(This paper was presented to the Marketing class under Dr. Conception, Doctor of Business Administration Program, De La Salle Professional Schools Inc, March 1, 2003) BACKGROUND OF THE STUDY Introduction Filipinos have a natural liking for food, so much so that eating out has become a national past time. As one foreign writer plainly put it: “As I gazed out, the signboards of McDonalds, KFCs and Jollibees were everywhere. What I noticed was there was a lot of "eat-outs". This immediately gave me an idea that the people of this country enjoy eating out. This was further confirmed by my visits to the various places in Manila especially to the various shopping malls. I noticed people young and old enjoying the delicious meals and chatting. Even when eating, the kids seem to be dancing”. (James 2001) The popularity of eating out can be attributed to the improvement in the incomes among Filipinos and economic development in general. In fact according to one report, the expansion o
This blog features a collection of my articles, essays, and research studies on business, management, and social issues and subjects published in local (Philippines) and international publications. It also includes selected speeches and talks to academic and professional audience. (The views and comments in this blog do not reflect those of my past, present, and future employers)