FINAL-THESIS-EDITED.docx

1

Chapter 1 THE PROBLEM AND ITS BACKGROUND This chapter presents the introduction, background of the study, conceptual framework, statement of the problem, hypothesis, significance of the study, scope and delimitation of the study and the definition of terms.

Introduction Food parks are fast becoming trend nowadays especially for millennials. First of all, “a food “a food park is similar in layout to a typical school canteen or even a food court, admittedly more hip and cooler with different stores and stalls providing diverse food choices.” According to Catama (2017), Food (2017), Food park is a great concept for it is a welcome addition to the Filipino culture. Food Park is and will always remain in high demand because of its genre and millennials has the eagerness to try new food. They think it is an "instagram worthy" place for them to post in social media accounts so they try it, in order for them to be “in” with the trend. Like every other country, the food park has flourished very wel l in the Philippines so it is a great attraction for the Philippines which can attract a lot of tourist to visit the country. Filipinos love to eat and that is one of the many reasons why there is a lot of Food Park scattered in the cities for everyone to try on. The stand of the food parks in the food industry for this year is great. According to Talavera (2017), “Food parks are to expand in PH retail market this year, t he demand for vacant lots for food parks increased by more than 10 times in Metro Manila last year. ” This new trend in the Philippines is starting to expand and be widely known to many which is a big impact for the country especially in expanding its retail market. In Japan, Food theme

2

parks are mostly located in Japan where they are called by the English “locution. locution .” Japan has different food parks that are creatively themed and designed. In America, especially in their most progressive city which is Portland, these kind of food establishments are also popular or famous. However, instead of food parks, they are called food truck parks. In one article it says that these food truck parks stand to make a major impact on the way Americans eat. One will open later this year in as Tulsa, well as in Plano, Texas and Asbury Park, New Jersey. This study is about the fast-growing trend of the millennial-driven food parks. Due to the sudden increase of the demand on constructing and building food parks and the likeness of the researchers to visit food parks, the researchers came up with the idea of conducting a study about food parks. They got curious on what characteristics of a food park satisfy the customers of the food parks for there are many food parks being built. The researchers also have their preferences on choosing the food parks they visited and liked. Due to their curiosity and likeness of visiting food parks, the researchers conducted a study where it would result on identifying the level of satisfaction of customers on the selected Food Parks in Marikina City. The selected food parks are Truck Park, Carnival Food Park, Crave Park, Food Hub and Eat Street Food Park. The target ages that the researchers thought that will have a big part of the respondent ranges from 18 to 25. The subjects of the study are the selected customers of the Food Parks in Marikina. Getting through with the study the researchers thought and came up with some of characteristics that the customers consider and are part of a Food Park in which they are to identify their level of satisfaction, these are the location, menu, ambience, facilities, price, cleanliness and many more that the researchers are to discover, which are the ones they are not satisfied/very

3

satisfied. Their main goal is to know the level of satisfaction of customers on the food parks in Marikina City and on their characteristics. This is also to help the Food Parks in Marikina City to improve their place. Food parks have a big impact not only in the country itself but for its people. For the diversity of foods in the food parks it shows the food tourism of the country and the delicious dishes the Filipinos create for them to showcase their talent. It also opens too many job opportunities that can lessen the unemployment rate of the country. It can also be a great chance for those who are aspiring to have their own small business where they can sell food and serve people, for it is a budget friendly business. But, for this kind of business they encounter some problems like many cars parked on the streets due to the small space of the parking lot of the food parks. Some food parks are crowded and less space for people to eat. Because of the popularity of food parks more competition rose for them to handle. This study can be useful and knowledgeable to many people. The study can help the country which is the Philippines to be known to many people even to other countries for it has new attractions for tourist to visit the place. It is a great concept and a new trend that can attract a lot of people to visit the country. Food parks are a big impact on the food tourism of the country. This can help food park owners to improve their businesses to a more attractive one in order to better cater to their target market. Future entrepreneurs who are planning on building a business-like Food Park can make use of the study to have this as reference in successfully establishing their own food park even the HRM students who are planning on having a career in the said business. “The food-park food -park concept solves the biggest problems for micro and small business owners in food and beverage. The setting

4

up is fast, affordable and flexible compared to setting up in malls, where the lease contracts are long and non-flexible, not to mention the initial cost in designing your store or kiosk.” Yu (2016)

Background of the Study Food is a basic necessity. Most of the people in this world love to eat and to try new dishes to discover and to a new taste for their taste buds. Enjoying different kinds of food in one place with a great instagrammable place is the perfect place to relax and have fun. A lot of people try out a lot of concepts and twist on the restaurants or food places they build and be one of the food markets of the country that will really sell. Food parks are one of the concepts that were thought of to enter in the food industry. It is a single place with much food shop selling variety of food. “A food park is similar in layout to a typical school canteen or even a food court, admittedly more hip and cooler with different stores and stalls providing diverse food choices.” Catama (2017) Food Park is a great concept for it is a welcome addition to the Filipino culture. It even opens up to new opportunities to people who love to cook and start up their business but in a more affordable way. “The food -park concept solves the biggest problems for micro and small business owners in food and beverage. The setting up is fast, affordable and flexible compared to setting up in malls, where the lease contracts are long and nonflexible, not to mention the initial cost in designing your store or kiosk.” Yu (2016). Food parks gained popularity in the Philippines during 2016. The idea of it replaced food trucks, for it offered a fun and large dining space for consumers to try on new food concepts and get a chance to bond with their friends and family. It has a similar arrangement to food

5

courts; food parks feature a collection of food kiosks within an outdoor compound. “They normally follow a central theme such as international street food concept in Merkanto, the Instagram-able dining layout of Crave Park and subway-inspired booths in the case of The Vibe.”(2017) The different thing about food park is that they are comprised wholly of independent consumer foodservice operators, normally start-up entrepreneurs, and serve as an ideal incubator for new businesses and novel concepts because of the low capital requirements and a targeted consumer base. Furthermore, food parks are located along neighborhoods and primarily target students, families and young professionals. The generation nowadays has the eagerness to try new food and for their likeness of posting many things in the social media, the food park is a great place for them. It has that “instagram worthy” place image for the people and they try it on, for them to be “in” with the trend. Not only that, according to Catama (2017) “every food park that you visit is guaranteed to be very Instagrammable – perfect for the winning social media post.” It even allows people to indulge in their gastronomical fantasies. Food parks are a convenient venue for gatherings of family and friends to have fun for it serves a large mass of people. These food parks have different themes they are set up with. A lot of it are surrounding the place to follow them, they are trying to present even the way the whole place is setup to have a perfect look of its theme. The chairs and tables can be for groups and can also be for small ones. They are as many as it can fill all the space in arranged manner to accommodate many customers. It may have a lot of different stalls and owners of it but the waiters clean their own and they share with each one, it also has designated waiters and busboys for the tables. Different stalls and varieties of food can be ordered and eaten in just one place with a cheap price so that’s what makes food park a great

6

place to eat and dine in. Most people look for restrooms in a food place, and food parks has comfort rooms but one thing that is not achieved most of the food parks is that they are not air-conditioned places. Most of the food parks open at 4pm to 4am which is a time for rest and having fun. Everywhere people go they can see a food park around them for it continues on expanding around the country. These food parks are not only seen in the Philippines. Many places around the world also have these food parks. Japan is one of the countries that patronize food parks in their country and they are called food theme parks for they are known for their extravagant decorations and themes. In America, especially in their most progressive city which is Portland, these kinds of food establishments are also popular or famous. However, instead of food parks, they are called food truck parks. According to Matchar (2015), “these food truck parks stand to make a major impact on the way Americans eat. One will open later this year in Tulsa,as well as in Plano, Texas and Asbury Park, New Jersey. “Food parks are continuing on rising and making a name on the new trends of the food industry especially in the Philippines.

7

Conceptual Framework Input

Process

1. What is the demographic profile of the respondents in terms of;

Output

To be able to identify

1.1 Age



1.2 Gender

Influx of visitor

1.3 Budget 

1.4 Frequency of Visit

Means of promoting

2. How do the respondents rate the services offered by food parks;

city/place 

Knowing the

2.1 Location 2.2 Menu 2.3 Ambiance

Survey/

best type of

Questionnaires

food the

2.4 Price 2.5 Service

people will Customer

2.6 Facilities

love. Ions in foof



The level of

2.7 Cleanliness 3. What is the overall level of satisfaction of customers in the selected Food parks in Marikina City? 4. Is there a significant relationship between the profile of the respondents and their level of satisfaction?

satisfaction of customers on the selected food parks in Marikina City.

8

Figure 1. Paradigm of the Study



Fig 1. Shows that the researchers illustrate the whole pattern that the study

under went in order for it to be accomplished. It also demonstrates the level of satisfaction of customers in the selected food parks in Marikina City specifically on each characteristic. Input has three parts: the demographic profile of the respondents in terms of age, gender, budget and the frequency of visit on the food parks. The second part of it is the characteristics that the respondents are to rate based on their level of satisfaction. The third part is the overall satisfaction of customers in the selected food parks in Marikina City. The process makes use of answering a survey questionnaire about the Level of Satisfaction of Customers in the Selected Food Parks in Marikina City that will contribute essential information to complete the study. And lastly the output shows the Influx of visitor, means of promoting city/place, knowing the best type of food the people will love and the level of satisfaction of customers in the selected food parks in Marikina City, whether they are acceptable or not.

9

Statement of the Problem This study aimed to identify the Level of Satisfaction of Customers on the Selected Food Parks in Marikina City. Specifically, it sought to answer the following questions: 1.

What is the demographic profile of the respondents in terms of; 1.1 Age 1.2 Gender 1.3 Budget 1.4 Frequency of Visit

2.

How do the respondents rate the services offered by food parks; 2.1 Location 2.2 Menu 2.3 Ambiance 2.4 Price 2.5 Customer Service 2.6 Facilities 2.7 Cleanliness

3. What is the overall level of satisfaction of customers on the selected Food parks in Marikina City?

10

4. Is there a significant difference in the level of satisfaction of customers on the selected Food parks in Marikina City when the demographic profile is considered? Hypothesis

Ho: There is no significant difference in the level of satisfaction of customers on the selected Food parks in Marikina City when the demographic profile is considered.

Significance of the Study The following are the beneficiaries of the study. TO THE FOOD PARK OWNERS. This study can help the owners to understand and know the references and satisfactions of customers on food parks, with that this can help them to improve their food parks and attract a lot more customers to their business. TO THE TUA ADMINISTRATION.

The study can help them be informed and have

knowledge on the new trend nowadays and help them in choosing the food parks they can visit. TO THE CHTM FACULTY. The study can help them to expand their knowledge and have additional information on the current trends in the food industry. TO THE FUTURE ENTREPRENEURS. The study can be a big help for them to be aware and make this a reference for them in starting up their own food park. They can use these factors to make their food park an attractive one to many.

11

TO THE HOSPITALITY INDUSTRY. This study can help expand the hospitality industry since it is a study of improving and helping the industry grow. TO THE DEPARTMENT OF TOURISM. The study can help them know what to put on food parks and add more to attract more tourist coming and visiting the country. TO THE HRM STUDENTS. The study can help them to be knowledgeable of the different kinds of services or establishments in the food industry. It can serve as their guide or reference when planning on establishing their own food parks or entering any kind of business in the said industry. TO THE FUTURE RESEARCHERS. This study may serve as reference and guide for the researchers that would want to conduct a research with the same field as this study has which is food parks. TO THE READERS. For the future readers have an idea and gain learning and insights on the main concept of food parks even its history. Scope and Delimitations of the Study The researchers have chosen selected customers of Food Parks as the respondents that will help them with their research on the Level of Satisfaction of Customers in the Selected Food parks in Marikina City. They will be having 250 respondents for their research. They will be chosen with the use of a sampling technique, a non-probability sampling which is the purposive sampling. The defense of this study will start on the 8 th of November. The researchers had to improve and enhance the paper in order to meet the given deadline.

12

Definition of Terms The researchers defined the terms according to how they are used in the study in order to make easy understanding of the problem and avoid ambiguous meaning. Affect. Refers to an act that influence something. Diverse Food. Refers to a wide variety of food with different preferences. Choosing. Refers to the selection from options. Entrepreneurs. Entrepreneurs. Refers to a person who finds something and make a business of it and sells it Factors. Refers to a condition that is affecting an object a procedure or a process. Food Industry. Industry. Refers to supplies most of food production and sale consumed by the world population. Food kiosk. Refers kiosk. Refers to a small structure or store that sells products or services Food park. park. Refers to different stalls in one place selling varieties of food with a setup of tables and chairs same as a food court. Food Theme Parks. Parks. Refers to a place with different stalls around it with the setup of a food court and the place has a specific theme with it. Food Truck Parks. Parks. Refers to trucks that are equipped with food that are to be sold and parked in one certain place to sell. Gastronomical. Refers to something that has to do with eating or cooking good food Hip. Hip. Refers to cool and in with the trend.

13

Instagrammable. Instagrammable. Refers to the places, sceneries and decorations that are creatively arranged and are seen in pictures to have a great view to take picture that can be posted on the social media which is Instagram Millennials. Refers to an identity given to the teenagers as of this year 2017. The ones who are born after 1980 and the early 2000s Retail Market. Refers Market. Refers to promotes sales of the business products such as selling. Social Media. Refers Media. Refers to a new world of social networking allows free sharing of thoughts. Street Food. Refers Food. Refers to a ready-to-eat foods and beverages sold on the streets. Target Market. Refers Market. Refers to target customers are those who are most likely to buy from you. Tourist. Tourist. Refers to a person who is traveling for pleasure and an ideal customer for businesses. Trend. Refers Trend. Refers to the subject of many posts on a social media website or application within a short period of time. It is the talk of many people may it be in the social media or on the streets Variety of food. Refers food. Refers to group of food that are of different kind.

14

Chapter 2 REVIEW OF RELATED LITERATURE AND STUDIES This chapter presents the review of related literature and the primary and secondary sources in local and foreign perspective which will give relevance to the study. Related Literature Local “There is such a huge biodiversity in the Philippines,” cited by Wu (2017) on his article. He also said that three years ago, only a handful of chefs were working with Filipino farmers and cooking with local ingredients but after the Filipinos realized that the Philippines is an agrarian country that helps to promote Filipino gastronomy. They started to conquer and be known to many other countries around the world. (Wu,2017) Filipinos has a passion and love for food to the point that “food places a primary importance in our [Filipinos] lives” (Zafra, 2009). The Filipino culture centers on food during special occasions or even normal instances and food certainly does give Filipino delight. As what Zafra (2009) said,” the saying eat, drink, and be merry” is certainly a part of the lives of Filipinos. According to Olar (2016), Culture, nature, and people, these are some of the reasons why the world wants to visit the Philippines. Beach, mountains, valleys, lakes, islands, and man-made attractions boost the country to start making a name as one of the

15

favorite tourist destination. Tog ether with the republic’s booming tourism industry; many local cuisines are also waiting to be discovered. Filipino food is a blend of Spanish and Chinese cultures. That is why, common foods sound Hispanic such as asado, adobo, and menudo. Others do have Chinese names like pancit and shang-hai. While there are foods that can be found anywhere in the archipelago; each region has its own traditional foods to brag. In Ilocos Region, because of the proximity to the sea, Ilocano loves salty foods. There are varieties of dried fish in the region. While in Cagayan Valley for the Philippines being rich in seafood, Cagayan Valley offers the freshest fish, crabs, lobster, and others. On the other hand in central luzon, Pampanga is known for sweet delicacies and processed meat like tocino. Southern Tagalog, the region is rich in coconuts. Many dishes are mixed with gata (coconut milk). In Western Visayas, taste the world’s sweetest mango found in Guimaras. Capiz is the “Seafood Capital of the Philippines” and offers che ap and fresh seafood. In the region of Zamboanga Peninsula, going to Zamboanga can make you feel visiting Spain because of their dialect “Chavacano” which sounds Hispanic. Because of its proximity to Malaysia; their foods have curry, chilli, and spices. (http://www.foodfindsasia.com/food-trip-roadtrip-a-glance-at-philippine-food-tourism/ ) As mentioned by Arboleda (2010), the industry which deals with preparing food items/products refers to the foodservice industry. The food service industry is and will always remain in high demand because of its genre. These industries include restaurants, fast foods, school and hospital cafeterias, catering operations, food carts, food trucks and food parks etc. Like every other country, the food industry has flourished very well in Philippines. Filipinos love to eat and that’s the reason why looking around people will see a

16

lot of food industries or even street foods are scattered in the cities. These restaurants and fast foods can be local or international food chains. Filipino food and chefs are considered one of the best in the world. It is hardly surprising that Filipino food is often labeled as somewhat strange (like the “balut” for example) but in its own way, its food is a unique mixture of eastern and western cuisines and reflects the history of Philippines. The Filipino food includes dishes and cooking procedures from China, Spain, Mexico, United States, and more recently from further abroad. However, what makes them Filipino is the history and society that introduced and adapted them; the people who turned them to their tastes and accepted them into their homes and restaurants, and specially the harmonizing culture that combined them into modern Filipino fare. Attracting a huge crowd to restaurants or fast foods require more than just good food. Though important, good food is only a part of the total dining experience. Equally important is believed to be the way people feel while in the restaurant. This physical and emotional response is a result of the atmosphere, the total environment to which customers are exposed. The proper atmosphere can make the food, service and whole dining experience seem better. For that reason a restaurant or a fast food must take care of the following to please its customers. This includes checking the cleanliness of the place and freshness of the food, guarded premises, parking area where people can park, ambiance and landscaping, building design, lighting, and even music. (http://manilareviews.com/2010/07/food-service-industry-philippines.html) In 2010, a lot of food trends and innovations have flourished and entered the minds, hearts and stomachs of the Filipinos. As commented by Cupin (2011), the biggest of these was the emergence of the food markets. These markets is continuously spreading

17

throughout Metro Manila. “ Aside from taking selfies and posting on social media, the love for foods by Filipinos it resulted to them enjoyed eating and in response to the insatiable collective appetite, the food park made its appearance. ” (Catama, 2017) But before food parks started to spread and became a trend, food trucks are the first ones that gained its name in the industry. According to Oxford Dictionaries (n.d.) , a food truck is “a large vehicle equipped with facilities for cooking and selling food.” It is like a mobile mini restaurant, which can be found in places where there are a lot of people. As stated by spot.ph on October 20,2013, food trucks started to become an everyday occurrence. People looked for business due to financial crisis, opportunities taken without the painful cost of having to pay for space and labor. Capitol commons Food Truck Parks efficiently bring together a fleet of food trucks with a breezy ambiance for customers. According to Euromonitor (2017), food parks surged in popularity in 2016. The format replaced food trucks, as it offered a fun dining space for consumers to try new food concepts and bond with their friends and family. Similar to food courts, food parks feature a collection of food kiosks within an outdoor compound. They normally follow a central theme such as international street food. Unlike food courts though, food parks are comprised wholly of independent consumer foodservice operators, normally start-up entrepreneurs, and serve as an ideal incubator for new businesses and novel concepts because of the low capital requirements and a targeted consumer base. Furthermore, food parks are located within

neighbourhoods

and

primarily

target

students,

families

and

young

professionals.(http://www.euromonitor.com/street-stalls-kiosks-in-the-phili ppines/ report) As stated by Catama (2017),the food park is a great concept that became a welcome addition to the Filipino foodie culture. After all, the love of Filipinos in trying a

18

variety of dishes and food parks allow to indulge in their gastronomical fantasies. Another cultural thing, Filipinos love to eat with our friends and families. The more the merrier, while eating lots of different food which makes it truly enjoyable, the experience is made even more memorable when it is shared with a friend and loved ones. Food parks give a very convenient venue for such eventualities. Food parks have sprouted all around the metro. Wherever the people go, it is the same and just around. A food park is similar in layout to a school canteen or even a food court but it is admittedly more hip and cooler, with different stores and stalls providing diverse food choices. Cravings of many will surely be found in this place. Not only that, every food park that is visited is guaranteed to be very Instagrammable –perfect

for

the

winning

social

media

post.

(http://www.eaglenews.ph/life/food-park-the-newest-food-trend/) There is an increasingly popular trend in the retail-space sector of millennialtargeted food parks. “These are usually set up in an open area or vacant land. It’s like a food court in a mall but outdoors, where there are affordable and unique food selections you don’t normally find in malls,” as cited by Pillas (2016). More than the novelty of the food selections, the food- park concept employs the “clustering” concept recommended for micro and small businesses same as in mall food courts but without the attendant burdensome overhead costs in retail malls.The food-park concept solves the biggest problems for micro and small business owners in food and beverage. The setting up is fast, affordable and flexible compared to setting up in malls, where the lease contracts are long and non-flexible, not to mention the initial cost in designing your store or kiosk. Food parks would usually require food locators to lease a minimum of 500 square meters to about 3,000 square meters of lot area.

Popular food parks in Quezon City include

19

Maginhawa

Food

Park

and

the

newly

opened

The

Yard

at

the

Xavierville.

(http://www.businessmirror.com.ph/fb-enterprises-urged-to-locate-in- f ood-parks/) “Food parks to expand in PH retail market this year,” as commented by Talavera (2017). As stated on her article, t he expansion of malls outside Metro Manila, as well as the establishment of the millennial-driven food parks, may be expected in the retail property market this year. With its surge in popularity, more and more vacant lots will be obtained or leased out for the purpose of food parks. The Prime Philippines may project this trend similar to the trend of food markets like Mercato, which had a boom in 2011 in terms of new food markets established and set up. 2016 saw the rise in popularity of food parks stemming from establishments such as StrEat Maginhawa, which was followed by multiple food parks along the area and in other cities. Food parks give small scale businesses the venue to thrive and profit from a captive market setup with relatively lower costs compared to taking out a lease at bigger establishments. This is timely as business registration of both old and new businesses continue to increase. With the food park craze, rapid establishment has already begun from last year, and more food parks will be established until the end of 2017. (http://www.manilatimes. net/foodparks-expand-phretail-market-year/309989/) According to Tolentino (2016), the food park craze in the country just keeps getting better and better as more hubs and places offering all sorts of food are opening. Visit Quezon City’s newest, freshest and not -your-ordinary food park, The Yard, which just had its soft opening last June 18, 2016. In a city with more than ten food parks, The Yard flaunts its own unique taste with the diverse homegrown delights it offers and its distinct style with its industrial-themed interior and exterior design. All of their food stalls are

20

carefully selected and curated to provide customers a complete and

fulfilling food

experience. Most kiosks serve original food concepts which are the fruits of years of professional experiences, exquisite cooking skills, and the passion for creating one-of-akind dishes. The Yard owner Anne Barbara Soriano explains that their goal is to make The Yard a food destination that will bring family and friends together by catering to all kinds of cravings and food preferences. They stand true to their promise, thus providing us 30 food stalls with different specialties and concepts to choose from. (http://www.wheninmanila.com/a-food-guide-on-q-c-s-newest-food-park-the-yard/) Food parks are spreading throughout the country even in Makati, a place with lots of working people. According to De Veyra (2017), what started out as a big patch of idle land has now become a sprawling complex that combines two Filipino favorites: food and basketball. Buendia Food By The Court, which opens to public, is the first food park in Makati and the first to have a basketball court right beside it. The original concept was a dampa-like food court. The millennials in the company brought the seniors to a food park and convinced the board. It’s now the next generation running this food park. Besides food, company president Paul Elauria also saw a demand for basketball courts. This was also a way for the company to turn their idle land into a contributor to the community. The fully covered basketball court is open on all sides. Featuring a shower and flooring made out of vinyl laminates to create a hardwood effect, this is a first-rate sports venue available for rent.The star of this complex is, of course, the food park. The tenants are a mix of some familiar names from other foodie pop-ups in the metro and some first-timers. Even though not all of the spaces in the food park are occupied at this time, each and every culinary craving is covered by the purveyors in the food park. Buendia Food By The Court is open

21

from 5 p.m. to 12 midnight and is located at the corner of Bautista Street and Sen. Gil J. Puyat Avenue. (http://news.abs-cbn.com/life/02/10/17/new-eats-makati-finally-has-afood-park) Even in a popular school in the Philippines, the De Lasalle University, part of their food place their which is called the Agno is being thought by Henry Sy to be converted to a Food park. According to Chua and Carino (2017) , DLSU major stakeholder and owner of SM Investments Corporation Henry Sy announced plans of converting the Agno collective of food stalls into a “commercialized food park”. The renovation of the 50 -sqm lot will still take place in the usual Agno space across the Gokongwei Hall but will expand further to another 250-sqm as Sy expressed. The al-fresco dining space will house at least 20 food concessionaires with new facilities. Since the sudden outbreak of hygienic issues in food stalls in social media, DLSU’s Health Services Office (HSO) and the Office of the President has been closely working together with internal and external sectors of the University that would look into the sanitation protocols of these establishments. HSO Director Dr. Lily Ann Cabuling has expressed her concern for the increasing number of pest problems found in different food stalls. The Agno food concessionaires that students have been fond of for years will undergo a major renovation. Aside from having a new look, the planned food park will also highlight modern sanitation facilities that will maximize the wider spaces intended for this renovation. Aside from the new food park, Sy is also considering plans of taking over the vending machines inside the campus. Bidding procedures are currently ongoing. The food park will retain some of Lasallians’ favorites but with a much more improved hygienic system, such as Healthy Corner, Phily’s, Cantonese, and many more.

22

Unfortunately, due to health review conflicts, Ate Rica’s will not be able to join the concessionaires. Various food businesses contacted Cabuling and made contracts with Sy after a systematic review of possible stalls to include were conducted. The process of stall preparation was in line with the University’s duty to uphold sanitized workplace and healthy food. The stalls’ review process papers were made available online and it included organic-specialized concessionaires such as GrubTub, which is similar to the American food joint Subway. Tokyo Tempura will also be part of the said food park, which features multi-numbered tempuras in a bowl. (http://spoof.thelasallian.com /2017/03/31/henrysy-to-convert-agno-to-state-of-the-art-food-park-in-light-of-sanitation-issues/) According to Sison (2017), there is a local food park that has a lot of instagram spots worth checking out. From Maginhawa to Commonwealth, owner Cheska Del Castillo brings the famous StrEAT Food Park to the South! Found at Everest Sky Pitch and conveniently located five minutes away from Nuvali in Sta. Rosa Laguna, South StrEAT is the place to be if you're looking for a cool summer spot. With the emergence of food parks in the metro, Cheska, along with her parents, decided to venture down south "to capture both a tourist and residential market." And in order to do this, they needed an edge among the rest, which led them to conjure up a space that championed the arts. Anchored on Memphis Milano (with a little Miami Art Deco vibes), the place echoes the '80s art movement created by Ettore Sottsass that went against minimalism. But more than the art, South Streat celebrates food. It's a place, which according to Cheska, advocates for young entrepreneurs. A perfect marriage of art and food, the food

23

park is also totally Instagram-worthy. (http://www.preview.ph/culture /instagram-spotslocal-food-park-south-streat-a00191-20170425)

Foreign Food plays many roles in our lives. As stated by Sweetman and Mackellar (1954) People eat because they’re hungry, perhaps in the country lived by the author more often to keep from getting hungry, because it is time to eat. People eat, whether they need food or not to satisfy the appetite for particular food. They may also have eaten to compensate unconsciously for lack of affection or desired recognition from fellows. What they eat is influenced not only by what is available but also by the acquired likes and dislikes, by beliefs about the healthfulness, or even a variety of magical powers, of particular food. What people eat may even be influenced by the use of food to display wealth, or to magnify prestige, or to demonstrate sophistication. The choices may also conform to customs-ceremonials, racial, religious, national and familial. (Sweetman and Mackellar, 1954) As stated by Tinker (2003), street food vending is an important means for women to help support their family in countries throughout Africa and Asia.The popularity of food trucks among these groups is likely related to the lower capital requirements of food trucks but may also be a reflection of the lack of restaurants representing the culinary traditions of many immigrants and remaining barriers to the participation of women in business. There are factors that contribute to the attractiveness of Food Truck. As stated by Zerrer (n.d.), the elements that should form part of the food truck business are catchy brand names, and striking designs, which fall under promotions as well as appearance

24

respectively. Apart from these, how the menu is constructed alongside the affordability of the menu items are also factors. Location also plays a vital role considering the food trucks are go-anywhere establishments and accessibility to these trucks is key. Social media, which includes Facebook and Twitter, should not be left untapped because this is way of building a customer base and a way of advertising the business itself. “The history of America’s love for food trucks has started since the late 17th century as a part of the dining habits of people from the bigger cities in the East Coast. As early as the 1850s. The United States already had a concept of a mobile kitchen. They called this concept as “dining cars” whose main customers were train passengers and other passerby.” (Myrick, 2012) The cooks at street stalls are Thailand’s true culinary giants. As said by Goldstein and Herschkowitsch (2016) , in Thailand a good rule of thumb is, the less the people pay for food, the better it is. And the food offered by street vendors is very cheap and very good. At any hour, day or night, Thais crowd around sidewalk carts and stalls, slurping noodles or devouring fiery green papaya salad all for just pennies. Vendors don’t adhere to meal times, nor are different foods served for breakfast, lunch, or dinner, as Thais often eat multiple snacks throughout the day rather than full meals. It’s alright to combine foods from more than one cart; vendors won’t mind. (Goldstein and Herschkowitsch, 2016) In Mexico, as stated by Noble (2014), Its cuisine is far more tasty, fresh, varied, carefully prepared and creative than could ever be imagined before on starting on trying it. Venture into the flavors of Mexico, Anywhere from simple street taco stands to refined contemporary fusion restaurants, and eating will be a highlight of the trip. Mexico has one of the world’s great street food cultures. All o ver the country, street stands, markets and

25

small eateries dole out endless supplies of filling and nutritious snacks and light meals, morning, noon and night. The busiest stands usually have the tastiest offerings and freshest ingredients. While in Korea, as commented by Richmond (2016), dining out is one pleasures of Seoul. Literally having tens of thousands of options,from cheap street stalls to fancy restaurants. Outdoor seafood stalls are ubiquitous in Ulleungdo. There are a few scattered traditional Korean food shops, where people can eat for a small amount of cash being spent. According to Leffman and Lim (2015), some of the cheapest and most delicious food available in Malaysia and Singapore comes from stalls, traditionally wooden pushcans on the madside, surrounded by a few wobbly tables with stools. Most serve one or a few standard noodle and rice dishes or specialize in certain delicacies. As said by Kirk (2016), there is a danish food park that wants to nourish the World. An agricultural park outside the city of Aarhus is a proving ground for the future of food innovation and urban farming.Agro Food Park in Denmark wants to be the epicenter of this research. Founded in 2009 outside Aarhus, the country’s second -largest city, its 460,000square-foot campus currently houses around 80 organizations and their 1,000 employees. The outfits are both large and small, public and private, Danish and multinational, and they focus on various elements of agriculture, with expertise including flavor and bacteria. The park’s tenants are already forward -thinking: One on the bug bandwagon offers larvae snacks in chili and sour cream and onion flavors . But the park’s aim to foster intense agricultural collaboration in a location that fuses rural and urban is what makes it particularly groundbreaking.

26

The park’s goal is to make such innovation truly global. Madsen says that he already frequently hosts international delegations from such countries as Belarus, Canada, and Thailand, who come to collaborate with tenants or learn about in-process initiatives. (https://www.citylab.com/solutions/2016/11/agro-food-park-denmark/ 50 6051/) How are food truck parks making America more like Southeast Asia? As commented by Matchar (2015), in America’s more progressive cities, Portlands, Austins the food trucks are as ubiquitous as fixed- gear bikes and bushy beards. It’s easy to write off as a fad that could come and go like bacon donuts. But across America, food trucks are showing their lasting potential: by parking permanently. Often known as food truck “parks” or “courts,” permanent food truck centers, often with seating, restrooms and live music, have been cropping up from coast to coast, and not just in hip foodie enclaves either. Oklahoma City’s Bleu Garten park opened last fall. One will open later this year in Tulsa, as well as in Plano, Texas and Asbury Park, New Jersey. Advocates of food truck parks say they can revitalize neighborhoods, bringing business to little-visited areas and offering dining options where there once were few. Since trucks have much lower start- up costs than brick and mortar restaurants, they’re a way for new chefs to establish themselves in the community. And these food truck parks stand to make a major impact on the way Americans eat. In Japan, people call food parks, food theme parks for they are famous on being creative on designing. As mentioned in japanguide.com (2017), food theme parks specializes in one type of food or dish and give visitors the opportunity to taste various versions of that dish in one place. Unlike conventional theme parks, food theme parks are

27

located indoors. Many are atmospherically decorated according to a specific epoch or fantasy theme. A key to the success of food theme parks in Japan, a country of gourmets, is the fact that dishes are not just prepared by anybody, but by reputable restaurants. Accordingly, prices are not cheap (calculate 1000-2000 yen per person). Note also that information in English tends to be limited. (http://www.japan-guide.com/e/e3035.html)

According to Rockfeller (2015), a different generation of street food lovers is queuing up at food carts and food trucks like never seen before. But what they don’t know is that food trucks are not new to the streets. Just as with many other trends, these are the latest version of part of a long-standing American and global culture. And yet the street food industry hasn’t ever enjoyed such notoriety or publicity. The entire mobile food industry is made of food carts, kiosks and food truck, which can be found in trains, bus stations, airports, malls resorts, conference centers, stadiums and as well as in other locations. Experts in the food industry claim that food truck businesses are on the increase, largely because of a slow-moving economy.

More and more people are looking for relatively cheaper breakfasts and lunches. Such contributing factors make the food truck concept better appealing than ever. From a business owner’s standpoint, food trucks, trailers, carts, and kiosks have a much lower overhead than restaurants and they can be moved and relocated if one particular restaurant doesn’t generate enough business. For your customers, you provide them with the convenience of having their food favorites right at their particular location and satisfy

28

numerous needs by offering mobile food. You also provide the convenience of a quick service. (Rockfeller 2015)

According to Weber (2012), food trucks have become a wildly popular and important part of the hospitality industry. Consumers are flocking to these mobile food businesses in droves, inspiring national food truck competitions and even a show dedicated to the topic on The Food Network. The relatively low cost of entry as compared to starting a restaurant, combined with free and low-cost ways to market them to the masses via platforms like social media, are just two of the reasons that food truck business are drawing in budding entrepreneurs . Starting a Food truck business covers all aspects of what you should and should not do in every subject you’ll want to be up to speed in, if you decide to venture into the highly competitive field of Food.

According to Dies (2017), the explosive food truck industry is revolutionizing how customers eat, high return way to start a new food brand. You will learn how to build your brand, and what to think about as you launch your food truck big idea. Special attention is given to low and no cost marketing using social media, and modern technology for brand building. All aspects of operations including food costing, financial planning, permitting and logistics, as well as financing your food truck are covered. There are specific details for drafting your food truck business plan, to help with analyzing and testing the market before you spend huge time and money. Issues like food costing, and food quantity planning are covered with a strategic discussion of how to gain market advantage for you food truck .

29

According to Myrick (2016), food trucks may not be the new kid on the block anymore. Gone are the days of food trucks offering unappealing prepackaged meals, snacks, and coffee. In today's flourishing food service industry, they're more like restaurants on wheels, offering eager curbside patrons everything from gourmet tacos and Korean BBQ to gluten-free pastries and healthy vegan fare. Whether you're the owner or operator of; an existing food truck business looking to up the ante or a chef, foodie, or gourmand interested in starting your own mobile restaurant endeavor. According to Cavanaugh (2015), when food trucks were seen as tacky eyesores, termed "roach-coach and peddling sub-par cuisine are long gone. Today, food trucks are maintained by talented chefs and renowned restaurant operators to continually promote their brand and, of course, make additional money. If things aren’t working out in your present location, you can always moved into another. If you’re excited about the food truck business and feel passionate about opening up a truck of your own - whether your passion is for the food or for the money - so long as you have passion, you’re halfway on the right road already. Food trucks are the hottest trend right now and show no signs of slowing down. If you have ever thought about opening a restaurant, a food truck is a good option. It offers lower start-up costs and lower overhead. Once you have a feel for the food truck business you can decide if you are ready to make the leap to restaurant owner. A food truck is like a restaurant on wheels. It has several distinct advantages over a traditional eat-in restaurant. A food truck can go to where the customers are. It has pretty low overhead, compared to a restaurant, and requires far less staff. However, a food truck is still a business that requires a lot of work and attention especially in the first couple of years. Food truck owners put in

30

long days and have similar problems as restaurant owners, such as slow seasons, bad weather, and a sluggish economy. (Mealey, 2017) The number of people eating at mobile food trucks continues to increase across the country. Cities, suburbs and rural communities are enjoying the popularity of food trucks and the diversity of food they provide. As the mobile food industry continues to evolve, most food truck owners are traveling longer distances, increasing hours of operation and operating at a variety of events to serve their customers. This increase in demand creates both economic and food safety/quality challenges for the mobile food industry. To meet these challenges, food truck owners are increasingly using commissaries as their base of operation.

The location, type and size of the commissary will determine the services that

are provided. However, to meet the minimum standards required by most state and municipal

health

departments,

a

commissary

needs

a

three-compartment

sink,

handwashing sink and dry and cold storage, and have a foodservice operation license. A full-service commissary would provide the above plus have additional services that include but are not limited to fresh-water fill-up, wastewater disposal station, electric hookup for overnight truck parking, propane filling station, food preparation tables, food processing sink and bagged ice. Some commissaries also supply food, beverages and other supplies that food trucks can purchase on a daily basis. There are even commissaries that assist with event and location placement, marketing and advertising, as well as business support services. (Kramer, 2016) Food trucks are bringing street food from around the world. People across the country wanted an opportunity to eat inexpensive yet delicious street food. The Us is a melting pot of people from around the world, all of whom have favorite styles of food from

31

their originating countries, and have brought these tastes with them. Americans enjoy travelling around the world part of their travel fascination is finding the local food which is most interesting and not available back in the states. One of the world’s famous treats is street food. They are often associated with fast food or something that is ready to eat or drink. (Myrick, 2010) “Food trucks don’t realize how much power they have,” as he walked around a lot he had set up in Santa Monica, where a half-dozen trucks were just starting to have lines forming on a Tuesday night. “You need to use that power right aw ay, while the trend is on the rise.” as mentioned by Matt Geller on his article. The food and restaurant industry is always evolving, and food trucks are an affordable point of entry into the industry. (Geller, 2017) One of the main points was the rapid growth of food trucks in America. The article suggests that there are a couple of reasons for this, one being that fact that opening a food truck is much more economical than opening

a storefront restaurant. Pomerance

interviews Roy Choi, who was named one of the top chef’s in the country for h is korean barbecue truck, Kogi he says that because you are interacting with the customers you’re more driven to put out you best possible product,” you have basically one shot at earning the person’s trust and capturing their imagination, that’s street food in a nutshell -capturing magic in one bite. (Berlin, 2012) Related Studies Local Jimenez, Jao and Macapagal (2016) states that gastronomy is related with art for it is a fashion, design and expression of art through culinary products and dining

32

experiences. The growth of the market forces of globalization and dining out as a form of consumption have made the food products and cuisines from all over the world more accessible. This is one of the advantages of the food industry and an example of that is the growing trend nowadays which are the food trucks. These food trucks reinvented the image of street foods from something that has a reputation of the fear of food poisoning, into a whole better version, cleaner and presentable food that can be trusted by customers. These food trucks has colourful exteriors, clever names and inventive food offerings that are narrated as well-suited to the contemporary economy, and gained a cultural currency for the food they offer, as well as the ways that they contribute to the vibrancy of life in the city. “A food truck is a van or trailer that has been modified, often with a kitchen or a refrigeration device, to prepare food to order or heat up prepared food.” Jimenez, Jao and Macapagal (2016) While “A food park is similar in layout to a typical school canteen or even a food court, admittedly more hip and cooler with different stores and stalls providing diverse food choices.” Catama (2017) Food trucks are associated with food parks for some parks are composed of different food trucks selling in one place with a set-up of a food court in the middle of it all. According to Hernandez, Mateo and Sarmiento (2015) , food trucks have improved and become known in different parts of the world. The study of cross contamination as a sanitation issue which is part of the acceptability of Food Truck. It may be a trend now a days but it also face challenges and problems. Every business has its own and for food trucks because of its popularity of the food trucks more waste products are being given by the trucks that need to be disposed properly like for their restaurant counterpart so a good

33

environmental concern plan is needed for them to have a better effect not only to their guest but also the place where they are currently staying. According to Capinpin, Garcia, Mendoza and Tolentino (2012) , workers are recognized as investment of the f irm, “whose value in a particular enterprise greatly exceeds their value in alternatives uses-play a critical role in determining the boundaries of firms and the allocation of risks, rewards, and control rights within firm.” Moreover, the relationship between workers and the management should be strengthened and given importance in order to yield better performance results. Entrepreneurship is a venture; wherein a business-oriented individual makes use of his ideas to convert available inputs in the surrounding into either goods or services. It is an undertaking that includes observing new entrants that may be considered as threats and at the same time identifying opportunities to maximize its business potential. It also requires skills that one must develop to be able to adapt to the emerging economy, technology advancements, and changing preferences of the consumers that will give edge in one’s creativity that is essential in keeping up with the business trend. As stated by Deuna, Escalante, Magsaysay and Martinez (2013) , It is necessary to study the 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

34

the said factors are not 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, social media. 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. Foreign A dissertation about Exploring the Potential for Food Trucks as a Culinary Tourism Attraction in Auckland, Through the Eyes of Operators and Tourism Professionals made by Bonnie Idicula Thomas states that the concept of street food and mobile vendors is not a new. However, in recent years there has been an increasing international trend for food trucks placed in, either static locations or moving from location to location. Another recent trend is that tourists focusing their activities on what has become known as food tourism – making culinary experiences a central part of their visit to a destination. In Auckland food trucks have evolved this raises the question as to whether they could become a tourist attraction, offering food that showcases the multi –cultural gastronomic identity of the city and the country as a whole. They made an investigation and interviews the stakeholders including the tourist organisation Auckland Tourism, Events and Economic Development, food tour operators and food truck operators to know whether they could become a tourist attraction. The sector is not seen as a general part of the food tourism industry. However, it contrast the views of food truck operators because they believe that they are capable to offer a strong tourist and cultural attraction (Thomas, 2016) A thesis about Gourmet Food Trucks An Ethnographic Examination of Orlando’s Food Truck Scene made by Zachary Arlo Hawk the image of gourmet food trucks have

35

appear progressively popular in dining alternatives for consumers in today’s urban landscape. Existing literature, the researcher made an ethnographic research within Orlando to investigates the development of Gourmet food truck, Florida’s mobile food vending scene, reveals that food truck owner/operators utilize various strategies to establish a viable niche for themselves in this diversified and developing market. Among other things, these strategies include online social networking, creating and maintaining a recognizable brand identity, collaborating with local retailers and bar owners, and incorporating organic and locally produced ingredients in their dishes whenever possible. As in other parts of the country, there appears to be a growing concern in greater Orlando about local diets and the profound and subtle messages it conveys about contemporary eating habits. The researcher asserts that dining at gourmet food trucks represents a legitimate declaration of consumer identity about individual beliefs and values. The researcher examines how Orlando’s gourmet food trucks offer consumers a greater selection of food options and allow locals to participate in a viable social network and community (Hawk, 2013) Relevance of the Present Study The review of related literature and studies, both local and foreign, are all essential in the success of this study, factors that affects in choosing Food Parks among the selected TUA students. The collection of data was also conducted to identify existing problems, conditions of relationships, trends about the topic and to make certain improvements. The researchers wanted to prove the relevance of this study to the overall performance and development of the food industry. Since food parks are now a trend in

36

this industry, it is important to be knowledgeable of the current trends since it could serve as a guide for entrepreneurs, researchers, and other businesses or people engaging in the food industry. It would help understand consumer behavior and cater to their preferences in order to improve food quality and service. Through this study, food tourism and food industry would be able to develop and improve their food quality and the dining experience they provide to the customers. To be able to have an understanding that in the food industry, the food is not only the important thing but also the environment or the place the customers are going to dine in. For future entrepreneurs or those who are planning to establish their own food parks or food service establishments, this could serve as their foundation to have a successful business.

Chapter 3 METHODOLOGY This chapter presents the type of research design, population, sample, and sampling techniques, research instrument, data gathering procedure, and statistical treatment of data.

Research Design

37

The researchers conducted a descriptive research in order to identify the level of satisfactions on the selected food parks in Marikina City among the customers of the food parks. Aside from studying existed related literature on the subject at stake, the researchers intended to use different techniques, instruments and methods on identifying the factors from different people through their perspectives. The main objective of the study was to identify the level of satisfaction of the customers in the selected food parks in Marikina City which could help mostly food parks to be improved and to widen up the food industry and also the tourism of the country. An effective way to obtain information used in devising hypotheses and proposing associations is the descriptive research. It cannot test or verify; analytic research is required to evaluate hypothesis or ascertain cause and effect. Descriptive research describes an existing phenomenon by using numbers to characterize an individual or group, concerned with conditions of relationships that exist, practices that prevail, beliefs and processes that are going on, effects that are being felt or trends that are developing. (Monseen, 2007) And for this, the best research design to use for this kind of subject for a study is a descriptive research.

Population, Sample and Sampling Techniques The researchers have chosen to select customers of Food Parks especially those who really visit these places in Marikina as their respondents for the survey. The total sample for their study is 250 respondents and to divide it to the 5 Food Parks studied in this research. Purposive sampling was used to choose who the respondents would be.

38

Purposive sampling is a non-probability sample that is selected based on characteristics of a population and the objective of the study.

Research Instrument In the research, an instrument was used in order to help the researchers gain information and complete the study. Also, for them to be able to achieve and answer what they are looking for. The giving of questionnaire was used as the main instrumentto gather the necessary data for the study. A questionnaire is a set of questions which when answered properly will supply the necessary information to complete a study. In the questionnaire, the respondents were asked to answer some questions and their basic information. These questions helped the researchers gain information that can help complete the study. The questionnaire is composed of three parts: Part I. Pertains on the demographic profile of the respondents in terms of Age, Gender, Budget and Frequency of visit on food parks. Part II. Tackles the ratings of the respondents on the level of satisfaction on the characteristics of the selected food parks. Part III. Discuss on the overall satisfaction of the customer in the food parks in Marikina City. Data Gathering Procedure There are certain ways in gathering information for a study and in this research the researchers gathered information through the internet by searching and browsing. The researchers planned to go to different University libraries to research for their study but

39

they decided to not to go together on the different Universities in order for them to save time. One of the researchers went to Ateneo while the other one went to PUP Manila. While the other researcher is gathering and formulating the related literature and studies the other one still looked for more. The researchers went to DLSU where there are studies that are somewhat related to the study and found a lot of references they could use. After visiting DLSU, they also went to bookstores to look for more like in magazines, books and newspapers to obtain more information for the study and all of these were done for the study to be valid. The related literatures and related studies were clustered according to local and foreign. With the gathered information from the said data gathering procedure, the researchers were able to support their study, come up with problems to be solved, help achieve the main objective of the study and to be supplied with the necessary information that can expand and identify the factors for the study.

Statistical Treatment of Data Through the survey, the respondents were asked questions that would answer the research problem. The results were tallied, tabulated, analyzed statistically and interpreted using statistical tools such as descriptive measures. With the use of these measures, it will be able to define or categorize the results of the answered survey questionnaires. 1. Frequency/Percentage – was used to determine the number and percentage of the respondents who answered the questionnaire in terms of the demographic profile of the respondents such as Age, Gender. Budget and the Frequency of visit on the food parks. It is also used on the overall satisfaction of the customers. In order to

40

solve for the Frequency, mode is used and for Percentage, the formula below must be used:  =

 

X 100

Whereas: F = Frequency P = Percentage N = Total Number of Respondents

2. Weighted Mean – was used to determine the level of satisfaction of customers in the characteristics of a food park and the overall satisfaction. Formula: Wx = Tw/Tr Where: Wx = weighted mean Tx = total weight Tr = total respondents 3. T-test – was used to determine the significant difference in the level of satisfaction of customers on the selected Food parks in Marikina City when the demographic profile is considered.

41

4. Anova - was used to determine the significant difference in the level of satisfaction of customers on the selected Food parks in Marikina City when the demographic profile is considered.

42

Chapter 4

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter is concerned with the presentation, analysis and interpretation of data based on the level of satisfaction of customer on the selected food parks in Marikina city.

Level of Satisfaction of Customers on the Selected Food Parks in Marikina City

1.

What is the demographic profile of the respondents in terms of;

Table 1.1 Frequency and Percentage Distribution of Respondents in Terms of Age Age Group

Frequency (f)

Percentage (%)

15 and below

7

2.8

16-25

210

84

26-35

23

9.2

36 and above

10

4

Total

250

100

Based on the result of the survey, Table 1.1 shows that the majority age group of the respondents are from 16-25 years old. The result shows that there are 210 respondents from this age group which is 84 percent of the total of 250 respondents. And then the 26-35 years old got 23 respondents which is 9.2 percent while the lowest got 7 respondents which is equal to 2.8 percent. There are adults that who are active going to

43

food parks but some of the elders rarely to eat there. Most of the population of those who patronize food parks has the age ranging from 16-25 which are called millennials.

According to Arboleda (2010), “The food service industry is and will always remain in high demand because of its genre.” It implies that nowadays most of the customers are millennials because during the trend of millennials also the trend of food parks in the industry. Also said by Talavera (2017), “The expansion of malls as well as the establishment of the millennial-driven food parks, may be expected in the retail property market this year.”

Table 1.2 Frequency and Percentage Distribution of Respondents in Terms of Gender Gender

Frequency (f)

Percentage (%)

Male

101

40.4

Female

149

59.6

Total

250

100

As shown in the table above, the most number of respondents in terms of gender is the Female group which has a higher percentage result over 250 respondents. The female has a 149 respondent which is equal to 59.6 percent, and the Male group who has a 101 respondent is equal to 40.4 percent. According to Tinker (2003), “ Street food vending is an important means for women to help support their family and barriers to the participation of women in business. ” It implies that most of the customers patronizing the food parks are female for them to

44

experience the place and have an idea when they are planning to put up a business like this and female are very efficient that’s why they are more open in put ting up a business than male.

Table 1.3 Frequency and Percentage Distribution of Respondents in Terms of Food Budget Intervals

Frequency (f)

Percentage (%)

P500 and below

94

37.6

501-1000

115

46

1001-1500

29

11.6

1501-2000

6

2.4

2001-3000

1

0.4

3001 and above

5

2

250

100

Total

Based on the result of the survey, the highest result is the 501 to 1000 pesos food budget and has 115 respondent which is 46 percent while the 500 pesos and below has a 94 respondent that equal to 37.6 percent and then the lowest is 2001 to 3000 pesos which has 1 respondent and equal to 0.4 percent of the 250 total. Most of the respondent has a budget of 501 to 1000 pesos when visiting a food parks.

According to (Pillas, 2016) “The setting up is fast, affordable and flexible compared to setting up in malls.” It implies that food parks have affordable foods that are fit for the budget and flexible that there are separate prices for appetizer, salad, etc.

45

Table 1.4 Frequency and Percentage Distribution of Respondents in Terms of Visiting a Food Park

How Frequent?

Frequency (f)

Percentage (%)

Everyday

6

2.4

Once every two months

1

0.4

Once a week

40

16

Once a month

135

54

Twice a week

27

10.8

Twice a month

4

1.6

Thrice a year

1

0.4

Sometimes

1

0.4

Special Occasion

1

0.4

Seldom

8

3.2

Quarterly

1

0.4

Pag may pera

1

0.4

Others

5

2

Once in a blue moon

1

0.4

Once every three months

1

0.4

Once

1

0.4

Occasionally

6

2.4

More than once a month

1

0.4

It depends

1

0.4

First time

1

0.4

Every two months

1

0.4

Depends on occasion

1

0.4

Depends on mood

1

0.4

Depends on free time

1

0.4

Depende

2

0.8

Birthdays

1

0.4

250

100

Total

46

Based on the result of the survey the highest rating of frequency in visiting food parks is “Once a month” which has a 135 respondents which is 54 percent of them while the “Once a week” has 40 respondents which is equal to 16 percent, the “twice a week” got 27 respondents that be equal to 10.8 percent, the lowest result is “Every day and Occasionally” which has same result with “Once a month” with 6 respondents and equal to 2.4 percent, is the frequently time when visiting food parks.

According to Catama (2017), “After all, the love of Filipinos in trying a variety of dishes and food parks allow to indulge in their gastronomical fantasies.” It implies that Filipinos love to try different food so they don’t usually repeat the places they go to they try out different places.

47

2.

How do the respondents rate the services offered by food parks;

Table 2.1 Weighted Mean and Descriptive Interpretation on the Characteristics of Food Parks in Terms of Location

Mean

Descriptive

Scores

Interpretation

1.1 The location of the food park is accessible

3.94

Much Satisfied

1.2 The location of the food park is traffic free

3.56

Much Satisfied

1.3 The location of the food park is easy to locate

3.98

Much Satisfied

1.4 The location of the food park is safe and secured

4.02

Much Satisfied

4.08

Much Satisfied

3.92

Much Satisfied

Location

1.5 The location of the food park is located at known area Overall Rating

Legend: Mean Range

Descriptive Interpretation

4.21

5.00 Highly Satisfied

3.41

4.20 Moderately Satisfied

2.61

3.40 Satisfied

1.81

2.60 Less Satisfied

1.00

1.80 Need Improvement

48

Based on the table above on Location, the mean score of the highest rating is 4.08 which is “The location of the food park is located at a known area,” while “The location food park is traffic free” got the lowest rating of 3.56.

According to De Veyra (2017), “Food parks are spreading throughout the country even in Makati; a place with lots of working people.” It implies that even if it is placed anywhere it will be easily known by other customers through “word of mouth.”

Table 2.2 Weighted Mean and Descriptive Interpretation on the Characteristics of Food Parks in Terms of Menu

Mean

Descriptive

Scores

Interpretation

meals

4.10

Moderately Satisfied

2.2 The menu of the food park offers diff cuisines

4.02


3.65


4.08


3.96


3.96


Menu

2.1 The menu of the food park offers group

2.3 The menu of the food park offers healthy food 2.4 The menu of the food park offers delicious food 2.5 The menu of the food park offers unique presentations of the food Overall Rating

49

Legend: Mean Range


4.21


3.41


2.61

3.40 Satisfied

1.81

2.60 Less Satisfied

1.00


Based on the table above, in terms of the Menu of food parks the respondents are Moderately Satisfied where the highest mean score is the “ The menu of the food park offers group meals” that has a result of 4.10 mean score.

According to Catama (2017), “Filipinos love to eat with our friends and families. The more the merrier, while eating lots and different food which makes it truly enjoyable, the experience is made even more memorable when it is share with a friend and loved ones.” It implies that most of the customers go to food parks with their families and friends that are why they are usually ordering and patronizing group meals.

50

Table 2.3 Weighted Mean and Descriptive Interpretation on the Characteristics of Food Parks in Terms of Ambiance

Mean

Descriptive

Scores

Interpretation

3.1 The food park has creative décor/theme

4.32

Highly Satisfied

3.2 The food park has pleasant music

4.18


3.3 The food park has radiant lighting

4.15


3.4 The food park is less noisy

3.44


3.5 The food park has comfortable seats

3.74


3.97


Ambiance

Overall Rating

Legend: Mean Range


4.21


3.41


2.61

3.40 Satisfied

1.81

2.60 Less Satisfied

1.00


51

Based on the table above, in terms of Ambiance of food parks the highest mean score is for “The food park has creative décor/theme” which has 4.32 mean that equivalent to a descriptive interpretation of Highly Satisfied and “The food park is less noisy” ha s the lowest meaning rating of 3.44.

According to Arboleda (2010), “This physical and emotional response is a result of the atmosphere and the total environment to which customers are exposed.” It implies that food is not the only reason why customers are patronizing food parks.

Table 2.4 Weighted Mean and Descriptive Interpretation on the Characteristics of Food Parks in Terms of Price

Mean

Descriptive

Scores

Interpretation

3.74


3.75


discounts

3.50


4.4 The prices in the food park are affordable

3.65


4.5 The prices in the food park has price variation

3.74


3.68


Price

4.1 The prices in the food park is a value for money 4.2 The prices in the food park has satisfying serving size 4.3 The prices in the food park has promotions and

Overall Rating

52

Legend: Mean Range


4.21


3.41


2.61

3.40 Satisfied

1.81

2.60 Less Satisfied

1.00


Based on the table shown above, in terms of Prices in Food Parks the result is 3.68 mean score that is equivalent to a descriptive interpretation of Moderately Satisfied. The table shows that the highest mean score is on “The prices in the food park have satisfying serving size” which got 3.75 mean that is verbally interpreted as much satisfied also. It implies that the serving size is enough and fit for the price of the food.

53

Table 2.5 Weighted Mean and Descriptive Interpretation on the Characteristics of Food Parks in Terms of Customer Service

Mean

Descriptive

Scores

Interpretation

4.03


communication skill

4.01


5.3 The employees of the food park are attentive

3.96


3.76


3.92


3.94


Customer Service

5.1 The employees of the food park are friendly 5.2 The employees of the food park have a good

5.4 The employees of the food park have fastservice 5.5 The employees of the food park are approachable Overall Rating

54

Legend: Mean Range


4.21


3.41


2.61

3.40 Satisfied

1.81

2.60 Less Satisfied

1.00


The table shows the characteristics of food parks in terms of Customer Service in food parks. The highest ranking mean score is 4.03 which is the “ The employees of the food park are friendly”. The overall rating means score is 3.94 that in food parks the customer service is Moderately Satisfied. It implies that they work with a friendly manner to their customers.

55

Table 2.6 Weighted Mean and Descriptive Interpretation on the Characteristics of Food Parks in Terms of Facilities

Facilities

Mean

Descriptive

Scores

Interpretation

6.1 The food park has a parking lot

3.94


6.2 The food park has restroom/s

4.04


6.3 The food park has a second floor

3.56


place (ex. Billiards, Darts, Beer pong)

3.59


6.5 The food park has a smoking area

3.40

Satisfied

3.71


6.4 The food park has a sport/game/live music

Overall Rating

Legend: Mean Range


4.21


3.41


2.61

3.40 Satisfied

1.81

2.60 Less Satisfied

1.00


56

Based on the table above it shows that the Facilities in food parks has a highest rating mean score of 4.04 which refers to “The food park has restroom/s ” while the lowest rating is 3.40 which is on “The food park has a smoking area ”.

According to Arboleda (2010), “For that reason a restaurant or a fast food must take care of the following to please its customers which includes checking the cleanliness of the place and freshness of the food.” It implies that most of the customers are always looking for restrooms when they visit and dine for it is a need in an establishment.

Table 2.7 Weighted Mean and Descriptive Interpretation on the Characteristics of Food Parks in Terms of Cleanliness

Mean

Descriptive

Scores

Interpretation

7.1 The food park has a presentable surrounding.

4.07


7.2 The food park has a sanitary comfort rooms

3.99


7.3 The food park has a clean food preparation

4.08


7.4 The food park has segregated trash bins

3.78


3.83


3.95


Cleanliness

7.5 The food park has servers that are wellgroomed Overall Rating

57

Legend: Mean Range


4.21


3.41


2.61

3.40 Satisfied

1.81

2.60 Less Satisfied

1.00


Based on the table in terms of the Cleanliness of Food parks which is shown above, the highest rating mean score is “The food park has a clean food preparation” which has 4.08 mean score and has a similar result to “The food park has a presentable surrounding” which is 4.07.

According to Arboleda (2010), “For that reason a restaurant or a fast food must take care of the following to please its customers which includes checking the cleanliness of the place and freshness of the food.” It implies that every food parks have its own way of preparing the food.

58


Table 3 Weighted Mean and Verbal Interpretation on the overall Level of Satisfaction of Customers on the Selected Food parks in Marikina City

Mean

Rank

Dimensions Scores


Location

3.92


5

Menu

3.96


2

Ambiance

3.97


1

Price

3.68


7

Customer Service

3.94


4

Facilities

3.71


6

Cleanliness

3.95


3

3.87


Overall Rating

59

Legend: Mean Range


4.21


3.41


2.61

3.40 Satisfied

1.81

2.60 Less Satisfied

1.00


Based on the table above, it is shown that the overall result of level of satisfaction on the selected food parks in Marikina has a mean score of 3.87 which is Moderately Satisfied. The rank in the table indicates the number of following rank who got highest to lowest result. The price has the lowest rating with a weighted mean of 3.68 while the ambiance of the food park got the highest rating of 3.97. It implies that the ambiance of the food park is what satisfies the customers best.

According to japanguide.com (2017), “In Japan, people call food parks, food theme parks for they are famous on being creative on designing.” Every food park showcase s different creative themes on their establishments and people visit food parks because of their different themes and designs on their place.

4. Is there a significant difference in the level of satisfaction of customers on the selected Food parks in Marikina City when the demographic profile is considered?

60

Ho: There is no significant difference in the level of satisfaction of customers on the selected Food parks in Marikina City when the demographic profile is considered.

Table 4 Significant Difference in the Level of Satisfaction of Customers on the Selected Food parks in Marikina City.

Test for Significant Difference in the Level of Satisfaction of Customers on the selected Food parks in Marikina City

Demographic Profile

Computed

Critical

Level of

Value

Value

Significance

Condition

Decision

0.2049

2.6413 5%

F > Crit

Significant

5%

T < Crit

Not Significant

5%

F < Crit

Not Significant

5%

F < Crit

Not Significant

Age 1.2529

1.97029

Gender 0.17602

2.25103

Food Budget 0.9667

1.5553

Frequency of Visit

Based on the table, there is no significant difference in the level of satisfaction of customers on the selected Food parks in Marikina City among the respondents when their profile is considered. This means that the level of satisfaction is not affected by their age, gender, food budget, and frequency of visit.

61

Chapter 5 SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS This chapter analyzes the research findings presented in chapter 4 with respect to the objectives of the research. The chapter critically analyzed and adopted the methodology, provided an overall conclusion for the research topic.

Summary The research is about identifying the Level of Satisfaction of customers on the selected Food Parks in Marikina and how they rate the services offered by the food park regarding the development of the food within the selected food parks in Marikina. The selected food parks are Truck Park, Carnival Food Park, Crave Park, Food Hub and Eat Street Food Park. The food park owners implemented the food parks to promote Marikina as a new Culinary Hub for it is one of the busiest places in the city. According the speculation and observation, the researchers conducted the study through survey on the selected food parks in Marikina and the researches even made use of the social media. The samples of this study are the customers and the visitors who dined and visited the food park in Marikina with a total of 250 respondents. In gathering the results and analyzing it, the researchers found out that the level of satisfaction of customers on the characteristics of the food parks, the customers are “Much Satisfied.” The rese archers have speculated that the overall satisfaction of customers in the selected Food parks in Marikina is rated “Much Satisfied” by the customers of the establishments.

62

The methodology used for this study is descriptive research in which it involves collecting data to test hypotheses or to answer questions concerning the current status of the subjects of the study. The instrument applied in the study is the survey questionnaire which the researchers distributed to each customer. A purposive sampling is a nonprobability sample that is selected based on characteristics of a population and the objective of the study. It is a collection of readily accessible subjects for the study. The statistical treatments of data are used are the percentage/frequency, weighted mean, t-test and ANOVA. Findings 1. Demographic profile of the respondents 1.1 Age It is shown that the majority age group of the respondents are from 16 to 25 years old or 84 percent while the lowest is 15 and below or 2.8 percent of the total number of respondents. 1.2 Gender It is illustrated that the majority are female or 59.6 percent of the respondents while the male has a frequency of 40.4 percent. 1.3 Budget It is indicated that the majority have a budget of 501 to 1000 pesos while the lowest is 2001 to 3000 pesos. 1.4 Frequency of visit It is shown that the most frequent visit is Once a month or 54 percent while the least are every day and occasionally.

63

2. How do the respondents rate the services offered by food parks? 2.1 Location The result of the survey in terms of Location shows that “the location of the food park is located at known area” has the highest weighted mean of 4.08, while “the location of the food park is traffic free” has the lowest weighted mean of 3.56. 2.2 Menu The result of the survey in terms of the Menu of food parks indicates that the highest mean score is on “The menu of the food park offers group meals” that has a result of 4.10 mean score. The one that has the lowest weighted mean of 3.65 is “The menu of the food park offers healthy food.”

2.3 Ambiance

The result of the survey in terms of Ambiance of food parks shows that the highest mean score refers to “The food park has creative décor/theme” which has a mean of 4.32 that is equivalent to a descriptive interpretation of Very Much Satisfied while “The food park is less noisy” has the lowest weighted mean which is 3.44.

2.4 Price

The result of the survey in terms of Prices in Food Parks shows that the highest mean score is on “The prices in the food park have satisfying serving size” which got a mean of 3.75 which means that it is much satisfied, while “The price in

64

the food park have promotions and discounts” has the lowest weighted mean of 3.50.

2.5 Customer Service

The result of the survey in terms of Customer Service in food parks, shows that the highest ranking of mean score is 4.03 which indicated that “The employees of the food park are friendly. The lowest rating mean score is 3.76 which is “The employees of the food park have fastservice.”

2.6 Facilities

The result of the survey shows that the Facilities in food parks has a highest rating mean score of 4.04 which is on “The food park has restroom/s” and the lowest rating is 3.40 which refers to “ The food park has a smoking area. ”

2.7 Cleanliness

The result of the survey in terms of the Cleanliness of Food parks shows, that the highest rating mean score is “The food park has a clean food preparation” which has 4.08 mean score and has a similar result and that is “The food park has a pr esentable surrounding” which is 4.07.

65

3. What is the overall level of satisfaction of customers on the selected Food parks in Marikina City? The result of the survey, shows that the highest overall rating is 3.97 and it is the Ambiance of the food park while the one with the lowest rating is the Price that has a weighted mean of 3.68. 4. Is there a significant difference in the level of satisfaction of customers in the selected Food parks in Marikina City when the demographic profile is considered? There is no significant difference in the level of satisfaction of customers in the selected Food parks in Marikina City among the respondents when their profile were considered. This means that the level of satisfaction is not affected by their age, gender, food budget, and frequency of visit. Conclusions Based on the findings of the study, the researchers formulated the following conclusions. 1. Demographic Profile of the Respondents in terms of; 1.1 Age

The result of the survey, shows that most of the age group of the respondents that answered the questionnaire are from 16 to 25 years old with 84 percent while the lowest is 15 and below with 2.8 percent of the respondents. It means that most of the customers are millennials or on the teenage years.

66

According to Arboleda (2010), “The food service industry is and will always remain in high demand because of its genre.” It implies that nowadays most of the customers are millennials because during the trend of millennials also the trend of food parks in the industry. Also said by Talavera (2017), “The expansion of malls as well as the establishment of the millennial-driven food parks, may be expected in the retail property market this year.”

1.2 Gender The result of the survey, shows that the majority of the respondents are female with 59.6 percent of the total number while the male has a frequency of 40.4 percent. It means that most of the customers eating in a food park are female. According to Tinker (2003), “Street food vending is an important means for women to help support their family and barriers to the participation of women in business.” It implies that most of the customers patronizing the food parks are female for them to experience the place and have an idea when they are planning to put up a business like this and female are very efficient that’s why they are more open in putting up a business than male. 1.3 Budget

The result of the survey, shows that majority of the budget of the respondents is from 501 to 1000 pesos with the 46 percent of the respondents while the lowest is from 2001 to 3000 pesos with a percentage of 0.4 percent. It means that most of the customer has a budget ranging from 501 to 1000 every visit.

67

According to (Pillas, 2016), “The setting up is fast, affordable and flexible compared to setting up in malls.” It implies that food parks have affordable foods that are fit for the budget and flexible that there are separate prices for appetizer, salad, etc.

1.4 Frequency of visit The result of the survey, shows that the most frequent visit of the respondents in going in a food park is once a month with the 54 percent of the respodentns while the least are every day and occasionally with a percentage of 2.4. According to Catama (2017), “After all, the love of Filipinos in trying a variety of dishes and food parks allow to indulge in their gastronomical fantasies.” It implies that Filipinos love to try different food so they don’t usually repeat the places they go to they try out different places.

2. How do the respondents rate the services offered by food parks? 2.1 Location The result of the survey in terms of Location show that the mean score of the highest rating is 4.08 which is “The location of the food park is located at a known area.” While “The location food park is traffic free.” has the lowest rating of 3.56.

According to De Veyra (2017), “Food parks are spreading throughout the country even in Makati; a place with lots of working people.” It implies that even if it is placed anywhere it will be easily known by other customers through “word of mouth.”

68

2.2 Menu

The result of the survey, in terms of the Menu of food parks is Much Satisfied with the highest mean score for the “The menu of the food park offers group meals” that has a result of 4.10.

According to Catama (2017), “Filipinos love to eat with our friends and families. The more the merrier, while eating lots and different food which makes it truly enjoyable, the experience is made even more memorable when it is share with a friend and loved ones.” It implies that most of the customers go to food parks with their families and friends that are why they are usually ordering and patronizing group meals.

2.3 Ambiance

The result of the survey in terms of Ambiance of food parks that got the highest mean score is the “The food park has creative décor/theme” which is 4.32, equivalent to a descriptive interpretation of Highly Satisfied and “The food park is less noisy” has the lowest rating which is 3.44.

According to Arboleda (2010), “This physical and emotional response is a result of the atmosphere and the total environment to which customers are exposed.” It implies that food is not the only reason why customers are pat ronizing food parks.

69

2.4 Price

The result of the survey in terms of Prices in Food Parks resulted to is 3.68 mean score that equivalent to a descriptive interpretation of Moderately Satisfied. In the table, it is shown that the highest mean score is “Th e prices in the food park have satisfying serving size” which got 3.75 which is interpreted as moderately satisfied also. It implies that the serving size is enough and fit for the price of the food.

2.5 Customer Service

The result of the survey in terms of Customer Service in food parks which got the highest ranking of mean score is 4.03 which is “The employees of the food park are friendly. The overall rating means score is 3.94 that is in food parks, the customer service is Moderately Satisfactory. It implies that the service they give to the customers is in a friendly manner.

2.6 Facilities

The result of the survey that shows the Facilities in food parks that has the highest rating mean score of 4.04 is “The food park has restroom/s” and the lowest r ating is 3.40 which is the “ The food park has a smoking area ”.

According to Arboleda (2010), “For that reason a restaurant or a fast food must take care of the following to please its customers which includes checking the cleanliness of the place and fres hness of the food.” It implies that most of the

70

customers are always looking for restrooms when they visit and dine for it is a need in an establishment.

2.7 Cleanliness

The result of the survey in terms of the Cleanliness of Food parks obtained, the highest rating mean score for “The food park has a clean food preparation” which has 4.08 mean score which has the same result with “The food park has a presentable surrounding” which got a mean of 4.07.

According to Arboleda (2010), “For that reason a restaurant or a fast food must take care of the following to please its customers which includes checking the cleanliness of the place and freshness of the food.” It implies that every food parks have its own way of preparing the food.


It is shown that the overall result of level of satisfaction in food parks in Marikina has a mean score of 3.87 which is Moderately Satisfied. The rank in the table indicates the number of following rank which got highest to lowest result. The price has the lowest rating with a weighted mean of 3.68 while the ambiance of the food park got the highest rating of 3.97. It implies that the ambiance of the food park is what satisfies the customers best. According to japanguide.com (2017), “In Japan, people call food parks, food theme parks for they are famous on being creative on designing.” Every food park

71

showcases different creative themes on their establishments and people visit food parks because of their different themes and designs on their place. 4. Is there a significant difference in the level of satisfaction of customers on the selected Food parks in Marikina City when the demographic profile is considered? There is no significant difference in the level of satisfaction of customers on the selected Food parks in Marikina City among the respondents when their profile we’re considered. This means that the level of satisfaction is not affected by their age, gender, food budget, and frequency of visit. Recommendations After a careful analysis on this study, the researchers would like to recommend the following: TO THE FOOD PARK OWNER. They should improve their facilities and other remedies by focusing on the comments and suggestions of their customers for them to improve and to have more customers and to gain much better feedbacks next time and for their establishments to be known further through “Word of Mouth”. The owners should value the ambiance of their establishments for that’s is what satisfies the customers and attract them more to go there. The prices of their food parks should be improving that can satisfy the customers.

72

TO THE FOOD PARK MANAGERS. They should know the comments and suggestions of their customers in terms of service for them to know how to guide their employees on how they can improve their service. This can be a basis of what they can do to fully satisfy and improve the management of the establishment, for them to continuously accommodate and have many customers arriving in their food parks. They should manage the place well wherein they make their staff friendlier for it satisfies the customers. TO THE FUTURE ENTREPRENEURS. For the Future Entrepreneurs, if they are planning to put up this kind of business they should rely on this study for them to have guidelines in putting up their own business and to have good feedbacks when they already started their business. They can use this as a reference in putting up a business that will achieve the satisfaction of the customers. They should focus on the ambiance of the food park and their theme of the place for the customers look for that in a food park. TO THE CUSTOMERS OF FOOD PARKS. They should continue to patronize the food parks and give feedbacks that can help the place be improved especially the services of the place. They should discover more food parks that really has different themes of their own that are Instagram worthy.

73

TO THE HOSPITALITY INDUSTRY. For the Hospitality Industry, to continue to help the establishments in improving the place for the industry to expand and grow. They should support the improvement of the places for them to attract more customers not only our nation but also tourist that will visit the country for these kinds of places. TO THE STAFF OF THE FOOD PARKS For the HRM students, to be knowledgeable of the different kinds of services or establishments in the food industry. They can use as a guide or reference when planning on establishing their own food parks or entering any kind of business in the said industry in the future TO THE FUTURE RESEARCHERS. For the future researchers, to use this study for them to have guidelines if they are planning to conduct the same or related studies and to have more knowledge about their study if ever. They can study each food parks to have more accurate result of the study. They can rely on this study to help them in studying food parks especially the on the characteristics of each food parks in the different places in Manila. TO THE READERS. For to have an idea on what is about food parks and how this establishment works. And for them to try to eat in this kind of establishment. And gain more experience on foods

74

and have more knowledge about food industry. They will be able to discover the different characteristics of food parks and what satisfies customers.

75

BIBLIOGRAPHY A.

Books

Cavenaugh. (2015) . How to Start a Food Truck Business. North Carolina. CreateSpace Independent Publishing Platform. Dies, H (2017). How to Start a Food Truck. (First edition) North Carolina.CreateSpace Independent Publishing Platform. Goldstein R. and Herschkowitsch A. (2016). Bangkok Street Food. Fodors Travel Thailand. (14th Edition). New York. Penguin Random House LCC. Leffman D. and Lim R. (2015, July) Food and Drink. The Rough Guide to Malaysia, Singapore & Brunei. (8th Edition) Singapore. Rough Guides. Myrick. (2012). Running a Food Truck For Dummies. ( First Edition). New Jersey. Wiley Publishing. Noble J. (2014). Eat & Drink Like a Local. Lonely Planet Mexico. (14th Edition). Singapore. Lonely Planet Publications Pty Ltd. Richmond S. (2016). Eating & Drinking. Lonely Planet Korea. (10th Edition). China. Lonely Planet Publications Pty Ltd. Rockfeller, J. (2015). How to Start a Successful Food Truck Business. North Carolina. CreateSpace Independent Publishing Platform. Sweetman M. and Mackeller I. (1954). The Roles Food. Food Selection and Preparation. (4th Edition). New York. Wiler

76

Weber. (2012). Start, Grow, and Succeed in the Mobile Food Business. (First Edition) New Jersey Wiley Publishing. B.

Journals/Magazines

Tinker I. (2003). Street Foods: Traditional microenterprise in a modernizing world. Int. J. Politics Cult. Soc., 16; 331-349. Wu, D. (2017, May). The Real Flavor of the Philippines. DestinAsian. (59-61) C.

Unpublished Theses

Capinpin J.,etal.(2012, August 21). A Descriptive Study on the Managerial Styles of Selected Established Fast Food Restaurants in Metro Manila Deuna R.,etal.(2013, September 5). A Study on the Relationship Between Customer Perception and Customer Preferences on the Attractiveness of Food Trucks in Cucina Andare. Hawk, A (2013). Gourmet Food trucks An Ethnographic Examination of Orlando’s FoodTruckScene.RetrievedJuly1,2017July2,2017fromhttp://sciences.ucf.edu/anthro

pology/wp-content/uploads/sites/19/2013/09/Hawk_Zachart.pdf

Hernandez R.,etal.(2015). Acceptability of Food Trucks business inputs for Development Initiatives an analysis Jimenez M.,etal.(2016). Comaparative Study on the Status of Maginhawa and Lilac street as food Destination input for a Proposed Action Plan.

77

Thomas, I. (2016). Exploring the Potential for Food Trucks as a Culinary Tourism Attraction in Auckland Through the Eyes of Operators and Tourism Professionals. Retrieved July 1, 2017 fromhttp://aut.researchgateway.ac.nz/bitstream/handle/10292/10090/ThomasB.pdf?

sequence=3 D.

Websites

Berlin, P (2012). America's Food-Truck Fixation. U.S News Retrieved July 1 , 2017 from http://health.usnews.com/health-news/articles/2012/08/01/americas-food- truck

fixation

Catama, J. (2017, February 23). Food Park-the newest food trend. Eagle News. Retrieved June 21, 2017 from http://www.eaglenews.ph/life/food-park-the-newest-food -trend/ Chua J. and Carino Y. (2017, March 31). Henry Sy to convert Agno to state-of-the-art food park in light of Sanitation Issues. The LaSallian. Retrieved July 1, 2017 from http://spoof.thelasallian.com/2017/03/31/henry-sy-to-convert-agno-to-state-of -the

art-food-park-in-light-of-sanitation-issues/

Cupin, B. (2011, December 30). Distrito Makati and the year of food markets. GMANetwork. Retrieved June 29, 2017 from http://www.gmanetwork.com/news/story/ 243125/lifestyle/food/distrito-makati-andthe-year-of-food-markets

78

De Veyra, J. (2017, February 10). New eats: Makati finally has a food park. ABS-CBN News. Retrieved from http://news.abs-cbn.com/life/02/10/17/new-eats- makatifinally- has-a-food-park Food Theme Parks. (2017). Japanguide.com. Retrieved June 24,2017 from http://www. japan-guide.com/e/e japan-guide.com/e/e3035.ht 3035.html ml Geller. (2017). National Food Truck Association Retrieved July 1, 2017 from http://www.nationalfoodtrucks.org/the_board Ginger, A. (2010, July 13). Food Service Industry in the Philippine. Manila Reviews. Retrieved June 25, 2017 from http://manilareviews.com/2010/07/food -serviceindustry- philippines.html philippines.htm l Kirk M. (2016, November 1). The Danish Food Park That Wants to Nourish the World. City Lab. Retrieved July 1,2017 from https://www.citylab.com/solutions/2016/11 /agrofood -park-denmark/506051/ Kramer, J (2016). Food Truck Commissary. Food Safety Magazine Retrieved July1,2017 from http://www.foodsafetymagazine.com/magazinearchive1/junejuly2016/food-truck-commissary-the-foundation-of-a-mobile-business Matchar E. (2015, May 4). How Food Truck Parks Are Making America More Like Southeast Asia. Smithsonian. Retrieved July 1, 2017 from http://www.smithsonianmag. com/innovation/how-food-truck-parks-are-making

america-more-southeast-asia-180955264/

79

Mealey. (2017). 10 things to Know About Starting a Food Truck Business. The Balance Retrieved July1,2017 from https://www.thebalance.com/start-restaurant-food- truck

2888684

Myrick, R. (2012, July 2). The history of American food trucks. Retrieved from http://mobilehttp://mobilecuisine.com/business/the-history-of-american-food-trucks/ Olar, A. (2016). Food Trip Road Trip: A Glance at Philippine Food Tourism. Foodfindasia. Retrieved June 24, 2017 from http://www.foodfindsasia.com/-trip-a-glanc e-at

philippine-food-tourism/

Pillas, C. (2016, August 01). F&B enterprises urged to locate in food parks. Business Mirror. Retrieved July 1, 2017 from http://www.businessmirror.com.ph/fbenterprises- urged-to-locate-in-food-parks/ urged-to-locate -in-food-parks/ Sison, S. (2017, April 25). This Local Food Park Has a Lot of Fun Instagram Spots Worth Checking Out. Preview.ph. Retrieved June 30, 2017 from http://www.preview.ph/culture/instagram-spots-local-food-park-south-streat-a00191

20170425

Street Stalls/Kiosks in the Philippines. (2017, May). Euromonitor International. Retrieved from http://www.e-the-philippines/report uromonitor.com/street-stalls-kiosks-in Talavera, C. (2017, February 01). Food parks to expand in PH retail market this year. The Manila Times. Retrieved June 24, 2017 from http://www.manilatimes.net/food parks-expand-ph-retail-market-year/309989/

80

Tolentino, Y. (2016, July 13). A food guide on Q.C.’s Newest Food Park: The Yard. When in Manila. Retrieved from http://www.wheninmanila.com/a-food-guide -on-q-c-sZafra, A. (2009, August 5). Food: A celebration of all things filipino. Philippine Star. Retreved from http://www.philstar.com/iphoto/493853/food-celebration-all-things

filipino

Zerrer J. (n.d.). Food Trucks: Good eats meets streets. Indiana Food Review. 1. Retrieved June 29, 2017 from http://www.entrepreneur.com/article/220060

81

APPENDICES

82

APPENDIX A QUESTIONNAIRE

83

QUESTIONNAIRE TRINITY UNIVERSITY OF ASIA COLLEGE OF HOSPITALITY AND TOURISM MANAGEMENT Level of Satisfaction of Customers in Food Parks in Marikina City Dear Respondents, We, the 4 th year BSHRM students of Trinity University of Asia, are currently conducting a research entitled “Level of Satisfaction of Customers in Food Parks in Marikina City”

In this regard, we would like to ask a little of your time to answer our survey from which will truly contribute to the success of our study. Thank you. Research Conductors: Echano, Aurea Fernandez, Irene Gavarra, Jovelyn Omega, Harold

Direction: Please indicate answer by putting a check (√) on the space provided. I.DEMOGRAPHIC PROFILE 1. Name: (Optional) _______________________ 1.1 AGE

1.2 GENDER

1.3 BUDGET

15 and below ( )

Male ( )

500 and below ( )

1501-2000 ( )

16-25 ( )

Female ( )

501-1000 ( )

2001-3000 ( )

26-35 ( ) () 36 and above ( )

1001-1500 ( )

3001 and above

84

1.4 How many times in a month do you visit food parks? ( )Everyday

( )Twice a week

( )Once a week ________________

( )Once a month

Others ( )

2.What is your level of satisfaction on the following characteristics of food parks in Marikina City? Please rate the following based on your desired choice of response. 5-Very Much Satisfied 4-Much Satisfied

3-Satisfied

1-Needs Improvement

2-Less Satisfied

Characteristics

1. Location 1.1 The location of the food park is accessible 1.2 The location of the food park is traffic free 1.3 The location of the food park is easy to locate 1.4 The location of the food park is safe and secured 1.5 2. TheMenu location of the food park is located at known area 2.1 The menu of the food park offers group meals 2.2 The menu of the food park offers diff cuisines 2.3 The menu of the food park offers healthy food 2.4 The menu of the food park offers delicious food 2.5 The menu of the food park offers unique presentations of the food 3. Ambiance 3.1 The food park has creative décor/theme 3.2 The food park has pleasant music 3.3 The food park has radiant lighting 3.4 The food park is less noisy 3.5 The food park has comfortable seats 4. Price 4.1 The prices in the food park is a value for money 4.2 The prices in the food park has satisfying serving size 4.3 The prices in the food park has promotions and discounts 4.4 The prices in the food park are affordable 4.5 The prices in the food park has price variation

5 (VMS )

4 (MS)

3 (S)

2 (LS)

1 (NI)

85

5. Customer Service 5.1 The employees of the food park are friendly 5.2 The employees of the food park have a good communication skill 5.3 The employees of the food park are attentive 5.4 The employees of the food park have fast-service 5.5 The employees of the food park are approachable 6. Facilities 6.1 The food park has a parking lot 6.2 The food park has restroom/s 6.3 The food park has a second floor 6.4 The food park has a sport/game/live music place (ex. Billiards, Darts, Beer pong) 6.5 The food park has a smoking area 7. Cleanliness 7.1 The food park has a presentable surrounding. 7.2 The food park has a sanitary comfort rooms 7.3 The food park has a clean food preparation 7.4 The food park has segregated trash bins 7.5 The food park has servers that are well-groomed

3. What is your overall level of satisfaction on the food parks in Marikina City? ( ) Very Much Satisfied

( ) Less Satisfied

( ) Much Satisfied

( ) Not Satisfied

( ) Satisfied Your comments, suggestions about factors considered in choosing a food parks are highly appreciated.

Thank you!

86

APPENDIX B PERMISSION LETTER

87

Trinity University of Asia College of Hospitality and Tourism Management

October 25, 2017 Dear Sir/Madam:

Greetings of love and peace! We are 4th year BS-HRM students of TRINITY UNIVERSITY OF ASIA and we are conducting a research study entitled “Level of Satisfaction of Customer on the Selected Food parks in Marikina City among faculty members of Trinity University of Asia, as part of the requirement for the subject Degree Paper with Emphasis on Entrepreneurship with Feasibility Study. In line with this, we would like to ask permission to have a survey on your food park that we selected on our study. Rest assured that any data gathered will be for school purposes only. Thank you and more power.

Respectfully yours, Echano, Aurea G. Fernandez, Irene T. Gavarra, Jovelyn U. Omega, Harold L. The Researchers

Noted by:

DR. LILIBETH R. SABILLANO, Ed.D. Professor

88

APPENDIX C SELECTED FOOD PARKS IN MARIKINA CITY

89

90

91

92

93

94

APPENDIX D CURRICULUM VITAE

95

Aurea Jaenna G. Echano 9 Alley 3 Magat Salamat St., Concepcion Dos, Marikina City 584-11-05 0905-4997-934 [email protected] OBJECTIVE To join a company where I can use my skills in cooking, service and hotel management and attain a high level of performance in the field.

EDUCATION 2015-Present

EXPERIENCE 2014-Present 2014-2015

Bachelor of Science in Hotel Restaurant Management Trinity University of Asia Cathedral Heights, Quezon City

Service Crew in family- owned business Aizaiah’s Catering Seminar and practice in Center for Culinary Arts, Manila

TRAININGS/SEMINARS August 2014 “Money and Me” Seminar Asian School of Hospitality Arts, Antipolo November 2015

Hotel Operation Seminar Intercontinental Hotel Manila

March 3,2017

“Food Safety: Handling, Preparation and Storage” Seminar Wayland Mandell Auditorium, Trinity University of Asia

March 22,2017

Vikings Dine and Learn Vikings, Megamall

April 25,2017

“Career Opportunities in Sustainable Tourism University Theatre, Trinity University of Asia

November 06, 2017 NIU Vikings Dine and Learn “Wine Appreciation” Sm Aura, Taguig City

September 22, 2017Business Acumen and Personal Branding Seminar Series Trinity University of Asia, University Theater

96

20th Annual Tourism Convention Innovation and Integration The Philippine Tourism and Hospitality Trend

April 25, 2017

“Tourism Trends and Insights” “Career Opportunities in Sustainable Tourism” “Heart of Hospitality” Trinity University of Asia, University Theater

SKILLS Strong interpersonal skills, organized, detail-oriented, works well under pressure, highly responsible and reliable.

CHARACTER REFERENCES Dr. Lilibeth R. Sabillano Department Head 09369510533 Mark Daevid M. Adem TUA Professor 09063722846 Eleanor T. Ty TUA Professor

I hereby certify that the above information is true and correct

_________________________ Echano, Aurea Jaenna G.

97

IRENE TOMENEZ FERNANDEZ 71-H Broadway St., New Manila, Quezon City Contact No. 09290873188, 09994579943 Email Address: [email protected] ___________________________________________________ Objective: To be able to work in a stable service organization that will provide growth and will enhance my ability and knowledge leading to professional maturity and thereby contribute to the productivity and development of the company.

EDUCATIONAL BACKGROUND Trinity University of Asia Tertiary E. Rodriguez Sr. Ave., Q.C. Kalayaan College New Manila, Quezon City

2014 - Present

2011-2012

SEMINARS ATTENDED: Local October 03-04, 2014

Hotel Immersion Seminar on Housekeeping, F & B Services, and Front Office with emphasis in Reservation Intercontinental Hotel, Manila Participant

November

Ilocos Tour Seminar on the History of Ilocos City River Mount Hotel, Ilocos City Participant

March 22, 2017

Vikings Dine and Learn Sm Megamall Participant

April 07, 2017

Seminar on HACCP Trinity University of Asia, Mandell Hall Participant

98

April 25, 2017

20th Annual Tourism Convention Innovation and Integration The Philippine Tourism and Hospitality Trend

“Tourism Trends and Insights” “Career Opportunities in Sustainable Tourism” “Heart of Hospitality” Trinity University of Asia, University Theater Participant September 22, 2017

Business Acumen and Personal Branding Seminar Series Trinity University of Asia, University Theater Participant

November 06, 2017

NIU Vikings Dine and Learn “Wine Appreciation” Sm Aura, Taguig City Participant

WORK EXPERIENCE 

September 2013 – February 2014

Rice in a Box Service Crew Cashier, Waiter, Cook, Dishwasher

CERTIFICATION January 25, 2011 – February 08, 2011

NC III Food and Beverage Services

TRAININGS ATTENDED 

BARISTA TRAINING SPFI Training Center Malakas St. Brgy. Pinyahan, Q.C. January 25, 2011 – February 08, 2011

99

CHARACTER REFERENCES Lilibeth R. Sabillano Department Head Trinity University of Asia 09369510533 Diana Joy M. Tan CHTM Professor Trinity University of Asia 09165456848 Evelyn P. Ulpindo Government Employee U.P. Diliman, Q.C. 09177965232

I hereby affirm that the above information is true and correct to the best of my knowledge.

IRENE T. FERNANDEZ

100

GAVARRA, JOVELYN UBINA #16 Batay Brgy. Kaunlaran Cubao Quezon City, Manila Contact No. 639358040392 Email Address: [email protected]

Objective: To obtain knowledge of the day-to-day workings of a Hospitality Industry through my skill and experienced. EDUCATIONAL BACKGROUND Trinity University of Asia Tertiary E. Rodriguez Sr. Ave., Q.C.

2014 - Present


Hotel Immersion Seminar on Housekeeping, F & B Services, and Front Office with emphasis in Reservation Intercontinental Hotel, Manila Participant

March 22, 2017

Vikings Dine and Learn Sm Megamall Participant

April 07, 2017

Seminar on HACCP Trinity University of Asia, Mandell Hall Participant

April 25, 2017

20th Annual Tourism Convention Innovation and Integration

The Philippine Tourism and Hospitality Trends

“Tourism Trends and Insights” “Career Opportunities in Sustainable Tourism” “Heart of Hospitality” Trinity University of Asia, University Theater Participant

101

September 22, 2017

Business Acumen and Personal Branding Seminar Series Trinity University of Asia, University Theater Participant

November 06, 2017

NIU Wine Appreciation, Vikings SM Aura, Taguig City Participant

PERSONAL DATA Sex Age Date of Birth Place of Birth Civil Status Citizenship Religion Height Weight

: : : : : : : : :

Female 22 yrs. Old DECEMBER 20, 1994 Tuguegarao City, Cagayan Valley Single Filipino Catholic 5’1” 40 kgs.

CHARACTER REFERENCES Lilibeth Sabillano Department Head Trinity University of Asia 09369510533 Diana Joy M. Tan CHTM Professor Trinity University of Asia 09165456848

I hereby affirm that the above information are true and correct to the best of my knowledge. ______________________________________________________ JOVELYN U. GAVARRA

102

HAROLD L. OMEGA 5-A Gordon Street Brgy. Mariblo San Francisco Del Monte, Quezon City 09368223299 [email protected]

OBJECTIVES: To enhance my knowledge, skills and experience by getting involved in challenging environment and self-development and help me achieve personality goals.

EDUCATIONAL ATTAINMENT: Tertiary

Trinity University of Asia Bachelor of Science Hotel and Restaurant Management 275 E Rodriguez Sr. Ave, Quezon City, Metro Manila 2014-Present

SKILLS:    

Basic computer skills Interpersonal skills Responsible person Works well under pressure


November

Hotel Immersion Seminar on Housekeeping, F & B Services, and Front Office with emphasis in Reservation Intercontinental Hotel, Manila Participant Ilocos Tour Seminar on the History of Ilocos City River Mount Hotel, Ilocos City Participant

FINAL-THESIS-EDITED.docx

Recommend Documents