The Buying Behavior and Marketing Practices of Fast Food Markets in Metro Manila, Philippines

Abstract

The study is concerned in identifying and comparing the different buying behaviors of Filipino consumers and the marketing practices adopted by eight selected fast food companies in relation with the four P's of marketing. The fast food industry is a sub-sector of the larger restaurant industry. There are 15,000 fast food restaurants operating in Metro Manila. The most common tools adopted by the fast food companies in the Philippines are window displays, free delivery, radio and TV advertising, and billboard advertising. The success of the fast food industry in the Philippines can be attributed to the factors of standardized procedures, limited menus, placing emphasis on value, speed and efficient service and franchising. The fast food industry has changed the urban lifestyle because it developed well in cities but fast food companies are reluctant to develop a market in the suburbs. That is, the fast food market in the Philippines still has room for expansion to those who want to invest.