Business Fora: Business and Allied Industries International Journal

2024, Vol. 1, No.1, 1 - 9

DOI: [Link]

Value of Aesthetic Designs in Two Coffee Shops in Metro

Manila: Inputs for New Business Developers
Article History:
Blezelda R. Obenza1, Rhio Buenaventura1 Received: 15 January 2024
BSBA Student, Asian Institute of Maritime Studies, Pasay City, Philippines Accepted: 28 February 2024
Published: 24 April 2024
Abstract
Coffee shops have become one of today’s go-to places for people of all ages making it as meeting venues,
places to relax, and even alternative study spots. Consequently, coffee shops have placed importance on their
aesthetic design as part of their business strategy to attract customers. Researchers conducted a study to
gather evidence on the value of aesthetic design in coffee shops in Metro Manila. Specifically, this study aimed
to determine if there is a difference in the value of aesthetic design between various coffee shops and if
respondents differ in their aesthetic perception based on their demographic profiles. Using researcher-made
survey questionnaires, data was collected from 100 coffee shop goers. Results showed that both male and
female respondents appreciate the aesthetic designs of coffee shops. It was also revealed that majority of
coffee shop goers are students and have valued mostly the atmosphere and ambiance of coffee shops. Likewise,
the aroma of the coffee stimulates them. Data showed that there is no significant difference in the value of
aesthetic design in terms of gender (p < 0.98), age (p < 0.23), and social status (p < 0.06). However, there is a
significant difference in the value of aesthetic design in terms of frequency of visits to coffee shops (p > 0.045).
The researchers suggest, especially to new business developers, that the aesthetic design of coffee shops must
be highlighted as it significantly impacts consumer behavior. This, in turn, can increase patronage and foster
greater connection with consumers.
Keywords: Value, Aesthetics, Coffee Shop, Ambiance, Asian Institute of Maritime Studies, Metro Manila
Copyright @ 2024. The Author/s. Published by VMC Analytiks Multidisciplinary Journal News Publishing Services. Value of Aesthetic
Designs in Two Coffee Shops in Metro Manila: Inputs for New Business Developers © 2024 by Blezelda Obenza and Rhio Buenaventura is
licensed under Creative Commons Attribution 4.0 International.

INTRODUCTION Internet on their laptops and tablet computers.

A coffeehouse can serve as an informal club for
A coffeehouse, coffee shop, or café is an its regular members. As early as the 1950s
establishment that primarily serves coffee, Beatnik era and the 1960s folk music scene,
coffee-related drinks (latte, cappuccino, coffeehouses have hosted singer-songwriter
espresso), and – depending on country – other performances, typically in the evening.
drinks including alcoholic. Some coffeehouses
may serve cold drinks such as iced coffee and Coffee shops have always been the design
iced tea; in continental Europe, cafés serve darlings of the contemporary generation.
alcoholic drinks. A coffeehouse may also serve They’re the perfect place to hang out in a casual
some type of food, such as light snacks, setting and meet your friends or classmates for
sandwiches, muffins or other pastries. a regular study date and are definitely a nice
Coffeehouses range from owner-operated way to generate some revenue from a business
small businesses to large multinational point of view. The importance of student cafes is
corporations. Some coffeehouses are crucial – it offers hands-on management,
franchise-based business models, with finance administration and a taste of
numerous branches across various countries professional life to students.
all around the world.
Nowadays, customers visit coffee shop not only
From a cultural standpoint, coffeehouses for the quality of the beverage, but mainly for
largely serve as centers of social interaction: self-ego. With the growing competition in coffee
the coffeehouse provides patrons with a place industry, product is no longer the only element
to congregate, talk, read, write, entertain one that plays important role in the industry.
another, or pass the time, whether individually Meanwhile, other factors such as design and
or in small groups. Since the development of decoration also play important roles in affecting
Wi-Fi, coffeehouses with this capability have customer satisfaction. Therefore, it is important
also become places for patrons to access the for business owners to understand which
factors will have greater impact to attract the importance of eco-friendliness, creativity,
customers. The elements that can be discussed and performance in physical dining
in ambiance are colors, background music, environment design. Bogdanova (2019) further
aroma and temperature. Some of the marketers highlights the significance of textile products in
overlook on providing a good ambience to restaurant aesthetics, focusing on
customers in coffee shop. They might apply environmental friendliness, fire safety, and the
unsuitable color concept in painting their coffee impact of color on appetite. Lastly, Horng (2020)
shop or unmatched background music. presents a holistic aesthetic experience model,
Furthermore, in order to cut cost, they may not which includes the physical environment,
switch on all the air conditioner and lead to product and service, employee and customer
increase temperature in coffee shop. aesthetic traits, and their interactions. These
Customers will feel uncomfortable with the studies collectively underscore the importance
surrounding and will just leave the coffee shop. of aesthetics and design in creating a
Therefore, all elements that are related to harmonious and pleasurable dining experience.
ambience plays important role in satisfying
customers (Ryu & Jang, 2007). In the competitive coffee industry,
understanding customer preferences and
Pondering on the above premises, the prioritizing their satisfaction is paramount.
researchers decided to investigate this topic as Factors like ambience, design, and overall
this can serve as basis for new business experience significantly impact customer
developers and existing coffee shop owners to retention and business success (Veciana, 2018).
grow their business, thus earning greater profit. Therefore, businesses must invest in creating
Paramount on the investigation is to determine appealing and functional spaces that align with
how important is the value of aesthetic design their brand identity and target audience
in coffee shops with respect to the following preferences. Customers are the most important
factors: Atmosphere, Bathroom, Ceiling, Color, people for business. They are the prospective
Décor, Furniture, Floor, Music, Outdoor, and buyers and/or services (Ryu & Jang, 2007).
Odor. The study also finds out as to what
demographic group (in terms of Age, Gender, Additionally, coffee shop design should consider
Social Status, Frequency of Visit) is more practical elements such as stool and table
interested in the various design factors of a arrangements, internet connectivity options,
coffee shop. and cozy seating areas to accommodate
different customer needs (Hose, 2017). The
LITERATURES ambience created by factors like colors,
background music, aroma, and temperature
Aesthetics and Designs in Businesses. The also play a crucial role in satisfying customers
importance of aesthetics, ambience, and design and encouraging them to return (Ryu & Jang,
in business establishments, particularly coffee 2007).
shops, cannot be overstated. According to
Gordon (2021), it’s more than just excellent In conclusion, the design of coffee shops and
coffee that keeps me coming back to my favorite other business establishments is a multifaceted
cafes. Sure, the drink is important, but the endeavor that encompasses aesthetics,
overall aesthetic and design of the shop is just ambience, functionality, and customer
as important as the beans. It’s truly all about the satisfaction. By prioritizing these elements and
experience, the essence, and the vibe. understanding their impact on customer,
businesses can create memorable and distinct
Aesthetic and design considerations in the experiences that can attract new, as well as
restaurant industry are crucial for creating a retain, customers.
pleasing and functional environment. Farooq
(2020) emphasizes the need for balanced Influence of Aesthetics to Consumer
lighting design, while Horng (2013) underscores Preferences. When opening a cafe, proper

Business Fora: Business and Allied Industries International Journal 2

groundwork is essential to ensure quality and 100 respondents were selected from the
success. This involves designing a theme, customers of two (2) designated coffee shops in
ambiance, and menu that appeal to the target Metro Manila. This sampling approach was
audience. Various popular cafe design models chosen due to its practicality and accessibility,
exist, including Cafe Bakery, Student Cafe, Co- allowing for the inclusion of readily available
Working Cafe, Parisian Cafe, Sidewalk Cafe, participants without extensive logistical
Grab-and-go Cafe, and Corporate Cafe, each constraints. However, though it’s convenient, it
requiring careful consideration and detailing to is also important to note that convenience
create the desired ambiance for patrons. sampling may introduce biases and limits the
generalizability of findings to broader
Aesthetic value permeates all aspects of populations.
organizational design, contributing to the
overall experience of stakeholders. Attention to Instrumentation. The primary data collection
organizational aesthetics can lead to positive instrument was a 52-item self-made
outcomes, enhancing the perception of questionnaire and structured into three
aesthetic value among stakeholders. Research sections. Firstly, the questionnaire aimed to
has consistently shown that aesthetics plays a profile respondents based on key demographic
significant role in consumer preferences. variables such as age, gender, social status, and
Brunei (2015) highlighted the importance of frequency of visits to the coffee shop. Secondly,
product aesthetics in consumer behavior it sought to evaluate the perceived aesthetic
proposing a theoretical framework for design value of the coffee shops. A Likert scale
understanding how aesthetics are processed (Table 1) was used to measure this variable.
and interacted with individual differences.
Bertagnolli (2022) and Baxter (2018) further Table 1
emphasized the influence of consumer Likert Scale used in assessing the aesthetic design value
of the coffee shops
aesthetic experience in product design on
product perception and purchasing behavior,
with specific noting of Bertagnolli (2022) on the
role of neuroscience, information processing,
and emotional responses in this process. These
studies collectively underscore the impact of
aesthetics on consumer preferences and the
need for further research in this area.
Lastly, it aimed to analyze the perceived
Consumers' preferences and behaviors are aesthetic design value when based on
influenced by cultural factors, as evidenced by respondents' profiles. Prior to implementation,
studies on consumer willingness-to-buy and the questionnaire underwent thorough
word-of-mouth (Gilal, Zhang, & Gul Gilal, 2018). validation by experts in the field, including a
Aesthetic design plays a significant role in technical instructor, a coffee shop manager, and
capturing consumer willingness-to-buy and the research adviser. This validation process
enhancing word-of-mouth, with cultural ensured the questionnaire's reliability,
differences influencing consumption patterns relevance, and clarity in addressing the study's
and preferences. Therefore, it is crucial for objectives. A reliability test survey was also
businesses to consider cultural nuances when done in 10 non-participating respondents to
designing products and marketing strategies to determine the internal consistency of the
effectively target diverse consumer groups. instrument. The Cronbach Alpha result revealed
0.90 rating indicating a high internal
METHODOLOGY consistency.

Population and Sampling. Convenience Data Source. Customers from two (2) selected
sampling was employed in this study, wherein coffee shops in Metro Manila were provided

Business Fora: Business and Allied Industries International Journal 3

adequate time to complete the survey Table 2 presents the aesthetic value of two
questionnaire, ensuring they could respond coffee shops based on atmosphere, as
thoughtfully and accurately. The surveys were perceived by respondents. For Coffee Shop 1,
administered directly to the respondents respondents generally agreed that the
allowing for immediate data collection. Upon atmosphere offered warmth and comfort,
completion, researchers meticulously reviewed communicated its concept effectively, was
the data, then tallied the scores. This process comfortable, positive, and cozy, as indicated by
ensured the comprehensive collection and weighted means ranging from 4.16 to 4.50.
accurate recording of data. Additionally, Similarly, for Coffee Shop 2, respondents
researchers remained available to address any strongly agreed that the atmosphere provided
queries or concerns from respondents warmth, comfort, effectively communicated its
throughout the data gathering procedure, concept, was comfortable, positive, and cozy,
fostering transparency and cooperation. with slightly higher weighted means ranging
from 4.44 to 4.64. The average weighted mean
Data Analysis. Data analysis was conducted for Coffee Shop 1 was 4.38, indicating overall
using Microsoft Excel and SPSS v23. For agreement with the atmosphere, while for
profiling respondents, frequency count, Coffee Shop 2, it was 4.54.
percentage equivalents, and pie charts were
used to analyze the data. To assess the Table 3
aesthetic design value of the coffee shops, Aesthetic Value of the Coffee Shops According to
Bathroom (N=100)
weighted mean and average weighted means
were calculated. For comparing aesthetic
values across respondent groups, t-tests for
independent samples were utilized. To compare
aesthetic values across respondent profiles, t-
tests and analysis of variance (ANOVA) were
employed. T-tests were used for two groups
(e.g., gender), while ANOVA was used for three
or more groups (e.g., age, social status,
frequency of visit).

RESULTS

From the results yielded, the following are the

results of the study:
Table 3 illustrates the aesthetic value of the
Table 2 bathroom facilities in two coffee shops, as
Aesthetic Value of the Coffee Shops According to perceived by the respondents. In Coffee Shop 1,
Atmosphere (N=100)
respondents generally agreed that the design of
the mirror enabled multiple users, the space
accommodated more than two people, the toilet
door lock was safe, the placement of the trash
receptacle was appropriate, faucets, soap
dispensers, and hand drying stations were
situated correctly, the bathroom design was
accessible, and the toilet bowl was elongated,
as indicated by weighted means ranging from
3.66 to 4.30. Similarly, in Coffee Shop 2,
respondents agreed that the mirror design
allowed for simultaneous use by multiple
individuals, the space accommodated more

Business Fora: Business and Allied Industries International Journal 4

than two people, the toilet door lock was safe, average weighted mean for Coffee Shop 1 was
the trash receptacle placement was suitable, 4.35, indicating overall agreement with the
the positioning of faucets, soap dispensers, and ceiling aesthetics, while for Coffee Shop 2, it
hand drying stations was adequate, the was 4.36, suggesting a slightly higher level of
bathroom design was accessible, and the toilet agreement.
bowl was elongated, with weighted means
ranging from 4.22 to 4.58. The average weighted Table 5
mean for Coffee Shop 1 was 4.01, indicating Aesthetic Value of the Coffee Shops According to Color
(N=100)
overall agreement with the bathroom
aesthetics, while for Coffee Shop 2, it was 4.35,
suggesting a higher level of agreement.

Table 4
Aesthetic Value of the Coffee Shops According to Ceiling,
(N=100)

Table 5 outlines the aesthetic value of color

schemes in two coffee shops, as perceived by
the respondents. In Coffee Shop 1, respondents
agreed that the color was very attractive,
consistently associated with the overall
concept, safe for the eyes, and offered calming
lighting, with weighted means ranging from 4.34
to 4.58. Similarly, in Coffee Shop 2, respondents
strongly agreed that the color was very
Table 3 displays the aesthetic value of the attractive, consistently associated with the
ceiling features in two coffee shops, as concept, safe for the eyes, and provided calming
perceived by the respondents. In Coffee Shop 1, lighting, with weighted means ranging from
respondents generally agreed that the height of 4.48 to 4.60. The average weighted mean for
the ceiling was within standard, the ceiling Coffee Shop 1 was 4.49, indicating overall
design was connected to the overall concept, agreement with the color aesthetics, while for
LED lights altered the atmosphere positively, air Coffee Shop 2 gained 4.53, suggesting a
conditioners were appropriately placed, electric stronger agreement.
wires and sewer pipes were concealed, the
ceiling design enhanced the ambiance of the Table 6
place, and colors along with lights contributed Aesthetic Value of the Coffee Shops According to Décor
to the ceiling's appeal, with weighted means (N=100)
ranging from 4.26 to 4.42. Similarly, in Coffee
Shop 2, respondents strongly agreed that the
ceiling height was within standard, the ceiling
design was cohesive with the concept, LED
lights influenced the atmosphere positively, air
conditioners were correctly positioned, electric
wires and sewer pipes were hidden, the ceiling
design enhanced the ambiance, and colors
along with lights were integral elements, with
weighted means ranging from 4.24 to 4.54. The

Business Fora: Business and Allied Industries International Journal 5

Table 6 presents the aesthetic value of décor in was connected to the concept, comfortable,
two coffee shops, as perceived by the safe, and contributed to comfort and utility, with
respondents. In Coffee Shop 1, respondents weighted means ranging from 4.22 to 4.46.
generally agreed that the décor was However, in terms of outlets and internet ports
instagrammable, interactive, related to the setup, Coffee Shop 1 received higher ratings
brand and mission through books and than Coffee Shop 2. The average weighted mean
magazines, personalized through style and for Coffee Shop 1 was 4.48, indicating overall
color of mugs and dishes, featured artwork agreement with the furniture aesthetics, while
reflecting values, mission, and brand, and for Coffee Shop 2, it was 4.31, suggesting a
incorporated organic and natural elements slightly lower level of agreement.
such as plants and flowers in pots and plant
walls, with weighted means ranging from 3.64 Table 8
to 4.08. Similarly, in Coffee Shop 2, respondents Aesthetic Value of the Coffee Shops According to Floor
strongly agreed that the décor was
instagrammable, interactive, related to the
brand and mission through books and
magazines, personalized through style and
color of mugs and dishes, featured artwork
reflecting values, mission, and brand, and
incorporated organic and natural elements,
with weighted means ranging from 4.02 to 4.58.
The average weighted mean for Coffee Shop 1
was 3.92, indicating overall agreement with the
décor aesthetics, while for Coffee Shop 2, it was Table 8 presents the aesthetic value of the floor
4.31, suggesting a higher level of agreement. design in two coffee shops, as perceived by
respondents. In Coffee Shop 1, respondents
Table 7 generally agreed that the floor complemented
Aesthetic Value of the Coffee Shops According to Furniture the overall concept, was well-designed to
(N=100) enhance comfort while walking, emphasized
the attractiveness of the design, and
contributed to safety, with weighted means
ranging from 4.30 to 4.50. Similarly, in Coffee
Shop 2, respondents agreed that the floor
complemented the concept, was well-designed
for comfortable walking, emphasized the
attractiveness of the design, and ensured
safety, with weighted means ranging from 4.30
to 4.36. The average weighted mean for Coffee
Shop 1 was 4.38, indicating overall agreement
with the floor aesthetics, while for Coffee Shop
2, it was 4.34, suggesting a slightly lower level
Table 7 outlines the aesthetic value of furniture of agreement.
in two coffee shops, as perceived by
respondents. In Coffee Shop 1, respondents Table 9 illustrates the aesthetic value of music
generally agreed that the table and chairs were in the two coffee shops, as perceived by the
connected to the overall concept, comfortable, respondents. In Coffee Shop 1, respondents
safe, equipped with outlets and internet ports at generally agreed that the music was very
seating areas, useful, and played a significant calming, low enough in volume, aligned with the
role in enhancing comfort, with weighted means concept, and featured popular choices, with
ranging from 4.36 to 4.64. Similarly, in Coffee weighted means ranging from 3.96 to 4.34.
Shop 2, respondents agreed that the furniture

Business Fora: Business and Allied Industries International Journal 6

Table 9 visible, signage was easily seen, the lettering
Aesthetic Value of the Coffee Shops According to Music style of the brand name was easily readable,
(N=100)
color lighting of the brand name was attractive,
a welcoming header was present, and tall
windows provided a great view, with weighted
means ranging from 4.24 to 4.52. The average
weighted mean for Coffee Shop 1 was 4.49,
indicating overall agreement with the outdoor
aesthetics, while Coffee Shop 2 achieved 4.38,
suggesting a slightly lower level of agreement.

Table 11
Similarly, in Coffee Shop 2, respondents Aesthetic Value of the Coffee Shops According to Smell
strongly agreed that the music was very (N=100)
calming, appropriately low in volume, matched
the concept, and included popular selections,
with weighted means ranging from 4.08 to 4.60.
The average weighted mean for Coffee Shop 1
was 4.13, indicating overall agreement with the
music aesthetics, while Coffee Shop 2 earned
4.35, suggesting a slightly higher level of
agreement.
Table 11 depicts the aesthetic value of the smell
Table 10 of the two coffee shops, as perceived by the
Aesthetic Value of the Coffee Shops According to Outdoor
(N=100)
respondents. In Coffee Shop 1, respondents
generally agreed that the scent gave a relaxing
mood, the scent of coffee was distinguishable,
and the aroma provided customers with a great
coffee house experience, with weighted means
ranging from 4.30 to 4.44. Similarly, in Coffee
Shop 2, respondents strongly agreed that the
scent gave a relaxing mood, the scent of coffee
was distinguishable, and the aroma provided
customers with a great coffee house
experience, with weighted means ranging from
4.54 to 4.58. The average weighted mean for
Coffee Shop 1 was 4.37, indicating overall
agreement with the smell aesthetics, while for
Table 10 presents the aesthetic value of outdoor Coffee Shop 2, it was 4.55, suggesting a
features of the two coffee shops, as perceived stronger consensus, particularly in terms of
by the respondents. In Coffee Shop 1, strong agreement.
respondents generally agreed that the logo was
visible for both walk and drive-by traffic, Table 12
Comparison of the Aesthetic Design Value of the Coffee
signage was easily seen, the lettering style of Shops
the brand name was easily readable, color
lighting of the brand name was attractive, a
welcoming header was present, and tall
windows provided a great view of prime inside
seating or food display, with weighted means
ranging from 4.38 to 4.60. Similarly, in Coffee
Shop 2, respondents agreed that the logo was

Business Fora: Business and Allied Industries International Journal 7

The statistical analysis presented in Table 12 However, though the study generally gained
compares the mean aesthetic value ratings favorable results, there are few aspects that
between Coffee Shop 1 and Coffee Shop 2. For need considerable attention due to its slightly
Coffee Shop 1, the mean aesthetic value rating low mean scores. One area is the provision of
was 4.30 with a standard deviation of 0.35, while spacious comfort room (Mean=3.66). According
for Coffee Shop 2, the mean rating was 4.40 with to Mindful Design Consulting (2021), restaurant
owners shall create a bathroom that’s clean and
the same standard deviation. The t-value
spacious. In the event that enough space cannot
calculated was 1.50 with a corresponding p-
be provided, clever planning – which includes
value of 0.14. This comparison indicates that everything from layout, to fitting choices, to
there was no statistically significant difference smart small bathroom storage options – is key
in the aesthetic value ratings between Coffee to ensuring that even a tiny bathroom can still
Shop 1 and Coffee Shop 2 across all feel spacious (Clayton, 2022).
demographic variables, as the p-value (0.14)
exceeds the conventional significance Another area to look into are the reading
threshold of 0.05. materials provided for past time reading inside
the coffee shop. This area also received a
DISCUSSION slightly low mean of 3.66. Joson (2022)
articulated that individuals do past time reading
The aesthetic assessments provided by the inside a coffee shop. Thus, books and nature
customers offer valuable insights into the create a relaxing and comfortable reading
perceived quality of coffee shops, spanning environment with a slow rhythm. DeDominicis
various aspects such as atmosphere, bathroom (2014) suggests that literary books are
facilities, ceiling design, color schemes, décor, interesting reading materials to read upon by
furniture, flooring, outdoor features, music customers. Web (2018), on the other hand,
ambiance, and scent. Across these dimensions, suggests to establish relationships with book
both Coffee Shop 1 and Coffee Shop 2 generally vendors and decide whether you want to sell
received positive evaluations, with many new books, used books, or a combination of
attributes garnering agreement or even strong both, in your coffee shop. If you are going to
agreement from respondents. Notably, Coffee offer magazines you will also need to develop
Shop 2 tended to receive slightly higher ratings relationships with wholesale magazine
across several categories, suggesting a greater vendors.
level of satisfaction with its aesthetic features
compared to Coffee Shop 1. In particular, Coffee The above findings underscore the importance
Shop 2 stood out in areas such as bathroom to aesthetic details in creating an inviting and
facilities, color schemes, outdoor features, visually appealing environment for coffee shop
music ambiance, and scent, where respondents customers. Overall, the findings suggest that
expressed stronger agreement with its attention to detail in areas such as décor,
aesthetic attributes compared to Coffee Shop 1. furniture, lighting, music, scent, and overall
This could indicate that Coffee Shop 2 has ambiance can contribute to creating a
effectively curated its ambiance to align with welcoming and memorable environment that
customer preferences and expectations, encourages patronage and fosters customer
potentially contributing to a more immersive loyalty. Moving forward, coffee shop owners and
and enjoyable coffee shop experience. managers may benefit from further exploration
Conversely, while Coffee Shop 1 still received and refinement of aesthetic elements to
positive ratings across most dimensions, there continuously enhance the overall customer
may be opportunities for improvement or experience and differentiate themselves in the
refinement in certain aspects to enhance competitive coffee shop market.
overall aesthetic appeal and customer
satisfaction.

Business Fora: Business and Allied Industries International Journal 8

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Business Fora: Business and Allied Industries International Journal 9