A study of consumer preferences on selected chicken houses in Metro Manila

• Main Authors: Ang, Jeffrey, Montes, Anne Charisma, Munoz, Melissa, Tan, Abbie Jane
• Format: text
• Language: English
• Published: Animo Repository 1996
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16751
• Institution: De La Salle University

Quality has often been viewed as dependent on the level of product attributes. (Hauser et al, 1983, Rosen, 1974). This paper attempts to present a good indicator of consumer preferences among the client determined attributes of chicken houses in Metro Manila. Also determined by the client are the chicken houses under study, namely KFC, Kenny Rogers, Max's and Andok's Baliwag. With a confidence level of 95% and a margin of error of 5%, the researchers surveyed a total of 384 respondents divided proportionately among the chicken houses within Metro Manila. The Likert Scale, Rank Order Method and the ITEO format was used in analyzing the results of the survey. After conducting the survey and analyzing the results, the researchers discovered that Kenny Rogers was ranked as the most preferred chicken house among the four. This was followed by Max's, Andok's Baliwag and KFC respectively. KFC never made it to the top ratings in the different categories, in fact, it also was rated the lowest in appearance, taste and service. This despite the fact that the respondents' number one consideration or preferences for the chicken house is taste. The overall rating of the chicken houses rated it as 3.58 which is the lowest among the four chicken houses and is below the average rating of the chicken houses of 3.8 For the appearance of the chicken that is served, Kenny Rogers received the highest rating among the different chicken houses while KFC got the lowest. For the ambiance of the chicken houses, Kenny Rogers received the highest mark and Andok's/Baliwag got the lowest score. With regard to the taste of the chicken, Max's had the highest rating while KFC had the least rating score. For the price of the chicken, Kenny Rogers was number one while Andok's/Baliwag was in last place. On the service of the chicken houses, Kenny Rogers was again number one while KFC was in fourth place for the third time. The respondents, based on appearance of the chicken, preferred that the chicken served looked freshly cooked while the least preferred considerations is the appealing color of the chicken. On ambiance, the respondents chose as their number one preference in choosing a chicken house is its cleanliness while the least important considerations is the noise. On taste, spicy flavored chicken got the highest vote while a bitter flavored chicken was the least preferred. For the manner of cooking, the respondents want the chicken fried and they least want their chicken to be grilled. Based on taste attributes, the respondents consider tenderness as the most important considerations in purchasing a chicken while flavor of sauce is the least important. On service, having fast service is the most important factor that the respondents look for while friendliness is the least important or preferred in choosing a chicken house. The researchers recommend that the Client pursue further research regarding the strategies of the various chicken houses. The researchers also recommend to the Client to establish a chicken house with chicken products that are in line with the preferences of the consumers as showed in the study.