A study on the relationship between customer perception and customer preference on the attractiveness of food trucks in Cucina Andare

Date of Publication

2013

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Business Management

Subject Categories

Business Administration, Management, and Operations

College

Ramon V. Del Rosario College of Business

Department/Unit

Business Management

Thesis Adviser

Honorata Dimapilis

Defense Panel Chair

Emilina Sarreal

Defense Panel Member

Jyro Triviño

Abstract/Summary

The food truck industry was recently established here in the Philippines through the first food truck market, Cucina Andare. The group decided to pioneer a study on this subject because it is not yet well studied around the world. Since it is new in the Philippines, how customers view food trucks has not been established yet. Thus, it is necessary to study the attractiveness of food trucks and determine if there is a relationship between customer perception and customer preference on what food truck owners do to make their food trucks attractive.

Using the following factors such as design, color scheme, logo, menu layout, affordability, brand name, social media (Facebook and Twitter), the group found out through the use of statistical tests, such as the Wilcoxon Signed-Rank test of difference, and the Spearman’s Rank-Order correlation, that affordability and color scheme yield no significant relationship when it comes to customer perception and customer preference in terms of importance, which means that the said factors are not important in considering what the customer perception is in relation to their preference in terms of importance, and vice versa. On the other hand, based on the test of difference, the ones with the biggest difference to the least are as follows: affordability, design, brand name, color scheme, layout, logo, Facebook and Twitter. It is ranked according to importance of what to prioritize in designing the food truck but only the factors that have a relationship should be considered.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU18288

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

vi, 162, 16 unnumbered leaves : illustrations (some colored) ; 28 cm.

Keywords

Food industry and trade--Philippines--Management; Food service management --Philippines; Customer relations--Management.

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