Market Behavior for Available Coffee Drinks in Local Coffee Shops within Los Banos, Laguna

Date

6-2022

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Charis Mae T. Neric

Committee Member

Charis Mae T. Neric, Julieta A. Delos Reyes, Agham C. Cuevas

Abstract

This study was conducted to analyze the market behavior for available coffee drinks in local coffee shops within Los Baños, Laguna. Specifically, the study aimed to (1) establish the socio-economic and demographic profile of coffee consumers’ in coffee shops in Los Baños Laguna and (2) determine consumers’ behavior towards coffee products available in coffee shops in Los Baños Laguna. Additionally, it also (3) discussed retailer marketing practices for coffee products among coffee shops in Los Baños Laguna, (4) determined the factors affecting market behavior for coffee products in coffee shops within Los Baños Laguna, (5) assessed the attributes of coffee drinks by its importance to consumers, (6) evaluated the effectiveness of the marketing practices employed by retailers or local coffee shops, and (7) recommended different policies in terms of promotion and marketing of coffee products available in coffee shops in the domestic market.

The primary data was obtained from 127 respondents that are residents of Los Baños who answered the online survey posted and shared through social media particularly Facebook. To further interpret the results of the study, the analytical tools used were descriptive analysis, knowledge assessment, scale for willingness to pay for coffee drink, rating for marketing practices and preferred coffee drinks attributes, and chi-square test of Independence.

Results showed that most of the respondents who purchase coffee drinks from local coffee shops are female, young, single, have a monthly income or allowance level of less than Php 10, 957, students, and college undergraduates. Moreover, respondents also preferred iced and creamier coffee drinks than hot and pure black, in medium sizes (16 oz), for take-out, and purchases with a frequency of 1-4 times a month. Furthermore, taste is the most important product attribute for the respondents, and the main reason for their purchase is for taste and pleasure.

Pearson’s chi-square test generated results that showed gender has a weak association with the frequency of consumer purchase. In terms of the preferences of consumers for coffee drinks, age, marital status, and educational attainment showed a moderate association, while income level and job classification showed a weak association. Although the knowledge level of consumers is low, it still showed an association with the frequency of consumer purchase for coffee drinks.

From the results of the study it is recommended that a public website for local coffee shop businesses be formed for wider promotions and for consumers to have more access with their business information. Also, local coffee shop owners can also design infographics that highlight the differences in the methods of preparation most commonly used in their business. In addition, it is recommended for local coffee shop owners

Language

English

LC Subject

Marketing Management

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2022 A14 L37

Document Type

Thesis

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