THE IMPACT OF FAST FOOD CHAINS BRAND EQUITY IN THE PURCHASING BEHAVIOR OF BUSINESS ADMINISTRATION STUDENTS OF POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

Business Administration

Eating in fast food chains is already a habit and is already a part of the Filipino culture. This is why, fast food chains are already up for the trend in making their products and services unique. Their goal is to be able to serve quality products and to be well-known in the industry. Students are one of the primary target market of these businesses. The main objective of this study is to determine and analyze the students most preferred fast food chain, their perceptions regarding the factors of brand equity of the different fast food chains here in the Philippines that are affecting their buying behavior and the relationship of the brand quality and brand awareness that leads to brand loyalty. The socio-demographic factors are also put into consideration like age, gender, and student type. We collected data using a sample of 337 students from Polytechnic University of the Philippines specifically from College of Business Administration and analyze using Frequency Distribution, Likert Scale, and Regression. The results suggest that Jollibee is the most preferred fast food brand of CBA students and that the Brand Relevance, Brand Awareness and Brand Reputation are the factors that student look up to when choosing a fast food chain.

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