Вы находитесь на странице: 1из 45

FACTORS AFFECTING THE INTEREST OF MILLENNIALS TOWARDS

FOOD PARKS: AN ASSESSMENT

CHAPTER 1

THE PROBLEM AND ITS BACKGROUND

Introduction

Millennials love to eat and you cannot take that away from a typical Filipino. If

they want to eat at places with lots of food options, Millennials normally go to the mall

food courts or to the nearest food hubs, or just walk along streets and fetch themselves

with food that they see. Millennials have a love affair with food. Indeed, thousands of fast

food chain here in our country is evidence that they love to eat. Wherever, someone will

walk in any city over street or corner has a restaurant to satisfy ones craving. Even in

television, radio, newspapers magazines and internet advertisements has something to do

with food industry.

It is amusing how a very innocent question has evolved into one that is most

difficult to answer, especially when it is directed at a big group of people. Given the

Millennials love affair with food, it is no wonder that food entrepreneurs have offered a

wide variety of taste-bud-pleasing and tummy-filling choices. From fast food to fine

dining, from deliveries to eat-all-you-can buffets, there is always a most appropriate

format for every occasion, in any place, at any time. The usual daily meal is consisting of

breakfast, lunch, snack, and supper. But sometimes these four meals stretch with snacks

every after meal. In 2015 a new concept of dining experience was introduced in the

Philippines which are the food parks. One format is what people may classify as trending.
Food parks offer a different ambiance when it comes to dining. Just like in food courts

there are tables and seats and many food choices but in an outdoor setting where

customers can also gaze at stars and enjoy the air. Some of the food stalls you can find at

food parks are start-up and unique businesses.

Food is a very big part of the Filipino culture. It is common denominator for

Filipinos rich or poor. Food is any substance consumed to provide national support for the

body. On the other side, park is an area of open space provide for recreational use. Our own

definition of Food Park is a family-friendly-environment where family bonds and friends

can hangouts over a delightful food.

Food Park is very suitable for food trip destinations of families and individuals.

Eating is also the best for families to bond and discuss problems over the delicious dinner.

The best form of hangouts especially for the Millennials. The researcher believes that food

park will provide the primary needs of individual in satisfying their needs as a human being

as well as providing them an eco-friendly place in a family friendly environment.

Food parks are a fun and novel way of getting to try different cuisines in one

place and at a relatively inexpensive way. All park systems, from our nation’s largest

down to small local parks and places for recreation, have an opportunity to lead a shift to

more sustainable food. Environmental preservation is embedded in the mission of all park

systems, and the health our nation is directly related to health of our food.

This study will include the level of interest of the millennial demand and supply,

and specific action plan to be taken. This study covers also the store design and facility
needed. The researchers want to achieve the factors affecting the level of interest of

Millennials towards food parks nowadays.

Statement of the Problem

The study focused on the general problem: How may the level of interest of

Millennials towards Food Park be assessed?

Specifically, the study aims to answer the following questions:

1. How may the demographic profile of the respondents be described in terms of:

1.1 age;

1.2 gender;

1.3 occupation and

1.4 civil status?

2. How may the factors affecting the level of interest millennials towards food parks

be assessed in terms of:

2.1 ambiance;

2.2 facilities;

2.3 services

2.4 food and

2.5 promotion?

3. What recommendation may be proposed and considered in establishing food

parks?

Significance of the Study


The study focused on the level of interest of Millennials towards food parks in

Bulacan. The results of the study will be beneficial to the following:

Students this study may serve as a guide and reference for the students undertaking

similar studies.

To the Food Park Stall Owners This study will help them by gathering information of what

people may classify as trending by conducting thorough and well-considered research can

benefit businesses of all sizes and, if used correctly, can be a particularly valuable

resource for startups.

To the Food Park Owners This study will help the Food Park owners by gathering information

of what people needs and wants, trends and customers satisfaction.

To the Customer This research will help people with this kind of Business by increasing

customer loyalty, and then they need to consider ways to build a relationship with

customers, including the way satisfaction influences their decision to return.

Scope and Delimitation of the Study

This study presents the level of interest of Millennials towards food parks in

Bulacan in terms the following questions given by the researchers. The researchers will focus only in

Food Parks that found within Province of Bulacan and the target respondents are the Milleninials. The

questionnaires are the techniques to be used by the researchers in the study. This study also covers the

structure of factors affecting the level of interest of Millennials towards food parks nowadays; another

area of limitation in this research is the data collection may depend upon the limitation of

the time frame given to the researcher starting September until December 2018.
CHAPTER 2

THEORETICAL FRAMEWORK

This Chapter includes some related theories, literature and studies which had

relevance to our study. This related theories, literature and studies is giving direction for

those researcher to easily identify the concept of the research study. The conceptual

framework and the definition of terms will be provided.

Relevant Theories

The researchers propose that this theory can be connected to our study, the huge

connection of millenials towards Food Parks. Their interests and the influences on the

Millennial Generation were magnified because millennials were able to see what many

generations did not see, photographs and footage that is popular and in trend.

Theory of Motivation from the book by Abraham Maslow originally published

in 1993 state that He developed his famous theory of individual development and

motivation in the 1940’s. He suggested that human beings have a hierarchy of needs.

That is, that all humans act in a way which will address basic needs, before moving on to

satisfy other, so-called higher level needs. Maslow represented this theory as a

hierarchical triangle. This shows how basic needs must be met before one can “climb”

the hierarchy, to address more complex needs.

For example, first one must meet the basic, physiological need for food, water and

warmth. After that the focus would be on the need to be safe, then the need to belong to
social groups, and so on up the hierarchy. The important thing to recognize is Maslow’s

contention that one’s sense of well-being. For instance the feel good factor increases as

the higher level needs are met.

In overall view at a simple level, it seems obvious that people do things, such as

go to work, in order to get stuff they want and to avoid stuff they don't want. The basic

perspective on motivation looks something like this, Needs-Behavior-Satisfaction repeat.

In other words, you have certain needs or want, and this causes you to do certain things

like behavior, which satisfy those needs and this can then change which needs/wants are

primary.

It has the connection to Freudian Theory of Motivation (1856-1939) explains how

customers decisions to buy a product or not, depends on their unconscious desires and

motivators. Sigmund Feud believed that human psyche can be broadly divided into

conscious and unconscious mind. According to Sigmund Freud “psychoanalytic theory of

personality, is composed of three elements.” (Chewy 2012).These three elements of

personality are known as id,, the ego and superego. The theory mainly discussed the

different characteristics of a person, and the students who are conducting the study

related Sigmund Freud’s Theory to the research for it showed the characteristics of a

consumer and their motivation to consume a product or not.

It has also connection to the Clayton P. Alderfer's ERG Theory from 1969

condenses Maslow's five human needs into three categories, Existence include all

material and physiological desires like food, water, air, clothing, safety, physical love and

affection. Maslow's first two levels, Relatedness encompass social and external esteem,
relationships with significant others like family, friends, co-workers and employers. This

also means to be recognized and feel secure as part of a group or family. Maslow's third

and fourth levels and Growth internal esteem and self-actualization, these make a person

to make creative or productive effects on himself and the environment Maslow's fourth

and fifth levels. This includes desires to be creative and productive, and to complete

meaningful tasks.

The researchers propose that these theories can be connected and has a relation to

our topic that people act in a way which will address basic needs, before moving on to

satisfy other, so-called higher level needs. In Maslow’s first level the relatedness

encompass social and external esteem relationships with significant others like family,

friends, co-workers and employers. Millennials go to different places like food parks with

their groups or friends for relatedness or involvement and also for fun. Maslow’s theory

was thought to be rigid in the order in which an individual’s needs could be satisfied or

fulfilled. Aldefer modified the theory to make a clearer statement about how several

needs can be in play at the same time and that their importance depends on the individual

not the order presented. He also discussed frustration-regression principle says that when

a higher order need cannot be satisfied or it is easier to satisfy a lower order need and the

individual regresses to the lower need. An example would be when the individual does

not see any potential for growth they need or desire to be satisfied. Therefore, they go

fulfillment of the relatedness need and socialize more with their groups or friends.

Growing a “Hypothesis of Nourishment” In the book The Omnivorous Mind

(Harvard Univ. Press, 2012) by John S. Allen Ph.D. on 2014 He argued that humans
have a Theory of food that guides how, how much, and what we eat. This theory of food

is analogous to theory of mind, the suite of implicit cognitive skills that people use to

negotiate the complex, interactive human social universe. Like language, we have a

propensity to acquire a theory of mind, and both develop and become more complex over

the course of childhood and adolescence. Like our first language and theory of mind, our

theory of food is also something that is strongly influenced by our childhood

developmental environments. He thinks almost everyone has an intuitive appreciation for

the fact that dietary habits can be set when young. Less appreciated is just how powerful

these cognitive dietary underpinnings can be. He suggest that these food-related cognitive

processes combine to form a "theory of food" that has been adaptive for us over the

course of our evolution as an omnivorous species. For an individual, a "first" theory of

food may be as wired into the mind as strongly as a first language.

In relation to the study these nourishments related psychological procedures join

to frame a hypothesis of sustenance that has been versatile for us through the span of our

advancement as an omnivorous species. Millennials loves to eat and go outside to satisfy

not just only the hunger be their needs and wants also, Nowadays food parks are getting

popular and in trend, and many food park are constructed. Many people, young and even

adults are attracted and fascinated in eating in different places. Food addiction might be a

physical need for some, and it may be related to sickness in that we often eat highly-

processed foods that can change our brains and lead us to cravings.

In the book published by L.A Little last September 25, 2015 He identify the Best

Trends to Trade or the Trend Theory. This theory focuses in application on how to apply
some tool to the market to magically make money. Very little of the available digs deeper

into the mysteries of trading markets, asking the more philosophical and theoretical

questions regarding what really makes the market do what it does. Step back and consider

the approach used in the scientific inquires. The common practice is to develop a

hypothesis that attempts to explain the observed phenomenon. Next, studies are devised

to test the hypothesis. After testing the hypothesis is revised as needed, retested and as a

result of this process eventually the theory can be utilized to create a simplified model of

the reality. The concept of trend is the most fundamental of all technical building blocks.

Without an accurate understanding of what trend is and how it can be reliably identified.

This has connection to our study that says people put up their business like food

parks that is trend to the market that will target customers most especially millennials. It

also helps the owner to have a lot of profit. Food park owners analyze the process of

comparing business data over time to identify any consistent results or trends. It helps

them to develop a strategy to respond to these trends in line with their business goals.

Analyzing also what is one trend is rarely useful, but when trend information is combined

with other business observations and information, it can be a powerful tool for business

decision making.

Related Literature

The following reviews of literature have relevance to the research. The articles,

journals, and other published information from electronic sources on what is the

millennials interests included since it would provide great understanding in the factors

that affects the interest of milleninials towards food parks.


In the New York Time magazine published last May 1, 2018 the article is about

millennials by Liam Stack titled “Are you 21 to 37? You might be a Millennial”. It stated

if you were born between 1981 and 1996, the group said, it will consider you a

millennial. That definition is slightly more restrictive than the one used by the United

States Census Bureau, which sets the cutoff years as 1982 and 2000. But it still may come

as a shock to some who considered themselves part of the earlier or later generations,

Generation X or whatever we call people born after 1996. According to the Census

Bureau, millennials were the largest American age group in 2015, with 83.1 million

Americans born from 1982 to 2000. That exceeds the number of baby boomers (those

born from 1946 to 1964, who numbered 75.4 million) and members of Generation X

(those born from 1965 to 1980, who numbered 65 million). She said, Everything is

mobile.

This literature can be connected to the research that millennials have made it clear

they would rather fill their bellies with food that is unique, exciting and extraordinary,

rather than tried and tested flavors from the big name chains and established restaurants

of commercial destinations. In a report by The Manila Times Business in February,

property analyst Jet Yu said the demand for sites for building food parks saw a significant

rise in the country, mainly driven by the millennial market. Everyone especially

millennials uses gadgets like computers; cellphones etc. and connect in different social

networking sites. Nowadays we were born into a world where computers could travel

with us.
Based on the magazine published last June 7th 2018 by Andrei Mihai, Millennials

are loosely defined as the people born from the 80s, up until 2004. They’re already the

largest working age group in many countries and aren’t scared to shake things up. The

first big difference is that millennials are much more concerned about what’s in their

food. Some countries have stricter labeling laws than others for instance, the EU is much

stricter than the US in this regard, but no matter the place, people care more and more

about knowing what’s in their foods. They’re willing to pay for it too; most millennials

are willing to pay more for process and organic products. The traits which millennials

feel are healthy aren’t low-fat or high-fiber they’re organic, natural, and sustainable. But

there’s no denying that millennials are pushing the food industry to shift towards their

preferences. This preference has forced the food industry to become more transparent,

which can only benefit all consumers. Millennials are also more interested in where their

foods come from, and they’re more willing to pay for local food, which is important in

supporting local businesses and reducing emissions resulting from transportation. They

also have access to a wide variety of food, and they’ll go for it. Millennials will often try

to taste new things. They’re curious and typically not afraid to experiment.

This literature has connection to our study that proved that Millennials loves to

eat everywhere. They will often try to taste new things. They’re curious and typically not

afraid to experiment. That’s why they go outside to seek foods. Food parks are the perfect

place, the place where millennials found and pay for local food that will satisfy their

needs. They also have access to a wide variety of food, and they’ll go for it.

According to Hansemark and Albinson (2004), satisfaction is an overall customer

attitude towards a service powder, or an emotional reaction to the difference between


what customers anticipate and what they receive, regarding the fulfillment of some need,

goal or desire.

This literature presents that having more customers that fulfill with what a food

park give it can possibly draw in more customer or traveler since like it said. According

to Hensmark customers’ satisfaction is an overall attitude towards service powder.

Customers anticipate of what they received.

Jan Chozen Bays (2016) in her blog entitled “Mindful Eating, Conscious Living”

that satisfaction and fullness is two different aspects of hunger and two different

experiences. She also mentioned that people around her often asks question in what is the

difference between feeling satisfied and feeling full. She answered that entire question in

her blog; she stated that fullness is a physical sensation, a measurement of volume and

how much ones stomach is stretched. She also added that fullness related to being aware

of what people usually call “Stomach Hunger”. Bays (2016) also defined stomach hunger

as the satisfied by the right amount of food. While on the contrary, satisfaction, according

to Bays (2016) is an emotional feeling, it is a feeling of contentment or inner peace. She

added that satisfaction is related to what people call the “Heart Hunger”. She defined it as

the one satisfied by feelings of connection, intimacy and simple happiness.

This literature has a connection to the research because the researchers tend to

know if the Millennials are consuming foods for their needs or just because of the

pleasure or desire of their hearts.

According to an article by Dr. Caroline J. Cederquist, M.D. of Bistro MD (2005-

2017) entitled “The Psychology of Eating and Satisfaction” expounded the consumption
of food can be a vicious cycle. They also explained by giving an example of an apple

being chosen as a healthy, conscious choice but did not satisfy that sweet tooth. To fill

the void the nearest tasty treat, a brownie, is consumed as an escalation of the original

intent with eating the apple. Although there is instant satisfaction following eating the

brownie, guilt and shame can quickly kick in not too long afterward. They also stated that

eating, as a coping mechanism, can increase negative association and feeling towards

food, especially in the long-run. The source of stress is ultimately ignored and covered

with poor food choices filled with sugar, salt, and fat. Consistent intake of unhealthy

foods can result in weight gain and low self-esteem and body image. The negative

feelings towards the self can intensify and accelerate the cycle with further poor food

choices and to reach the ultimate satisfaction with food, the feelings of guilt should be

minimal or non-existent following food intake.

This literature says that the relationship between food consumption, price fairness

and customer satisfaction of people when it comes to service like in food parks helps the

owner to have retention customers. While the importance of offering trend foods from the

foods parks that are embattled in their quest to retain customers, attention to food trend

can be important. Owners must, therefore, consider the total offering which includes food

services. This study focuses the factors that effects of the interest of millennials

satisfaction with their food and stomach.

“Entitled for Pleasure” by the nutritional psychologist Marc David (2009) tackles

that the eating for pleasure is important. He mentioned that human beings are all

programmed to seek pleasure and avoid pain. He said that it is the most primitive part of

the human nervous system so that, when people eat, people tend to seek for pleasure is to
notice if there’s any pleasure to be had. He said that people should be attentive and they

should take their time and then delight in food. He lastly added that people may find that

they don’t actually enjoy certain foods as much as they think they do, or that is doesn’t

take nearly as much to satisfy one person.

Based on an article people eats for pleasure. This will be connected to the

research that millennials are programmed to seek pleasure and avoid pain. So, when you

eat, you are seeking the pleasure of food, and you are avoiding the pain of hunger. Just

like in the food parks you can’t receive pleasure unless you are aware that you are

engaging to something So, if you’re eating food and you’re not paying attention, if you’re

using your phone, talking too much, rushing or reading you will potentially miss the

experience of pleasure. And, if you do not get the pleasure that you seek, the brain often

interprets that missed experience of pleasure as hunger.

The journal titled The Journal of Nutrition, Volume 137, Issue last June Some

articles shows that food insecurity is associated with being overweight in women, with

few and ambiguous results in men. Little is known about the characteristics and roles of

individuals who are most likely to be both foods insecure and overweight or obese. The

study analyzed associations between food insecurity and body weight, and whether

gender and marital status are involved in that relationship. When considering the

interaction between food insecurity and marital status, food insecurity was related to a

greater likelihood of obesity among married women, those living with partners, and

widows, when compared with never-married women. Sensitivity analyses suggest this

effect was concentrated among marginally food-secure women.


The literature can be connected to the research that married people are relatively

less likely to be mindful of how they look. They are also more likely to have someone to

eat with and, therefore, have food more regularly, leading to weight gain. Therefore they

love to eat.

Last October 2017 Rogue Magazine published in their page that when this whole

food park thing started, it felt exciting. The very idea seemed to open up all manner of

possibilities for eating in the city. The promise inherent to the concept is this: a lower

barrier of entry for potential new food vendors means that the parks could be a space to

discover different kinds of interior designs and off course the innovative cuisine. In

theory, they’d be incubators for the future of Manila eating, allowing chefs both

professional and amateur an equitable, low-risk, low-pressure space to test out their

brewing culinary ideas. Customers like millennials came in droves, drawn in by

Instagram and Facebook posts highlighting the visual delights of the place the ambiance

it has and the interior designs as well as the dishes themselves, which they prepared so

that they looked appealing in pictures and videos.

In this literature it can be connected to the research that by having a theme park

customer catch up the attention to try something new just like in recent years, we’ve seen

a lot of different food parks. They’re sure-fire hits for those who want to try a wide range

of food and drinks in one place. They also provide live music and other forms of

entertainment that create a fun, vibrant atmosphere for everyone. The food park scene

keeps getting bigger and better. Numerous food parks emerge in different areas, with new

offerings and twist that food park fans will surely love.
An article was written by Sierra Blachford under the direction an former SDSU

Extension Community Vitality Field Specialist) and Kari O’Neill in 2012 states that

small-scale producers often find themselves with too little time to produce and direct

market their locally grown products. Food hubs provide another marketing option to

producers who do not have time to participate in a farmers market or other direct

marketing venues. Research has indicated that consumers are willing to pay a premium if

they know about the origins of local and regional food. However, finding access to

distribution into mainstream markets is challenging for local, small-scale producers. Food

hubs can help overcome this challenge. According to the USDA, “A regional food hub is

a business or organization that actively manages the aggregation, distribution and

marketing of source-identified food products primarily from local and regional producers

to strengthen their ability to satisfy wholesale, retail and institutional demand. The future

of food hubs is exciting – the success should not be measured solely in terms of total

volume of product moved. It should also be valued in terms of the places and people who

benefit from the food hub’s existence.

This literature connects to our study that food hubs helps not only the community

to buy in very accessible time and place it also helps farmers, But all are concerned with

connecting the dots between producers and consumers of food in local and regional food

systems. Food hubs can be thought of as helpful middlemen that connect producers

(farmers and ranchers) with institutional buyers (restaurants, hospitals, schools and even

food parks) and end consumers. Food hubs represent an exciting, emerging trend in local

and regional food systems development that addresses this very challenge. Food hubs

come in various shapes and sizes and are broadly defined as facilities that manage the
aggregation, storage, processing, distribution or marketing of locally and regionally

produced food.

One of the highlights of the Food Article in the Book titles “FOOD FOR

THOUGHT”- October 15, 2008 by Mark R. Voge, He thought that Other than the quality

of the food, what’s the next important feature when assessing a restaurant? He’ll bet most

of you are thinking either the prices or the service. Let’s explore those two dimensions

for a moment. Imagine a restaurant with pricey food, attentive and respectful service, but

whose prices are a little high. Now imagine a place with cheap food, average prices, and

dreadful service. Which eatery do you think you’d be more likely to return to? I suspect

most people would be willing to pay a little bit more to have quality all around. The

restaurant that has great food and great service, even if a little pricey, makes you feel like

you’re getting your money’s worth. Whereas poor service, particularly if the server has

even a whiff of an attitude, is seldom worth the money.

In this literature it has a connection to our reasearch that economic fundamentals

progress and new technology trends gain popularity, eating patterns will continue to

evolve. Understanding the drivers for consumer behaviors can help foodservice operators

meet new dining demands and expectations especially to the millennials customer. It

helps the owners to give some tactics and strategy to develop or creat something that

catchup some customers like millennials.

Related Studies
There are lots of studies that are related to the factors affecting the interest of

millennials toward food parks. Seeing that this study is about those factors, the

researchers have used them to clearly explain how’s the interest of millennial.

According to Aradha Krishna (2013) on her study entitled “How the Five Senses

Influence Buying Behavior” that sensory marketing refers to the application of the

understanding of sensation and perception to the field of marketing – to consumer

perception, cognition, emotion, learning preference, choice or evaluation. People’s senses

play an important role in shaping people’s thoughts and beliefs which in return,

contribute greatly in formulating people’s consumption related decisions. She also added

that it is hence, indispensable for the marketer to understand the role played by each of

the senses in shaping the consumer’s consumption related decisions.

Based on the study by applying the understanding of sensation and perception to

the field of marketing it helps the marketer to gain more consumers. Like food park

owners. It's also a viable marketing technique. Called multisensory or sensory marketing,

it's how retailers employ the five senses to create memorable experiences, promote their

products and services to buy.

In a study entitled “Customer Assessing the Role of Service or Quality on

Customer Satisfaction” According to Wicks and Roethlein (2009), customer satisfaction

can be formed through an effective evaluation process and this affective evaluation is

done following the purchase experience by the customer. Organizations that consistently

satisfy their customers enjoy higher retention levels and profitability due to increased

customers’ loyalty Wicks and Roethlein (2009). This is why it is vital to keep consumer
satisfied and this can be done in different ways and one way is by trying to know their

expectations and perceptions of services offered by service providers. In this way, service

quality could be assessed and there by evaluating customer satisfaction.

The study has shown that if you satisfy your customer consistently in service and

food aspects, there will be no problem at all. The customer loyalty will continue to

increase. For the food and beverages establishment, all they need to do is to keep the

customer satisfied, and maybe exceed their expectation for the success of the business

like food parks. This will also give more retention customers.

In a study of “Satisfaction with Food Services” by Gyed Saad Andaleeb Ph.D.and

Amy Caskey (2008), stated in their study that while importance of offering quality

education is paramount for many colleges that are embattled in their quest to retain

students. Attention to food services can be important. They mentioned that the

administrators must consider the total offering which includes food services. Their study

examines college students’ satisfaction with their food service establishments. And the

result to their study suggests that the three most important variables that explain students’

satisfaction include behavior of the staff, food quality and price. Other significant

variables include atmosphere, responsiveness and cleanliness.

In study has shown ambiance can affect everything for perception on

responsiveness and reliability, how much and how fast customers eat, how much they

spend, how long they stay in Food Park, if they decide to return and more. As a energize

campaigns such as these.


Ecotourism and Sustainable Development Book by Dr. Martha Honey PhD

published in 1999 say that it is about uniting conservation, communities, and sustainable

travel. This means that tourists who participate in ecotourism activities want reassurance

that their host follows defined ecotourism principles. Ecotourism is touted as a successful

tool for promoting sustainable economic practices in developing nations, and for

encouraging environmental conservation worldwide. The guiding principle of sustainable

development is to meet the needs and aspirations of a region's present generation of

people without compromising those of future generations. Ecotourism in ensured regions

is seen as a reasonable other option to mass tourism and as a methods for giving

advantages to nearby groups which bear the best open door expenses of security. Be that

as it may, these beliefs have once in a while been tried. This examination utilized little

scale study strategies to look at the extent and appropriation of tourism business and

income age in groups in an Indonesian stop. Results propose that distributional

imbalances support outer administrators and urban portal occupants as opposed to rustic

villagers. Similarly as the nearby economy stays fringe to provincial and national focuses,

so center outskirts relations additionally exist inside the neighborhood setting.

Improvement around the recreation center presently can't seem to re-arrange itself to the

objectives of ecotourism.

This can be connected to the research that having the food parks from all over the

countries or world it can help the community to generate revenue from the tourist by

selling their local product or their local food. It also helps the place itself to attract more

people to come and visit the place.


There is study “Analyzing the relationship between customers satisfaction and

customer loyalty by Guangzhou” According ti Deng (2015), that are mainly three factors

may influence customer satisfaction. First of all, service quality is the most important

factor to increase customer satisfaction. Secondly, customer’s emotion can also decide I

the customers satisfied. Happy and healthy emotional state, positive attitude will make

positive effects, otherwise negative attitudes or emotional state may bring the customer

into another position which the customer will be disappointed easily. Additionally, Deng

also suggested increasing employees; satisfaction can also increase customers’

satisfaction. Deng (2015) also mentioned providing attentive service especially different

with the competitors’ service can increase customer loyalty effectively as well. He

provided recommendation based on his own experience. H3 suggested that personalized

service should always have been provided for every repeat guest based on his own

experience.

This study has a connection to our reasearch that we define each term that

customer satisfaction is a measurement of customer attitudes regarding products,

services, and brands. Customer Loyalty on the other hand has two definitions. Customer

Loyalty consists of loyalty behavior also referred to as customer retention, which is the

act of customers making repeat purchases of current brands, rather than choosing

competitor brands. Secondly, Customer Loyalty encompasses loyalty attitudes which are

opinions and feelings about products, services, brands, or businesses that are associated

with repeat purchases. At times, customers display loyalty behavior without having

loyalty attitudes for instance this will help the food parks owners for customer retention

as already mention
Conceptual Framework

Figure 1

INDEPENDENT VARIABLES DEPENDENT VARIABLES

Profile of the respondents


described in terms of:

1.1 Age;
1.2 Gender;
1.3 Occupation and
1.4 Marital status? Interest of Millennials
towards Food Parks

Respondents level of interests


towards food parks assessed
in terms of:

1.5 Food variation;


1.6 Accessibility;
1.7 Theme and
1.8 Testimonials

Figure 1 shows the conceptual framework of the factors affecting the interests of

millennials towards food parks in selected food parks in Bulacan when they are grouped

according to profile. The researchers used the process called IV-DV or Independent

Variables and Dependent variables.

The Independent Variables includes the respondents profile in terms of name, age,

gender, occupation and marital status.

The Dependent Variables consists of interest of millennials towards food parks

which can be highly influenced by the independent variables.


Definition of Variables

Definition of variables gives a clear overview of how a certain term should be

perceived by the reader of the study based on how it is used in the whole concept of the

study.

Food Park is the place where to eat and hang out, perfect for drinks with friends on a

quick and nearby food trip and they serving mix of cuisine all in one place.

Demographic profiling is a tool used by marketers so that they may be as efficient as

possible with advertising products or services and identifying any possible gaps in their

marketing strategy.

Marital Status a person's state of being single, married, separated, divorced, or

widowed.

Testimonials also called recommendation or advertisement are the promotion and of

advertising, a testimonial or show consists of a person's written or spoken statement

extolling the virtue of a product.

Occupation is a job or profession that a person has. In our study students, working

students are included aged 18-30 years old.

Food Variation a variation on something is the same thing presented in a slightly

different form.

Accessibility is a place or building is accessible to people, it is easy for them to reach it

or get into it. If an object is accessible, it is easy to reach.

Theme is an artist's work or in a work of literature is an idea in it that the artist or writer

develops.
CHAPTER 3

METHODS OF RESEARCH

This chapter discusses the methods used by the researchers, number and type of

respondents, research instrument, data gathering procedure, validation of the instrument

and the statistical treatments that the researchers used to interpret the data gathered.

Methods and Technique of the study

In able to come up with a valid and the most accurate result of the study the

researchers conducted the study about the factors affecting the interest of millennnials

towards food parks: An assessment. The researcher will conduct interview, survey

questionnaires and likert scale survey. The researchers used these methods to gather and

accumulate information and data about the factors affecting the interest of millennnials

towards food parks this kind of techniques portrays what exists and may reveal new

certainties and importance.

The researchers also utilized quantitative method approach this strategy requires

information including numerical and measurable clarifications. Quantitative methods

emphasize objective measurements and the statistical, mathematical, or

numerical analysis of data collected through polls, questionnaires, and surveys, or by

manipulating pre-existing statistical data using computational techniques. The

researchers will utilize a survey with quantitative outline to assemble data with numerical

responses

Research Instrument
Survey Forms or questionnaires are consisting of series of questions to be

answered by the respondents. This is the main instrument that the researchers have to use

to gather data from the sample. The questionnaires will use to gather quantitative data

that the researchers have interpreted.

Description of the survey forms, the instrument are formulated and made by the

researchers to gather the needed data for the study; the survey form is considered of three

parts the respondents profile, the question related to the factors affecting interest of

millennials towards food parks and recommendation of the respondents. The answer of

the respondents should have guaranteed confidentiality.

Population & Sample of the Study

The researchers will use purposive sampling effectively locate and determine the

target respondents, it is accurate data needed for the study. The researchers will conduct a

survey at the Food Parks within Bulacan and disseminated 100 questionnaires that will

answer by respondents and will collect answers to support the study. The target

population of this research is Millennials that has connection in the study.

Data Gathering Procedure

The researchers will prepare survey forms and disseminate to the respondents for

filling up the questionnaires, and then the survey form will collect and interpreted by the

researchers through the use of Likert Scale. The researchers will select the target

respondents from Food Parks within Bulacan. Data collection will be done thru

observation and interview to determine their level of interest towards food parks.
Data Processing and Statistical Method

The Likert Scale was use to interpret items in the questionnaire. These responses

were based on the respondents' assessment on their interest towards food parks. The data

that the researchers gathered is treated statistically to answer the questions listed in

chapter one (1).

Likert review was chosen poll sort as this empower the respondents effortlessly.

Likewise, this examination instrument empowered the analysts to carry out the

quantitative approach viably with the utilization of insights for information

understanding.

The following statistical treatments are used to interpret the data that the res

earchers gathered.

The Likert Scale Range and Interpretation

SCALE RANGE INTERPRETATION

5 4.5 - 5.00 Strongly Agree

4 3.5 – 4.49 Agree

3 2.5 – 3.49 Moderately Agree

2 1.5 – 2.49 Disagree

1 1.0 - 1.49 Strongly Disagree


CHAPTER 4

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This Chapter presented the data gathered from the respondents by the researchers

that will answer the questions in Chapter I. The researchers disseminated the

questionnaires to the selected respondents in areas within Bulacan that experienced to eat

at Food parks. The data of the respondents are presented and interpreted base on

respondent’s age, gender, occupation and marital status, and also their interests towards

Food Park. The answers of the respondent in interview questionnaires are also presented

by the researchers. The information is presented by means of table and by paragraph

form. The result on this chapter will be the basis of the conclusion and recommendation

of the researchers.

The researchers used quantitative data for the study and the answer of the

respondents in interview questionnaires are also presented by the researchers. The

information is presented by means of table.

The following tables are illustrate the assessment of customer factors affecting

their interest towards Food Parks, as well as the computed weighted mean and the verbal

interpretation of each number.

Interpretation of Data

The gathered data were presented through figure and table. The figure present the

demographic profile of the respondents that answers the problem that stated in Chapter I.

*Figure is presented on the next pages


1. Demographic Profile of the Respondents

Figure 1.1 Percentage Distributions of Respondents According to Gender

Figure 1.1

36%
64% Male
Female

Distribution of Respondents according to Gender

Figure 1.1 shows that out of 100 respondents, 64% are female and 36% are male.
Figure 1.2: Percentage Distributions of Respondents According to Age

Figure 1.2

16%
29%
18-20

20-25

26-30
55%

Distribution of Respondents according to Age

Figure 1.2 shows that most of the respondents are ages with 20-25 with percentage of

55%, followed by 18-20 years old with percentage of 29%. Then the other 16% are ages

26-30 years old.


Figure 1.3: Percentage of Distribution of Respondents According to Place of

Residence

Figure 1.3

10%

5% Malolos
Pulilan
Hagonoy
56%
16% Guiguinto
Calumpit
Bocaue
3% Plaridel
5%
5%

Distribution of Respondents according to Place of Residence

Figure 1.3 Frequencies and Percentage, the Place of Residence of the Respondents.

Figure 1.3 shows that the most respondent lives in Malolos City with frequency of

56% respondents, where the Food Park was located and other Food Parks are near, the

least frequency are coming from Plaridel at 3%.


Figure 1.4: Percentage Distribution of respondents According to Occupation

Figure 1.4

11%
24%

Students
Working Students
Working

65%

Distribution of Respondents according to Occupation

The figure shows that majority of the respondents are Working Students.

Figure 1.4 presents the occupation of the respondents. Working student has a large count

With frequency of 65% followed by the students with 24% frequency and working

respondents with 11% frequency.


Table 1

Factors Affecting Interest of Millennials towards Food Parks in Terms of Ambiance

Frequency Weighted Verbal


Mean Interpretations
A. Ambiance
5 4 3 2 1

1. The interior design 72 15 11 2 0 4.27 Agree


and decorations are
visually appealing.
2. Tables and Chairs 44 37 14 5 0 4.2 Agree
are well organized and
clean.
3. The Lighting and 46 38 14 2 0 4.28 Agree
ventilation is
conductive.
4. The music gives a 48 33 12 7 0 4.22 Agree
pleasant feeling.

4.24 Agree
Average Weighted Mean

Based on Table 1, the average weighted mean of Ambiance is 4.24. Out of 100

Millennials as the researcher’s respondents, the lowest mean is from statement number 2

while the highest came from statement number 3 whereby, they agreed that Ambiance is

important to get some customers.

This supports the article that published in Rogue Magazine last October 2017.

That when this whole food park thing started, it felt exciting. The very idea seemed to

open up all manner of possibilities for eating in the city. Customers also like millennials

came in droves, drawn in by Instagram and Facebook posts highlighting the visual

delights of the place so that they looked beautiful in pictures and videos.
Table 2

Factors Affecting Interest of Millennials towards Food Parks in Terms of Facilities

Frequency Weighted Verbal


Mean Interpretations
B. Facilities
5 4 3 2 1

1. The facilities will be 50 32 16 2 0 4.3 Agree


visually appealing and
clean.
2. The chairs and tables 36 39 18 7 0 4.04 Agree
are standard to
accommodate the
number of customers.
3. The comfort room 40 29 23 7 1 4.0 Agree
and lavatory are clean
and in pleasant smell.
4. The parking space is 27 29 24 16 4 3.59 Agree
wide enough to
accommodate customer
3.98 Moderately Agree
Average Weighted Mean

Based on table 2, Facilities got the average weighted mean of 3.98 with verbal

interpretation of Moderately Agree. The lowest mean came from the statement number 3

and the highest mean came from the statement number 2. Customers believed that

facilities in Food Parks are needed to maintain for them to have retain customers.

Like in the article that published in Rogue Magazine last October 2017, not just

the foods or dishes themselves, which the food parks prepared so that they looked

appealing in pictures and videos also the ambiance and the facilities that food parks has.
Table 3

Factors Affecting Interest of Millennials towards Food Parks in Terms of Services

Frequency Weighted Verbal


Mean Interpretations
C. Services
5 4 3 2 1

1. The waiters are 57 31 12 0 0 4.45 Agree


approachable,
presentable and neat
looking.
2. The stall personnel 59 30 8 2 1 4.44 Agree
provide quick and
prompt service.
3. The cashier provides 51 37 7 5 0 4.34 Agree
accurate bill.

4. The Food Park 49 34 14 1 0 4.27 Agree


personnel always smile.

4.37 Agree
Average Weighted Mean

Based on table 3, Services got the average weighted mean of 4.37 with verbal

interpretation of Agree. The lowest mean came from the statement number 4 and the

highest mean came from the statement number 1. Customers believed that Services in

Food Parks are needed to maintain for them to have retain customers. It is important in

customer to experience a good and quality service.

One of the highlights of the Food Article in the Book titles “FOOD FOR

THOUGHT”- October 15, 2008 by Mark R. Voge, He thought that Other than the quality

of the food, what’s the next important feature when assessing a restaurant? Like Food
Parks He’ll bet most of you are thinking either the prices or the service. In this table it

shows that from 100 respondents it has 3.5 average weighted mean with verbal

interpretation of moderately agree. Good service can be attracting more customers.


Table 4

Factors Affecting Interest of Millennials towards Food Parks in Terms of Foods

Frequency Weighted Verbal


Mean Interpretations
D. Foods
5 4 3 2 1

1. Food/Beverages taste 62 25 11 2 0 4.45 Agree


good as expected.

2. The food park offers 51 34 14 1 0 4.35 Agree


a wide variety of food
and beverage choices,
3. The food is in the 52 33 14 1 0 4.36 Agree
proper temperature
when served.
4. Food looks 44 41 12 3 0 4.26 Agree
appetizing and
attractive.
4.35 Agree
Average Weighted Mean

Based on Table 4, the average weighted mean of Foods is 4.35. Out of 100

Millennials as the researcher’s respondents, the lowest mean is from statement number 4

while the highest came from statement number 1 whereby, they agreed that Food and

Beverages are important to have a plenty of customers.

This support the article written by Jan Chozen Bays (2016) in her blog entitled

“Mindful Eating, Conscious Living” that satisfaction and fullness is two different aspects

of hunger and two different experiences. She also mentioned that people around her often

asks question in what is the difference between feeling satisfied and feeling full. She

answered that entire question in her blog; she stated that fullness is a physical sensation, a
measurement of volume and how much ones stomach is stretched. Food parks make their

food and beverages aesthetically so that they looked appealing in pictures and videos.
Table 5

Factors Affecting Interest of Millennials towards Food Parks in Terms of Promotion

Frequency Weighted Verbal


E. Promotion Mean Interpretations
5 4 3 2 1

1. The Food Park has a 63 17 12 3 4 4.3 Agree


discount offered to
students.
2. Offers free dine-in 55 26 8 6 5 4.2 Agree
for customers who
celebrated their
birthdays.
3. The Food Park offers 44 27 23 4 2 4.7 Agree
Buy one get one free
for selected food and
beverages.
4. The Food Park 54 25 11 6 4 4.19 Agree
offered Happy Hour to
their customers.
4.34 Agree
Average Weighted Mean

Based on Table 5, the average weighted mean of Promotion is 4.34. Out of 100

Millennials as the researcher’s respondents, the lowest mean is from statement number 4

while the highest came from statement number 1 whereby, they agreed that Promotion

helps to have a plenty of customers, advertisements has something to do with food

industry like in Food Parks.


Table 6

Verbal
Interpretations
Food Park Assessment Average Weighted Mean

A. Ambiance 4.24 Agree

B. Facilities 3.98 Agree

C. Services 4.37 Agree

D. Foods 4.35 Agree

4.34 Agree
E. Promotion

Summary of overall findings base from respondents Food Park assessment

Respondents Recommendation

In research findings customer or the respondents gave their insights or

recommendations to heighten their interest towards food parks. Some suggested or

recommend that food parks must be in organized. The ambiance must visually appealing

or instagrammable backgrounds. The interior designs make something unique. Chairs and

tables must provide to accommodate the number of customers and it must be clean and

sanitized. Provide wide parking space to accommodate more customers. And also put

some entertainment like comedy or update their music. For foods and beverages some

suggested that make a budget friendly menu that even students afford delicious but not
pricey. The most important in respondent’s recommendation is promotion. Discounts are

important thing to have retained customers. More discounts and freebies more chances of

customers retention.
CHAPTER 5

SUMMARY, CONCLUSIONS AND RECOMMENDATION

This chapter presents the summary of the study, the significant findings and

conclusions based on the data gathered from the questionnaires answered by the

respondents and the recommendations which may give emphasis to the factors affecting

interest of Millennials towards Food Parks: an assessment

Summary of Findings

The following statements are the major findings of this study.

How may the demographic profile of the respondents be described in terms of

Age, Based on the findings, twenty to twenty five have the most number of respondents

with frequency of fifty five percent, it means from ages twenty to twenty five are

frequently and capable for dining or eat in food parks, followed by twenty nine percent

frequency or ages eighteen to twenty and the least frequency is sixteen percent coming

from ages twenty six to thirty.

This support the article written in the magazine that published last June 7th 2018

by Andrei Mihai, Millennials says that loosely defined as the people born from the 80s,

up until 2004. They’re already the largest working age group in many countries and

aren’t scared to shake things up. The first big difference is that millennials are much more

concerned about what’s in their foods.


Next is Gender, the findings showed that sixty five percent of the respondents are

females, it is shown that females have more interest in Food Parks than male customers

with frequency of thirty six percent.

This supports the journal titled The Journal of Nutrition, Volume 137, Issued last

June, That some articles shows that food insecurity is associated with being overweight in

women, with few and ambiguous results in men the findings shows that 64% of the

respondents are females that really loves to eat.

Occupation, Most of the respondents are working student with frequency of Sixty

five percent, Millennials look for something new, trends, themes or new types of cuisine

that they afford, even if they’re student or working.

Civil Status, Based on the findings ninety nine percent of the respondents are

single person. It is clearly shows that it is more capable to go and eat at Food Parks. The

one percent shows that married person is spending more time with their family in the

house rather that hanging or eating with friends outside.

This supports the journal titled The Journal of Nutrition, Volume 137, and Issued

last June, which married people are relatively less likely to be mindful of how they look.

When considering the interaction between food insecurity and marital status, food

insecurity was related to a greater likelihood of obesity among married women, those

living with partners, and widows, when compared with never-married women. Therefore

single people preferred to eat wherever and whatever they want.


Factors affecting the level of interest of Millennials towards food parks be assessed in

terms of; Food Variation, Customers always look for place that will satisfy them, the first

thing is the Food. Based on the results of the survey, the taste of the food is important; if

it’s in the right temperature when serve, when it is look appetizing and attractive. Most

especially if the establishments like Food Parks offers a wide variety of Food choices.

Accessibility, Place are also considered, if the establishment is easy to find that you can

go anytime you wanted hassle free that is one thing. Customer will definitely back.

Accessibility is the one thing that we need to consider in establishing business like Food

Parks. Theme, Based on the research findings ambiance or the place itself gives attraction

to some customer to try to go and eat in something new in their eyes. Establishments with

theme liked Food parks is the new trend business. By adding theme you will catch up

customer to try. That is also a strategy to have plenty of customers. It is more interesting

than the usual. Testimonials, By giving customers feedback it really helps not only the

Food Park stall owner, personnel but also the Food Park owners to promote and improve

their business. It also helps to heighten the interest of Millennials on what is trend to the

market.

Conclusions

Based on the research findings majority of the respondents who went and experienced

food park products and services offered are working students with sixty five percent

frequency, ages twenty and twenty five and single. The highest frequency also came from

female that has sixty four percent of frequency. Most of the respondents also came from

Malolos, Bulacan that has Food Parks.


Most of the respondents moderately agreed that Food Parks in Bulacan based from

the respondents experienced has attractive ambiance. That customer always looks for

place that is trend and instagrammable inspired.

In terms of the Facilities that Food Parks has respondents gave their insights about the

facilities. They agreed that the facilities are need of improvement like chairs and tables,

comfort rooms and lavatory and also the parking space. Services have the highest average

weighted mean meaning respondents moderately agreed that they experienced good

quality in terms of service. Based on the research findings Food and Beverage has also a

highest frequency. Respondents agreed that it has a good taste, wide variety of food

variation, it served in the proper temperature and of course the products are aesthetic and

attractive.

Recommendations

With the findings and conclusions in studying the Factors affecting level of interest of

Millennials towards food parks the following recommendation is presented.

Personnel must be approachable, presentable and neat looking when facing customers. It

must be courteous and have good and friendly behavior, polite towards customers.

Cashier must provide accurate bills. Personnel should be more attentive and aware with

the customer’s needs. Once the service meet the expectations or demands of the

customers the more chances to have retained customers. Interior design, themes and

ambiance is also a point, for customers’ satisfactions. The establishments like food parks

should be spacious enough for the customers. Once they experienced a delightful feelings

food parks will definitely gain more customers. Parking space should be wide enough to
accommodate customers. People nowadays have their own vehicle. Product and Service

is the two most important thing that the food parks needs to offer so it should be work

and improve up to the trend now. Give the best and try making something new

uniqueness also must be considered.

In general Food Park must improve their facilities since the research findings

show that in the table facilities is the least. Tables and chairs must be cleaned and

sanitized before customers dine. Always keep the comfort rooms and lavatory clean and

tidy. Even if its self-service establishment food park personnel must check their

customers demand also maintain the cleanliness of the surroundings. The service need

more improvement and must offer the highest possible customer service to its customers,

it must be more attentive and aware with customer’s needs. Give more patience and

passion. Personnel should have an appealing personality toward the customer. If the

customer satisfied with the service of course they will pay more than the bill and

definitely comeback and invite more people to experience also. Lastly the food and

beverage, it must be taste good as expected, It must offers a wide variety of choices of

food and beverages of course it is in the proper temperature when served. Try to make the

foods and beverages aesthetically appealing. Make something different, make a twist.

Millennials love to capture instagramma ble pictures. This will surely attract or gain more

customers. With these marketing strategies customers will come and food parks avoid

losing sales. It’s just a matter of trying and bringing something new to delight the

customers to keep the Food Parks alive and working.