CHAPTER 1

Introduction

The coffee shop business is an extremely competitive and consistently growing industry

that has become a vital part of millions of people's everyday lives all around the world. From

specialty coffee beverages to artisanal pastries and baked products, coffee shops provide a vast

choice of menu items that cater to a wide array of tastes and preferences. According to a report by

Grand View Research, the global coffee shop market size was valued at $201.1 billion in 2019 and

is expected to grow at a compound annual growth rate (CAGR) of 4.5% from 2020 to 2027. The

coffee shop industry is recognized for its inventiveness, excellence, and dedication to quality.

Several coffee businesses take pleasure in their ability to source and roast coffee beans, create

distinctive taste profiles, and consistently serve outstanding cups of coffee to their consumers. The

coffee shop is considered the third most important place after home and the workplace many

individuals spend a large part of their budget on coffee consumption.

Apart from a concentration on coffee, many coffee shops provide a friendly and attractive

environment that encourages customers to stay and socialize, work, or study. The coffee shop

industry has grown significantly over the past decade, due to satisfying consumer preferences and

rising demands for coffee products. Today, coffee shops are found in every corner of the world,

from bustling cities to quiet small towns, and they play an important role in their communities,

providing a gathering place for people to connect, relax, and enjoy a great cup of coffee. With the

rise of coffee culture in recent years, the coffee shop industry has seen significant growth and

competition in many cities around the world, including Dipolog City in the Philippines.

There are a lot of popular coffee shops here in the Philippines such as Yardstick, Jiro Coffee

Studio, Habitual, Ella and the Blackbird, etc. In the world, Filipinos are some of the biggest

consumers of coffee. But ironically, for a country with a perfect profile for coffee farming, the

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Philippines is also among the top importers of both soluble (instant coffee) and green coffee beans.

And that is the reason why the researchers pursue this business. Filipinos often drink coffee whether

it is a sunny or a rainy day. Coffee Shop is in the specialty eatery industry, a dynamic and rapidly

evolving sector that continues to attract new entrants and generate significant revenue.

Philippines is one of the biggest consumers of coffee. But ironically, for a country with a

perfect profile for coffee farming, the Philippines is also among the top importers of both soluble

(instant coffee) and green coffee beans. And that is the reason why the researchers pursue this

business. Filipinos often drink coffee whether it is a sunny or a rainy day. They are grabbing the

opportunity to sell coffee and bring joy to their customers. The coffee shops in Dipolog City

includes; Café Nicasio,, Kofi Rubi, Highlands Coffee, Bo’s Coffee, Mugs and Beans, Chops Café

and D’espacio Café Dipolog.

Statement of the Problem

This research aims to investigate the consumer behavior and market preferences of ZNNHS

Senior High School students towards coffee shops in Dipolog City.

Specifically, this study seeks to address the following research questions:

1. What are the behaviors of ZNNHS Senior High School students toward coffee

consumption?

2. What are ZNNHS Senior High School students' market preferences regarding coffee

shops?

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Objectives of the Study

⮚ Will investigate the consumer behavior and market preferences of senior high school

students from Zamboanga del Norte National High School (ZNNHS) toward coffee shops

in Dipolog City.

⮚ Aims to provide valuable insights into the factors that influence students' decision-making

when it comes to choosing a coffee shop and their attitudes towards coffee shop attributes,

such as pricing, menu variety, location, ambiance, and customer service.

⮚ Intended to help coffee shop owners and managers develop effective marketing strategies

to attract and retain customers and improve the overall customer experience.

Significance of the study

The study was performed in order to grasp what are the student’s preferences and behavior,

so as to gain a strong knowledge of their opinions, experiences, and viewpoints of the coffee shops

in Dipolog City, which are very trending in the market. The study's findings will help establish

better strategies and initiatives that meet the needs and concerns of these students. Further to that,

the success of this study is relevant to the following:

Coffee Shop Owner. The knowledge obtained from study outcomes could benefit potential coffee

shop owners through a better understanding of traditional and more contemporary marketing

strategies, which may increase the businesses’ survivability and contribute to beneficial social

change. With effective marketing strategies, coffee shop owners could better appeal to customers

in their marketplace and can adopt these insights to increase better and sustain sales.

Coffee Lovers. May see the implementation of their suggestions and recommendations in coffee

shops. This can include improved coffee quality, expanded food options, better customer service,

3
and more engaging environments. Coffee lovers benefit from these improvements by enjoying a

higher level of satisfaction and fulfillment when visiting coffee shops.

Coffee Shop. The findings of this research could help the coffee shop business to create a

sustainable plan of action to develop their customer satisfaction and increase competitive

advantages to gain customers' loyalty in terms of the coffee shop business. It also helps coffee shops

decipher how to mold different aspects of their business so that it attracts the right customers.

New entrant coffee shop. With the help of this research, they can put more effort into their service

quality and services cape in order to compete with existing coffee shops. Once marketers gain all

the knowledge in understanding their target market, they can gain a competitive advantage and

compete in the market.

Future Researchers. By understanding the current state of coffee purchasing behavior and

preferences of students, future researchers can identify gaps in knowledge and potential areas for

future research, as well as make it the baseline for comparison for future studies.

Scope and Delimitation

This marketing research aims to investigate the consumer behavior and market preferences

of ZNNHS Senior High School students towards coffee shops in Dipolog City. This study will

focus on identifying the frequency of visits of ZNNHS Senior High School students in coffee shops.

Determine the factors that influence their choice of a coffee shop. The study will be limited to the

preferences and behavior of ZNNHS Senior High School students towards coffee shops and will

not delve into their opinions on other types of food establishments. The sample size of the study is

limited in that the research will only have 10 respondents. Students may provide responses that are

socially desirable, and the research study will rely on self-reported data from students, which may

impact the accuracy of the findings.

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Definition of terms

Coffee shop. Establishments where coffee is the main beverage offered although food and other

beverages are also available, especially nonalcoholic beverages and specialty snacks.

Customer. Someone who buys something from a seller, vendor, or supplier in exchange for money

or something else of value, In this study, it refers to students who buys coffee.

Customer behavior. The actions and decisions made by individuals when they are purchasing,

using, or disposing of products and services. This includes factors such as motivation, perception,

attitude, and decision-making processes.

Customer satisfaction. The level of contentment or fulfillment that a customer experiences after

using a product or service. This can be influenced by factors such as product quality, service

delivery, and customer support.

Local coffee shop. A small-scale coffee shop that is independently owned and operated, typically

located in a local community. These shops often serve specialty coffee drinks and provide a cozy

atmosphere for customers to relax and socialize.

Location. A position or site occupied or available for occupancy or marked by some distinguishing

feature, In this study, it refers to where the coffee shop is located.

Price. This refers to the amount of money given, of which something is done or undertaken, in this

study it represents how much a coffee amounts to.

Service quality. In this study, it refers to the degree in which service meets or exceeds customer

expectations. This can include factors such as reliability, responsiveness, empathy, assurance, and

tangibles (such as the physical appearance of the service environment).

Students. In the context of this research, this refers specifically to senior high school students at

ZNNHS in Dipolog City, that will serve as our respondents.

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Market preferences. The collective attitudes and behaviors of consumers with regard to certain

products or services. This can be influenced by factors such as cultural norms, personal preferences,

and marketing strategies. In this context, this refers to the preferences of ZNNHS senior high school

students toward coffee shops in Dipolog City.

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 CHAPTER 2

Nature of Respondent

The respondents in this market study were students of ZNNHS Senior High School, five

of whom were girls and five of whom were boys. There are a total of ten respondents in the study,

and an appropriate approach was employed to get qualified and trustworthy research respondents

for the study while also obtaining informed consent from them. Purposive sampling was used in

this study to select participants who are frequent coffee consumers and has already enough

knowledge on the coffee shops in Dipolog City, ensuring that the participants have significant

experiences and insights to share about coffee purchasing behavior and preferences among ZNNHS

Senior High School students.

Time Table for Market Research

March April (2023) June (2023)

4th 1st 2nd 3rd 4th 1st 2nd

week week week week week week week

Chooses a Topic

Making of chapter 1

Chapter 1 draft

checking

Making of chapter 2

Chapter 2 draft

checking

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 Conducting the

interview

Making of chapter 3

Making of chapter 4

Review of research

Final Checking

Nature of Research Instrumentation/Process

In this research, the researchers first determined the topic to be discussed, followed by the

actions of defining the research objectives, developing a research plan, and designing the research

instruments to be used. After that is the data collection process, which involves administering the

research instruments to the target population, which in this case is ZNNHS Senior High School

students, and using the method of focus group discussion. The study employed the approach of

"focus group discussion," which entails collecting a small group of participants to discuss a certain

issue, such as coffee purchase behavior and preferences. Focus group discussion generates rich

qualitative data that complement the quantitative data acquired through surveys and other methods,

making it an effective tool for investigating the study objectives. The group discussion can be used

to investigate the reasons for specific coffee purchasing behaviors, identify changes and trends in

coffee preferences, understand the role of social factors in coffee purchasing behavior, and generate

new ideas and recommendations for how coffee shops can better cater to the preferences and

behaviors of people in the market as well as ZNNHS students.

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 The first step in the data collection process for the focus group discussion is to develop and

prepare the discussion guide as well as the research/guide questions that will be used. The

researchers then identified and selected the respondents employing purposive sampling while

ensuring that the participants feel comfortable sharing their views and firsthand knowledge during

the focus group discussion. The focus group discussion should then be managed by an appropriate

moderator who can steer the conversation and ensure that all participants have an opportunity to

offer their thoughts. The moderator would offer open-ended questions from the discussion guide

and urge participants to expound on their replies. The interviews were then performed while

documentation and audio recordings were made to record the responses of the participants.

Following the recording, the received answers were transcribed, translated, and evaluated in order

to find common themes and patterns connected to coffee purchase behavior and preferences of

ZNNHS Senior High School students. Finally, the focus group discussion findings should be

presented in a report or presentation that highlights the important themes and ideas.

Research Questions

Specifically, this study sought to answer the following research questions:

1. What is the consumer behavior of ZNNHS Senior High School students when it comes to

purchasing coffee?

2. What are the purchase preferences of ZNNHS Senior High School students consider when

choosing a coffee shop?

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Focus Group Discussion Guide Questions:

Consumer Behavior

1. How often do you often purchase coffee?

2. How do students feel about the availability of food options at coffee

shops?

3. How important is the quality of coffee to you when selecting a coffee

shop?

4. How frequently do students visit coffee shops, and what are the reasons

for their frequency?

Market Preferences

1. What are the most important factors that influence students' decision to

choose a particular coffee shop over others?

2. How important is the location of a coffee shop for students, and what

factors do they consider when choosing a location?

3. How do students feel about the level of customer service they receive

at coffee shops?

4. What is the preferred price range of your coffee?

5. How do students feel about the use of technology in coffee shops, such

as mobile ordering and payment?

6. What changes or improvements would you like to see in coffee shops

here in Dipolog City in the near future?

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CHAPTER 3

DATA ANALYSIS

Per Variable Cluster the Data Results

Question 1. How often do you often purchase coffee?

Respondent 1: once a week

Respondent 2: Twice a week

Respondent 3: Twice a day

Respondent 4: Once a week

Respondent 5: Everyday

Respondent 6: thrice in two weeks

Based on their responses, they tend to purchase coffee from coffee shops with varying

frequencies. This could range from once or twice a week/day, thrice in two weeks, or even on a

daily basis, depending on their individual preferences and circumstances.

Question 2. How the students feel about the availability of food options at coffee shops?

Respondent 1: disappointed kay at the same time kay kuan something kulang sya sa

imong adlaw.

Respondent 2: mo avail ug laing product.

Respondent 3: mejo maguol, pero kuan lang mo avail ug laing flavor.

Respondent 4: wala jud kay laing choice, mangita jud kag lain.

Respondent 5: ma disappoint kay wala ang gusto na product.

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 Respondent 6: ma disappoint ka but at the same time you can also purchase another

type of coffee.

According to their feedback, in light of thses circumstances, they expressed

dissatisfactionwith the available food options at coffee shops. They felt that the offerings did

not meet their expectations and failed to enhance their overall coffee shop experience.

Question 3. How important is the quality of coffee to you when selecting a coffee shop?

Respondent 1: as a consumer, importante sya in order to satisfy our needs and once mo

purchase ka dili ka satisfied sa ilang quality sa isa ka product malamang ma disappoint,

so importante sya kay it helps to satisfy our needs.

Respondent 2: Important man sya kay imo man syang imnon.

Respondent 3: Maka good sya sa atong mood.

Respondent 4: Importante sya labi nag wala kay pamahaw ato jud

sya imnon. Respondent 5: Ma satisfy ang customer.

Respondent 6: Importante ang quality sa usa ka coffee kay because first, its' satisfy your

needs so mo determine nimo ang sa quality if ma satisfied ba ang need nimo para ana na

kape. And second, it will also determine ang forms sa coffee shop if maayo ba ang

services and if nindot ba ang ilahang pang offer na products. And lastly, while if ang

quality sa coffee is nindot then naay possibility na mag balik² jud ka ato na coffee shop.

Based on their responses, the quality of coffee plays a crucial role in the selection of a

coffee shop for satisfaction and mood enhancement. Furthermore, the quality of service offered

by the coffee shop influences the likelihood of customers returning in the future.

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Question 4. How frequently do students visit coffee shops, and what are the reasons for their

frequency?

Respondent 1: once a week because free wifi maka help sya sa mga schools, nindot ang

services.

Respondent 2: twice a week kay nindot ang place.

Respondent 3: Twice a day kay maka mood sya tas lami sad

Respondent 4: Nindot man didto plastaran and nindot ang quality.

Respondent 5: everyday kay kuan maka wala mag stress ug mo adto ka sa coffee shop.

Respondent 6: Depende sya sa student, but for me, i think, two times a week. So ang

factors na ma apektohan if busy ba'ko or dili. so, if busy ko dili ko ka adto then ug

kinahanglan ba? like kinahanglan baka mag relax or if needed ba if kinahanglan bako

didto para sa asignments or anything na pwede nako ma kuan so, mao rato.

Based on their responses, they frequently visit coffee shops like daily or multiple times a

week. Visiting coffee shops has become a common occurrence among students for several reasons

like studying and working on their assignments, and as well as the different atmosphere that can

help alleviate boredom or monotony and provide a refreshing change in surroundings.

Question 5. What are the most important factors that influence students' decision to choose

a particular coffee shop over others?

Respondent 1: Quality, servives and environment.

Respondent 2: Quality and environment

Respondent 3: Location, environment and services.

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 Respondent 4: Services

Respondent 5: Quality and affordable price

Respondent 6: kuan, quality of the product, the environment, and the location.

In light of their input, the several factors can influence students' decision to choose a

particular coffee shop is the quality, services, location, and the environment. It can differ based on

their individual preferences and priorities. Some students may prioritize ambiance and study

environment, while others may prioritize convenience or price.

Question 6. How important is the location of a coffee shop for students, and what factors do

they consider when choosing a location?

Respondent 1: For me, importante sya kay dapat maka tipid silag plete second dapat

ang environment limpyo para nindot ilang shop lantawon and naay ubang mga students

na, bahalag unsa ka layo ang coffee shop basta kung didto ilang ganahan mo anha gyud

na sila. Respondent 2: Importante sya kay dali ra sya maadto and nice pud ang place

and dali ra sya maadto sa mamalit.

Respondent 3: Aside sa kuan, duol ra bitaw sya tas kanang sa iyahang palibot is

limpyo.

Respondent 4: duol ra sya sa skwelahan dayun kung hugaw imong palibot, wala juy

mamalit diba? Kung limpyo daghan gyung mo palit.

Respondent 5: Kuan kanang duol syag school then most man gud sa mga students kay

mangape then kuan kanang limpyo ang palibot.

Respondent 6: well, importante ang location sa coffee shop kay determine if mo palit ba

ang usa ka studyante diha nga coffee shop, so ang factor na maka apekto ana if kanang

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 ang ka duol ug ang kalay-on sa coffee shop and as well as ang environment. For example

ang ka duol ug ang kalay-on. Naa diri ang lugara unya didto ka sa coffee shop na layo,

'di mag kalas² rakag pliti 'di of course, ang students mangita gyud ug coffee shop na duol

sa ilaha na pwede pud nila ma stay han. And interms of environment, kung hugaw, just

like they said, edi naay possibility na ubang students dili mo palit kay lagi hugaw ang

environment.

Based on their responses, the location of a coffee shop can significantly impact its

convenience and proximity to campus. A coffee shop located near the campus is highly desirable

for students. It provides a convenient place for them to study, socialize, or take a break between

classes without having to travel too far. Easy accessibility, clean environment, saves time and

energy, especially for students who have a busy schedule.

Question 7. How do students feel about the level of customer service they receive at a coffee

shop?

Respondent 1: well, if mo take silag customer service nako, malamang positive pud ang

ma receive nila and second magbalik² gyud ko labaw nag good pud ug quality ang

coffee. Oh refer gud nako sila, ug bad ilang quality kinsa poy mag balik² ana kay dili

gudko ganahan sa services na imong gihatag nako.

Respondent 2: kung maayo ilang treatment mag balik² jud kos ilahang coffee shop.

Respondent 3: if bad ilang pagtrato sa ilang customer, syempre wala jud ko ganahi mo

inom diha balik perog kanang maot man gani ang treatment nila, ug nindot man ilahang

quality sa ilang coffee syempre balikan jud nako.

Respondent 4: if nindit ang service magbalik² jud ka didto dayun naa kay chance na

mo palit didto.

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 Respondent 5: if bad ilang treatment kay kuan kanang if dili bad treatment kay dili

naka mag balik² sa ilang coffee shop kay bad.

Respondent 6: well, simple word if nindot, mag balik² gyud ka. If dili, naay 'di

possibility na dili naka mo balik didto or mo balik ka pero panalagsa nalang.

According to their responses, when customer service is good, they feel satisfied and are

more likely to revisit the coffee shop. However, if the customer service is poor, they express

dissatisfaction, frustration, and may not return to the coffee shop. The quality of customer service

greatly influences their overall experience and perception of the establishment.

Quastion 8. What is the preferred price range of your coffee?

Respondent 1: 45-100

Respondent 2: 45-200

Respondent 3: 50-150

Respondent 4: 35-400

Respondent 5: 39-150

Respondent 6: 50-100

Based on the responses of senior high school students, they often frequent coffee shops or

cafes that offer student discounts or lower priced options. Coffee shops located near campuses or

educational institutions may specifically cater to students by offering lower prices or discounted

rates.

Question 9. How do students feel about the use of technology in coffee shops, such as

mobile ordering and payment?

16
 Respondent 1: efficiency, effectiveness, dali ang services

Respondent 2: dali ra sya.

Respondent 3: kuan deristo na.

Respondent 4: -

Respondent 5: paspas sya

Respondent 6: it boosts customers satisfaction and increases productivity and

efficiency.

Based on their responses, they generally have a positive attitude towards the use of

technology in coffee shops, including mobile ordering and payment. They appreciate the

convenience, efficiency, and customization that technology offers in enhancing their overall coffee

shop experience.

Question 10. What changes or improvements would you like to see in coffee shops here in

Dipolog City in the near future?

Respondent 1: good services and quality daghan na bitaw silag shops kay sa Dipolog

gamay ramang mga coffee shops gud such as café necasio.

Respondent 2: good services

Respondent 3: good quality

Respondent 4: new flavored products pananglitan ug nindot kanang gi buhat na bag-

o, pwede rapud to ma share sa ilang customer, free taste.

Respondent 5: Kuan kanang if mahal ra kaayo ilang price ilang pa gamyan para ma

afford sa mga customers.

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 Respondent 6: improvement and facilities, customer service, and as well as products

like prices and the quality.

According to their responses, they like to improve the customer service that involves a

holistic approach that encompasses various aspects, including service quality, pricing, product

range, and community engagement. By listening to customer feedback and continuously striving

for improvement in these areas, these coffee shops can enhance the overall customer experience,

build customer loyalty, and position themselves as a preferred choice in Dipolog City.

CHAPTER 4

FINDINGS, CONCLUSIONS, AND RECOMMENDATIONS

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 Research Findings

1. What are the behaviors of ZNNHS Senior High School students toward coffee

consumption?

Coffee purchasing frequency, the respondents displayed varying frequencies of coffee

purchases, ranging from once a week to twice a day. Individual preferences and circumstances

influenced their purchasing habits. Food options at coffee shops, the respondents expressed

disappointment with the available food options at coffee shops. They felt that the offerings did not

meet their expectations and failed to enhance their overall experience. Importance of coffee quality,

the quality of coffee was deemed crucial when selecting a coffee shop. It played a significant role

in satisfying their needs and influencing their decision to return to a particular coffee shop. The

quality of service offered also impacted their likelihood of revisiting. Frequency of coffee shop

visits and reasons, students frequently visited coffee shops, ranging from daily to multiple times a

week. Reasons for their visits included studying, working on assignments, seeking a change in

environment, and alleviating stress.

2. What are ZNNHS Senior High School students' market preferences regarding coffee

shops?

Factors influencing coffee shop selection, the most important factors influencing students' choice

of a coffee shop were quality, services, environment, and location. Preferences varied, with some

prioritizing ambiance and study environment, while others focused on convenience and

affordability. Importance of coffee shop location, location was deemed important for students, with

proximity to the campus being highly desirable. Easy accessibility, cleanliness of the surroundings,

and time-saving aspects were factors considered when choosing a coffee shop. Satisfaction with

customer service, good customer service positively influenced students' experiences and increased

the likelihood of revisiting a coffee shop. Conversely, poor customer service led to dissatisfaction

and a decreased probability of returning. Preferred price range, the preferred price range of coffee

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among the respondents varied, but lower prices or student discounts were appreciated. Coffee shops

near campuses often catered to students with lower-priced options. Technology in coffee shops, the

use of technology, such as mobile ordering and payment, was generally well-received by students.

They appreciated the convenience, efficiency, and customization it offered. Desired changes and

improvements, the respondents desired improvements in customer service, product quality, pricing,

and the introduction of new flavored products. They also emphasized the importance of facilities

and community engagement to enhance the overall coffee shop experience.

CONCLUSION

1. The study reveals that students purchase coffee from coffee shops with varying frequencies,

depending on their individual preferences and circumstances. There is a shared disappointment

among students regarding the available food options at coffee shops, indicating a need for

improvement in this area. The quality of coffee is a crucial factor in selecting a coffee shop, as it

directly affects customer satisfaction and the likelihood of returning.

2. Location proximity and convenience are important considerations for students, and the

integration of technology, such as mobile ordering and payment, is well-received. Desired changes

and improvements include better customer service, improved product quality, student-friendly

pricing, and the introduction of new flavored products. Coffee shop owners can utilize these

findings to enhance their offerings and create a more satisfying experience for students.

RECOMMENDATION

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Coffee shop owners may focus on improving certain aspects to meet the preferences of students

in Dipolog City. Enhancing the quality of coffee is crucial, as it directly influences customer

satisfaction and the likelihood of repeat visits. Additionally, addressing the dissatisfaction with

available food options can help attract and retain more customers. Investing in excellent customer

service and creating a welcoming environment will further enhance the overall experience.

Integrating technology, such as mobile ordering and payment systems, can improve convenience

and efficiency. By implementing these recommendations, coffee shop owners can position

themselves as preferred choices among students and increase customer loyalty.

Coffee Lovers can utilize the findings to make informed decisions when choosing a coffee shop.

Considering the importance of coffee quality, customer service, location proximity, and the

availability of technology can help them find a coffee shop that aligns with their preferences.

Engaging with coffee shops by providing feedback and suggestions for improvement can contribute

to shaping the coffee shop experience to better suit their needs.

Existing coffee shops should assess their current offerings and make necessary improvements.

This may include reviewing the quality of coffee and expanding the range of food options available.

Improving customer service and ensuring a clean and inviting environment will contribute to a

positive customer experience. Embracing technology, such as mobile ordering and payment, can

streamline operations and enhance convenience for customers. Regularly seeking feedback from

students and implementing changes accordingly will help maintain a competitive edge in the

market.

New entrant coffee shops might consider the preferences of students highlighted in the summary

of findings. By focusing on high-quality coffee and offering a diverse range of food options, new

coffee shops can attract a loyal customer base. Emphasizing excellent customer service, creating a

comfortable ambiance, and leveraging technology to enhance convenience will help establish a

21
positive reputation from the start. Furthermore, conducting market research specifically tailored to

the target market can provide further insights and inform business decisions.

Future researchers can build upon the existing findings by delving deeper into specific aspects,

such as the impact of pricing strategies, the influence of promotional offers, or the role of social

media in attracting students to coffee shops. Exploring the preferences and behaviors of students in

different demographics or expanding the research to include other cities can provide a broader

understanding of the market. Additionally, conducting follow-up studies to assess the effectiveness

of implemented improvements in coffee shops would be valuable.

APPENDIXES

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PICTURE DOCUMENTATION

SAMPLE QUESTIONNAIRE

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Focus Group Discussion Guide Questions:

Consumer Behavior

1. How often do you often purchase coffee?

2. How do students feel about the availability of food options at coffee shops?

3. How important is the quality of coffee to you when selecting a coffee shop?

4. How frequently do students visit coffee shops, and what are the reasons for

their frequency?

Market Preferences

5. What are the most important factors that influence students' decision to choose

a particular coffee shop over others?

6. How important is the location of a coffee shop for students, and what factors

do they consider when choosing a location?

7. How do students feel about the level of customer service they receive at coffee

shops?

8. What is the preferred price range of your coffee?

9. How do students feel about the use of technology in coffee shops, such as

mobile ordering and payment?

10. What changes or improvements would you like to see in coffee shops here in

Dipolog City in the near future?

24