I.

INTRODUCTION

This study aims to identify the top factors Filipinos consider when buying fast food from food carts in train stations, specifically in LRT and MRT stations in Metro Manila. The group uses a survey to gather to data from sample population arriving at a conclusion from information used for analyzing factors mentioned. The objectives of this study is: to (1) identify the factors important to consumers; (2) use concepts and ideas learned in the groups Management Statistics course; (3) use data and information to analyze and assess certain outcomes and characteristics of a sample/population; (3) and to acquire new skills and knowledge in conducting studies and surveys for future use. Information is power and updated information obtained from studies are good sources for businesses to use. The top five factors that Filipinos look for before they buy food from particular food carts is important to know for businesses. These factors should be considered not only creating their product and brand but to maintain and develop the same for business growth. It is important for business owners to know their consumers'/customers' preferences, traits and tendencies for their business, product development and enhancement. II. REVIEW ON RELATED LITERATURE

A. History/Background of Filipino Food As the Filipino culture is a melting pot of Eastern and Western influences, so is its cuisine. From the Malayo Polynesians to the Chinese and even from the Spanish (Wikipedia: Philippine Cuisine, 2013), through the years in its history, Philippine cuisine has developed, evolved and grown into a vast array of dishes and dimensions. Filipino cuisine consists of different varieties of dishes that suit every palate from sour, to sweet to salty, to fried, steamed, roasted and boiled - Philippine cuisine is never boring (Wikipedia: Philippine Cuisine, 2013). Filipino preference on taste manifested and was obvious in the foods and dishes they chose to prepare, cook and eat when its cuisine was slowly developed through the years and centuries of influence from different cuisines. Resources in the country also influenced the food that Filipinos preferred as coconut trees are abundant in the country, coconut milk, or gata, was included in dishes along with fish and other kinds of seafood (Filipino Food History, 2009). When you look closely and observe, Filipinos are fond of seafood, coconut milk, stews or dishes with soup and vegetables and grilled or roasted meats (pork and poultry) and proteins (Filipino Food History, 2009). Popular dishes during the time of evolution of Filipino cuisine are inihaw or broiled meats such as pork and chicken from the Malayo Polynesian; pancit, siomai and siopao from the Chinese and paella and adobo from the Spanish (Filipino Food History, 2009). Filipino food is not spicy like Indian and Thai food but Filipino food is still very succulent, delectable and tasty with subtle spices, fresh and native ingredients that reflect Filipino culture and the different regions that comprise this country (Filipino Cooking History and Legend, 2006). Filipino taste their preference of food the dishes they choose to prepare, cook and eat, the ingredients they use, the depth and texture of the dishes stem from all the cultures that comprise the Filipino culture. But not only that Filipino taste has grown from the ingredients and resources available in the region/country as well as material resources that each region has (Filipino Cooking History and Legend,

2006). Now in the 21st century, it has not stopped growing and developing, as people still find ways to change it, master it, alter it and fuse it. But whats great about Filipino cuisine and the Filipino culture is that no matter how it changes, it does not forget its roots, which Filipinos make as their foundation for development and change. B. The Modern Filipinos Food Preference As mentioned in the previous part of this paper, Filipino preference to food first started pretty much as necessity and availability people developed their taste as to what was available (materials and ingredients) and doable (ways and techniques of cooking) during those times (Filipino Food History, 2009). Although when we talk about now modern times, it is evident that times have changed and so has Filipino cuisine. Filipinos love their food and its very obvious as they not only eat three (3) times a day of full meals (which consist of rice and two (2) viands first one being vegetables and second viand is either of beef, pork, chicken or seafood), but Filipinos tend to have snacks in between those meals called merienda (Filipino Food Preferences, 2011). Times are changing and the culinary world slowly is realizing that Filipino cuisine is an understated one, many chefs and foodies out there are trying to change that. At the same time, Filipino preference is changing along with it. Styling, presentation, technique and re conceptualizing is what is being done nowadays and it seems that Filipinos are taking it all in as establishments and restaurants with these themes are becoming well known and successful. It cannot be denied that Filipinos tend to lean towards dishes that are sour and tangy such as adobo (What is Filipino Cuisine?, 2012), but they also tend to lean towards fried foods such as lumpia, fried chicken and fried fish (Filipino Food Preferences, 2011). With this, a study conducted by Prof. Alredo S. Sureta, Jr. Last 2011 states that Filipinos like to dine out at an average of once a week to every other week whether with financially good times or bad (Sureta, 2011). In this study, Sureta came to find that Filipinos are fond of fast food such as (first ranked to 5th ranked) Jollibee, McDonalds, Mang Inasal, Chow King and Greenwich. Please refer to Table 1 for the full Top 10 list (Sureta, 2011). Table 1: Peoples choice of Fast Food Stores Top 10

Table 2: Demographic Cross Tabulations: Jolibee vs. McDonalds

It can also be observed from Suretas (2011) study that males preferred McDonalds to Jollibee with a 56.5% lead versus 40.7, while females chose Jollibee with 59.3% against 43.5% for McDonalds. In the age bracket variable, the highest values is in the 36 45 age bracket, having 24.7% for Jollibee while 27.5% chose McDonalds in this age bracket. McDonalds gained 57.2% of employed individuals votes while 12.6% of self employed and 30.8% of unemployed chose Jollibee. Twenty six point eight percent of single individuals chose McDonalds while 74.7% of married people chose Jollibee. Lastly, the Socio Economic Class variable is most interesting as the A, B and C classes have the lowest response rate of 0.6% and 0.7% and D1 class gave the highest response of 87.9% for Jollibee and 87.6% for McDonalds, which reflects that the masses tend to enjoy and purchase fast food more than the upper classes (Sureta, 2011). C. What Filipinos Consider When Buying Food As times have changed, so have Filipino cuisine, Filipino food and the peoples preference as to what they like to eat. One of the things that Filipino have learned to love is fast food, which in general, refers to the kind of food establishments that sell quick, inexpensive take out food (Arboleda, 2010). As stated in Suretas (2011) study of Filipino food preference, a big percentage of people go out to dine in fast food establishments for a number of reasons. Mentioned in a study done by Chen, Hsin, Chen, et. al last 2009 entitled Expansion Trend of Fast Food Restaurants in Metro Manila, people eat out in fast food establishments because of cleanness, price, staff etiquette, dining environment of the restaurants, food quality, and consistency. Another study conducted by Alizon Draper last 1996 mentions that one of the factors for people to buy fast food/street foods is diversity one can choose from a wide variety of dishes and foods. Aside from this, fast food/street food also offers a

wide variety of ingredients and ways of cooking and preparation, adding to the depth and texture of the dish (Draper, 1996). In the same study, cost and availability is another factor as to why people prefer fast food/street food. Fast food prices are kept low due to competition and available resources, as well as dishes in these establishments are less time consuming to prepare, as compared to larger and upper class type of establishments (Draper, 1996). Having close to around 400,000 branches of different fast food establishments (Chen, Hsin, Chen et al, 2009), they offer incredible availability, offering their products to people in Metro Manila which is one thing Filipinos are happy about. Of course, one more factor that people look into at fast food restaurants is their menu their products and especially their product development (An Overview of the Philippine Food Market, 2012). What a fast food restaurant offers the dish, the taste, how it is cooked, the ingredients used and how it is packaged and presented is very important to the consumer (Reyes, 2011). Lastly, one of the main factors is atmosphere how a place makes their guests or customers feel while there which is not only physical, but also emotional, in total, the whole atmosphere and environment the consumers are exposed to (Food Service Industry in the Philippines, 2010). D. Food Carts Filipinos spend 35% of their monthly income on food products, which makes it the highest expenditure in each Filipino household. With this, it implies that Filipinos put real importance on food and eating. With having a fast paced lifestyle but still putting importance on these aspects, Filipinos are now leaning towards buying fast food from food carts (An Overview of the Philippine Food Market, 2012). Food carts have been part of Filipinos daily lives since time immemorial, from being on the streets as taho vendors, fishball vendors, scramble vendors to being in malls, schools and now train stations, they have satisfied hunger pains of Filipinos everywhere (Food Cart Business in the Philippines, 2010). Food carts started in the 80s and 90s as a means to an end for underprivileged people who wanted to put up a business to earn money without putting out a big capital (Manilas Meals on Wheels: A Food Cart Revolution, 2013). The usual food carts seen during most peoples childhood are the aforementioned taho, fishballs, popcorn, chicken skin and the now almost non - existent scramble. Recently though, food carts have evolved into a whole, bigger entity, offering more products to the Filipino consumer. Not only do food carts still offer the traditional and reliable products such as fishballs, scramble and colored popcorn, but now they also offer different kinds of dimsum such as lobster balls, shrimp balls, squid balls, kikiam, kettle corn, a variety of waffle products, donuts, Hong Kong - style noodles, shawarmas, milk teas, French fries, hotdog, fruit shakes, rice toppings, and many more (Food Cart Business in the Philippines, 2010). And even with this already overwhelming variety of choices, franchises and products are still developing and growing in Metro Manila (Food Cart Business in the Philippines, 2010). Food carts possess the same characteristics as fast food it is affordable, easy and fast to prepare and eat, accessible and offers a wide variety of choices for the consumer (Food Cart Business in the Philippines, 2010). And this is why food carts such as Pao Tsin, Hong Kong Style Noodles, Potato Corner, Frutas, Waffle Time, King Corn, Kettle Corn, Bibingkinitan, Plato Wraps and Siomai House to be SpotPhs Top 10 Food Carts last 2010 (10 Pinoy Food Carts in Manila: Our Top Picks, 2010).

III.

METHODOLOGY AND EMPIRICAL FRAMEWORK

The group conducts a survey and distributesthe questionnaires to one hundred seventy-two (172) individuals as the population for the study. Survey was conducted online through Facebook and a blog. Moreover, the group also distributed survey questionnaires to respective officemates. Using the Facebook as a tool in conducting the survey, survey questionnaires were sent to one hundred thirty seven (137) individuals. On the other hand, the same survey was posted in a blog and sent out a link to twenty - five people. Finally, ten hard copy questionnaires were distributed randomly in each group members offices. Among the 172 individuals who the survey was distributed to, there were only 50 respondents, which is only 29% of the population. Apart from demographic information from the respondents, the survey centered questions on respondent's preferences on food stalls, reasons for buying the food from the chosen food stall, characteristics of food stall, motivational factors in approaching the food stall, and the daily budget in buying food from the food stall. The group used descriptive statistics to identify the factors Filipinos consider when buying fast food from food carts in train stations in Metro Manila. Due to the limitation of quantitative information, frequency and its percentages were used to conclude the relationship of variables considered.

IV.

RESULTS AND DISCUSSION

Out of the 50 respondents of the survey that was conducted, 39 individuals or 78% stated that they take the MRT/LRT as their means of transportation, while only 11 respondents or 22% said that they do not use the MRT/LRT as means of transportation. Out of all the MRT/LRT stations in Metro Manila, 10% of the respondents go through the Ayala MRT station, same percentage answered that they use the EDSA station, 12% stated that they ride through the Quezon Avenue station and 32% answered MRT/LRT (percentages mentioned were only the ones 10% and above. The rest were answered by less than 10%). In the survey field for age, 22 respondents belong to the age bracket of 19 24 years old, 38% belong to the 25 - 30 age bracket and 20% belong to the 31 52 age bracket. Out of the 50 respondents the survey was able to produce, 58% were male and 42% who answered were female.

Majority of the respondents 94% - are single as their status while only 6% who responded are married. In the Occupational Status field, 44 respondents or 88% of the 50 respondents are employed, while 4% stated that they are Self Employed. Only one (1) student answered the survey while 1 individual did not state his/her occupational status.

Under the Class of Worker field in the survey, the respondent had four choices and 80% of the respondents stated that they are Wage and Salary Workers while only 2% answered that they are Self employed without any paid employee. Fourteen percent said that they belong to a family owned business while none answered the choice of Worked without pay in a family owned business; the last 4% of the 50 respondents did not answer the question.

A follow up question gave to ask what kind of establishment they worked for, and 2% answered they work for a private household. Seventy eight percent answered they work for a private establishment and 4% said they work for the government or a government corporation/agency. Twelve percent stated they worked for their family businesses and 4% did not answer the question. The survey also required the respondents to state the location of their work with this, 14% stated that they work in Makati, 8% said that they work in Mandaluyong and 10% answered Manila. Quezon City had the most workers with 30% while Taguig had 16% workers. Most respondents lived in Quezon City with 24%, while 12% each, respondents said they live in Taguig and Pasig. The least citites with respondents living there are Pasay, San Juan and Valenzuela, all having 2%. From the responses of the individuals who answered the survey, 52% have a gross income between P11,000 and P20,000, 20% belonged to the P21,000 to P30,000 range and 12% belong to the P31,0000 to P40,000 range. One respondent actually indicated that they earned P51,000 and above a month as their salary.

For those who commute and use the LRT and MRT as their means of transportation, 100% of the respondents at one time or another have, or usually buy from the food carts that can be found in LRT and MRT train stations. Sixty two percent of the respondents from Master Siomai, 28% from Waffle Time and 18% from other carts found in the train stations, although they did not mention these food carts. When the group asked the respondents why they buy from these particular food carts, the top answer was Taste with 36%; next answer was Craving with 28%; third answer with 22% said that the types of food sold are easy to hold and eat and in fourth rank, Price had 10%.

The survey also asked why these individuals chose those particular food stalls and 66% answered its because of accessibility while 24% said they think the food is clean and 2% said that salesperson was accommodating.

The next question then looks into the consumers motivation to approach the food stall and the top answer was Product with 68%, the next top answer was consumer saw someone else eating it with 18% and at 4% in a three-way tie, salesperson shouting, stall design and others were in third rank. Forty respondents allowed themselves to spend P50 P100 as budget for food cart products while 12% allowed themselves to spend more than that with P101

P150 as their budget. Four percent indicated that they would spend P201 P250 for food from food carts. Lastly, respondents would buy from food carts located in train stations because they can eat while waiting for the train to arrive (58%) and they can take the food they bought to work or back home (38%). After compiling data gathered and studying the respondents answers, it may be assessed that out of the 78% of the individuals who answered the survey, majority of the respondents are mostly 24 years old, male and single. They are employed in private establishments in Quezon City, who frequent the Quezon Avenue and Taft areas although live in Quezon City, buy food products with a budget range of P50 to P100, from Master Siomai and Waffle Time while waiting for the train to arrive. They buy food from these food carts because of the taste of the food, they are craving for it and food sold in these food carts are easy to hold and easy to eat. People buy from these food carts because of the accessibility/availability of the food carts, the cleanliness of the food and area where food carts are located and of course, the product being sold. Further, results show that generally monthly salary income, do not play a significant variable in purchasing food from food carts in Metro Manila train station. This is primarily rooted for the fact that prices of food in these stalls are cheap as compared with those at fast food chains. Thus, budget alloted for to buy from these food stalls are minimal. Accessibility of the food carts tops the reason for choosing where to buy food in train stations. Considering this, it could be noted that stategic location of a food stall is an advantage for generating more income from sales. This factor can be used when planning a business venture. Similarly, given the food business is at hand, it is important that the taste of the product appeals to the consumers and target markets. Analyzing the results show that the price of the food is generally not relevant as the taste as a reason for buying food in train stations. Hence, it is imperative for the food cart businessmen to produce a product that satisfies the taste of consumers more than the capability of the target market to buy taking into account that the business is located in train stations. Moreover, the craving of the consumer futher confirms that price is secondary to the former. Thus, budget for food in this case in not a significant factor in buying food in MRT/LRTfood carts. V. SUMMARY & RECOMMENDATIONS There are important things to consider in this study, and they are: the age of the target respondents/target market, the work they do as well as the income they receive every month and their civil status. Another thing to consider is the traits/aspects they look for in the food they eat and the things they consider and look for in a brand. Lastly, its also important to remember to consider factors that would get ones target audience/markets attention - but all within their financial budget. While the group was conducting this study, there were many things that the group realized and learned. Although it is very convenient to use, online surveys are still difficult to use as target respondents are not fully committed to answering the survey. It is still better to conduct a manual, face to face survey so the respondents are forced to answer the survey. At the same time, answers will be clear, concise and consistent as respondents can ask questions and clarify concerns to be able to answer properly. The group has also realized that with quantitative information and data that was gathered, it is difficult to use PHStat to analyze

correlations and regressions for relationships between variables. It is advisable to use manual computation and analysis to further explain and present the data and the relationships between variables of the study.