COR JESU COLLEGE, INC.

Sacred Heart Ave., Digos City

Province of Davao del Sur
Philippines

SURVEY QUESTIONNAIRE
Marketing Strategy of Fast Food Chains and Consumer Behavior Patterns

TO THE RESPONDENTS: The questions in this form are asked for the purpose of determining
the marketing strategy of fast food chains and consumer behaviour patterns. Read every
information carefully. Your participation in this survey is purely voluntary and rest assured we
keep it confidential. Thank you.

I. SOCIO-DEMOGRAPHIC PROFILE

Instructions: please fill the data with your answers and place and place a check in the parenthesis
that represents information about yourself.

Name of Respondent:

Gender: Age: Civil Status: Monthly Income:

[ ] Male [ ] 18 yrs and below [ ] Single [ ] 5,000 and below

[ ] Female [ ] 19-24 years old [ ] Married [ ] 5,001 – 10,000

[ ] LGBTQ [ ] 25-30 years old [ ] Widow [ ] 10,001 – 15,000

[ ] 31-36 years old [ ] Legally Separated [ ] 15,001 – 20,000

[ ] 37 yrs old and above [ ] Divorced [ ] 20,001 and above

 II. LEVEL OF MARKETING STRATEGY OF FAST FOOD CHAINS

Direction: Please indicate your answers by putting a check on your choice from 1 to 5.
Corresponding to each item on the table are the five (5) rating scales with the following
qualitative equivalents.

Range Descriptive Rating Descriptive Interpretation

The implementation of
4.51-5.00 Very High Manifested (VHM) marketing strategy of fast food
chain is excellent.

The implementation of
3.51-4.50 Highly Manifested (HM) marketing strategy of fast food
chain is Above Average.

The implementation of
2.51-3.50 Moderately Manifested (MM) marketing strategy of fast food
chain is Average.

The implementation of
Poorly Manifested (PM) marketing strategy of fast food
1.51-2.50 chain is Below Average.

The implementation of
1.00-1.50 Very Poorly Manifested marketing strategy of fast food
(VPM) chain is Very Poor.

VHM HM MM PM VPM
1. BRANDING
(5) (4) (3) (2) (1)
1.1 Creating a memorable
impression on consumers
allowing them to remember a
product.
1.2 Creating positive associations
with a company and achieve
through image or symbol.
1.3 Influencing consumer choice
in terms of quality.
 2. ACCESSIBILITY
2.1 Maintaining excellent service
at the time it is needed.
2.2 Providing customers with
convenience and ease with which
the facility is located.
2.3 Producing flexibility and
perceptibility of usage.
3. PROMOTION
3.1 Promotional practices
influence the decision making of
the consumer.
3.2 Ensuring that Promotional
activities consider product, price,
and place in the marketing
program.
3.3 Ensuring that Promotion
utilizes various marketing
channels in their advertising
efforts.

III. LEVEL OF CONSUMER BEHAVIOR PATTERNS

Direction: Please indicate the extent of your agreement or disagreement by putting a check on
your choice from 1 to 5. Corresponding to each item on the table are the five (5) rating scales
with the following qualitative equivalents.

Weight Descriptive Rating Descriptive Interpretation

Means that respondents

5 Always (A) manifest at all times the
consumer behaviour patterns
through marketing strategy.

Means that respondents

4 Often (O) manifest most of the time the
consumer behaviour patterns
through marketing strategy.

Means that respondents

3 Sometimes (S) occasionally manifest
consumer behaviour patterns
through marketing strategy.
 Means that respondents
2 Rarely (R) seldom manifest consumer
behaviour patterns through
marketing strategy.

Means that respondents do not

1 Never (N) manifest consumer behaviour
patterns through marketing
strategy.

Always Often Sometimes Rarely Never

4. PURCHASING DECISION
5 4 3 2 1
4.1 I identify a need, generate options and
buys specific product because of
marketing strategies.
4.2 My income and occupation affects my
purchasing decisions.
4.3 I consider quality as an important
determinant in purchasing decision.
5. REPEAT PURCHASE
5.1 I continue patronizing a brand because
I’m satisfied by the brand’s value offering.
5.2 I seek quality, value, good customer
service, convenience and price.
5.3 I make repeat purchase over time and
become loyal to a particular fast food
brand.
6. RELATIONSHIP QUALITY
6.1 Food quality, service quality, physical
environment, location and price affect my
perception.
6.2 Service providers create positive brand
image affecting my buying decision.
6.3 My fast food consumption depends on
how fast food restaurants maintain a
competitive advantage.

Thank you so much for your cooperation!