THE EFFECTS OF DESCRIPTIVE FOOD NAMES ON IMPRESSIONS,

SATISFACTION, AND WILLINGNESS TO PAY IN SELECTED

RESTAURANTS

A Research
Presented to the Faculty of
College of Hospitality Management and Tourism
Laguna State Polytechnic University
Los Baños Campus Los Baños, Laguna

In Partial Fulfillment
Of the Requirements for the Degree
Bachelor of Science in Hospitality Management

By:
Layno, Maria Princess C.
Bautista Mark Jerome F.
Fideldia, Maria Cecilia

JULY 2022
 ABSTRACT

The research "The Effects of Descriptive Food Names on Impression,

Satisfaction, and Willingness to Pay in Selected Restaurants" is an academic

paper that explores the effects of descriptive food names based on customers'

impressions and satisfaction in casual dining restaurants. This paper assessed

the customer's impression in terms of the customer’s competence and customer’s

warmth and satisfaction in terms of demonstrative, same as the real, appetizing,

and tempting, as well as analyzed the customer's willingness to pay in terms of

the price of goods and pay for goods. It is conducted to determine the relationship

between the effects of descriptive food names and customer impressions,

satisfaction, and willingness to pay.

The researcher uses a mixed-method study that is composed of 10 casual

dining restaurants from Los Baños, Laguna through stratified random sampling.

The instrument used was a researcher-made likert questionnaire to gather the

needed data to know if the descriptive food names have an effect on impression

satisfaction and willingness to pay in restaurants in Los Baños, Laguna. Findings

are analyzed through frequency and percentage distribution, descriptive statistics.

Keywords: Descriptive food names, customer's Impression, customer’s

competence, customer’s warmth, satisfaction, Willingness to pay (WTP),

 Chapter 1

PROBLEM AND ITS BACKGROUND

Introduction

Restaurants become part of people’s daily lives when it talks about food.

Nowadays, there are many people who are much more eager or prefer to eat

outside because of the modern, fast-paced lifestyle where people need to eat fast

or they are going to be late. Some employees who work in an office prefer to eat

or order in a restaurant because it is favorable for them, since it will reduce the

time of food preparation every morning, especially for pocket lunch. In addition, in

this modern lifestyle, the internet, specifically social media, has become part of

people's lives, which makes people update their status and what they are doing

on social media accounts. Restaurants are one of those places that is designate

"instagramable". That means people will likely go to a restaurant for food, take

pictures of it, and share it with description of their food and it food name

The restaurant came from the French verb "restaurer", meaning, "To restore

or refresh". It is first published in the 18th century, and a Parisian named

Boulanger, who happened to be a soup vendor, established the first restaurant in

1765 and the shop was namely "restorative broths". Because of the introduction of

Boulanger "restorative broths," many people enjoyed eating in these food

establishments. Restaurants have a variety of foods. There is fast food, fine

dining, and casual dining, and so on.

In the food industry, products are not going to sell themselves to consumers,

and if they were not sold to consumers, it would mean profit failure, and this is
Where marketing strategy comes into play, where products are meant to make a

profit. Numerous strategies are available for the food service industry that will boost

profit by gaining more customers, such as advertising. Advertising comes from the

Latin word "advertere," which originally meant, "to turn," and is the origin of the

English term "advertising." Every piece of advertising draw people's, consumers',

customers', or passers-by's attention to a product, service, or concept. As a result,

anything at all that draws attention to a service, product, or concept can be classified

as advertising. Advertising as a strategy has a wide- range variety and it comes with

different form such as flyers, which is primarily used in old-days, and as of now, that

advertising is used through modern means specifically used in social media. From

small business enterprise to large business, enterprises use advertising as of their

marketing strategy. Lastly, advertising became successful if twist is mixed.

This study aims to determine the effects of Descriptive food names on

impressions, satisfaction and willingness to pay in selected casual dining

restaurants.

Background of the study

Advertisements in food has been around for years and according to

Encyclopedia it is believe that around 1600s’ until the present day and books,

medicines, cures, and remedies, tended to be for foods and drinks is commonly

advertised. Advertising can be done without using print media which is the most

common in old days, products can be circulated around using words that comes
out of mouth. When people start their day, numerous advertisements greets their

eyes and it is automatically stamped in their mind.

Advertisement became a good strategy especially for kids and teenagers as

their easy to manipulate because of their young mind where curiosity is working in

brains. In addition, kids and teenagers are likely to hold their phone at the morning

and open social media for morning entertainment and it is the reason they are

targeted by numerous advertisements. Advertisement comes with different format,

it can be written through paper, social media, the internet, and verbally.

Descriptive food names, coming from it root words descriptive or description,

description means giving characteristics for something in a descriptive statement

and expressing it through image and text (Merriam Webster). If applied in food

industry and advertising, descriptive food names mean advertising the food by

giving it a description through images and text, it can be writing the ingredients of

the food product, taking a picture of it aesthetically and expressing the experience

of it taste.

The restaurants can be seen anywhere and it has been part of people’s daily

life when it comes to food. People with in a fast – food, casual dining, fine dining

and so on, because people love to eat and taking a picture while in a specific food

establishment. The researcher wants to determine if descriptive food names has

an effect on impressions satisfaction and willingness to pay in selected Casual –

dining restaurants in Los Baños, Laguna.

Theoretical Framework
 Patrons perceive restaurants with sensory- and nostalgia-triggering

descriptions as providing warmer impending services (i.e., with kindness,

generosity, and understanding). Customers, on the other hand, believe that

restaurants that use brand-specific descriptions offer more capable and skilled

upcoming services than restaurants that use general descriptions. The results

also imply that customers' warmth impressions play a more substantial part in

their predicted contentment than do their competence impressions, but

competence perceptions play a bigger impact when it comes to willingness-to-

pay-more. (Kim, Seontaik 2015).

According to Jingbo Feng 2020, the Ogilvy philosophy is organized and

comprehensive, which encourages advertisers to use their imagination to produce

advertising that is above average in quality. It is simple to focus each commercial

on a different aspect of this theory when confronted with so many food

advertisements. Advertising is a form of art, and according to Ogilvy's thesis,

various food advertisements may employ these techniques to produce legitimate

results that will attract more people to learn about and purchase the advertised

foods. According to Ogilvy, food advertisements that incorporate comedic action,

slice-of-life, testimonials, demonstrations, and convincing arguments can be

effective. Nevertheless, Ogilvy's theory is advertising techniques might not be the

most thorough for analyzing all advertisements, but advertisements classified

thanks to his theory.

 For instance, some food advertisements depict what the meal looks like and

are actually identical to the real thing; hence, according to Ogilvy's idea, these

advertisements may contribute to conveying accurate information. Regarding

commercials that reference an oversight or value in the real world, these

advertisements may play a significant role in advancing Ogilvy's notion. Meal

advertisements that show the item in motion and make it look appetizing may

increase consumers' desire and appetite to purchase the related food. The

potential application of Ogilvy's thesis in a food commercial is then evident to us.

According to Matti Esltola 2018, the categories of utility, marginal utility,

demand, willingness to pay, and marginal willingness to pay, along with their

mutual interactions, have not yet been adequately described in the theory of a

consumer. Consumers' marginal willingness to pay equals the price of every good

in the neo-classical optimum, or (U/Xi)/=Pi. The marginal willingness to pay,

however, cannot be determined outside of the optimum under this definition

because it is not measurable. Here, we made an effort to address these

weaknesses by providing precise definitions for the essential concepts and by

providing a new definition for the marginal willingness to pay.

Utility function and marginal utilities are challenging, if not impossible, to

assess directly in terms of the empirical testing of the neoclassical consumer

theory. The pricing of goods, a consumer's income (or the amount of money set

aside for spending), and the consumer's willingness and marginal willingness to

pay for goods are all directly measurable in our theory, though. Our theory thus

provides a theoretical framework for empirical research on consumer behavior

that can be put to the test. Additionally, our theory also takes into account time-

dependent variables, which are essential for dynamiting the theory.

Conceptual Framework

IMPRESSION
• Customer’s warmth
• Customer’s competence
SATISFACTION
• Demonstrative
DESCRIPTIVE • Same as the real
FOOD NAMES • Appetizing
• Tempting
WILLINGNESS TO PAY
• Price of goods
• Pay for goods

Figure 1 Conceptual Framework

Figure 1 presents the IV/DV. It represents the relationship between

impression, satisfaction, and WTP when it comes to descriptive food names. The

expected output for this research is to fully assess and understand customer

impressions and satisfaction with descriptive food names and customer

willingness to pay in selected casual dining restaurants in the Los Baños Laguna.

Statement of the problem

The study purposely aims to determine the effects of Descriptive food

names on impressions, satisfaction and willingness to pay in selected restaurants

of Los Baños, Laguna

Specifically, it seeks answers to the following question:

1. What is the demographic profile of the respondents in terms of?

 1.1. Age

1.2. Sex

1.3. Civil Status

1.4. Highest Educational Attainment

1.5. Occupation

1.6. Monthly Income

2. What is the level of significant effect of customer’s impression in descriptive

food names in terms of?

2.1. Customer’s warmth

2.2. Customer’s competence

3. What is the degree of assessment on customer satisfaction in casual dining

restaurants in terms of?

3.1. Demonstrative

3.2. Same as the real

3.3. Appetizing

3.4. Tempting

4. What is the degree of assessment on customer Willingness to pay (WTP) in

casual dining restaurants in terms of?

4.1. Prices of goods

4.2. Pay for goods

Hypothesis of the Study

The following is the null hypotheses of this research:

 There is no significant relationship between customer impressions and

satisfaction with descriptive food names and customer willingness to pay in

selected casual dining restaurants in the Los Baños Laguna.

Significance of the study

This study will benefit the following:

Restaurants manager. The result may give insights for the restaurants managers

on how to improve their marketing strategy

Other food service industry. The result of this study could help other food

service industry to adapt and improve the findings of this study.

Researcher. The findings of this study may also help the researcher to provide

knowledge on how to manage and implement advertising strategy and develop it

for their own businesses

Future researcher. Future researcher can use this study as their reference for

their further study

Scope and Limitation

The study is delimited to a group of respondents from selected casual

dining restaurant in Los Baños, Laguna. The primary data gathering method that

the researcher will use is the questionnaire to determine if the Descriptive food

names have a significant effect on impression, satisfaction and willingness to pay

to the customer of selected casual dining in Los Baños, Laguna. The study has a

total of 370 sample in selected casual dining restaurant, lASBD VENTURES INC.

with five (5), eleven (11) in Emilianas grill and restaurant, seven (7) Villa delsol

cafe/cafe angelica restaurant and function hall, nine (9) Poppart's tapa p's
restaurant, seven (7) Cornoy foods Inc. / crazy baboy, eleven (11) Ellens fried

chicken &sea foods/ crossing, seven (7) Herb republic restaurant, eleven (11)

Jjusco oriental restaurant, eleven (11) V-lounge accomodation services Inc.,

seven (7) 1954'5 diner, eleven (11) Tresto garden restaurant, nine (9) Phuong

restaurant, seven (7) Chubby habbi foods los banos, three (3) Jardin de joie

restaurant corporation, Seven (7) Samg restaurant, ten (10) Totoy original

pancitan, eleven (11) Twinkle pop restaurant, seven (7) Solita's diner, eleven (11)

Golden maven food services inc./max's restaurant, six (6) Eat-sumo teri haus,

seven (7) Nadeuri kitchen foods, eleven (11) Elbeatz sing and dance hub bar and

restaurant, seven (7) South palate kitchen, seven (7) La bamba grill and

restaurant, eleven (11) Jacques' bar and restaurant, seven (7) Qhuozeen

restaurant and bar, eleven (11) It’s a thai restaurant, fifth-teen (15) Max's kitchen

inc., seven (7) Kilometer 63 restobar, eleven (11) Satya graha cafe and

restaurant, fifth-teen (15) Spice jar co., seven (7) Dalcielo restaurant & bakeshop

spagbox restaurant, four (4) Maluzo restaurant, seven (7) Mints snow restaurant,

eleven (11) Inihaw republik grill and restaurant, eleven (11) Timog bar and

restaurant, seven (7) Sunnyside restobar, eleven (11) Lappang restaurant, seven

(7) Vraja vegetarian-vegan cuisine, nine (9) Ran's ribs and steak food services

Definition of terms

For better description and understanding of the words related to the study, the

following terms are defined.

Impression: The first and immediate effect of an experience or perception

upon the mind; sensation.

 Satisfaction: The state of being satisfied; contentment.

Willingness to Pay: The maximum price a customer is willing to pay for a

product or service.

Casual Dining: a restaurant that serves reasonably priced food in a relaxed

atmosphere.

Restaurant: a place where meals are prepared and served to customers.

 CHAPTER 2

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter includes the ideas, finished studies, generalization,

conclusion and others. Those who were included in this chapter helped in

strengthening the information related and relevant to the study.

DESCRIPTIVE FOOD NAMES

According to (Lu and chi, 2018) Descriptive food names are additional

elements of restaurant. These descriptive names comprise sensory names (i.e.,

buttery plump pasta), nostalgic names (i.e., Nana’s favorite pasta), and brand

names (i.e., Olive Garden’s pasta) as opposed to general names (i.e., pasta).

Research focusing on the effects of descriptive food names has been relatively

scant.

This gap is surprising for several reasons. First, many restaurant customers

tend to rely on descriptive food names for simple heuristic searching. Second,

changes in menu labels from generic names to descriptive names have been

found to significantly increase post-consumption satisfaction and increase sales

by as much as 27 percent. Third, adapting descriptive food names is associated

with relatively little cost for restaurant operators; therefore, research studying the

effects of descriptive food names on restaurant menus has both theoretical and

practical significance. (Lu and Chi, 2018).

This research proposes that certain attributes driven by different descriptive

sources (i.e., sensory, nostalgic, and brand) can manifest in different forms of

social impressions toward restaurant services, such as warmth (for the purpose of
this study, defined as intention-related impressions of generosity, kindness,

honesty, sincerity, helpfulness, trustworthiness, and understanding and

competence. Extant empirical research has linked descriptive food names to food

taste/enjoyment perceptions (Chen et al., 2020).

An early attempt to theorize and evaluate warmth and competence to explain

and predict the effects of descriptive food names on impressions. Extant research

has shown links between descriptive food names and food-specific perceptions,

such as food taste perceptions (Chen et al., 2020).

Regardless of the positive influence of menu labeling on consumer choices,

redesigning and printing menus to change food descriptions involves time and

money on the part of restaurateurs. (Kim et al., 2021; Kim and Magnini, 2020).

IMPRESSION

A restaurant menu serves as a communication tool to influence a customer’s

perceptions. Because services are intangible, restaurants send tangible

messages to their consumers through the design elements of the menu,

projecting the desired image to generate greater profit margins. (Chen et al.,

2020)

Recent technologies allow businesses to facilitate customers’ interactions with

visual elements before the actual consumption. With photographic technology,

details of the food product are often provided in a picture, prompting customers to

build a concrete expectation of the food However, many restaurants are criticized

for not keeping their promises and failing to provide the exact food item like the

one shown in the advertising pictures. (Gerten and Topolinski, 2019).

 Companies’ claims of products and services set an important foundation of

performance which may lead to disconfirmation when companies exceed, meet,

or fail to deliver on these expectations. expectations (Evangelidis and Van

Osselaer, 2018).

Based upon the expectancy disconfirmation theory (EDT), how far the reality

is apart from the expectation determines customer satisfaction and other post-

consumption behaviors. It remains elusive how the different magnitudes of the

expectancy disconfirmation between food pictures and actual consumption

influence customer evaluation differently. (Liu, 2020)

Furthermore, a study by Fox et al. (2018) indicates that millennials use social

media to fulfill their need for attention and social adoration. Furthermore,

discovered that Americans shared food selfies because they found it entertaining

and because they wanted to show off. Therefore, it can be presumed that a

relationship between impression management and food selfie sharing exists

around the world. (Pember et al. (2018)

COSTUMER SATISFACTION

Customer satisfaction is defined as the gap between a customer’s initial

expectations of a product/service and when they utilize the product/service.

(Nunkoo et.al, 2019).

Social media, on the other hand, is an interconnected platform that allows

customers to interact with sellers and at the same time allows customers to
interact with other customers on the same platform. (Sashi, Brynildsen and

Bilgihan, 2019).

The connection between social media and customer satisfaction has grown

stronger year by year due to organizations' continuous goal of achieving a high

level of customer satisfaction, by improving customer service and inevitably

enabling stronger customer relationships.

Social media has served as an important platform to measure customer

satisfaction because companies now understand that the success of the brand

lies in the hands of customers and how they perceive, react and communicate

their experiences regarding the quality of service they receive. Information on

social media spreads quickly and in minutes, thousands of individuals can have

access to the related information. This is exercised through word of mouth, a

powerful tool which if managed properly can favor the company’s image and if

not, then it can become the downfall for the company. Similarly, opinions can

easily be shared on various social media platforms such as Facebook, Twitter,

Instagram and TripAdvisor, which can help shape and influence potential

customers' perceptions regarding purchasing a certain product or service. (Maria

et al., 2019).

This has a lot to do with the fact that customers are more likely to believe

reviews and experiences from other customers than from the brand itself (Hu and

Yang, 2020).

Seeing food advertisements in the media or watching others eat increases

individuals’ desire to order food. What customers desire in the restaurant industry
is typically viewed as a behavioral intention (Fidan et al., 2018). Customers’

perception of authenticity influences their desire to purchase and, as

demonstrated by Dammann et al. (2021), the perception of authenticity is often

viewed as bridging intrinsic and extrinsic factors associated with individual

desires. This study assumed that when customers perceived authenticity

increased as a result of a menu’s visual appeal and informativeness, their desire

to order also increased.

WILLINGNESS TO PAY

Research also confirms the significant effects of the detail in menu item

descriptions on consumers’ perceptions, choices, and WTP for food served in

restaurants. For example, disclosing the producers’ information or locality of origin

of food improves consumers’ attitudes and increases purchase attention and WTP

for food. (Lu and Chi, 2018).

Providing descriptive food names or pictures leads to more positive attitudes

and higher purchase intention and WTP for food. (Chen et al., 2020). In addition,

providing nutritional information and the style of food preparation and ingredients

on menus allows increases in the prices of healthier foods at restaurants. ( Kim,

2020)

Restaurants and other food away from home (FAFH) venues play a significant

role in the American diet, with the proportion of consumers’ food budget for FAFH

trending upward. In a highly competitive market, consumer preference is a leading

indicator of overall restaurant performance. Therefore, understanding and

accounting for consumer perceptions of and preferences for FAFH are essential
for restaurateurs and food suppliers to anticipate future sales and establish

marketing strategies to meet consumer demand and enhance restaurant

performance. (Yost et al., 2020).

The restaurant menu is an important vehicle for restaurateurs to communicate

information to consumers about the food sold in the restaurant. The information

presented in the restaurant menu informs and influences customers’ awareness

and perception of food evaluation, purchase intention, and restaurant choices.

Therefore, accurate and concise menu information is essential to gain consumers’

trust in the information provided by restaurants. (Shafieizadeh and Tao, 2020).

In reality, it is unclear how often customers use nutritional information to make

their food choices. (Peters and Remaud, 2020).

Synthesis

The findings of the study synthesized here are highly relevant to the

researcher’s research idea.

The researchers collect and gather information and data that will be the

principle and basis of the study. The data that has been collected include the

evidence and facts that will support the study. The literature studies show

customers rely on descriptive food names, which has an impact when customers

go to restaurants to purchase food. According to (Lu and chi, 2018) Descriptive

food names are additional elements of restaurant. These descriptive names

comprise sensory names (i.e., buttery plump pasta), nostalgic names (i.e., Nana’s

favorite pasta), and brand names (i.e., Olive Garden’s pasta) as opposed to

general names (i.e., pasta). Research focusing on the effects of descriptive food
names has been relatively scant. The issue of customer impression arises when a

customer sees a food and its descriptive name in an advertisement, such as on

television, a billboard, or in a menu, they expect or have the impression that the

food they saw will be the one that is served to them. According to (Gerten and

Topolinski, 2019). Recent technologies allow businesses to facilitate customers’

interactions with visual elements before the actual consumption. With

photographic technology, details of the food product are often provided in a

picture, prompting customers to build a concrete expectation of the food However,

many restaurants are criticized for not keeping their promises and failing to

provide the exact food item like the one shown in the advertising pictures.

Customer satisfaction is determined by how satisfied the customer is with their

purchase. Satisfaction occurs when a customer likes what they purchase or

returns to the restaurant repeatedly. According to (Nunkoo et.al, 2019). Customer

satisfaction is defined as the gap between a customer’s initial expectations of a

product/service and when they utilize the product/service. Customer's willingness

to pay when a product they purchase meets their expectation and satisfaction.

Customer willingness to pay when a product purchased meets their expectations

and provides them with satisfaction. According to (Lu and Chi, 2018). Research

also confirms the significant effects of the detail in menu item descriptions on

consumers’ perceptions, choices, and WTP for food served in restaurants. For

example, disclosing the producers’ information or locality of origin of food

improves consumers’ attitudes and increases purchase attention and WTP for

food.
 CHAPTER 3

RESEARCH METHODOLOGY

This chapter presents and discusses research design, respondents of the

study, sampling technique, research instrument and data collection and analysis

Research Design

The researchers used mixed method by mixing both quantitative and

qualitative research and data.

According to Leech and Onwuegbuzie 2008, Research is defined as the

collection, analysis, and interpretation of quantitative and qualitative data in a

single study or a series of studies that look at the same underlying issue.

The researchers use this method to know and gather data in order for them

to find if the descriptive food names have an effect on impression satisfaction and

willingness to pay in restaurants of Los Baَños, Laguna

Respondents of the Study

The targeted respondents of this research would be two hundred (370)

respondents from selected casual dining in Los Baños, Laguna. The researcher

uses Slovin’s formula to identify the sample size of this study.

The researcher will gather data in 40 selected casual dining restaurants in

Los Baños, Laguna. The study respondents has IASBD VENTURES INC. with

five (5), eleven (11) in Emilianas grill and restaurant, seven (7) Villa delsol

cafe/cafe angelica restaurant and function hall, nine (9) Poppart's tapa p's

restaurant, seven (7) Cornoy foods Inc. / crazy baboy, eleven (11) Ellens fried

chicken &sea foods/ crossing, seven (7) Herb republic restaurant, eleven (11)
Jjusco oriental restaurant, eleven (11) V-lounge accomodation services Inc.,

seven (7) 1954'5 diner, eleven (11) Tresto garden restaurant, nine (9) Phuong

restaurant, seven (7) Chubby habbi foods los banos, three (3) Jardin de joie

restaurant corporation, Seven (7) Samg restaurant, ten (10) Totoy original

pancitan, eleven (11) Twinkle pop restaurant, seven (7) Solita's diner, eleven (11)

Golden maven food services inc./max's restaurant, six (6) Eat-sumo teri haus,

seven (7) Nadeuri kitchen foods, eleven (11) Elbeatz sing and dance hub bar and

restaurant, seven (7) South palate kitchen, seven (7) La bamba grill and

restaurant, eleven (11) Jacques' bar and restaurant, seven (7) Qhuozeen

restaurant and bar, eleven (11) It’s a thai restaurant, fifth-teen (15) Max's kitchen

inc., seven (7) Kilometer 63 restobar, eleven (11) Satya graha cafe and

restaurant, fifth-teen (15) Spice jar co., seven (7) Dalcielo restaurant & bakeshop

spagbox restaurant, four (4) Maluzo restaurant, seven (7) Mints snow restaurant,

eleven (11) Inihaw republik grill and restaurant, eleven (11) Timog bar and

restaurant, seven (7) Sunnyside restobar, eleven (11) Lappang restaurant, seven

(7) Vraja vegetarian-vegan cuisine, nine (9) Ran's ribs and steak food services.

Sampling Technique

The researcher uses stratified as sampling technique in collection of data in

selected casual dining restaurants in Los Baños.

According to Gigi Devault 2020, a stratified random sample is one created by

dividing a larger, generally heterogeneous population into different but

homogeneous subgroups known as strata and then choosing sampling units from

each stratum for inclusion in the sample.

Research Instrument

The instrument used was a researcher-made likert questionnaire to gather the

needed data to know if the the descriptive food names has an effect on

impression satisfaction and willingness to pay in restaurants of Los Baَños,

Laguna

The researchers used excellent type of rating scale to determine the quality

of the product if it is feasible to the respondents.

Scale Verbal Interpretation Remarks

4.20-5.00 5 – Excellent Highly Impressed

3.40-4.19 4 – Good Impressed

2.60-3.39 3 – Average Fairly Impressed

1.80-2.59 2 – Fair Unimpressed

1.00-1.79 1 – Poor Highly Unimpressed

Scale Verbal Interpretation Remarks

4.20-5.00 5 – Excellent Highly Satisfied

3.40-4.19 4 – Good Satisfied

2.60-3.39 3 – Average Fairly Satisfied

1.80-2.59 2 – Fair Unsatisfied

1.00-1.79 1 – Poor Highly Unsatisfied

Scale Verbal Interpretation Remarks

4.20-5.00 5 – Excellent Highly Willing to Pay

 3.40-4.19 4 – Good Willing to Pay

2.60-3.39 3 – Average Fairly Willing to Pay

1.80-2.59 2 – Fair unwilling to Pay

1.00-1.79 1 – Poor Highly unwilling to Pay

Research Procedure

The primary data gathering method that researchers used is the questionnaire

to determine if descriptive food names have an effect on impressions, satisfaction

and willingness to pay in restaurants of Los Baَños, Laguna. The researchers

gather data through selected customer of selected casual dining restaurant in Los

Baños, Laguna

Statistical Treatment of Data

The collected data from the surveys was meticulously documented in tables,

analyzed, and interpreted based on the statistical treatment findings.

The researchers employed frequency and percentage distribution, and

descriptive statistics in this study.

1. Frequency and Percentage Distribution

To successfully understand the data, the researchers use the following

statistical treatment to study and evaluate the acquired data. The frequency

counts and percentage distribution of personal associated variables of the

respondents in terms of their demographic profile will be determined using

frequency and percentage distribution.

 2. Descriptive Statistics

According to Parampreet Kaur. Descriptive statistics are used to summarize

data in an organized manner by describing the relationship between variables in a

sample or population. Calculating descriptive statistics represents a vital first step

when conducting research and should always occur before making inferential

statistical comparisons. Descriptive statistics include types of variables (nominal,

ordinal, interval, and ratio) as well as measures of frequency, central tendency,

dispersion/variation, and position. Since descriptive statistics condense data into a

simpler summary, they enable health-care decision-makers to assess specific

populations in a more manageable form.

Data Collection and Analysis

The researchers prepared and submitted a request letter to the Municipality

of Los Baños Laguna, which was signed by the Adviser and Associate Dean from

the College of Hospitality Management and Tourism, in order to acquire some

data for this study.

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Nguyen, L., Gao, Z., Anderson, J. L., & Love, D. C. (2021, November 10).

Consumers' willingness to pay for information transparency at casual and fine

dining restaurants. International Journal of Hospitality Management. Retrieved

July 8, 2022.

The impact of menus on the customer satisfaction in restaurants. (n.d.).

Retrieved July 8, 2022.

Kim, S. (2015, July 22). The effects of descriptive food names on impressions,

anticipated satisfaction, and willingness to pay more. VTechWorks Home.

Retrieved July 8, 2022.

The analysis of how food advertisements attract recipient’s attention ... (n.d.).

Retrieved July 8, 2022,

Willingness to pay in the theory of a consumer - researchgate. (n.d.). Retrieved

July 8, 2022.