A study of factors that affect the choice of consumers towards bundled meals in the food service industry

Date of Publication


Document Type

Master's Thesis

Degree Name

Master of Science in Marketing


Ramon V. Del Rosario College of Business


Marketing and Advertising Department

Thesis Adviser

Mary Julie B. Tañada


Limited menus, self-service, takeout orders and high turnover have long characterized fast-food restaurants. Capturing or retaining market position is intuitively tied to keeping up with the preference of the Filipino consumers in this study, particularly those in Metro Manila. The most recent trend in fast food restaurants has been toward value pricing. While it was a novelty for a short time to McDonalds, value pricing has become a part of almost every competitor herein referred to as value meals McDonalds is bringing attention to its value menu by spending an estimated $10 million on a national advertising campaign focused on its value meals. In the light of this situation in the food service industry, the researcher determined that the factors affecting the choice of consumers towards value meal is affordable price and taste. It described the profile of value meal consumers in Metro Manila. Using Factor analysis the following clusters emerged: experiencer, it/sports enthusiast, home centered individuals, entertainment oriented, health conscious and those that spends their time wisely. Findings indicated that bundled meal is preferred to ala carte menu in the fast food outlets however there is no significant correlation between the demographics (pertaining to age, gender, civil status and income only) except education as to the likelihood of purchasing bundled meal. Purchase occasion & consumption frequency showed no positive relationship to the preference of bundled meals. Physical surrounding in the same manner was not found to influence decision to purchase bundled meal although menu board and promotions garnered sizeable mentions posting a majority in the tabulated survey. Primary data was captured using focus group discussion and a structured questionnaire was utilized through a face to face survey. The variables were analyzed using non-parametric statistical tool Chi square, Kolmogoriv-Smirnov goodness of fit test and contingency coefficient. Results of this investigation are discussed to help provide specific indicators of consumer behavior towards bundled food value meals which could serve as bases for marketing strategy formulation by practitioners specifically for Maxims Tea House with which the researcher has an affiliation.

Abstract Format






Accession Number


Shelf Location

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

Physical Description

1 computer optical disc ; 4 3/4 in.


Consumers' preferences; Food service--Research; Demand (Economic theory); Consumption (Economics)

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