FACTORS INFLUENCING BRAND SWITCHING BEHAVIOR AMONG MILLENNIAL

CONSUMER OF FAST-FOOD CHAINS IN BORONGAN CITY

A Thesis Proposal
Presented to the Faculty of the
COLLEGE OF BUSINESS MANAGEMENT AND ACCOUNTANCY
EASTERN SAMAR STATE YNIVERSITY
BORONGAN CITY, EASTERN SAMAR
PHILIPPINES

In Partial Fulfillment of the Requirements

For the Degree Program of
BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION MAJOR IN MARKETING
MANAGEMENT

Agda, Maria Rina Abigael A.

Andag, Roland Mark B.
Casimo, Evangeline C.
Capada, Jessa Mae D.
Latumbo,Leah Mae A.
Librando, Hannah Rose R.
Japitan, Marvy R.

December 2023
 CHAPTER I

INTRODUCTION

Background of the Study

Brand switching is a phenomenon which customer abandoned a product or service

for another product. It was considered as one problem in the business field and can

negatively affect revenue and customer retention. As most authors suggests quality and

price are the main causes why customers became dissatisfied with a particular brand. Thus

became a reason to search for alternatives or brands that can basically satisfy the consumer

needs. However, most of the studies focused on brand loyalty rather than finding the reason

for switching. This problem arises in the fast-food industry.

According to Elad (2023), fast-food is the most popular food type in the world and

among all age group. It has grown to be a billion dollars’ industry and even modest homes

are making and selling its own burgers. The tendency to eat ready-made food is growing as

lifestyle change. People prefer to eat burgers and fries over healthy food that requires time

to cook because they are already precooked and can be purchased for less money.

According to Report Linker (2023) at a compound annual growth rate (CAGR) of 6.9%, the

global fast-food market expanded from $610.66 billion in 2022 to $652.73 billion in 2023.The

likelihood of a global economic recovery following the COVID-19 pandemic was hampered at

least temporarily, by the Russia-Ukraine war.

According to an article by Chang (2022), fast-food industry is a multibillion-dollar in the

United States. McDonald’s is the most popular among all fast-food brands in the U.S. When

it comes to fast-food chain in the U.S, Chick-fil-A and McDonald’s are the two competing

brands that stand out the most, according to Mason, (2023). However, most of the

consumers choose Chick-Fil-A rather than McDonalds’s. In an article of Williams (2023) h

showed 7 reasons why Chick-Fil-A is the best fast-food restaurant. One out of the seven

reasons is that they have a great food. The author states that most people would actually

agree that the food is really good. This means that the consumers in the U.S are not

permanent in their brand preference.

In the Philippines, Jollibee is labeled as the Filipino favourite, operates with over 1,400

branches nationwide. Despite the entry of global fast-food giants, Jollibee held its ground,

owing to its menu that resonates with the local taste. However, McDonald’s still hold a large

market share and there are still other Filipino brands patronized by Filipino fast-food

consumers. Though Jollibee is the most successful in getting the tastes of the “Pinoy” still

the continuous arise of many different fast-food brands is still evident. According to an article

of Simpao (2023), Filipino love to try new things, they also love to try fresh food this is why

there are a lot of fast-food restaurants in the country. This could be equal of saying” Filipino

we’re not loyal to any fast-food brands because they like to try new brands.

In the study of Elete (2018) on brand switching among millennial consumer on fast-food

brands in Dublin City, Ireland showed that food quality, service quality, price and sales

promotion has significant positive relationship with brand switching while brand name reports

no significant relationship with brand switching. Therefore, the researchers aim to investigate

whether these factors can also be the same result in the Philippines specifically in the

locality of Borongan City for millennial consumer to switch brands. These also aims to

determine the significant differences among the dimensions of Functional Utility

Maximization Switching Behaviour (FUMSB) when grouped according to the demographic

profile of the respondents and to assess the significant effect of the dimensions of Functional

Utility Maximization Switching Behaviour (FUMSB) on Brand Switching Behaviour of

millennial consumers of fast-food chains in Borongan City.

Statement of the Problem

This study evaluates the factors that influence brand switching behaviour among

millennial consumers of fast-food chains in Borongan City.

Specifically, this study aimed to:

1. Describe the profile of the millennial consumers of fast-food chains in terms of:

1.1 Age

1.2 Gender

1.3 Occupation

1.4 Income

2. What is the factors that influence Brand switching behavior based on the

Functional Utility Maximization Switching Behavior (FUMSB) in terms of;

2.1 Food Quality

2.2 Service Quality

2.3 Price

2.4 Sales Promotion

2.5 Brand Name

3. Determine if there are significant differences among the factors influencing Brand

Switching Behavior based on Functional Utility Maximization Switching Behavior (FUMSB)

when grouped according to the following;

3.1 Age

3.2 Gender
 3.3 Occupation

3.4 Income

Significance of the study

This study is conducted to merit the following:

To the Respondents. This research will provide them with understanding regarding

the factors influencing brand switching behavior among millennial consumer of fast-food

chains in Borongan City.

To the Fast-food chains. The study’s findings will be useful in understanding the

behavior of the millennial consumer that will be used as a baseline information to keep

customers in fostering greater customer loyalty.

To the Borongan Commerce. This study will help Borongan City commerce

especially in boosting the economic situation.

To the Researchers. This study will act as a reference data or similar study about

brand switching behavior in Borongan City.

Scope and Limitation

This study, which will involve millennial between 27-43 years old, will take place at

Borongan City. This study aims to explore the variables that impact millennial consumers’

decision to switch brands in fast-food chains in the locale area. The researchers will focus on

the following key aspects; The demographic profile of fast-food millennial consumer, the

dimensions of Functional Utility Maximization Switching Behaviour (FUMSB), the significant

differences of the identified dimensions when grouped according to the demographic profile

of the respondents and the significant effect of the dimension of Functional Utility

Maximization Switching Behaviour on Brand Switching Behaviour.

Definition of Terms

The following are defined to better understand the study.

Brand name is a term that a company use to refers to a certain good or service.

These day brand names are typically carefully considered as marketing strategies meant to

build brand awareness and encourage brand loyalty.

Brand switching is a concept as severing ties with a brand and establishing a

connection with a new and more attractive brand.

Fast food is a mass-produced food intended for commercial resale with a high

speed of service. Fast-food describes a food sold in a restaurant or store with frozen,

preheated or precooked ingredients and served for takeout packaging in different fast-food

restaurants.

Food quality is the standard of excellence or characteristics of the food, including

taste, freshness and ingredients. It is used in the study as a variable to measure as factor of

brand switching.

Millennial are those born between 1981 and 1996 (ages 27-42 this year.)

Price is the total amount that customers have to pay in exchange for benefits of

having good or service available to them or using it that is seen as a factor in brand

switching

Food quality is the standard of excellence or characteristics of the food,

including taste, freshness and ingredients. It is used in the study as a variable to measure as

factor of brand switching.

Sales promotion is a marketing activity used that is designed to increase sales,

encourage customer loyalty, or generate brand awareness.

 Service quality is the level of satisfaction a customer experiences in terms of

service provided, such as speed, courtesy and accuracy. This is used in the study as one of

the factor that can influence brand switching behaviour.

 CHAPTER II

LITERATURE RELATED REVIEW

This chapter primarily presents the different researches and other literature which

gives significant literature on the variables

Functional Utility Maximization Switching Behaviour and its Dimensions

Consumers may opt to allocate their purchases differently, emphasizing certain items

while reducing expenditure on others. Through the principle of utility maximization,

consumers prioritize items that offer the greatest marginal utility relative to their expenditure.

Starting from social identity theory and brand loyalty literature, authors examine

issues relating to Utility Perspective Maximization. Lei et al., 2017 defines utility as the

amount of satisfaction a consumer derives from a product or service (Zhao and Freiheit,

2017), this perspective holds view that consumers are increasingly likely to switch brand if

they perceive that a new product or service would bring them greater benefits/utility than the

incumbent product/service Lam et al., (2010). The previous experience that the consumer

may encounter with the new product or service that may be unpleasant and unsatisfactory,

thus switching may unjustifiable. With regards to the product or service features and

attributes as well as the perceived benefits to be derived could serve as criterion to switch

brand. Based on the arguments, Lei et al., (2017) proposed the Process Driven motive to

Brand.
Factors Influencing Brand Switching Behavior based on Functional Utility

Maximization Switching Behavior

Food quality

According to the study of Iheanyi B. Anyanwu, Magnet N. Ezeaku (2022), the findings

indicate that the independent variables; food quality, perceived value, and brand image

being studied are negatively correlated with the dependent variable, brand switching.

Operators of food service establishments should prioritize ensuring that the quality of their

menu offerings aligns with the physiological needs of the consumers. They should also strive

for continuous improvement in all aspects of their operations and cultivate a positive image

that enhances the customer-brand relationship.

Service quality

In the study conducted by Laurena R Tamon, Ferdinand J Tumewu (2019), the

findings indicate that both annoyance and service quality have a simultaneous and partial

impact on brand switching. The reasons for switching service providers include delayed

operator response, lengthy package activation, delayed message delivery, and lack of

package activation updates. Customer dissatisfaction arises when the quality of service

received falls short of their expectations prior to making a purchase, leading them to switch

to another service provider. The mobile service provider should prioritize the quality of

service and convenience as key elements in determining consumer switching behaviour in

this highly competitive era. By offering value-added services and ensuring customer

satisfaction, the provider may foster client loyalty.

Price

In IB Anyanwu, JI Amaechi-Chijioke (2022) study, the findings indicate that there is a

positive correlation between price and brand switching. However this correlation is not

statistically significant. In addition, it was discovered that service quality has a detrimental

association with brand switching, and this association is statistically significant at a 5% level
of significance. Likewise, it was discovered that the quality of the atmosphere had a

detrimental correlation with brand switching, but the association was not statistically

significant. Based on the results of this study, it is advised that food service operators in the

study area should adjust their pricing to better reflect quality and be more affordable,

implement a total quality management strategy (TQM) to enhance customer satisfaction, and

prioritize environmental and aesthetic aspects that create a pleasant atmosphere and are

perceived as environmentally friendly.

Sales promotion

Sales promotions are sometimes seen as brand-damaging although aimed to boost

sales. Consumer sales promotion accounts for a major portion of marketing spending, yet it

remains an important part of the promotion mix to boost short-term sales. So it’s no surprise

that most marketers use sales promotions to steal market share. This study examined the

effects of sales promotions on loyal and non-loyal washing powder and shampoo users. The

degree of brand loyalty divided customers into brand loyal and brand switcher categories.

Consumer sales promotions influence brand switchers more than committed consumers,

according to the study. Free presents impact consumer brand switching more than other

sales efforts. Consumers brand loyalty was not affected by economic status, Komal Nagar

(2012), evaluating the effect of consumer sales promotion on brand loyal and brand

switching segments.

Brand Name

The primary factors that greatly impact brand switching are the consumer's exposure

to informative and captivating advertising that highlights the product's superiority, as well as

the consumer's attraction towards sales promotions such as complimentary short message

services (SMS), additional internet data allowances, and free phone calls during specific

periods. These incentives serve as triggers for consumers to transition to alternative

products. The perception of a brand has a substantial role in the decision to switch to a
different brand. The price exerts a substantial impact on the act of switching between

brands. Advertising exerts a substantial impact on the act of consumers changing their

preferred brand. Hence, it is anticipated that the corporation will enhance and sustain the

caliber of the promotion, which greatly impacts the phenomenon of Brand Switching, Adi

Cahyono, Djamhur Hamid, Andriani Kusumawati (2015) The influence of Brand Image,

Price, And Promotion On Brand Switching.

Relationships/Differences among the Factors Influencing Brand Switching Behavior

and the Respondents Demographic Profile

Age and Food quality

Older consumers were found to be more likely than younger consumers to switch

brands in a study that looked at the role of age in brand switching (Smith, 2000). According

to the study that was conducted by Smith (2000), older consumers were found to be more

likely than younger consumers to switch brands in a study that looked at the role of age in

brand switching. In this study, older consumers might be more brand-switching in search of a

higher-quality product because they are possibly more sensitive to changes in food quality.

According to the study that was conducted by Finley, J., Smiths., Smith, S.and Koebnick, E.

(2000), this study discovered a negative correlation (r = -0.20, P = 0.003) between women's

age and fast food intake, indicating that older women consumed less fast food than younger

women. This implies that older women might be more mindful of the negative effects of fast-

food has on their health and might look for healthier food options.

Hypothesis 1: There is no significant difference of food quality as a factor of Brand

Switching Behavior based on Functional Utility Maximization Switching Behaviour

(FUMSB) when grouped according to age.

Age and Service quality

According to a study by Villanueva, Castro, & Bautista (2023) found out that

younger patron was more likely to base their dining decisions on the caliber of the service.
Regardless of the quality of the services, older customers were more likely to be brand loyal.

Additionally, based on the research conducted by Melkis & Mustapha (2017) there are

discernible variations in the way various age groups perceive the quality of services.

Although older customers exhibited higher levels of satisfaction, younger customers tended

to express more criticism regarding the quality of the services rendered. Moreover, in the

study by Bakar, A. B. A., & Mohamad, A. R. (2008). Older customers tend to be less

satisfied with service overall, possibly due to different expectations or experiences. This

study shows that customer satisfaction with service quality varies significantly with age. Fast-

food chains must understand age-related differences in service preferences in order to cater

to diverse customer demographics.

Furthermore, according to a study by Choi, H., Cho, S., Lee, J., & Kim, H. S. (2017),

the correlation between service quality and customer satisfaction remained consistent

among various age demographics. Nevertheless, the degree of contentment varied

significantly across different age cohorts. This study found out that it may be necessary to

customize the quality of service to different age groups in order to maximize customer

satisfaction. And the level of customer satisfaction with the quality of service has a positive

impact on their intention to return to a fast food restaurant. The relationship remains constant

across various age cohorts. Directing efforts towards enhancing service quality can greatly

bolster customer loyalty and business performance based on the study by Ahmad and

Rashid (2023).

Hypothesis: There is no significant difference of service quality as a factor of Brand

Switching Behavior based on Functional Utility Maximization Switching Behaviour

when grouped according to age.

Age and Price

Age and price According to a study by Powell & Popkin (2011) there was a

decrease in the likelihood of children between the ages of 2 and 9 consuming fast-food when
prices were higher. However, there was no statistically significant relationship observed for

adolescents aged 10 to 18.

The study indicates that implementing pricing strategies, such as taxes, may be

efficacious in diminishing fast food consumption among younger age. Moreover according

to a study by Lin, B. H., Guthrie, J. F., & Frazao, E. (2010),, the likelihood of buying fast food

rises until around the age of 30 and then declines until approximately the age of 50.

Additionally, the research revealed a positive correlation between greater household income

levels and the likelihood of fast food consumption. And younger adults, specifically those

between the ages of 18 and 24, had a lower level of sensitivity towards prices compared to

older adults, specifically those between the ages of 45 and 50. These findings indicate that

younger individuals may exhibit a greater propensity to incur elevated costs for fast food,

Bleich, S. N., Blake, C., & Seligman, H. C. (2014). Furthermore, according to a study by

Aini, N., & Sari, R. P. (2022), found out that young singles and working people exhibit lower

price sensitivity compared to married couples with children. These findings indicate that

younger, unmarried individuals are likely to have a greater inclination to allocate more of

their budget towards fast-food due to its convenience and simplicity. And the areas with a

higher density of elderly individuals experienced reduced fast-food pricing. Indications point

to the possibility that fast food establishments might provide lower prices for their products in

regions where there is limited competition from other restaurants and stores, Eichelberger, L.

R., & Martinez, S. W. (2023).

Hypothesis 2: There is no significant difference of price as a factors of Brand

Switching Behavior based on Functional Utility Maximization Switching Behaviour

when grouped according to age.

Age and Sales promotion

According to a study by LeBlanc, M., et al. (2023) discovered that younger adolescents

exhibited a greater susceptibility to the impact of fast-food marketing, notably through

advertising, and displayed a higher consumption of fast food compared to older adolescents.

The study emphasizes the susceptibility of younger age groups to promotions that

specifically cater to them. Additionally, a study by De Pelsmacker, P., & Rayp, G. (2019),

examined mobile marketing strategies conducted by fast-food establishments that

specifically targeted teenagers and young adults. It was shown that these marketing

campaigns utilize a range of tactics, such as customized incentives, price reductions, and

customer loyalty initiatives. This indicates that fast food businesses acknowledge the

efficacy of focused promotions aimed at younger age groups. Moreover, according to the

analysis of the study by Dubé, L., & Labeaga, J. M. (2016), price promotions have the

potential to effectively boost fast-food consumption. However, the level of efficacy may differ

based on the specific target group. Younger consumers are likely to be more receptive to

price discounts than older consumers. Furthermore, according to a study by Powell, L. M., &

Chaloupka, F. J. (2007), the findings revealed that children who were exposed to fast-food

advertising demonstrated a higher propensity to actively seek and consume fast -food.

These findings indicate that younger children are especially vulnerable to the impact of

advertising and promotions.

Hypothesis 3: There is no significant difference of sales promotion as a factors of

Brand Switching Behavior based on Functional Utility Maximization Switching

Behaviour when grouped according to age.

Age and Brand name

Age and brand name According to a study by Arifin, A., & Kusumawardhani, E.

(2023), individuals in the age group of 18-24 had a greater inclination towards fast-food

chains that possess prominent brand awareness and well-established reputations, such as

McDonald's and KFC. The study indicates that brand selection among younger individuals is

influenced to a great extent by familiarity and trust. Additionally, youngsters exhibited a

higher propensity to identify and favoured businesses that employ mascots, vibrant

packaging, and compelling advertising, underscoring the efficacy of these tactics in

appealing to younger demographics, Kim, J., & Song, J. H. (2022). Furthermore, a study by

Zhang, B. Y., & Aguiar, A. P. (2019), revealed distinct age groups based on their fast food

restaurant choices. The survey indicated that younger adults (18-34 years old) were more

likely to choose fast food restaurants recognized for convenience and cost, while older

individuals (35+) tended to favours brands with healthier options and higher quality

ingredients. Moreover, the study by Liu, Y., & Han, Y. (2017), conducted a comparative

analysis of the brand equity of McDonald's and KFC across various age cohorts in China.

The study found out that McDonald's has a higher level of brand equity among younger

consumers (aged 18-34) because of its powerful brand image and targeted marketing

strategies aimed at this specific age group. And teens were more likely to be attracted to

companies with traits they connected with, such as excitement, fun, and rebellion, Lee, S.

H., & Cho, B. H. (2015).

Hypothesis 4: There is no significant difference of brand name as a a factors of Brand

Switching Behavior based on Functional Utility maximization Switching Behaviour

when grouped according to age.

Gender and Food quality

The study conducted by Prayag, G., Hosany, S., Taheri, B., and Ekiz, E. (2019)

found that, aside from physical surroundings, factors such as food quality, customer

orientation, communication, relationship benefits, and price fairness were significant

predictors of Reciprocal Questioning (RQ). RQ was identified as a partial mediator in the

relationships between these preceding factors and loyalty. Statistical analyses across

different groups revealed substantial differences between males and females regarding

these associations.

Hypothesis 5: There is no significant difference of food quality as a a factors of Brand

Switching Behavior based on Functional Utility Maximization Switching Behaviour

when grouped according to gender.

Gender and Service quality

Research has shown that gender has a direct impact on customer satisfaction,

loyalty, fairness perception, and service quality. According to Anderson, Pearo, & Widener

(2008), Fournier (1998), Ganesan-Lim, Russell-Bennett, & Dagger (2008), Grewal, Baker,

Levy, & Voss (2003), McColl-Kennedy, Daus, & Sparks (2003), Mittal & Kamakura (2001),

Noble, Griffith, & Adjei (2006), Patterson (2007), Snipes, Thomson, & Oswald (2006), and

other studies, gender also modifies the relationship between satisfaction and loyalty.

According to Nasim's (2016) research, the relationship between customer loyalty and service

quality is not significantly impacted by the gender of the woman. Considering the underlying

beliefs of the people who live in the area where the research was done, there may be

explanations for the non-significant impacts of female gender. By enhancing the correlation

between customer loyalty and service quality, the male gender performs a moderating

influence. The male branch manager makes it very easy for customers to interact and

communicate, which increases customer loyalty.

Hypothesis 6: There is no significant difference of service quality as a a factors of

Brand Switching Behavior based on Functional Utility Maximization Switching

Behaviour (FUMSB) when grouped according to gender.

Gender and Price

The empirical evidence demonstrates a notable influence of gender on pricing

decisions. In economic decision-making contexts, such as behavioural finance and

negotiations, gender plays a significant role (Dwyer et al., 2002; Felton et al., 2003; Schubert

et al., 1999; Barron, 2003; Croson & Buchan, 1999; Kray et al., 2002). Research indicates

that women often accept lower prices and profits in behavioural experiments, as seen in

studies by Babcock and Laschever (2003), Myers (1996), and Neu et al. (1988). Notably, in

mortgage lending, gender affects compensation, with female brokers earning less on
average (Woodward, 2003). The lower fees charged by female brokers were attributed to

their emphasis on relationship-building and agreeable behaviour (Woodward, 2003). These

findings provide valuable insights into the causal mechanisms by which gender influences

transactional pricing decisions.

Hypothesis 7: There is no significant difference of price as a a factors of Brand

Switching Behavior based on Functional Utility Maximization Switching Behaviour

(FUMSB) when grouped according to gender.

Gender and Sales promotion

To create a successful sales campaign, it is crucial to offer it in a manner that

aligns with the psychological preferences of the target market segment. The notable

distinction is apparent in the purchasing habit. Additionally, it has been noted that it reacts to

various sales advertising strategies (Gamliel & Herstein, 2011). The study conducted by

Carpenter and Moore (2008) examined the gender-based disparity in perceiving the

enjoyment linked to nonmonetary sales promotion and discovered that females tend to

sense a greater level of amusement. Tifferet and Herstein (2012) also discovered that

women have a higher degree of linked to elevated levels of pleasurable consumption.

A number of research investigations. Research has demonstrated the distinguishing

influence of gender in various situations. There is a lack of research that investigates the

influence of genders on the monetary and non-monetary sales promotions, as well as their

hedonic and utilitarian aspects, practical advantages. There is less information available

regarding the moderating influence of the impact of gender on the hedonic and utilitarian

advantages of sales promotions and their influence on consumer perception. According to

the evaluation of in literature, it is anticipated that gender will play a substantial moderating

role, impact on the pleasurable and practical advantages of the sales promotion (Gamliel &

Herstein, 2011; Carpenter & Moore, 2008; Tifferet & Herstein, 2012). Reference: Sinha, S.

K., & Verma, P. (2018). Iranian Journal of Management Studies, 11(4), 795-830.
Hypothesis 8: There is no significant difference of sales promotion as a a factors of

Brand Switching Behavior based on Functional Utility Maximization Switching

Behaviour (FUMSB) when grouped according to gender.

Gender and Brand name

A study conducted by Aaker, Drolet, and Keller (2001) revealed that customers

tend to have a more positive evaluation of brands that have names that align with their own

gender. The authors propose that this phenomenon could be attributed to individuals'

inclination to identify with and feel more drawn to entities that they see as like themselves. In

a separate investigation conducted by Grohmann (2009), it was discovered that the

correlation between gender and brand name was particularly evident in product categories

that are conventionally linked to a specific gender. Women exhibited a higher inclination

towards favouring brands with feminine names for things like cosmetics and fragrances,

whilst males displayed a greater preference for brands with masculine names for products

like cars and power tools.

Hypothesis 9: There is no significant difference of brand name as a a factors of Brand

Switching Behavior based on Functional Utility Maximization Switching Behaviour

(FUMSB) when grouped according to gender.

Occupation and Food quality

Occupational engagement in activities such as planning meals, adapting recipes,

food preparation, and budgeting has emerged as a pivotal strategy to bolster confidence and

proficiency. This comprehensive literature review investigates the dynamic relationship

between food preparation with basic ingredients and its profound impact on food security

Engler-Stringer, Stringer, and Haines (2011) shed light on the significant link between food

security and the consistent preparation of foods using basic ingredients. Low-income women

practicing this at least three times per week were more than twice as likely to achieve food

security. This underscores the critical role of basic food preparation skills in addressing food
insecurity. The literature consistently supports the idea that engaging in occupations is

pivotal in enhancing an individual's ability to manage food resources effectively. Statistically

significant changes in both the Model of Human Occupation (MOHO) and the Canadian

Occupational Performance Measure (COPM) data reinforce the importance of focusing on

developing basic food preparation skills. This approach harnesses occupations as a potent

means to empower individuals in addressing food insecurity repeated opportunities to

explore new foods and recipes within a supportive environment can unlock participants'

latent potential. The literature suggests that occupational engagement related to food

positively influences skill development. The interdependence among skill development,

habituation, and volition (Kielhofner, 2008) becomes apparent, emphasizing the role of

program design and participant engagement in fostering positive outcomes. This

comprehensive review underscores the significance of integrating occupations, particularly

those related to food, in effectively addressing food security challenges.

Hypothesis 10: There is no significant difference of food quality as a a factors of

Brand Switching Behavior based on Functional Utility Maximization Switching

Behaviour (FUMSB) when grouped according to occupation.

Occupation and Service quality

In the realm of service quality studies, the literature has extensively underscored

its importance. However, a notable gap exists as few studies delve into the perceptions of

technical professionals, namely engineers and scientists, regarding service quality. This

study addresses this gap, contributing to a nuanced understanding of service quality by

specifically examining its validity in the context of technical professionals. The research not

only validates the use of the SERVPERF instrument with engineer and scientist populations

but also reveals distinct perceptions. While data from two army research libraries affirm the

four dimensions of service quality, a significant disparity emerges between technical

professionals and administrators, notably on the empathy dimension. This finding

emphasizes the critical need for tailored approaches to service quality in diverse
occupational contexts, shedding light on the unique expectations and experiences of

technical professionals. By acknowledging and addressing these differences, organizations

can enhance overall satisfaction and loyalty, recognizing that service quality is a key

influencer in shaping the perspectives of individuals in various professional roles.

Hypothesis 11: There is no significant difference of service quality as a a factors of

Brand Switching Behavior based on Functional Utility Maximization Switching

Behaviour (FUMSB) when grouped according to occupation.

Occupation and Price

Several studies have established a positive correlation between occupations and

pricing. Notably, Autor (2014) discovered that workers in the top 10% of occupations earned

an average hourly wage approximately four times higher than their counterparts in the

bottom 10% of occupations. This wage divergence is indicative of varying price preferences

among individuals across different occupational categories.

Hypothesis 12: There is no significant difference of price as a a factors of Brand

Switching Behavior based on Functional Utility Maximization Switching Behaviour

(FUMSB) when grouped according to occupation.

Occupation and Sales promotion

According to Chavadi and Shipa S. Kokatnur (2010), a notable finding emerged

with a significant occupation value of 0.973. This suggests that various occupational

segments demonstrate similar behaviors regarding promotions, indicating that occupational

factors do not significantly impact promotional decisions. Consequently, the analysis

underscores that demographic variables hold little influence over consumer responses to

promotional offers.

Hypothesis 13: There is no significant difference of sales promotion as a a factors of

Brand Switching Behavior based on Functional Utility Maximization Switching

Behaviour (FUMSB) when grouped according to occupation.

Occupation and Brand name

Occupation to Brand Name Occupation can also influence individuals' brand

choices through their exposure to different brands. According to a study conducted by

Askerlund and Gronh aug (2011), individuals working in the technology business have a

preference for organizations that are associated with innovation and creativity. Bhatnagar

and Rao (2005) discovered that healthcare professionals choose for reputable brands.

Hypothesis 14: There is no significant difference of brand name as a factors of Brand

Switching Behavior based on Functional Utility Maximization Switching Behaviour

(FUMSB) when grouped according to occupation.

Income and Food quality

The association between food quality and income is strong and well-established.

Higher income groups have easier access to better food, which is frequently fresher, more

nutrient-dense, and less processed. Tarasuk (2019) discovered that those with lower

incomes tend to consume more sugar-sweetened beverages, eat less fruits and vegetables,

and have a lower quality diet overall. Compared to households with greater incomes, those

with lower incomes buy fewer nutritious foods. Income disparities in dietary intake quality

may be mediated by food purchasing behaviours. According to a study by Subramanian and

Deaton (1996), poor households have a larger elasticity of calorie intake with regard to

income than do wealthy ones. This means that a one percent increase in income results in a

larger increase in calorie intake for poor households than for rich households. Therefore, the

researchers come up with a hypothesis.

Hypothesis 15: There is no significant difference of food quality as a a factors of

Brand Switching Behavior based on Functional Utility Maximization Switching

Behaviour (FUMSB) when grouped according to income.

Income and Service quality

Income to Service Quality Bitner, M. J., Brown, S. W., & Meunier, S. E. (2000)

found that individuals with more income tend to have higher expectations for service quality.

This is due to their elevated standards and greater willingness to invest in fulfilling those

standards. For instance, as someone with a substantial income may have a greater

tendency to anticipate a waiter to exhibit attentiveness and possess extensive information of

the menu. Additionally, they may exhibit a higher propensity to voice their dissatisfaction if

they are not content with the provided service.

Hypothesis 16: There is no significant difference of service quality as a a factors of

Brand Switching Behavior based on Functional Utility Maximization Switching

Behaviour (FUMSB) when grouped according to income.

Income and Price

In general, consumers are supposed to spend less when their income declines and

more when it increases. Economic cycles are known to have a significant impact on the

consumer staples and discretionary goods sectors, and income and expenditure correlations

can likewise trend with them according to Kelly R., (2023). All things considered, as demand

increases and consumer spending increases, firms are able to raise prices. It is evident how

income and price sensitivity are related: price sensitivity falls as income levels rise. This can

be attributed to several causes, such as rising disposable income, an emphasis on brand

recognition and quality, and rising brand loyalty. According to Chen Y. & Yang B. (2009)

Price is important for customers with lower levels of income but not important for high-

income customers. Therefor the researchers come up with a hypothesis.

Hypothesis 17: There is no significant difference of price as a a factors of Brand

Switching Behavior based on Functional Utility Maximization Switching Behaviour

(FUMSB) when grouped according to income.

Income and Sales promotion

In Nakarmi's (2018) study, it is demonstrated that individuals with low income

exhibit a greater reluctance to purchase products that are marketed using sales promotion

strategies. However, the research also reveals that there is no correlation between monthly

income and customers' inclination to seek out products that are being offered through sales

promotion. Furthermore, it is evident that customers who are actively seeking discounts to

save money tend to spend a longer duration of time shopping, without any correlation to

increased expenditure or gender.

Hypothesis 18: There is no significant difference of sales promotion as a factors of

Brand Switching Behavior based on Functional Utility Maximization Switching

Behaviour when grouped according to income.

Income and Brand name

According to Aaker, D. A., & Keller, K. L. (2000) income plays a huge role in brand

preference. Higher-income consumers are more inclined to choose and purchase products

from well-known companies. This is because they can afford the higher prices that are

sometimes associated with branded products. Furthermore, consumers with higher earnings

may place a higher value on the perceived quality, status, and prestige that branded

products provide. Bearden, W. O., & Etzel, M. J. (2001) found that consumers with higher

incomes were more likely to have strong brand preferences.

Hypothesis 19: There is no significant difference of brand name as a a factors of

Brand Switching Behavior based on Functional Utility Maximization Switching

Behaviour when grouped according to income.

 Conceptual Framework

Functional Utility Maximization

Switching Behaviour

Food Quality

Service Quality
Factors Influencing
Price Brand Switching
Behaviour
Sales Promotion

Brand Name

Figure.1

Conceptual Framework in Determining the Factors influencing

Brand Switching Behaviour among Millennial Consumer of Fast-food Chains in Borongan

City.
Theoretical Framework

This study is supported using the Utility-Driven Perspective used by Elete,

(2018). It holds the view that consumers are increasingly likely to switch brand if they

perceive that a new product or service would bring them greater benefits/ utility than the

incumbent product/service Lam et al. (2010). Typically, it stems from the customer’s prior

experience with the present good or service, which may have been judged unpleasant and

unsatisfactory, making the decision to switch justified (Lei et al., 2017). The study revealed

that food quality, service quality, price and sales promotion all showed a significant positive

relationship with brand switching. However, brand name showed no significant relationship

with brand switching in the fast-food industry. Functional Utility Maximization Switching

Behaviour was used in the study of Elete (2018) as a factor that affect brand switching

behaviour. The study revealed that its dimensions including food quality, service quality,

price and sales promotion while brand name has no significant effect of Brand Switching.

Additionally, the author cited Lam et al., (2021) study which posits that social

mobility in addition to functional utility maximization were key perspectives from which

consumers could exhibit switching behaviour.

 CHAPTER III

METHODOLOGY

This chapter presents the research methodology, design, locale and population of the study,

statistical analysis, research instrumentation, procedure of gathering the data and sampling

methodology. Statistical treatment of data is also presented. This enables the researcher to

attain the goal of the study.

Research Design

This study will use a quantitative research approach with a descriptive-

correlational research method. The descriptive part will determine the demographic profile

using statistical too such as frequency and percentage. It will also determine the factors

influencing brand switching behaviour among the respondents using statistical tools such as

frequency, percentage and mean. The correlational part will determine the significant

differences among the dimensions of Functional Utility Maximization Switching Behaviour

(FUMSB) when grouped according to the demographic profile using statistical tests such as

ANNOVA and T-Test. It will also determine the effect of the dimensions of Functional Utility

Maximization Switching Behaviour (FUMSB) on to Brand Switching Behaviour of millennial

consumers of fast-food chains in Borongan City using Multiple Regression.

Locale of the Study

This study will be conducted in Borongan City.The provincial capital of Eastern

Samar, Philippines, is the municipality of Borongan, which is situated along Samar's middle

coastal region. The motivation for the study is the abundance of fast-food chains in the area.

This will assist fast-food businesses in identifying the factors that influence consumers'

brand switching behaviour so they can develop strategies and solutions to deal with the

issue and win back more loyal customers.

Respondents of the Study

The data will be collected from the millennial consumer of fast-foods in Borongan City.

According to Neuborn, (1997), millennial is known to engage in purchase activities and are

influential in their family’s spending and peers’ decisions. Additionally, research indicates

that millennial consumers value food highly when it comes to social contact and prefer to

spend their money on dining-related outings over other types of experiences. The population

of millennial as of 2021, a data gathered from Borongan City Population Office is 17,229. By

using the Slovin’s Formula we have identify a 391 respondents for the study.

Sampling Procedure

To determine the factors that influence consumer brand switching towards fast foods

businesses in Borongan City, Eastern Samar, a sampling plan was developed. Firstly, we

defined the target population, which in this case is the millennial population in Borongan City.

We selected a sample from this population. A non-probability sampling method of purposive

sampling was used in the study to obtain the participants. The respondents will get through a

screening procedure to determine first whether they are fast-food consumers. The survey

was designed to include questions related to the factors mentioned, such as food quality,

price, service, quality, sales promotion and brand name. To ensure the validity of the survey

results, we need to analyze the data collected from the survey to identify the factors that

influence brand switching among millennial towards fast food businesses in Borongan City.

Research Instrument

Data will be collected through the conduct of a survey using an adapted and modified

questionnaire through a close-ended questioned from the study of Elete, (2018). The

questionnaire that would be used in the study is composed of two parts. The first part of the

questionnaire will determine the demographic profile of the respondents such as age,

gender, occupation and income. To describe the profile of the respondent’s descriptive

statistics will be used such as frequency and percentage. The second part contains
questions about the factors influencing Brand Switching Behavior based on the dimensions

of Functional Utility Maximization Switching Behaviour, food quality, service quality, price,

sales promotion and brand name as well as brand switching to measure the level of brand

switching of the consumer. The items or statement indicators for the dimensions will be

answered using Likert Scale with five responses mode; 5 for strongly agree, 4 agree, 3

neutrals, 2 disagree and 1 for strongly disagree. The researchers will also conduct a pre-test

to examine if there is a need for revision in the instrument.

The questionnaire was put through a reliability assessment. Cronbach's Alpha values

for the food quality are 0.75, the service quality is 0.76, the price is 0.74, the sales promotion

is 0.74, the brand name is 0.86, and brand switching is 0.86. Every test result value is more

than 0.7 (a ≥ 0.7), demonstrating the research scale's consistency and reliability.
Measurement of Variables

In determining the factors that influence Brand switching behavior based on the

Functional Utility Maximization Switching Behavior (FUMSB), the study used a 5-point Likert

Scale survey questionnaire wherein mean scores were interpreted as follows:

Mean Score Range Scale Interpretation

1.00-1.79 1 No Influence

1.80-2.59 2 Limited Influence

2.60-3.39 3 Moderate Influence

3.40-4.19 4 Significant Influence

4.20-5.00 5 Highly Significant Influence

For objective 3, in terms of determining the significant differences among the

dimensions of Functional Utility Maximization Switching Behaviour (FUMSB) when grouped

according to the demographic variables such as age, gender, occupation and income. The

table below provides the range of correlation and the corresponding interpretation:
Value Correlation Interpretation

1.00-1.79 Few Very Low Significant Differences

1.80-2.59 Low Low Significant Differences

2.60-3.39 Moderate Acceptable Significant Differences

3.40-4.19 High High Significant Differences

4.20-5.00 Very High Very High Significant Differences

Data Analysis

To analyze the data in objective 1, statistical tool such as frequency and percentage

will be employed while objective 2 and 3 will use a 5 Point Likert- Scale in measuring the

average mean.

Age Categorization

27-34 Recessionists

35-43 Early Millennial

The data analysis for objective 4 needs categorization of the profile of the

respondents to determine the significant differences among the dimensions of Functional

Utility Maximization Switching Behaviour when grouped according to the demographic of the

profile respondents. The categorization of the respondent age according to an online

publisher named Bridgeworks (2024), like Boomers, Millennial are a huge generation that

they sometimes split them into two sub-groups; Early Millennial (born between 1980-1995)

and Recessionists (born 1988-1995), is in the table below.

This means that the respondents aging from 27, 28, 29, 30, 31, 32, 33, and 34 are

classified as Recessionists while those ages of 35, 36, 37, 38, 39, 40, 41, 42, and 43 are

classified as Early Millennial.

The gender has three (3) categorization according to ________________; such as man,

woman and LGBTQ+ community.

While the categorization of the occupation of the respondents based on the Philippine

Standard Occupation Classification (PSOC) are the following

1.Managers

2.Professionals

3.Technician & Associate Professional

4.Clerical Support Workers

5.Service & Sales Workers

6.Skilled agricultural, Forestry & Fishery Workers

7.Craft & related Trades workers

8.Plant & Machine operators & Assemblers

9.Elementary Occupation

10. Others
And for the categorization of the income based on the Philippine Institute for Development

Studies (2022), shown in the table below.

Monthly Income Categorization/Interpretation

≥ P 219, 140 Rich

≥ P 131,664 but < P 219,140 High Income (but not rich

≥ P 76, 664 but < P 131, 484 Upper Middle Income

≥ P 43, 828 but < P76, 664 Middle Class

≥ P 21, 194 but < P 43, 828 Lower Middle Class

≥ P 10, 957 but P 21, 194 Low Income (but not poor)

< P 10, 957 Poor

 CHAPTER IV

RESULT AND DISCUSSION

This chapter presents the results and interpretation of the data gathered from the

descriptive method using a checklist questionnaire. The results are represented according to

the statement of the specific questions that are directed to the study. This study aims to

determine the factors influencing brand switching behaviour among millennial consumer in

Borongan City.

Table 1 presents the result on the demographic profile of the respondents. The

respondents aged 27-34 classified as Recessionist millennial had the highest frequency of

236 with 60.4%, while the least frequency is among those aged 35-43 belongs to the Early

Millennial with 155 frequencies and 39.6%. This means that in Borongan City most of the

millennial consumer belongs to Recessionist classification.

The gender has three classifications; man has a frequency of 142 and 36.3%, woman

has 232 with 59.3%, and LGBTQ has the least frequency of 17 with 4.3%. This implies that

the gender of millennial consumer of fast-food chains in Borongan City are mostly women.

The occupation has 11 categorizations, the service and sales workers has the highest

frequency of 132 and 33.8 % while the lowest are those who belongs to the occupation of

craft and related trade workers with 2 frequency and. 5%. This means that the millennial

respondents of fast-food chains in Borongan City are mostly service and sales workers.

Lastly, income has six (6) categorizations. The income with the highest frequency of

178 and 45.5% is P 10,956 classified as poor while the upper middle income and rich has

the lowest frequency with 1 and .3%

Table1.

Distribution of Age, Gender, Occupation and Income of the Respondents

Frequency Percentage
Age
27-34 236 60.4
35-43 155 39.6
Total 391 100.0
Gender
Man 142 36.6
Woman 232 59.3
LGBTQ 17 4.3
Total 391 100.0
Occupation
Manager 20 5.1
Professional 72 18.4
Technician and Associate Professional 21 5.4
Clerical Support workers 6 1.5
Service and Sales Workers 132 33.8
Skilled Agricultural, Forestry and Fishery Worker 32 8.2
Craft and Related Trade Worker 2 0.5
Plant and Machine Operator and Assembler 4 1
Elementary Occupation 6 1.5
Armed Forces Occupation 5 1.3
Other 91 23.3
Total 391 100.1
Income
Poor (10,956 and below) 178 45.5
Low Income but not Poor (10,957-21,193) 145 37.1
Lower Middle Class (21,194-43,8270) 61 15.6
Middle Class Income (43,827-76,663) 5 1.3
Upper Middle Income (76,664-131,630) 1 0.3
Rich (219,140) 1 0.3
Total 391 100.0

Food Quality

Table 2, showed the factors influencing Brand Switching Behavior among

millennial consumer of fast-food chains in Borongan City. The result showed that most of the

respondents answered “significant influence”. This means that millennial was significantly

influenced with the quality of the food with the average mean of 4.0166 and with the

standard deviation of 0.6894. On average the ingredient used in preparing the food is of
great concern of the millennial in Borongan City. This implies that the consumer is affected

with how the fast-food chains serve food and the calorie content, the taste and the

consistency of the food. The result agreed with the statement of Anyanwu and Ezeaku

(2022). They claimed that as food quality arise, brand switching decline. Moreover, Elete

(2018) study found out that food quality is a factor that influence millennial consumer.

According to him high quality of food can result in customer satisfaction. If customer

perceives a fast-food brand menu to be of low quality, the tendency is that they might want

to try out other fast-food brands and could automatically lead to brand switching.

Table 2.

1.Mean Food Quality (FQ) Mean Std. Interpretation

Deviation
The calorie content of the food served can make me 3.957
switch to a new fast-food brand.
I like to eat in fast food restaurant that offers tastier 3.967
menu and would find one irrespective of the cost of the
food.
The ingredient used in preparing the food is of great 4.102
concern to me.
I may switch to another fast-food restaurant if there is 4.041
inconsistency in the standard of the food prepare every
day
Average Mean Food Quality

Factors Influencing Brand Switching Among Millennial Consumer

Service Quality

Table 3, with an average mean of 3.9936 and standard deviation of .60682 revealed

that the respondents are “significantly influenced” with the quality of service. The result

conforms to the study of Elete (2018) that service quality has a significant effect to brand

switching. Thus, if a fast-food brand does not live up with its promises, does not assist or

help customers, and does not inspire trust and confidence consumers will likely switch

brand.
Table 3.

Factors Influencing Brand Switching Among Millennial Consumer

Service Quality (SQ) Mean Std. Deviation Interpretation
I will switch to a new fast-food brand if the firm does not .
meet its promises to offer high quality foods and
beverages.
If complaints about food served are not swiftly handled, I
would consider switching to a new brand.
I will try out another fast-food served if the employees do
not have adequate knowledge about the restaurants’
menu to answer my questions.
I am likely to switch brand if the front-line staff of the
restaurant are not friendly and courteous.

Average Mean Service Quality

Price

Table 4 results revealed that the respondents were significantly influenced with the

price. This means that millennial consumers in Borongan City are “significantly influenced”

with the price of fast-food. This correlates with the finding of the study of Anyanwu and

Chijioke (2022) that there is a positive correlation between price and brand switching. Elete

(2018) also found out that price significantly affect brand switching. Consumers equate price

to quality and expects that the quality of the food they are paying for matches the price to be

paid.

Table 4.

Price (P) Mean Std. Interpretation

Deviation
If the price of the food does not meet the standard I .
expect, I wouldn’t eat there again.
 I dislike cheap fast-food because it signifies low quality.
I am price conscious consumer and constantly seek out
low cost fast-food.

Average Mean Price

Factors Influencing Brand Switching Among Millennial Consumer

Sales Promotion

The average mean of sales promotion shown in table 5 is 3.9955 with a standard

deviation of .81952. This means that millennial consumers in Borongan City were

significantly influenced with the sales promotion offered by fast-food chains.Millennial

consumer like patronizing fast-foods that offers rewards, discounts and bundle deals.

This result agrees with Elete (2018) study. He stated that fast-food consumers cpould be

easily swayed by sales promotional activities.

Table 5.

Std.
Sales Promotion ( SP) Mean Interpretation
Deviation

Generally, I like patronizing fast

foods that offers rewards such 3.972 .8839 Agree
as coupons, loyalty card, mega
deals and other freebies and
 wouldn't mind switching to a fast
food offering these benefits.
I would switch to fast-food brand
offering better discounts on it
menus
If a restaurant offers prizes to be
won on the basis of repeated
3.949 .9540 Agree
patronage, I would buy from
them
A bundle deal in a fast food
restaurant would attract me to 4.159 2.1992 Agree
make a purchase
Average Mean Sales
3.9955 .81952 Agree
Promotion

Factors Influencing Brand Switching Among Millennial Consumer

Brand Name

Table 6, present the average mean of 3.8708 and .99837 of brand name as a factor of

brand switching among millennial consumer in Borongan City. This implies that the millennial

consumer on Borongan City are “significantly influenced” by the name of the brand. Good

reputation of a fast-food brand in the market can lead to a specific customer. The result was

the opposite outcome of the study of Elete (2018). According to his study brand name

showed no significant relationship with the brand switching.

Table 6.

Factors Influencing Brand Switching Among Millennial Consumer

Std.
Mean Brand Name ( BN) Mean Interpretation
Deviation

I care less about fast-food 3.691 .9358 Agree

brand name and wouldn’t
switch to a fast-food with a
strong and well-known brand
name
The good reputation of a
fast-food brand in the global
3.980 2.2383 Agree
market, can make me
become a customer.
I consider myself a loyal
customer to a fast-food 3.880 2.2710 Agree
brand.
I rather prefer to eat in a
fast-food with a well-known 3.934 .9202 Agree
and trusted brand name.
Average Mean Brand
3.8708 .99837 Agree
Name

Table 7. Results of the Oneway ANOVA Test of Significant Difference of

the Independent Samples Among the Factors Influencing Among by the
Age of the Respondents

IV DV Sig. (2-tailed) Interpretation Decision

Age FQ
SQ
P
SP
BN
 Table 7. Results of the Oneway ANOVA Test of Significant Difference of
the Independent Samples Among the Factors Influencing Among by the
Gender of the Respondents

IV DV Sig. (2-tailed) Interpretation Decision

Gender FQ
SQ
P
SP
BN

Table 7. Results of the Oneway ANOVA Test of Significant Difference of

the Independent Samples Among the Factors Influencing Among by the
Occupation of the Respondents

IV DV Sig. (2-tailed) Interpretation Decision

Occupation FQ
SQ
P
SP
BN

Table 7. Results of the Oneway ANOVA Test of Significant Difference of

the Independent Samples Among the Factors Influencing Among by the
Income of the Respondents

IV DV Sig. (2-tailed) Interpretation Decision

Income FQ
SQ
P
SP
BN
Test of Relationship between Age, Income,and Occupation

Table 3.1 Test of significant differences among the dimension of Functional Utility Maximization
Switching Behaviour when grouped according to the demographic profile
Dependent Significanc
Predictors Interpretation Decision Statistics
Variable e
Not Retain the Null Oneway
Food Quality 0.811
Significant Hypothesis Anova
Not Retain the Null Oneway
Service quality 0.12
Significant Hypothesis Anova
Age Not Retain the Null Oneway
Price 0.935
Significant Hypothesis Anova
Sales Reject the Null Oneway
0.029 Significant
Promotion Hypothesis Anova
Brand Name
Not Retain the Null Oneway
0.069
Significant Hypothesis Anova
Physical Not Retain the Null Oneway
0.499
Evidence Significant Hypothesis Anova
Gender
Reject the Null Oneway
Price 0.017 Significant
Hypothesis Anova
Not Retain the Null Oneway
Quality 0.264
Significant Hypothesis Anova
Reject the Null Oneway
Accessibility 0.004 Significant
Hypothesis Anova
Physical Reject the Null Oneway
0.015 Significant
Evidence Hypothesis Anova
Not Retain the Null Oneway
Price 0.081
Significant Hypothesis Anova
Reject the Null Oneway
Quality 0.001 Significant
Hypothesis Anova

Data Gathering Procedure

Prior to administering the survey, the researchers will first distribute a consent letter.

The researchers will personally conduct and administer the survey to secure the reliability
and validity of the questionnaires. The survey is expected to be completed for a period of 2-3

weeks considering some delays in answering the questions.

Ethical Consideration

This study's sole purpose is to determine the Factors Influencing Brand Switching

Behaviour among Millennial Consumer of Fast-food chains in Borongan City. To ethically

conduct the study the researchers will distribute a consent letter to be signed by the

respondents and have the right to refuse to participate in the study. The researchers will

honestly and professionally gather the data and will assure confidentiality in the respondent’s

information.

To determine who eat and prefer fast-foods the researchers will fist conduct a

screening test.

Screening Questions:

1. Do you eat in fast-food restaurants? (Yes or NO)

2. Have you experienced switching brand from one fast-food brand to another? (Yes

or No, if yes proceed to the part I of the questionnaire).

Part I. Profile of the respondents.

Name (Optional):_________________________________

Age: ________
 Gender: Man Woman LGBTQ+

Occupation: ________

(1) Manager

(2) Professionals

(3) Technician & Associate Professionals

(4) Clerical Support Workers

(5) Service & Sales Workers

(6) Skilled agricultural, Forestry & Fishery Workers

(7) Craft & related Trades workers

(8) Plant & Machine operators & Assemblers

(9) Elementary Occupation

(10) Armed Forces Occupation

(11) Other:

Monthly Income:______________________

Part II. Dimensions of Functional Utility Maximization Switching Behaviour (FUMSB)

and Brand Switching.

Instruction. Put your answer with the corresponding rate; 5 strongly agree, 4 agree, 3

neutral, 2 disagree and 1 for strongly disagree.

No Statement Scale

.
Highly Significant Neutr Disagree Strongly
 Significantl ly al (3) (2) Disagree

y Influence (1)
1.(Food Quality)
Influecnce(5 (4)

1. The calorie content of the food

1 served can make me switch to

a new fast-food brand.

1. I like to eat in fast food

2 restaurant that offers tastier

menu and would find one

irrespective of the cost of the

food.

1. The ingredient used in

3 preparing the food is of great

concern to me.

1. I may switch to another fast-

4 food restaurant if there is

inconsistency in the standard of

the food prepare every day.

2.Service Quality

2. I will switch to a new fast-food

1 brand if the firm does not meet

its promises to offer high quality

foods and beverages.

2. If complaints about food served

2 are not swiftly handled, I would

consider switching to a new

brand.

2. I will try out another fast-food

3 served if the employees do not

have adequate knowledge

about the restaurant’s menu to

answer my questions.

2. I am likely to switch brand if the

4 front-line staff of the restaurant

are not friendly and courteous.

3.Price

3. If the price of the food does not

1 meet the standard I expect, I

wouldn’t eat there again.

3. I dislike cheap fast-foods

2 because it signifies low quality.

3. I am price conscious consumer

3 and constantly seek out low

cost

fast-food.

3. An increase in the price of the

4 restaurant menu can make me

switch to an alternative fast-

 foods restaurants.

4.Sales Promotion

4. Generally, I like patronizing fast

1 foods that offers rewards such

as coupons, loyalty card, mega

deals and other freebies and

wouldn't mind switching to a

fast food offering these benefits.

4. I would switch to a fast food

2 brand

offering better discounts on its

menus

4. If a restaurant offers prizes to

3 be won on the basis of repeated

patronage, I would buy from

them

4. A bundle deal in a fast food

4 restaurant would attract me to

make a purchase

5.Brand Name

5. I care less about fast-food

1 brand name and wouldn’t

switch to a fast-food with a

strong and well-known brand

 name.

5. The good reputation of a fast-

2 food brand in the global market,

can make me become a

customer.

5. I consider myself a loyal

3 customer to a fast-food brand.

5. I rather prefer to eat in a fast-

4 food with a well-known and

trusted brand name.

6.Brand Switching

6. I view myself as a potential

1 switcher to get the best value of

my money.

6. Brand switching is an avenue

2 for me to dump epileptic

services.

6. I would still consider switching

3 even if there exist a high

switching cost in a fast-food

restaurant

6. The potential cost-savings of

4 brand switching motivates me

to switch fats-food brand.

Adapted questionnaire from the study of Elete (2018).Brand Switching Behaviour among

Millennial Consumers of fast-food brands in Dublin, Ireland.

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