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

• Main Authors: Deuna, Roi Jedrik Q., Escalante, Christian Nicholas L., Magsaysay, Mario Nicolas L., Martinez, Carlos Miguel B.
• Format: text
• Language: English
• Published: Animo Repository 2013
• Subjects: Food industry and trade > Philippines > Management; Food service management > Philippines; Customer relations > Management.; Business Administration, Management, and Operations
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/11495
• Institution: De La Salle University

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.