THE FACTORS INFLUENCING COLLEGE STUDENTS’ FOOD CHOICES

AND PURCHASE DECISIONS IN THE SCHOOL CAFETERIA AT EULOGIO

“AMANG” RODRIGUEZ INSTITUTE OF SCIENCE AND TECHNOLOGY
(EARIST)

A Business Research Proposal

Presented to the Faculty of the

College of Business and Public Administration

Eulogio “Amang” Rodriguez

Institute of Science and Technology

In Partial fulfillment
of the Requirements for the Degree
Bachelor of Science in Business Administration
Major in Marketing Management

Researchers
Cadigal, Darlene Kim V.
Curitana, Acel
Halili, Charie
Manggaya, Chrisdalyn U.
Maximo, Diane Erika H.
Reblora, Ella L.
Vicencio, Cristal Mae B.

April 2023
Page 1 | 34
 CHAPTER I
The Problem and Its background

INTRODUCTION

According to Sethi, M. and Malhan S. (1987) selection or choice of

food is very important in meal management. Providing food in a manner which

is satisfactory to many people can be a complicated issue. Many decisions

are required and careful thought and planning is important. Selection of

food items while purchasing depends on the quality. Quality refers to

wholesomeness, cleanliness, freedom from undesirable substances, degree of

perfection in shape, uniformity in size, freedom from blemishes and extent

of its desirable characteristics of colour, flavour, aroma, texture,

tenderness and maturity.

The study of food choices and purchase decisions in today's generation

is a rapidly evolving area of research. With the rise of the digital age

and increasing globalization, individuals today have access to a wider

variety of food options than ever before. At the same time, they are also

faced with numerous challenges in making healthy food choices, such as busy

schedules, limited access to healthy food options, and conflicting

information about what constitutes a healthy diet. Food choices and

purchase decisions are the subject of a wide range of studies across

various fields, including nutrition, psychology, marketing, economics, and

sociology. These studies seek to understand the factors that influence

individuals’ decisions about what foods to buy and consume.

Page 2 | 34
 Some common themes that emerge from these studies include the

importance of taste, convenience, cost, health concerns, social influences,

and cultural factors in shaping food choices and purchase decisions.

The COVID-19 pandemic has brought about significant changes in the

lives of people across the globe, and college students are no exception.

With many colleges and universities transitioning to online learning and

implementing social distancing guidelines, students have been forced to

adapt to a new way of life that presents new challenges, including access

to healthy and affordable food.

In Eulogio Amang Rodriguez Institute of Science and Technology

(EARIST), a public educational institution located at Nagtahan, Sampaloc,

Manila, one of the main problems that college students face during the

pandemic is limited access to on-campus dining facilities. The institution

has had to limit or close their dining halls and other food establishments

to comply with public health guidelines, making it more difficult for

students to find affordable and healthy food options. As a result, students

may have to resort to ordering food delivery or cooking meals at home,

which can be expensive and time-consuming. Moreover, with many students

losing their part-time jobs or experiencing reduced income due to the

pandemic, the financial burden of buying groceries or ordering food

delivery has increased significantly. This can make it even more

challenging for students to access healthy and nutritious food, which can

negatively impact their physical and mental health.

Page 3 | 34
 The food choices and purchase decisions that college students make can

have a significant impact on their physical, mental, and financial health.

It is important for students to make informed choices about the foods they

consume and prioritize a healthy and balanced diet to ensure that they are

able to thrive both academically and personally.

The aim of the study is to identify and analyse the factors that

influence college students' food choices and purchase decisions in the

school cafeteria at EARIST. The study seeks to understand the various

factors that impact the students' food choices, such as taste, price,

nutrition, convenience, and availability. Additionally, the study aims to

examine how these factors may differ based on students' individual

characteristics, such as age, gender, and socioeconomic status. Ultimately,

the goal is to provide insights that can help cafeteria managers and

policymakers make informed decisions about menu planning, pricing

strategies, and other interventions to promote healthy eating among college

students.

Page 4 | 34
CONCEPTUAL FRAMEWORK

The system approach Input-Process-Output system was used in describing

the conceptual framework of the study. As shown in Figure 1, the input

consists the source of data: Such as Books, Journal, Internet and other

reference material: As well, to identify the key factors that influence

college students food choices and purchase decision in the school cafeteria

at EARIST, such as taste, price, convenience, healthfulness, and variety.

To understand the potential impact of marketing and promotional efforts on

college students' food choices and purchase decisions in the school

cafeteria EARIST. How to assess the level of satisfaction with the food

choices and options available in the school cafeteria at EARIST among

college students.

The process box contains the data gathering through survey questions

by interviewing selected students from section A-E of Bachelor of Science

in Business Administration major in Marketing Management. Assessment of the

key factors influencing food choices and purchase decisions of selected

students

The expected output is to provide insights that can help cafeteria

managers and policy makers make informed decisions about menu planning,

pricing strategies, and other interventions to promote healthy eating among

college students.
Page 5 | 34
 INPUT PROCESS OUTPUT
• Data gathering Provide insights

through survey that can help

• REFERENCES questionnaire and cafeteria managers

Books, Journal,
interview and policy makers
Internet and other
make informed
Reference material.
1. Key factors • Assessment of the decisions about
Influencing the factors influencing menu planning,
food choices and
the food choices pricing strategies,
purchase decisions.
and purchase and other
- Taste
- Price
decisions of the interventions to
- Convenience
- Healthfulness
selected 2nd year promote healthy
- Variety
2. The potential
Marketing eating among
Influence of social
Management students college students.
And cultural factors
- Dietary in EARIST Manila

Restrictions
- Peer influence
- Cultural • Analysis and

Background interpretation of
3. Potential areas the data gathering.
For improvement in
the school cafeteria
food offerings.
- New menu items
- Healthier options
- Adjusting prices
4. Challenges or
Problems that
Students encountered
Page 6 | 34
 When purchasing food.

STATEMENT OF THE PROBLEM

The aim of the study is to investigate the factors that influence

college students’ food choices and purchase decisions in the school

cafeteria at EARIST. Specifically, we will examine the following variables:

1. What are the key factors influencing the food choices and purchase

decisions in the school cafeteria at EARIST in terms of;

1.1 Taste;

1.2 Price;

1.3 Convenience;

1.4 Healthfulness; and

1.5 Variety;

2. What is the potential influence of social and cultural factors on

college students’ food choices and purchase decisions in the school

cafeteria at EARIST in terms of;

2.1 Dietary restrictions/ Preferences;

2.2 Peer influence;

2.3 Cultural background;

2.4 Religion; and

2.5 Allowance;

3. Based on the findings, what are the potential areas or improvement in

the school cafeteria’s food offerings in terms of;

3.1 New menu items;

Page 7 | 34
 3.2 Healthier options;

3.3 Adjusting prices;

3.4 Quantity and food quality; and

3.5 Utensils;

4. What are the challenges or problems that Marketing Management Students

of EARIST encounter in purchasing food in the cafeteria of EARIST

cafeteria.

By exploring these variables, we hope to gain a better understanding of

the factors that impact the food choices and purchase decisions of college

students at EARIST, which can help inform the development of inventions to

promote healthy eating habits among this population.

HYPOTHESIS

This study seeks to hypothesize the statement: There are no such

factors influencing students' food choices and purchase decisions in school

cafeteria at EARIST.

SIGNIFICANCE OF THE STUDY

The study on the factors influencing college students' food choices

and purchase decisions in the school cafeteria at EARIST is significant to:

College Students: The study's findings can directly benefit college

students who use the school cafeteria. Understanding the factors that drive

their food choices can help them make more informed decisions about what

Page 8 | 34
they eat and drink, potentially leading to healthier eating habits and

better overall health outcomes.

School Cafeteria Managers: The study's findings can also benefit

school cafeteria managers by providing insights into the types of foods and

drinks that are most popular among students. This information can help

cafeteria managers optimize their offerings and reduce food waste,

ultimately leading to cost savings and improved cafeteria operations.

Educators and Policymakers: The study's findings can also be of

interest to educators and policymakers who are concerned with promoting

healthier eating habits among college students. Understanding the factors

that influence food choices and purchase decisions can help them develop

targeted interventions and educational programs that address the root

causes of unhealthy eating habits.

The School Administration: The study's findings can also be of

interest to the school administration, which may be responsible for

ensuring that the cafeteria is providing healthy food options for students.

The findings can help the administration make informed decisions about

cafeteria operations and policies.

SCOPE AND LIMITATION OF THE STUDY

The focus of this study is to determine the factors influencing

college students' food choices and purchase decisions in the school

Page 9 | 34
cafeteria at EARIST (Eulogio "Amang" Rodriguez Institute of Science and

Technology) Manila Campus. It does not include other variables that may

affect eating habits, such as cultural or religious dietary restrictions,

food allergies, or personal preferences.

The minimum number of students per section in the Bachelor of Science

in Business Management Major in Marketing Management is 50 in EARIST, where

the researchers are only taking 15 students per section by using a survey

questionnaire to collect the data for the Second Year College Marketing

Management Section A-E.

The timeframe for conducting this research study is March to July

2023, and the respondents are 2nd year college marketing management

students at EARIST. All the information that the researchers gathered will

serve as a guide to the different factors influencing the students'

purchasing decisions. And can also inform cafeteria management, educational

programs, and policy decisions aimed at promoting healthier eating habits

among students.

DEFINITION OF TERMS

Allowance – the perks of the job include a company pension and a

generous travel allowance (Merriam Webster, n.d.).

Cafeteria – a restaurant in which the customers serve themselves or

served at a counter and take the food tables to eat (Merriam Webster, n.d).

Page 10 | 34
 Choice – an act or instance of choosing; selection (Dictionary.com,

n.d.).

Convenience – fitness or suitability for performing an action or

fulfilling a requirement (Merriam Webster, n.d.).

Decision – the act or process of deciding (Merriam Webster, n.d.).

Dietary – of or to a diet or to the rules of a diet (Merriam Webster,

n.d.).

Food – any nourishing substance that is eaten, drunk, or otherwise

taken into the body to sustain life, provide energy, promote growth, etc

(Dictionary.com, n.d.).

Healthful – beneficial to health of body or mind (Merriam Webster,

n.d.).

Meal – an act or the time of eating a portion of food to satisfy

appetite (Merriam Webster, n.d.).

Menu – a list of the dishes served at a meal; bill of fare:

(Dictionary.com, n.d.).

Peer Influence – the ability to influence individual behaviour among

members of a group based on group norms, a group sense of what is the right

thing or right way to do things, and the need to be valued and accepted by

the group (The Definition.com, n.d.).

Price – the sum or amount of money or its equivalent for which

anything is bought, sold, or offered for sale (Dictionary.com, n.d.).

Page 11 | 34
 Purchase – to obtain by paying money or its equivalent (Merriam

Webster, n.d.).

Qualitative - involving distinction based on qualities

(Vocabulary.com, n.d.).

Quality – an essential or distinctive characteristic, property, or

attribute (Dictionary.com, n.d.).

Quantity – the aspect in which a thing is measurable in terms of

greater, less, or equal or of increasing or decreasing magnitude (Merriam

Webster, n.d.).

Religion – a set of beliefs concerning the cause, nature, and purpose

of the universe especially when considered as the creation of a superhuman

agency or agencies, usually involving devotional and ritual observances,

and often containing a moral code governing the conduct of human affairs

(Dictionary.com, n.d.).

Restriction – an official limit or control on what people or companies

are allowed to do, or on what can happen (Cambridge Dictionary, n.d.).

Social Influence - Any process whereby a person's attitudes (1),

opinions, beliefs, or behaviour are altered or controlled by some form of

social communication (Oxford Reference.com, n.d.).

Page 12 | 34
 CHAPTER II
Review of Related Literature
LOCAL LITERATURE

The COVID-19 pandemic has had a significant impact on the purchasing

behaviour of college students in the Philippines, as noted in a local

literature by Bautista et al., (2022). The pandemic and the resulting

changes in their living situation have led to a shift in their purchase

patterns. Students now prefer to purchase items that can be stored for an

extended period of time and avoid those that cannot be cleaned or washed

before consumption, indicating a concern for food safety.

Pajantoy and Ubane (2022) concluded that limited choices of food

displayed in the canteen means inadequate nutrient intake by the students.

This implies that limited food choices will limit the growth of the

students. On the performance of the canteen services, it can be viewed that

the food standard is greatly achieved. This means that food sold is

commonly found in the green category set by the Department of Education.

Further, this implies that food offered promotes healthy eating habits. On

the other hand, access to healthful and safe food and the regulation on

marketing of unhealthful foods is moderately achieved, thus, a continued

support on the implementation is needed.

Belmes (2019) conducted a study about consumer buying behaviour of

students in selected national high schools in the second Congressional

Page 13 | 34
District of Iloilo was conducted to determine the consumer’s buying

behaviour of students. The preferred commodities of the students based on

their prioritized needs and wants, the students prevailing buying behaviour

and the buying problems encountered were justified to answer the purpose of

the study. The study concluded that the consumer who is highly satisfied

with the purchase made is more likely to make a repeat purchase. The

consumer is also inclined to endorse the product to other students and

friends. If the consumer is not fully satisfied, he/she is more likely to

consider other brands first before making a repeat purchase of the product

first bought.

Pajantoy and Ubane (2022) Unhealthy food and drinks are the main risk

factors for undernourished children worldwide. The canteen is the main

source of meals for learners and workers and is responsible for healthy

eating behaviours. Pajantoy and Ubane addressed this problem by designing

an ideal school canteen that aims to eradicate malnutrition and serve as an

extension of their dining area away from home. They also said in their

study that most school canteens face common problems with students’ eating

habits. Specifically, the kind of food to be sold, expensive food items,

small space, lack of kitchen facilities, and hygiene are just a few

concerns of the students in the central schools of Catarman. Nowadays, a

growing number of people are experiencing health issues. Schools should be

serious about promoting a healthy environment since students stay longer at

school and buy food at school canteens. Since children spend more time at

Page 14 | 34
school and frequent the school canteens, schools should take seriously

their responsibility to provide a healthy atmosphere.

Irader (2022) revealed in her study that students preferred on buying

ready-made food for their meal times two to three times per week from

street food stalls and establishments because of a lack of time in

preparing food. Thus, buying food outside the school canteen should be

prohibited to avoid foodborne diseases usually caused by unsafe handling

and preparation of food.

FOREIGN LITERATURE

Hernandez J. et al., (2018) eating behaviour related to eating habits,

selecting foods that you eat, culinary preparations and quantities of

ingestion.” Eating behaviour is an important aspect of life as it can

affect long term health outcomes because unhealthy eating habits such as

consuming nutrient deficient food, skipping meals, and a lack of a timely

diet are understood to cause various health problems and nutritional

deficiencies. In contrast, a balanced diet and the consumption of quality

food can contribute to sustaining the physical well-being and mental

stability of individuals. Likewise, a healthy diet is understood to play a

significant role in the lives of university students—that is, a

considerably large population group which could be targeted to prevent

numerous health problems. Indeed, international research has demonstrated

Page 15 | 34
that student life in the university setting is characterized by many

changes in eating behaviours and dietary patterns.

This study was designed to explore the factors that influence eating

behaviours and the consumption of food among the resident students at a

Bangladeshi university. It suggests that a broad range of factors such as

intrapersonal, interpersonal, and environmental plays a vital role in

developing eating behaviours and food consumption. Intrapersonal factors

such as cooking skills, taste preference, family eating habits, and level

of nutrition related knowledge and perceptions impacted the development of

eating patterns. Along with these individual aspects, societal and

environmental factors including campus culture, lifestyle, peer influence,

academic activities, and food prices and availability were found to be

influential in determining eating habits. The study also suggests that the

knowledge regarding nutrition is poor among the resident graduates.

However, campus life should possibly provide the students with crucial

opportunities to develop healthy eating habits and adopt a balanced diet

which form a strong basis for good health throughout life. Therefore,

interventions need to consider individual, societal, environmental, and

contextual factors in order to aim at increasing healthy eating behaviours

and improving the dietary intake of university students.

According to E. Bartkeine, V. Steibliene, V. Adomaitiene, G.

Joudeikiene, et al., (2019) the appropriate intake of nutrients has a major

influence on public health and is a major challenge for nutrition

professionals when recommending balanced and/or healthy diets and affecting

Page 16 | 34
dietary change when necessary. It also affects the food choice of

consumers. Many factors have an influence on food choice, which has led to

the development of new food product technologies, as well as foods with new

textures, tastes, and aroma characteristics to improve available food

choices. Many people find it hard to change their dietary choices, which

often occur impulsively and without deliberation; it is however unclear

whether impulsive food choices can be experimentally created. The major

determinant of food choice is hunger, but if we have options what we choose

to eat is not determined solely by physiological or nutritional needs. The

consumers’ gender, age, and education level, along with perception,

emotional motivations, and selection of information sources about healthy

eating should also be taken into account. Mood is a complex human mental

situation which fluctuates depending on several central and peripheral

biological factors and other extraneous factors, including food.

Essentially, good or bad moods are the result of certain chemicals

influencing a neural response, and some foods have proved to be mood

enhancers by affecting the release of desired neurotransmitters in the

brain and also by relieving stress. In humans, eating behaviour is complex

and is affected by both moods and emotions; in addition, food consumption

is important for mood-regulating behaviours. The interaction between mood,

emotional state, and eating behaviours is varied, and it is hypothesised

that individuals can regulate their emotions and moods by changing both

food choices and quantities. A bidirectional link was suggested between

good nutrition and psychological health, with evidence that individuals

Page 17 | 34
with a healthy diet are less likely to be depressed or develop depression.

On the other hand, depression can influence food choices via physiological

processes that influence appetite or other behaviours that constrain or

alter food availability.

In addition, to evaluate a possible relationship between food choice

and a person’s mood, a study of emotions induced by different tastes of

food in people with and without depressive disorder (DD) was performed.

Taniey and Rachel G. (2020) these studies fill in the gaps on food

insecurity and dietary intake in college students who attend large

universities in urban neighbourhoods. Time and financial constraints play a

major role in food-based decisions for college students, system-level

changes that allow for students to meet their basic needs of nourishment.

This includes changes to campus dining to include healthy food items that

are affordable and appealing to students. It was found that food insecurity

is a significant problem for students with an annual household income of

below $30,000. This highlights the need for necessary policy changes that

allow increased access to food for college students, such as changing

eligibility requirements for SNAP and providing free meals on-campus to

students in need.

Afroza, et al., (2022) cafeteria is a common facility found in almost

all of the education facilities. University is such an educational facility

where the students usually spend a lot of time. Being an adult, these

students have distinct choices and preferences. Since the cafeteria is a

Page 18 | 34
facility where almost all students need to go often, the importance of this

facility is critical. Making sure that the students are more than satisfied

and content could pave the way for the whole educational facility to

create a positive impact in the students’ mind. This could help the

students to be more comfortable as well as enable the institution to

prosper.

V. Fernandez, et al., (2023) said that low levels of physical activity

and dietary habits that deviate from the recommendations are major

contributors to the prevalence of chronic diseases that widely negatively

influence the global population in terms of health. Individuals who eat

healthier diets and adhere to physical activity recommendations have more

favorable health outcomes such as longevity, mental health, and a lower

risk of chronic diseases such as diabetes type II, hypertension, and

obesity. Physical activity is recognized as a factor that leads to lower

morbidity and mortality from various causes, as well as weight control.

Physical activity improves several health indicators such as blood

pressure, resting heart rate, waist circumference, visceral fat, insulin

sensitivity, leptin sensitivity, blood lipid levels, physical fitness, body

composition, and also psychological health indicators such as an improved

mood. In addition, due to physiological aging, muscle and strength loss

(i.e., sarcopenia) occur due to a lack of physical stimuli. Thus, physical

activity can maintain or even improve physical fitness in aging adults.

Teixeria, et al., (2023) stated that maintaining healthy eating habits

is not an easy task nowadays due to the obesogenic environment in which

Page 19 | 34
individuals have easy access to high-caloric and highly palatable foods.

That combined with low levels of physical activity leads to a greater risk

of previously mentioned health problems. The increasing tendency of the

population to be overweight and obese indicates that the energy intake

chronically exceeds the daily energy expenditure. Although the benefits of

a diet that promotes a healthy weight are obvious, many people do not

adhere to these recommendations, and dietary interventions alone may not be

sufficient to change eating behaviours. Applying theories of behaviour

change, such as the theory of self-determination, can lead to the long-term

maintenance of this change, since theoretical behaviour change models can

provide evidence on how to create efficient strategies on promoting healthy

behaviours such as balanced dieting.

LOCAL STUDIES

According to Valera (2019), the school canteen plays an important role

in the daily lives of the students. Additionally, food and nutrition are

essential factors for human development. The affordability of school

canteen goods is influenced by individual allowances. The findings of her

study emphasize the significance of financial management in all aspects,

especially for students. She also suggested some improvements in her

research study like the canteen’s offered services or menu lists of food

and other products, including healthier food options, were also highly

recommended.

Page 20 | 34
 Garcia and Litang et al., (2019) said that having a school canteen

inside the campus is helpful and important for students. Rather than buying

and ordering outside the school. Their study assesses the level of

satisfaction of Grade 12 ABM students with the food services in the school

canteen. Three variables were identified as affecting the level of

satisfaction: nutrition of food, price of food, and cleanliness. It is

shown that Grade 12 ABM students were satisfied with the food services in

terms of nutrition and promoting a healthy lifestyle, price that is

reasonable per serving and meet the budget of the students, and cleanliness

of the food.

Galabo (2019) concluded that canteen is a location where food is sold,

served, and consumed, as well as where other snacks and drinks are sold.

The cafeteria provides food and nutritional requirements for its students

so that they will have the energy to do the tasks they will do for the day.

This study by Galabo examined the level of canteen service quality in terms

of tangibility. The results of his study show that students perceived the

canteen personnel as good, well-dressed, and neat, and that they provided

them with comfortable, complete, and functional facilities. His study's

conclusion suggests that service providers need to tone up their

performance with respect to most service dimensions.

Pacpaco (2020) stated that the school cafeteria is essential to

encouraging wholesome diets and cultivating a culture of nutritious eating.

It is an excellent venue for promoting the pleasure of eating well. The

food they bought greatly increases the amount of food they consume, their
Page 21 | 34
choices, nutrition, and behaviours. As a result of their study, making sure

that the best food is available makes sense to strengthen their capacity

for learning and absorb the knowledge taught to them in class. Among the

nutritional practices, a measure of students' health was their dietary

habits, even more so when they were in their own house and school. Students

purchase their meals at the school canteen. The canteen needs to have top-

notch management practices. It also says in their study that if they have

good management and marketing services, the canteens can provide the best

foods for students: healthy, delicious, and affordable foods that can

satisfy their buyers.

Ybanez and Lagman et al., (2020) said that school canteens must be

free from dirt and have a safe environment. They used descriptive design to

assess the sanitation of the students in the school canteen. Their research

objective is to tell students that they should keep the facilities clean

and be careful while using the school facilities. The results of their

lesson showed that the students agreed that nutritious food should be

served, the utensils they use should be proper, and the servers should be

courteous, friendly, and satisfy the customers’ needs. The canteen is

frequently used by students, so the vital role of the canteen is to create

a school culture of healthy eating and promote healthy foods.

FOREIGN STUDIES

According to a study conducted by Sogari, et al., (2018) price

reductions for high-cost foods in campus facilities, such as dining halls

Page 22 | 34
and cafeterias, should also facilitate the purchase of more healthy options

(e.g., fruits and vegetables). Environmental modifications can include

changing and/or labelling healthy food options to make them more appealing,

while creating a point of nutrition information where students can see

healthy food options. The aim of this study was to identify factors driving

healthy lifestyle behaviours among US college students.

Naz et al., (2020) concluded that the present study was conducted to

recognize factors that affect the consumers’ behaviour when purchasing eco-

friendly products. They conclude, the study showed that there was no bias

in terms of age, gender, or qualification in the behaviour of young

students, as they have sufficient knowledge of environmental problems and

are very willing to pay for environmentally friendly products. This study

will create self-awareness among young consumers about their

environmentally friendly purchasing behaviour.

García-Herrero et al., (2019) stated in their study that the public-

school canteens represent a unique setting, because of their capacity of

conveying food habits, while sustainably managing available resources. This

research assessed the environmental and cost impact of food consumption and

wastage in public school canteens through a case study in Italy. It

combined life cycle assessment, environmental life cycle costing, and

quarter-waste visual methods. Food waste at schools represented 20–29% of

the prepared meal, depending on students’ age and seasonal menu.

Page 23 | 34
 Pillay, D., Ali, A., et al., (2022) stated in their study that the

food environment around schools is also something to explore as part of a

health promotion strategy. Policies to restrict unhealthy food advertising

and marketing to children should be improved in New Zealand, particularly

around schools. Tools to promote nutrition education in schools should

start with added support for teachers to improve their knowledge,

confidence and skills. Using peer modelling may be an efficient way to

promote healthy eating within schools without disrupting the current

curriculum. Schools are uniquely placed to promote health and nutrition to

children at a critical stage in their lives.

Perez, N., Aramburu, N., et al., (2022) The results of their study

showed that most of the students purchased food on campus, especially for

lunch and snacks. Hot drinks, bottled water and hot foods were the most

purchased items. Taste was the most important determinant in choice,

followed by price for students. The “top 5” opinions suggested for the

campus food environment and potential changes were “greater capacity to

access free filtered drinking water”, “greater capacity to recycle food

packaging,” “more healthy options in vending machines”, “discounts for

healthy choices,” and “allergen labelling. “Interventions that improve

sustainability and the affordability of products with high nutritional

quality, price-manipulation directives, and allergen information on

labelling would be well received among this community.

SYNTHESIS

Local and foreign literature and studies were identified to support

Page 24 | 34
the proposed research title that stated the key factors that influence

college students' food choices and purchase decisions in the school

cafeteria at EARIST, such as taste, price, convenience, healthfulness, and

variety.

Irader (2022) and Taniey (2020) and Valera (2019) and Garcia et al.,

(2019) and Fabre and Pacpaco (2020) As stated in their study, they discuss

the different factors that influence the purchasing decisions of the

students in their school cafeteria, such as taste, price, convenience,

healthfulness, and variety. The canteen plays an important role in

providing clean and healthy foods for students, teachers, and other staff.

Some students prefer to buy food that is ready to eat but is healthier

because students have limited time for their break time and going outside

their school consumes time. Sometimes, the foods that are available in

their cafeteria are limited too, so as much as possible, cafeteria

facilities should provide appropriate intake of nutrients and encourage

eating healthier food. It has a major impact on the students to have

nutritious, affordable food and the cleanliness of the canteen. Eating in a

neat and clean cafeteria with healthy foods will help students be

productive and more active in class throughout the day.

Galabo (2019) stated that canteen is where the food is served and

consumed, cafeteria provides food and nutritional requirements, canteen

personnel as good, well-deserved, neat, comfy, functional facilities. He

suggested counter staff. Ybanez (2020) said that canteen should be a safe

environment, nutritious food should be served, proper utensils, and servers

Page 25 | 34
should be courteous and friendly and satisfy their needs. Canteen is used

by students frequently so it must be clean. Pillay (2022) concluded that

the food environment around schools also needs to explore, restrict

unhealthy foods, and promote nutritional foods promotion. Pajantoy & Ubane

(2022) stated that unhealthy food and drinks are the main risk factors for

understanding kids. Canteen is responsible for a healthy eating place.

Common canteen problems: food to be sold, expressive items, small space,

lack of kitchen facilities and hygiene. Schools should promote a healthy

environment.

Belmes (2019) revealed that the preferred commodities of students

based on their prioritized needs and wants, the students prevailing buying

behaviour and the buying problems encountered were justified to answer the

purpose of the study. The study concluded that the consumer who is highly

satisfied with the purchase made is more likely to make a repeat purchase.

The consumer is also inclined to endorse the product to other students and

friends. If the consumer is not fully satisfied, he or she is more likely

to consider another brand first before making a repeat purchase of the

product first bought. Afroza K., Haque, A., et al., (2022) university is

such an educational facility where the students usually spend a lot of

time. Being an adult, these students have distinct choices and preferences.

Making sure that the students are more than satisfied and content could

pave the way for the whole educational facility to create a positive impact

in the students’ mind. This could help the students to be more comfortable

as well as enable the institution to prosper.

Page 26 | 34
 Overall, to cater to the various factors that influence college

students' food choices and purchase decisions in the school cafeteria at

EARIST, the synthesized results of related literature and studies were

used.

CHAPTER III

Methodology
This chapter presents the research design, the respondents, the

sampling techniques, the research instruments used in gathering data, the

data gathering procedures, and the data gathering procedures and the

statistical treatments of data.

RESEARCH DESIGN

The researchers will use the descriptive method in order to find out

the assessment of the respondents. The researcher will discuss the

following topics: the description of the respondents in this study that

Page 27 | 34
includes the sampling technique and the finding adequate information. The

tools include survey questionnaire, data gathering, processing and

analysis. The researchers administered the survey questionnaire which

identifies the respondent’s sex, age, and other demographic

characteristics. It will also be used as the indicator to know the factors

affecting their food choices and purchase decisions.

Descriptive Research is a type of research that is used to describe

the characteristics of a population. It also collects data that is used to

answer a wide range of what, when, and how questions. Pertaining a

population or group to answer how an event occurred, when it occurred, and

what issue is. This research is more concerned with what rather than how or

why something has happened. Therefore, observation and survey tools are

often used to gather data (Gall & Borg, 2007).

POPULATION AND SAMPLING

The respondents of this study came from five different sections of 2nd

year students taking Business Administration Major in Marketing Management.

Therefore, there were seventy-five (75) selected respondents from five

different sections. Fifteen (15) students from each section. There are an

overall total number of seventy-five (75) respondents in the study.

The researchers used simple random sampling as respondents are

randomly classified. It also implies quota sampling since the authors had

set a definite number of respondents according to their availability and

willingness to become a respondent.

Page 28 | 34
TABLE 1.

Total students per section

Course & Section N f %

MM 2- A 62 15 24.19

MM 2- B 59 15 25.42

MM 2- C 68 15 22.05

MM 2- D 63 15 23.80

MM 2- E 75 15 20

TOTAL 327 75 4.58

As presented in Table 1, where (N) is the total students per section

and (f) represents the selected respondents. There were 327 students of 2nd

year marketing management, and only seventy-five (75) students were chosen

as respondents in this study. Overall, there were only four and fifty-eight

(4.58) percent of three hundred twenty-seven (327) students expected to

participate in this study.

TABLE 2.

Respondents as to Gender

Section Male Female

MM 2-A 26 36

Page 29 | 34
 MM 2-B 20 39

MM 2-C 18 50

MM 2-D 19 44

MM 2-E 37 38

TOTAL 120 207

As presented in table 2, there were a total of one hundred twenty

(120) male students from 2nd year Marketing Management section A-E and two

hundred seven (207) females.

TABLE 3.

Specific total of male and female respondents

Section Total Selected % Total Selected %

Male Female Female

Male

MM 2-A 26 7 26.92 36 8 22.22

Page 30 | 34
 MM 2-B 20 7 35 39 8 20.51

MM 2-C 18 7 38.88 50 8 16

MM 2-D 19 7 36.84 44 8 18.18

MM 2-E 37 7 18.91 38 8 21.05

TOTAL 120 35 29.16 207 40 19.32

As presented in table 3, a total of twenty-nine and sixteen (29.16)

percent of one hundred and twenty (120) male students were selected and

nineteen and thirty-two (19.32) percent of two hundred and seven (207)

female student were selected to participate in this study.

RESEARCH INSTRUMENT

The primary instrument used by the researchers to gather the necessary

data was a survey questionnaire, which was formulated by the researchers. A

survey questionnaire is a series of questions asked to individuals to

obtain statistically useful information about a given topic (S Roopa, MS

Rani 2012).

The first part of the questionnaire is created to get the information

regarding the profile of the randomly selected 2nd year students of

Marketing Management. It also further determines the factors influencing

the food choices and purchase decisions of the students in terms of taste,

price, convenience, healthfulness, and variety.

Page 31 | 34
 The second part of the questionnaire is designed to identify the

social and cultural factors that affect the college students' food choices

and purchase decisions such as dietary restrictions, peer influence,

cultural background, religion and allowances.

The third part of the questionnaire is made to identify the areas for

improvement in terms of new menu items, healthier options, price

adjustments, food quality and quantity per serving and utensils.

The fourth and last part of the questionnaire seeks to know the

problems and challenges encountered by the selected college students when

making purchase decisions in the school cafeteria and later give

recommendations to aid them.

DATA GATHERING PROCEDURE

The researcher will provide a survey questionnaire which is a self-

structured questionnaire that will be used in interviewing the respondents.

The researchers will seek first for the approval of the research instructor

to allow the researcher conduct an interview using survey questionnaires to

2nd year Marketing Management students. After the approval, the researcher

will provide a consent letter for the respondents allowing the researchers

to select them as a participant of the study. After getting the

respondents' consent, the researcher will then proceed interviewing.

Collected data will be interpreted by the researchers through narration

using descriptive statistical and interpretation.

STATISTICAL TREATMENT DATA

Page 32 | 34
 The following statistical tools were used in the analysis of data:

1. Frequency and Percentage Distribution was used to present the data on

the number of the marketing students. The formula used was (Korb, 2015):

f
P = N
x 100

Where:

f = Frequency

N = Number of Cases

100 = constant

2. Mean. This was used to show the assessment on the factors affecting the

food choices and purchase decisions of college students in the school

cafeteria. The formula used was (Garcia, 2016):

∑x
x=
N

Where:

X = Mean Sum of All Scores

N = Number of Cases

3. Weighted Mean. The average weight refers to the accumulated responses

which determine the corresponding weight, using the formula below. (Ganti,

2019).

Page 33 | 34
 ∑ fw
xw = N

Where:

f = Frequency

w = Weight

N = Total Frequency

The Likert Scale shown below was utilized to verbally interpret the

weighted mean of each indicator for every variable.

SCALE VERBAL INTERPRETATION SYMBOL

4.50 – 5.00 Highly Effective HE

3.50 – 4.49 Moderately Effective ME

2.50 – 3.49 Effective E

1.50 – 2.49 Risk Effective RE

1.00 – 1.49 Less Effective LE

Page 34 | 34