick meal options. Comer and

Wikle (2014) note that the proximity of a fast-food outlet can heavily influence customer

decisions, as patrons often prioritize easy access. Deivanai (2016) similarly points out

that convenient service accessibility can improve satisfaction, particularly for those who
are pressed for time. This convenience factor makes fast food a popular choice for

people with demanding schedules, such as working adults and students.

Social influence and health considerations are also emerging factors in the realm

of fast food. Comer and Wikle (2014) acknowledge that social cues, such as peer

recommendations or societal trends, can impact customer preferences. Additionally, as

consumers become more health-conscious, the availability of healthier menu options

has become increasingly relevant. While health concerns are not always at the forefront

of fast-food decisions, the inclusion of nutritious choices can attract a broader range of

customers who prioritize wellness alongside convenience.

Based on these findings, Phan and Nguyen (2016) provide practical

recommendations for fast-food establishments, particularly in Vietnam, to enhance

customer satisfaction. They suggest focusing on maintaining consistent food and service

quality, ensuring fair pricing, and expanding menu options to include healthier items. By

adopting these strategies, fast-food businesses can appeal to a diverse customer base,

ultimately strengthening customer loyalty and satisfaction.

Local

The fast-food industry in the Philippines has become an essential part of the

country’s diverse and dynamic consumer market. With a growing population exceeding

100 million and a burgeoning economy, the Philippines offers vast opportunities for

businesses, particularly in the fast food and eCommerce sectors. This review of related

studies delves into the various demographic, economic, and social factors that shape

consumer behavior toward fast food, highlighting the complexities and nuances that

influence purchasing decisions.

 The Philippines has witnessed rapid growth in eCommerce, which saw sales

reach $17 billion in 2021. This significant figure is attributed to the widespread use of

digital platforms, with 73 million Filipinos engaging in online shopping. The fast-food

sector has similarly benefited from this digital boom as the adoption of online ordering

and delivery services has reshaped how Filipinos access and consume fast food.

Consumer behavior is evolving due to technological advancements and changing

preferences, requiring businesses to remain adaptable and responsive to these shifts.

For aspiring business owners, understanding current consumer trends and

preferences is crucial. The fast-food industry, while seemingly straightforward, is

influenced by a multitude of factors, from demographic attributes to social and

psychological influences. The dynamics of the consumer market in the Philippines,

therefore, necessitate a comprehensive understanding of these variables to ensure that

businesses can effectively cater to their target audience.

Consumer preferences for fast food are closely tied to demographic factors,

which play a vital role in shaping purchasing decisions. Elements such as age, sex, civil

status, occupation, monthly income, and frequency of dining out are pivotal in forming

consumer profiles. Age and sex, in particular, are influential in creating a segmented

view of the fast-food market. Lund (2019) emphasized that these two factors are critical

in understanding consumer attitudes as they differ significantly across sociocultural

contexts. Izquierdo-Yusta et al. (2019) further support this notion, highlighting that these

demographic variables are essential for comprehending the varied consumer attitudes

within different cultural frameworks.

In the Philippines, fast food appeals widely to a young demographic, as it aligns

with their preference for quick, convenient, and affordable meal options. Younger

consumers are also more inclined to embrace the digitalization of the fast food industry,
utilizing mobile apps and delivery services for their orders. However, demographic

factors alone do not wholly determine consumer behavior. Civil status, occupation, and

income also intersect with these preferences, further adding to the complexity of

understanding consumer behavior in the fast-food sector.

Occupation and monthly income significantly influence consumer choices

regarding fast food. Imtiyaz et al. (2021) discuss how these factors shape consumer

spending habits and determine their purchasing power within the fast-food market.

Income levels are particularly influential, as they often dictate the frequency and type of

fast food purchased. According to Ferdina & Sembiring (2021), income levels intricately

influence purchasing patterns within the fast-food sector, with individuals in higher

income brackets having more disposable income to spend on fast food. Conversely,

those with lower incomes may be more selective in their choices or may choose fast

food as an affordable meal alternative compared to dining at more expensive

restaurants.

Occupation also intersects with lifestyle choices that affect fast food

consumption. For instance, working professionals may opt for fast food due to time

constraints and convenience. In contrast, students and younger individuals might view

fast food as a social or recreational activity. This interplay between occupation and

income illustrates the diverse motivations behind fast food consumption and highlights

the importance of considering socioeconomic factors when analyzing consumer

behavior.

The frequency of dining out is another important aspect that reflects lifestyle

choices and influences fast food consumption. Gogoi (2020) discusses how factors such

as convenience, time constraints, dietary preferences, and budget considerations impact

dining frequency. For many Filipinos, fast food serves as a convenient option that fits
into their busy lifestyles. As fast-food establishments offer quick and accessible meal

solutions, they attract consumers who prioritize convenience over other dining attributes.

Dining frequency is often linked to an individual's lifestyle. For example, those

with demanding work schedules may rely more on fast food due to the quick service and

affordability it offers. Conversely, individuals with more flexible schedules or those who

prioritize home-cooked meals may dine out less frequently. These lifestyle variations

highlight the importance of tailoring marketing strategies to meet the specific needs and

preferences of different consumer groups within the fast-food market.

While much research has been conducted on consumer behavior, Jones and

Smith (2022) caution that certain demographic groups, particularly lower-income

individuals, may be underrepresented. This potential bias in research underlines the

need for more inclusive methodologies that encompass a wider range of consumer

perspectives. By doing so, researchers can ensure that they capture the full spectrum of

consumer behavior within the fast-food industry, providing a more accurate and

comprehensive understanding of the market.

Addressing this underrepresentation is crucial, as it allows businesses to gain

insights into the preferences and challenges faced by marginalized groups. Inclusive

research approaches enable businesses to create strategies that are not only effective

but also equitable, catering to a diverse consumer base that may have previously been

overlooked.

While menu variety is an important factor in consumer decision-making, other

elements such as service quality, atmospheric quality, perceived value, and modernity

also play significant roles. Olise, Okoli, and Ekeke (2015) emphasize that these factors

collectively shape consumer behavior and influence their choices regarding fast food
establishments. Service quality, in particular, can significantly impact customer

satisfaction and loyalty, while a modern and welcoming atmosphere can attract younger

consumers who value trendy and aesthetically pleasing dining environments.

Psychological, social, and cultural factors also influence fast food patronage,

adding another layer of complexity to consumer behavior. A 2018 study conducted

among marketing students in the Philippines revealed that consumer decisions are not

solely based on the availability of food options but are also affected by social and

cultural norms. For instance, eating at fast food establishments can be seen as a social

activity that brings people together, while cultural preferences may dictate certain food

choices over others.

Food presentation and effective marketing are pivotal in encouraging consumer

patronage in the fast-food sector. Ademola (2013) highlights how businesses that invest

in the visual appeal of their food and in well-crafted marketing campaigns can create a

lasting positive impact on customers. A well-presented meal not only enhances the

dining experience but also influences consumers' perceptions of value and quality, which

can lead to increased customer loyalty and repeat visits.

Marketing strategies that resonate with consumers' preferences and values can

also foster brand loyalty. By understanding what drives consumer behavior, fast food

businesses can create targeted campaigns that emphasize aspects like convenience,

affordability, and modernity, which are particularly appealing to Filipino consumers. This

strategic approach enables businesses to build strong connections with their audience,

ensuring sustained patronage in a competitive market.

Consumer behavior in the fast-food industry in the Philippines is influenced by a

multitude of factors, ranging from demographic attributes to lifestyle choices and

psychological influences. The interplay of these elements creates a complex landscape

that requires businesses to adopt a holistic approach to understanding their market. By

considering factors such as income, occupation, dining frequency, and cultural

influences, businesses can develop more effective strategies that align with the diverse

preferences of Filipino consumers. Moreover, inclusive research practices and attention

to non-menu-related influences like service quality and food presentation can help fast

food businesses create positive customer experiences that foster long-term loyalty. In a

market as dynamic as the Philippines, staying attuned to these consumer behavior

trends is essential for sustained success in the fast-food industry.

Synthesis of the State-of- the-Art

As the restaurant industry continues to grow, the variety of dining options

available to customers has significantly raised their expectations. Consumers are

becoming more discerning, focusing on factors like value, food quality, price, and

location when deciding where to dine (Hwang et al., 2019; Skinner et al., 2020). As

technology continues to play a bigger role in how people interact with restaurants,

businesses must adjust to these shifting customer behaviors while maintaining high

service standards (DiPietro, 2017; Kaplan & Norton, 2001). This means that

understanding customer satisfaction is more important than ever, as it helps restaurant

owners align their offerings with what customers truly want (Reynolds & Biel, 2007).

When choosing a restaurant, customers are influenced by several factors, such

as the type of meal they are looking for, their socio-economic status, and even health

concerns (Pedraja & Yagüe, 2001; Alonso et al., 2013). These factors differ across

consumer groups, particularly in the fast-food sector, where convenience, affordable

prices, and service quality often drive customer decisions (Deivanai, 2016; Phan &

Nguyen, 2016). In fast food, it’s not just about the food—it’s also about how quickly you
can get it, the quality of service, and how comfortable the environment is (Naziret et al.,

2014; Comer & Wikle, 2014). These factors build loyalty and ensure that customers

come back for more.

In the Philippines, the fast-food industry has grown rapidly, partly because of

demographic changes, urbanization, and the rise of online ordering (Lund, 2019;

Izquierdo-Yusta et al., 2019). For Filipinos, age, income, and occupation play a

significant role in shaping dining choices. Younger consumers, for example, are more

likely to embrace the convenience of digital platforms, making it important for businesses

to keep up with these technological trends (Gogoi, 2020). Income levels also influence

how often people dine out and where they choose to eat, with those in higher income

brackets more likely to dine frequently at fast-food restaurants (Imtiyaz et al., 2021;

Ferdina & Sembiring, 2021).

Even with the wealth of research available, there are still gaps in fully

understanding all consumer groups, particularly those from lower-income backgrounds.

By embracing more inclusive research methods, businesses can gain a deeper

understanding of the diverse needs and preferences of all customers, leading to more

effective strategies (Jones & Smith, 2022). This will help restaurants remain competitive

and better serve their customers in an ever-evolving market.

Gap to be Bridged by the Study

The literature reviewed here all ties into the present research, offering valuable

insights into customer preferences in the foodservice industry, from decision making to

the impact of service quality, and pricing. These studies highlight important aspects, but

as we analyzed them, we noticed some gaps. While these studies help us understand

different factors that shape consumer behavior, they don’t fully explore how these factors
work together in a more integrated way. What’s also missing is any research that directly

addresses the combined impact of these preferences, especially in the foodservice

sector, where societal trends and psychological influences come into play. This is the

gap that the current research aims to fill.

Theoretical Framework Please revise your theoretical and conceptual

Framework

This study is based on ideas from Aaron Allen & Associates (n.d.), which discuss

how changing consumer preferences are affecting restaurants. Today, many people are

more aware of their health, want convenience, and care about how their food is made

and packaged. Because of this, restaurants need to change how they operate to keep

up with what customers want.

More and more people are looking for healthier food options, like plant-based

and organic meals. Eateries that offer these choices are likely to attract health-conscious

customers. Convenience is also very important; people appreciate things like mobile

ordering and contactless payments because they make it easier and quicker to get their

food. Restaurants that use these technologies can provide better service and meet

customer expectations.

Sustainability is another key concern. Many customers prefer to support

restaurants that take steps to protect the environment, such as using eco-friendly

packaging or reducing waste. Personalization is crucial customers want their dining

experiences to feel special and tailored to their tastes, whether through customizable

meal options or promotions that fit their preferences.

By understanding these changes, eateries can adapt and thrive. This framework,

informed by Aaron Allen & Associates (n.d.), highlights how shifts in what people want

Context Input Process Product

Understand how eateries Evaluate the quality of Evaluate how eateries Measure success
directly influence how restaurants operate, encouraging them to innovate and adjust to

stay competitive.

Figure1. Theoretical Paradigm

IPO model is a kind of conceptual framework not theoretical. The theoretical

paradigm is the image of theories on how you discussed it in framework

CONCEPTUAL FRAMEWORK

This study looks into how changing customer preferences are affecting the

eateries at San Jose Community College. It focuses on the context, input, process, and

outcomes of these changes. The key concerns are the challenges faced by eatery

owners. The study also explores how these eateries are responding to keep up with

what their customers want. Information is gathered by talking to owners, and customers

through surveys and interviews. The findings from this research will help develop

strategies to support San Jose Community College eateries in adapting to these

changing preferences and better meeting customer needs.

The conceptual framework of this study is created to offer a clear understanding

of how the key variables being examined are interconnected and utilized by the

researchers. It is based on the model shown in Figure 2, which illustrates the ideas and

relationships between the different variables and shows the overall flow of the study.

The observed changes in the This study uses a descriptive

preferences of San Jose design, combining surveys
Community College students and interviews to explore how
during the current academic these shifts are affecting
year. eateries around San Jose Interview
Community College
The changes in student
preferences impacted the
eateries.
 Figure 2. Conceptual Paradigm

Definition of Terms

Customer Preferences. The specific likes, dislikes, and choices of consumers

regarding food offerings, service styles, pricing, and overall dining experiences within

campus eateries.

Eateries. Various food service establishments available to students and staff at

San Jose Community College, including cafes, dining halls, food trucks, and vending

services.

Impact. The effect or influence of changing customer preferences on the

operations, menu offerings, pricing strategies, and overall success of eateries in the San

Jose Community College environment.

Changing Preferences. The evolving tastes and demands of customers over

time, which may be influenced by factors such as health trends, cultural shifts, economic

conditions, and social influences.

San Jose Community College. A community college located in San Jose

Malilipot, Albay serving a diverse student population and providing various academic

programs and support services, including dining options for its community members.
 Market Research. The process of gathering, analyzing, and interpreting

information about customer preferences and behaviors to inform decision-making in the

management and operation of campus eateries.

Consumer Behavior. The study of how individuals make decisions regarding the

acquisition, consumption, and disposal of goods and services, particularly in the context

of dining options available to students.

Menu Adaptation. The adjustments made to the food offerings in response to

observed changes in customer preferences, including the introduction of new dishes,

modification of existing items, and consideration of dietary restrictions.

Service Quality. The perceived quality of service provided by eateries,

encompassing factors such as speed, friendliness, cleanliness, and overall customer

satisfaction

Sustainability. The practices adopted by eateries to ensure environmentally

friendly operations, which may include sourcing local ingredients, reducing waste, and

promoting healthy eating habits among customers.

NOTES

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Skinner H., Chatzopoulou E., Gorton M. (2020). Perceptions of localness and

authenticity regarding restaurant choice in tourism settings. Journal of Travel & Tourism

Marketing, 37(2), 155–168. doi: 10.1080/10548408.2020.1722785.

Ha J., Jang S.C. (2013). Attributes, consequences, and consumer values: A means-end

chain approach across restaurant segments. International Journal of Contemporary

Hospitality Management, 25(3), 383–409. doi: 10.1108/09596111311311035.

Scozzafava G., Contini C., Romano C., Casini L. (2017). Eating out: Which restaurant to

choose? British Food Journal, 119(8), 1870–1883. doi: 10.1108/BFJ-12-2016-0591.

DiPietro R. (2017). Restaurant and foodservice research: A critical reflection behind and

an optimistic look ahead. International Journal of Contemporary Hospitality

Management, 29(5), 1203–1234. doi: 10.1108/IJCHM-01-2016-0046.

Kaplan R.S., Norton D.P. (2001). The Strategy-Focused Organization. Harvard Business

School Press.
Reynolds D., Biel D. (2007). Incorporating satisfaction measures into a restaurant

productivity index. International Journal of Hospitality Management, 26(2), 352–361. doi:

10.1016/[Link].2006.01.003.

Pedraja M., Yagüe J. (2001). What information do customers use when choosing a

restaurant? International Journal of Contemporary Hospitality Management, 13, 316–

318. doi: 10.1108/EUM0000000005966.

Mothersbaugh D.L., Hawkins D.I. (2016). Consumer Behavior: Building Marketing

Strategy (13th ed.). McGraw-Hill Education.

Anderson N.H. (1971). Integration theory and attitude change. Psychological Review,

78, 171–206. doi: 10.1037/h0030834.

Bloch P.H., Richins M.L. (1983). A theoretical model for the study of product importance

perceptions. Journal of Marketing, 47, 69–81. doi: 10.1177/002224298304700308.

Hwang J., Lee J. (2019). A strategy for enhancing senior tourists’ well-being perception:

Focusing on the experience economy. Journal of Travel & Tourism Marketing, 36, 314–

329. doi: 10.1080/10548408.2018.1541776.

Teas R.K. (1993). Expectations, performance evaluation, and consumers’ perceptions of

quality. Journal of Marketing, 57, 18–34. doi: 10.2307/1252216.

Heide M., Grønhaug K. (2009). Key factors in guests’ perception of hotel atmosphere.

Cornell Hospitality Quarterly, 50, 29–43. doi: 10.1177/1938965508328420.

Xie H., Kerstetter D.L., Mattila A.S. (2012). The attributes of a cruise ship that influence

the decision making of cruisers and potential cruisers. International Journal of Hospitality

Management, 31, 152–159. doi: 10.1016/[Link].2011.03.007.

Ziegler J., Dearden P., Rollins R. (2012). But are tourists satisfied? Importance-

performance analysis of the whale shark tourism industry on Isla Holbox, Mexico.

Tourism Management, 33, 692–701. doi: 10.1016/[Link].2011.08.004.

Chiciudean G.O., Harun R., Muresan I.C., Arion F.H., Chiciudean D.I., Ilies G.L.,

Dumitras D.E. (2019). Assessing the importance of health in choosing a restaurant: An

empirical study from Romania. International Journal of Environmental Research and

Public Health, 16, 2224. doi: 10.3390/ijerph16122224.

Cullen F. (2004). Factors influencing restaurant selection in Dublin. Journal of

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DOI Not Found.
 CHAPTER 3

RESEARCH DESIGN AND METHODOLOGY

This chapter contains the research method and design, sources of data, locale

and respondents of the study, research instrument, data collection procedure, and

ethical consideration.

Research Design

This study uses a descriptive design, combining surveys and interviews to

explore how customer preferences are changing and how these shifts are affecting

eateries around San Jose Community College. We'll gather insights from students, staff,

and local eatery owners, listening to their experiences and perspectives. By analyzing

the data, we aim to uncover people's current food preferences, the challenges eateries

near San Jose Community College encounter in meeting these demands, and how they

are adjusting to remain competitive and responsive. The findings will provide a real-life

snapshot of the evolving relationship between customers and local eateries.

Sources of Data

This study has two main sources of data the primary and secondary sources, the

primary sources of data we’re selected eatery owners at San Jose Community College.

Secondary sources we’re book Journal, Thesis, and Social Media platforms deemed

necessary to gather the needed information for the study.

Respondents Study

The respondents for this study are the dedicated owners of eateries around San

Jose Community College. They’ll share their experiences of how customer preferences

have changed, and how they’ve had to adjust their menus, services, and operations to

keep up. Through their stories, we’ll gain insight into emerging trends, like the growing

demand for healthier meals or more convenient options. These business owners are at

the front line, adapting to challenges while striving to meet their customers' evolving

tastes. Their perspectives will offer a personal look at how they balance running their

businesses while responding to the changing needs of the college community.

Instrument

To understand the depth how eatery owners of San Jose Community College, as

a hub of learning and socializing, is equally a hub of eateries for its ever-changing tastes

and needs of the student. To understand such a shift in preference in the college dining

scene, we conducted a descriptive research study using a semi structured qualitative

approach, incorporating interviews. provided a cross-section of student members with

the interviews. The interview to outline the qualitative aspect of their dining patterns,

preferences, and perceptions regarding the existing eateries. This data generally

reflected general trends about food choices, dietary restrictions, and service

preferences. However, to gain insight into the kinds of preference and the nature of the
reasons for them, we interviewed in more depth a smaller number of people. These were

discussions that helped explore their own personal experiences and opinions concerning

their changing needs and requirements regarding the college's food services. We then

consider their particular nutritional requirements, their desire for healthier meals,

preferred types of cuisine, and requirements regarding the ease and cost of access and

overall environment of eating. Through this qualitative research, we have been able to

capture the richness and complexity of customer perspectives regarding what informs

their decisions in choosing a place to dine at and what they find challenging in getting

those needs met by the college's food service providers. Understanding this evolving

preference is, therefore, important in informing food service strategy for the future and

ensuring that these eateries in San Jose Community College continue to cater for the

very heterogeneous population that it serves.

Data Gathering Procedure

After the validation of the questionnaires the researchers then multiplied it to the

number of copies that could accommodate all the respondents and at the same time the

letter of request for the selected eateries at San Jose community college were prepared

The letter of request and the questionnaires we're delivered personally by the

researchers, it was during the delivery of the letter of request and of the copies of the

instrument that the researcher explained the details that would help the respondents

accomplish the questionnaires.

The questionnaires we're retrieved at the same day when they we're answered

and the results of the retrieved questionnaires we're analyzed and interpreted through

the use of the most appropriate statistical procedures.

Ethical Consideration
 In conducting research on the impact of shifting customer preferences on

eateries at San Jose Community College, it is essential to address ethical considerations

that ensure the rights, dignity, and welfare of all participants are respected. This study,

which explores how student preferences have evolved, the effect on local eateries, and

the strategies adopted by eatery owners to adapt, involves various stakeholders whose

privacy and well-being must be safeguarded. Ethical research practices form the

cornerstone of a reliable and respectful study, especially when engaging with diverse

communities like San Jose Community College. Focusing on informed consent,

confidentiality, and minimizing harm provides a framework to ethically engage with

participants and gather meaningful data.

1. Informed Consent

Informed consent is a foundational ethical principle in research. It requires that

participants are fully informed about the study’s objectives, procedures, potential risks,

and anticipated benefits before they agree to participate. For this study, informed

consent ensures that students and eatery owners understand how their information will

be used, and that they voluntarily choose to participate without any coercion.

Researchers should provide clear and accessible explanations, possibly using written

consent forms, and answer any questions participants may have. This process should

also include informing participants of their right to withdraw from the study at any time,

which reinforces their autonomy and ensures they have control over their involvement.

By obtaining informed consent, researchers build trust with participants and show

respect for their autonomy and decision-making.

2. Confidentiality and Privacy

 Confidentiality is vital in protecting participants' personal information, ensuring

that any data collected cannot be traced back to specific individuals or businesses. In

the context of this research, both students and eatery owners might share sensitive

information, such as personal preferences or business strategies, which could affect

their reputation or personal privacy if disclosed. Researchers must anonymize data by

removing any identifiers and store all data securely, limiting access to only those directly

involved in the research. This guarantees that participants can share insights without

fear of exposure or repercussions. By prioritizing confidentiality, researchers safeguard

the privacy of participants and create a space where honest and candid responses are

encouraged, which can lead to more accurate and valuable data.

3. Minimizing Harm

Minimizing harm is an ethical imperative that seeks to prevent any psychological,

social, or emotional distress for participants. This research may involve asking sensitive

questions about students’ preferences and eatery owners’ business practices, which

could potentially evoke discomfort or concern. Researchers should design the study in a

way that reduces any potential harm, such as by framing questions sensitively and

offering resources or support if participants experience any distress. For example, if

discussions about business challenges cause stress for eatery owners, researchers

should be prepared to handle the situation with care and offer them resources, such as

access to business counseling services. Minimizing harm helps protect participants’ well-

being and demonstrates respect for their emotional and psychological health throughout

the study.