Factors Affecting the Consumer Purchasing Behavior Towards Coffee Beverages in Los Baños, Laguna

Date

5-2024

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Jennica Amielle M. Mora

Committee Member

Cris Edwin B. Bonalos, Remund Jordan D. Labios, Melodee Marciana De Castro

Abstract

The study aimed to understand Factors Affecting the Consumer Purchasing Behavior Towards Coffee Beverages in Los Baños, Laguna. The objectives of this study were specifically to: (1) characterize the profile of Los Baños’ coffee beverage consumers, (2) describe their purchasing behavior for coffee, (3) analyze the factors influencing their purchasing behavior, and (4) provide recommendations for coffee businesses based on the findings.

Given the study's objectives, the consumer's characteristics, such as sociodemographic profile, purchase behavior, were attained through descriptive analysis, likert scales, and cross tabulation.

The description of the 69 respondents' sociodemographic characteristics answers the first objective. The results indicate that most (62.31%) of the respondents are females. The majority of the respondents are students (52.17%). With most of the respondents fall being under the age range of 18 to 24 years old (65.21%). Educational attainment was varied, with a notable concentration of respondents at the college level (66.67%). Suggesting that a majority of coffee consumers are either pursuing or have completed higher education. While the monthly income and allowances of coffee consumers vary, the results having a higher concentration on the 2500-5000 pesos range coincide with how the concentration of consumers according to the results is under the 18 to 24 age range.

Responses indicate that consumers purchase coffee for its energizing effects, to conduct social interactions, taste and relactation, showing its role as both a functional drink and a cultural practice. Spending patterns varied, with some opting for cheaper options and others prioritizing quality and experience. This shows that coffee consumption aligns with individual budgets and preferences, making it both an occasional treat and a daily necessity. Cafes are the preferred venues for consumption, offering more than just beverages by enhancing the overall experience with ambiance. While others prefer to drink their coffee somewhere else for convenience. Additionally, there is a notable preference for iced coffee, especially in warmer climates, highlighting coffee's adaptability.

Most consumers (43.50%) buy coffee from cafés two or more times per week, with 2.90% purchasing twice daily and 14.50% buying one cup every day, indicating coffee as part of their daily routine. Additionally, 20.30% buy coffee weekly, while 10.14% buy coffee only once a month, suggesting occasional consumption.

It was also highlighted that there are different coffee purchase times among consumers. The afternoon (2pm - 6pm) is the most frequented time, with 39.00% of respondents purchasing coffee then. Morning hours (8am - 12pm) are favored by 22.00% for an early caffeine boost. Additionally, 11.00% buy coffee after dinner (8pm onwards), often using it with or instead of meals. Lunchtime (12pm - 2pm) is another notable period, with 14.00% purchasing coffee during lunch breaks.

Taste and quality were the most significant factors in coffee purchase behavior. Convenience and aroma were also important.While packaging, advertising, promotions, brand reputation, and acquaintances' opinions were secondary to taste and quality. Acidity and coffee bean origin were less influential.

Moreover, this results recommends that cafes can utilize certain marketing strategies such as promotions, examples being frequency cards and discounts on certain hours.

Lastly, it is recommended that future researchers explore, expand on the number of respondents and include other relevant consumer characteristics and other aspects of purchase behaviors that can be the foundation of their study.

Language

English

LC Subject

Coffee Trade, Beverage Industry, Purchasing

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2024 M17 E58

Notes

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Document Type

Thesis

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