Consumer Preference and Purchasing Behavior of the Students, Faculty Members, and Staff of the University of the Philippines Los Baños for Coffee Drinks in Coffee Shops in Los Baños, Laguna, 2025

Date

6-2025

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Christian Paul L. Fang

Committee Member

Geny F. Lapiña, Maria Angeles O. Catelo

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For non-UP researchers, requests for access to this material may be directed to the CEM Library at cemlibrary.uplb@up.edu.ph or to the UKDR administrator at uscs-mainlib.uplb@up.edu.ph

Abstract

This study aimed to analyze the consumer preference and purchasing behavior for coffee drinks in coffee shops in Los Baños, Laguna. Specifically, it aimed to characterize the regular coffee drinkers of UPLB students, faculty members, and staff; analyze their purchasing behavior; assess their preferred attributes; examine the price that they are willing to pay for the coffee drinks in coffee shops; determine the factors that affect them when purchasing coffee from coffee shops; identify the problems they encountered when purchasing coffee from coffee shops; and recommend marketing strategies to improve the current situation of coffee shops in Los Baños, Laguna.

Data were gathered through personal interviews from 112 respondents, equally divided between 56 undergraduate students and 56 faculty members and staff from eight UPLB colleges who were regular coffee drinkers. Descriptive statistics, semantic thematic analysis, Likert scale rating, attribute importance ranking, weighted ranking of preferred coffee shops, willingness to pay for coffee drinks, and Fisher’s exact test were used for analysis. Most of the respondents were female adults aged 20 to 39. Students had a lower average monthly income compared to the faculty members and staff.

The study revealed that most of the regular coffee drinkers preferred creamy, more aromatic coffee drinks, while glass and mugs were preferred, and paper straws were disliked. Most of the respondents preferred coffee shops with good aesthetics and ambiance, cleanliness, excellent customer service, available digital payment options, Wi- Fi access, diverse menu selections with clear descriptions, calm and relaxing in-store music, and delivery services. Word-of-mouth was proven to be the most effective promotional strategy. Based on the importance ranking, the most important attributes in the marketing mix were taste, cleanliness, word-of-mouth, and overall product.

Regarding the purchasing behavior, results showed most respondents’ monthly consumption was 30 to 61 cups, purchasing 21 or more cups, with volume exceeding 4,801 mL. Iced coffee lattes were most frequently purchased in the afternoon, and the global coffee shop was the most commonly patronized, with taste and functional benefits being the primary reasons for coffee purchases. Mostly, the respondents were willing to pay for cheaper coffee drinks and unwilling to pay for expensive ones. Results from Fisher’s exact test showed that age, sex, educational attainment, and income significantly influenced the frequency, volume, type, and place of purchase for coffee drinks. Most problems encountered were limited seating space and inconsistent taste and quality.

The study recommended improving product consistency across different branches and coffee shops, offering an incentive program for bringing own straws and tumblers, enhancing facilities and connectivity, adopting tiered and other pricing strategies, offering incentivized referral programs, and having an active social media presence. These strategies can help coffee shops address the current coffee drinkers’ demand and preferences.

Language

English

LC Subject

Coffee shops—Management, Consumers' preferences, Coffee drinks

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2025 A14 F74

Notes

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Document Type

Thesis

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