CONSUMER PREFERENCES AND SATISFACTION LEVELS WITH PICKUP

COFFEE’S PRODUCT OFFERINGS IN QUEZON CITY

A Research Proposal

Presented to the Faculty of the

Tourism and Hospitality Management Program

STI College Sta. Mesa

In Partial Fulfillment of

the Requirements for the Degree of

Bachelor of Science in Hospitality Management

Benedick Paras Jr.

Jeric Teodoro

Michael Giray

Nesliemar Lomibao

Paulo Madridejo

December 2024

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 ENDORSEMENT FORM FOR FINAL DEFENSE

This research proposal entitled: CONSUMER PREFERENCES AND SATISFACTION

LEVELS WITH PICKUP COFFEE’S PRODUCT OFFERINGS IN QUEZON CITY was
prepared and submitted by MICHAEL GIRAY; NESLIEMAR LOMIBAO; PAULO
MADRIDEJO; BENEDICK PARAS JR.; JERIC TEODORO, in partial fulfillment of the
requirements for the degree in Bachelor of Science in Hospitality Management has been examined
and is recommended for acceptance and approval.

Athena Yu Jacinto

Research Adviser

Fernando C. Altar

Research Coordinator

Nemesio Makalintal Jr.

Program Head

December 2024

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 APPROVAL SHEET

This research proposal entitled: CONSUMER PREFERENCES AND SATISFACTION

LEVELS WITH PICKUP COFFEE’S PRODUCT OFFERINGS IN QUEZON CITY was
prepared and submitted by MICHAEL GIRAY; NESLIEMAR LOMIBAO; PAULO
MADRIDEJO; BENEDICK PARAS JR.; JERIC TEODORO, in partial fulfillment of the
requirements for the degree in Bachelor of Science in Hospitality Management has been examined
and is recommended for acceptance and approval.

Athena Yu Jacinto
Research Adviser

Accepted and approved by the Research Panel

in partial Fulfillment of the requirements for the degree of
Bachelor of Science in Hospitality Management

Ms. Maureen D. Bassi, MAED- AS Ms. Melrose Adobas, MBA

Panel Memeber Panel Member

Ms. Maureen L. Quizon, MBA

Lead Panelist

Noted By:

Mr. Nemisio Makalintag Jr.

Program Head

Ms. Meliza Umil-Delgado, MIT

Academic Head

December 2024

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 ACKNOWLEDGEMENTS

We are grateful to our research adviser, Ms. Athena Y. Jacinto, for helping us with this

project, dedicating his time, sharing his professional expertise, and always watching over and

supporting us to ensure that we completed it thoroughly and professionally.

To the study's validator we would like to express our sincere appreciation to Ms. Melrose

Adobas for the valuable comments and contributed to emphasize more on our areas of

improvement by providing us with additional knowledge to help us plan and broaden our

perspective when conducting this study.

As well as to the respective individual panelists. Ms. Maureen D. Basi, Ms. Melrose

Adobas and Ms. Maureen L. Quizon. We would like to sincerely thank our distinguished panelists

for their vital contributions to this conversation. in order for us to complete and develop our

research study, which we know is one of the things that will allow us to expand our study even

more.

We would like to sincerely thank Ms. Geraldine Blas for his exceptional knowledge and

abilities in this area during this study. Your in-depth knowledge of statistics was crucial in refining

the results and improving the overall caliber of this job. We are grateful for your outstanding gift.

Our sincere gratitude goes out to the external research validators, Ms. Geraldine Blas, Mr. Eric

Ama, and Ms. Melrose Adobas, whose incisive comments and helpful recommendations were

crucial in advancing our study. We appreciate your important help and encouragement.

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 ABSTRACT

Title of research: CONSUMER PREFERENCES AND SATISFACTION

LEVELS WITH PICKUP COFFEE’S PRODUCT OFFERINGS IN QUEZON CITY

Researchers: Benedick Paras Jr.

Jeric Teodoro
Michael Giray
Nesliemar Lomibao
Paulo Madridejo

Degree: Bachelor of Science in Hospitality Management

Date of Completion:

This study examines consumer preferences and satisfaction levels with Pickup Coffee’s
product offerings in Quezon City, using a quantitative research design. Data were collected from
419 respondents through in-person surveys, paired with product sampling to enhance the
reliability of responses. The survey focused on critical factors such as product quality, pricing,
menu diversity, and customer experience.

Results reveal that product quality and affordability are the most influential factors driving
consumer preferences. A significant majority of respondents expressed satisfaction with the taste,
consistency, and accessibility of Pickup Coffee’s products. Although such a study found menu
item variety and customization to have gaps for health-conscious customers, other feedback
during product sampling included interest in season-specific and new products that should help
the restaurant increase loyalty and draw new customers in.

The findings emphasize the importance of continuous adaptation to evolving consumer

demands. To address identified opportunities, the study recommends expanding the menu to
include more diverse and health-oriented options, leveraging product sampling events as a
marketing tool, and optimizing pricing strategies to appeal to various demographics. These
measures can strengthen Pickup Coffee’s market position and ensure sustained customer loyalty
in the highly competitive coffee industry of Quezon City.

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 TABLE OF CONTENTS
Page

Title Page i

Endorsement Form for Final Defense ii

Approval Sheet iii

Acknowledgements iv

Abstract v

Table of Contents vi

List of Tables vii

List of Figures viii

CHAPTER 1: Introduction 9

A. Background of the Study 9-11

B. Research Questions 12

C. Research Objectives 13

D. Significance of the Study 13-14

E. Hypothesis 14

F. Review of Related Literature 14-29

G. Theoretical/Conceptual Framework 30-32

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Chapter II: Methods 33

Research Design 33

Sampling Technique 33

Research Instrument 34

Data Gathering Procedures 35

Respondents of the study 36

Chapter III: Result

Demographic 37-40

Sub Question 1: 41-42

Sub Question 2: 42-48

Significant Relationship 49-54

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Chapter IV: Discussion 55

Summary 56-57

Conclusion 57

Recommendations 57-58

Appendices

Gant Chart 59

Expenses 60

Research Questionnaire 61-63

Resume 64-73

Research Journey Documentation 74-75

References 76-81

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 CHAPTER 1

Introduction

Consumer preferences and levels of satisfaction are key factors to a brand's success. Pickup Coffee
strives to provide the greatest coffee experiences for its consumers. However, in a more
competitive marketplace with a broader palette of tastes it becomes imperative to understand
consumer preferences and how they may impact customer satisfaction with Pickup Coffee's coffee
assortment. Grab a cup of coffee. We are going to examine the range of the product and its quality
and the depth of the range which includes some coffee and brewing combinations. Another thing
pricing strategies will be analyzed to determine whether they meet customer expectations and
perceived value.

Another important component of satisfaction is customer service. We can realize how much
customer service can make or break the whole customer experience by looking how efficient and
pleasant the service is. Also, we will look at how consumer enjoyment is related to availability of
the product whether it is easily available through stores or online or even using delivery services
Brand perception is such a large factor in customer loyalty. As far as the image advertising and
emotional tie to its demographic goes Pickup Coffee. Customer feedback will point out things that
need to be changed and will also show what is being done right.

Background of the Study

The coffee industry has experienced powerful growth and change resulting from the evolution of
consumer preferences, which now align more towards pleasure. Traditionally, a narrow set of
modes had governed coffee consumption. Market menu offerings gradually became more
diversified to reflect specialty coffees, brewing techniques, flavors, among others. Consumers
today consider convenience and sustainability besides quality and flavor. These changes translate
into increases in demand for organically grown, fair-trade, and ethically sourced coffee, a growth
in specialty coffee shops, as well as popularity in the single-serve coffee maker. Other factors
influencing consumer behavior include price sensitivity, health consciousness, and social/cultural
impacts. Today, in the context of business competition, customer preferences or satisfaction levels

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are important in respect of competition in the coffee sector. Businesses are taking even more efforts
to deliver greater customer experience satisfaction through a variety of goods and complying with
principles related to ethics and environment to meet the changing requirements of the present
coffee user. In a fast-growing corporate world, especially in Indonesia, the corporate world is
currently becoming extremely competitive in the current era of advancement. This growth of the
coffee business is one of them. Indonesia is one of the world's largest producers and exporters of
coffee. After Brazil, Vietnam, and Colombia, it ranks fourth in the world in terms of coffee
production and exportation (As'ad & Aji, 2020).

Determining what impacts customer preference and the overall experience therefore calls for a
more comprehensive analysis of consumers' preferences and satisfaction levels regarding coffee
shops. In this dynamic industry where the demand for specialty coffee is continually on the rise
and expanding the coffee shop industry, companies have to continue making changes against
changing consumer needs. The quality of the coffee and the ambience of the store along with
customer service and cost, location, brand reputation affects consumers' preferences. These days,
the coffee industry has rapidly expanded after so many new coffee shops have been opened in
various locations. A survey (Hariyanto, 2019) shows that coffee shops in Indonesia have improved
by 23% in condition during 2019. The main reasons for this phenomenon are changes in lifestyle,
greater public interest in fine coffee and socializing at a coffee shop (Nurikhsan, 2019). Coffee
shops have become part of the cultural identity of the city and have functions beyond merely
serving coffee (Song et al., 2019). Customers can also engage in many activities with others,
including socializing with coworkers, negotiating terms with business partners, creating art, and
enjoying a warm ambiance (Ferreira et al., 2021).

Understanding consumer preferences and the level of satisfaction of customers with Pickup
Coffee's branch in Quezon City, the coffee shop, or stall by means of offers is crucial to satisfy
needs and improve general experiences it offers. Thus, this is the objective of the research. By
reviewing various criteria such as the quality of products, the timeliness of service, ambiance, and
price, coffee businesses can identify critical variables that affect customer's happiness. In the long
run, that information proves to be helpful for the companies to gain an upper hand in the market
as it empowers them to enhance client loyalty and adjust themselves to the shifting pattern of

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consumer preference. As Seong-Soo Cha and Bo-kyung Seo assert this research identifies which
aspects of customer satisfaction are more significant to customers when they are inclined to select
coffee shops. taste, price, brand, and atmosphere-the factors that customers consider more
significant when choosing coffee shops-were applied to testing. The connection between customer
satisfaction and repeat business was also explored. Therefore, it was found that variables such as
"taste," "price," "brand," and "ambiance" greatly affected satisfaction; moreover, it was also found
that there was a significant connection between satisfaction and revisit. However, the variables on
which coffee shops were chosen varied from group to group based on the psychological
consumption value. In the case of function-oriented consumers, the path-coefficients of price and
flavor had greater values for pleasure. This research will also be used as a guideline for future
research in terms of guiding researchers on the impact consumer preferences and levels of
satisfaction can have on that sector.

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Research Questions

The purpose of this study is to establish consumer preferences and satisfaction levels with Pick Up
Coffee's product offerings at selected Quezon City branches.

1. What is the demographic profile of the respondents in terms of the following:

1.1 Gender

1.2 Age

1.3 Branch/ Location

2. What type of Pickup Coffee products does customer prefer?

2.1 Price

2.2 Product

2.3 Promotion

2.4 Place

3. What is the level of satisfaction of customers towards their preferred Coffee type?

3.1 Price

3.2 Product

3.3 Promotion

3.4 Place

4. Is there a significant difference between their satisfaction to its branches?

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Research Objectives

1. To evaluate the demographic profile of customers in Pickup Coffee in Quezon City.

2. To determine the preferences on coffee products of Pickup Coffee in Quezon City.

3. To describe the Level Satisfaction of Pickup Coffee in Quezon City.

4. To assess the significant differences between customer preferences as to branches of Pickup

Coffee in Quezon City.

Significance of the Study

The study entitled, “Consumer Preferences and Satisfaction Levels with Pick Up Coffee's Product
Offerings in Quezon City." Future researchers are going to find great value in this study as it
explores the demographic profile of respondents and their preferences at pick up coffee Quezon
City.

The PICKUP COFFEE IN QUEZON CITY and OTHER BRANCHES; to know how the product
offerings to their studies in consumers preferences of the Pickup coffee and continuously innovate
according to satisfaction levels of the consumers.

The CAFETERIA and BUSINESS OWNERS; to know their reactions on how the customers
become satisfy and consumers preferences and to have an idea to improve their business based on
pickup coffee offerings and the satisfaction levels.

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The HOSPITALITY MANAGEMENT STUDENTS; to have an idea to first-hand information
regarding the cause of the consumers preferences and the satisfaction levels of the coffee to a
certain business organization.

FUTURE ENTREPRENEURS may gain immense value from this research as it enables them to
ascertain the most advantageous approach for their future business ventures.

FUTURE RESEARCHERS, the ideas presented may be used as reference data or be a guide in
conducting new researchers. The number of specific objectives should be enough to cover the
whole study.

Hypothesis

There is no significant difference to the level satisfaction among the 4 branches of Pickup
Coffee.

Review Related Literature

Foreign

Indonesia is currently one of the most potential markets for entrepreneurs in opening a coffee shop.
One of the original philosophies in Indonesia is Coffee, and that inspired Kopi Nalar in creating
its vision: showcasing the distinctiveness of Indonesian coffee and offering comfort to the people
in Jakarta. However, Kopi Nalar faced a number of challenges trying to keep his company viable.
Kopi Nalar's performance was quite great within the period of mid-2017 and early 2020. However,
during the beginning of 2020, the COVID-19 pandemic caused Kopi Nalar to decrease its sales
drastically. Due to the impacts caused by this pandemic, Kopi Nalar has never achieved such great
sales before, so there is a need for changes in the business plan. The selection factors that the
consumer should consider when the consumers want to go to a coffee shop are set by this interview,
survey, and previous research. In the given study, the AHP method was used in analyzing the
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meaning of optional criteria. Thus, relatively high preference towards product, location, service,
and marketing/promotion was done by coffee shops for the requirements. From this, a business
solution is drawn from the findings and added into the Kopi Nalar business plans. Tri Hendra
Widadi, & Dina Dellyana. (2023).

Starbucks is one of the internationally famous coffee shops with high market share in Finland. The
Finnish market presents a special environment because of its competitive environment, cultural
preferences, and customer expectations. Examining the drivers behind the pleasure and loyalty of
prospective customers within the Finnish franchise coffee shop will yield valuable suggestions for
further improvement of customer experience and fostering long-term customer loyalty. The article
researched variables that affected customer satisfaction at Starbucks stores by surveying potential
customers in Turku, Finland. The study concluded that management of the coffee shop had to be
aware of these characteristics if it was to improve customer happiness and loyalty. Some of the
issues researched by this study were proactive outlook on fair labor practices, competitive product
pricing amongst others. This thesis concludes with recommendations for focused management and
useful advice based on empirical research; it covers a study on prospective Turku Starbucks
customers. Chizari, Amirmoein (2024)

The study "Age and Generational Differences in Social Identity and Attitudes" is conducted by
the author, in cooperation with a colleague of the European Sociological Review and published in
2021. They investigated the processes of distinct social identities formed by young people and the
differences these identities make in attitude and actions and how age and generational difference
influence perspectives and understanding related to social issues in society. This study focuses on
the fact that the differences are prevalent between young and older generations concerning social
cohesion, political choices, and opinions due to the distinct social and cultural experiences of each
age group. The research talks about the rising number of studies that study the interrelationship
between age, identity, and behavior and underlines the ways in which these elements operate in
tandem to impact social forces and human actions across generations (European Sociological
Review, 2021).

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 A successful coffee shop should focus on providing high-quality service and creating a
positive client experience, rather than just operating a simple coffee and beverage business in the
face of fierce competition in today's market. Few research has examined the determining elements
of customer happiness and behavioral intention of chain coffee shops, whereas previous studies
have mostly focused on the subject of customer satisfaction and restaurant behavior. The
DINESERV model and the perceived service quality theory are useful tools for predicting
customer satisfaction and behavioral intention, so 385 customers of the first Starbucks Reserve
flagship location in China were used as survey subjects in this study. According to the finding’s,
perceived value is positively impacted by service quality in a partially meaningful way.
Customers' perceptions of value and the quality of the services they receive are both positively
correlated with customer satisfaction. The behavioral intention of customers is positively
impacted by their level of satisfaction. These findings suggest that in order to increase customer
satisfaction, businesses should fortify the emotional ties that bind customers to them and enhance
the dependability, assurance, and empathy of perceived service quality. This will help to improve
consumers' emotional resonance with the Starbucks brand. In addition, it ought to encourage
Chinese customers' symbolic perceived value for Starbucks in order to achieve the long-term
growth of coffee shops and customer loyalty. In the context of nations that do not regularly
consume coffee, this study adds to the body of knowledge regarding the behavioral intention,
perceived value, and service quality of coffee chain organizations. Additionally, it offers case
support for multinational catering chain businesses' operations and research on local cultural
consumption patterns.

This study aims to investigate whether customer happiness at Coffee Bean & Tea Leaf
Surabaya or Maxx Coffee Surabaya is positively impacted by consumer-based brand equity
(physical quality, staff behavior, self-compatibility, brand identification, and lifestyle
congruence). This study looked at 150 customers who had purchased coffee from Maxx Coffee
and 150 customers from Coffee Bean & Tea Leaf in Surabaya. The constructs and overall model
were analyzed using structural equation modeling. Customer satisfaction is significantly impacted
by staff behavior, ideal self-congruence, and lifestyle congruence, according to the study's
findings. Customer happiness is not much impacted by physical quality or brand recognition.
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Customer happiness is significantly impacted by staff behavior and physical quality in the
meantime. Customer happiness is not significantly impacted by ideal self-congruence, brand
identity, or lifestyle congruence. However, brand loyalty is significantly impacted by consumer
satisfaction.

The concept of attitude had an impact on consumer decisions since it was linked to the
concepts of behavior and belief. An attitude is a way for a customer to indicate how they feel
about an item, whether they like it or not, or how confident they are in the many advantages of a
product or service. This study was conducted using a survey method, which involved selecting
customers who happened to meet the researcher and were willing to participate in an interview at
a coffee shop. The study came to the conclusion that happy customers are devoted to a business
and can increase profits for the parties involved. In addition to taste, patrons of coffee shops in
Bengkayang are content if the services they receive benefit them, particularly if the environment
is cozy and internet access is available.

This research aims to determine whether customer satisfaction at the Bandar Lampung
coffee shop is influenced by the perceived value and quality of service. The study was carried out
at Bandar Lampung's ADIKSICAFE. Scholars have gathered data from every resource accessible.
Visitors to coffee shops made up all of the populations, and 100 samples were used. Analytical
approaches include validity and reliability tests, hypothesis testing, IE f tests (simultaneous),
partial t-tests, determinant coefficient tests, and multiple linear regression analysis tests.
According to the findings, customer satisfaction at Adiksi Cafe Bandar Lampung is positively and
significantly impacted by both perceived value and service quality. Customer happiness is
partially positively and significantly impacted by perceived value, and the same is true for quality
of service.

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 This study explores Malaysia's growing coffee-drinking culture, which has grown
significantly, especially among urban dwellers. A complex interaction of social and psychological
factors is responsible for the rise in coffee consumption, which is why this study aims to examine
how these aspects affect consumer preferences. In Bandar Sri Damansara, Kuala Lumpur, a
neighborhood known for its high concentration of coffee shops, the study used questionnaires to
collect information from 124 participants. The gathered responses were subjected to thorough
descriptive analysis and Pearson correlation using SPSS 21.0 in order to identify trends and
correlations between the variables. The results highlighted a number of important insights into
how psychological factors and social dynamics affect coffee-related consumer behavior. The
focus of the discussions was on clarifying these results in relation to the goals of the study and
revealing complex relationships between coffee consumption habits and individual psychological
features, social interactions, and demographic qualities. The study's ramifications for coffee
industry stakeholders include practical insights into customer preferences and market
developments in Malaysian cities. The study offers localized insights and adds to larger
conversations on Malaysian urban coffee cultures by concentrating on Bandar Sri Damansara. In
the end, this study advances our knowledge of the complex forces influencing the growing trend
of coffee consumption in urban settings by highlighting the critical roles that social influences and
personal psychological factors play in determining the preferences and behaviors of modern
consumers with regard to coffee consumption.

Due to the recent expansion in Malaysia's coffee market, local premium coffee shop owners must
have a competitive edge and comprehend the key factors that drive customers to visit their
establishments. The purpose of the study was to investigate how customer satisfaction with a local
premium coffee business in the Klang Valley was correlated with the quality of the food and coffee
services and products. A collection of survey questions was created for a quantitative investigation
that is now underway. In order to investigate the survival characteristics of the local premium
coffee shop in Klang Valley, Malaysia, the respondents who had dining experiences at the
establishment are asked to submit a survey.

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This article's main goal is to examine the extrinsic and intrinsic elements that mostly affect brand
preference, particularly for coffee. 400 members participated in direct interviews and an online
process using a professionally developed questionnaire to gather insightful feedback from
respondents. The data was interpreted using the straightforward percentage Garrett Ranking
technique. Four parameters in intrinsic factors—Brand Awareness, Perceived Quality, Taste
Perception, and Sense of Belongingness—have been found by this investigation. Price,
Availability, Packaging, Brand Communication, and Brand Prestige/Reputation are the five main
extrinsic elements that are directly responsible for evoking a brand preference. These nine
factors—age, gender, occupation, marital status, and monthly income—will fluctuate depending
on a number of variables.

Scholarly attention to consumer behavior in a traditional market is lacking. The purpose of this
study is to investigate how pricing, service quality, and product quality affect consumer happiness
in an Indonesian traditional market. The participants were guests of a colony of cafés and coffee
shops located in a traditional Jakartan market. Data was gathered at South Jakarta's Pasar Santa,
a historic market that has been transformed into a fresh idea to draw in younger customers. The
structural equation model and exploratory and confirmatory factor analyses were used to
investigate the data. Consequently, customer happiness was not greatly impacted by pricing,
service quality, or product quality. Three modified models are also provided in this study to
examine the function of each predictor variable. Our understanding of customer behavior in
traditional markets is improved by this study.

China's coffee industry is undergoing a sustainability-related transition. Scholars have largely

concentrated on well-known non-Chinese coffee brands, despite the media's coverage of several
new coffee brands in China. From the standpoint of an established coffee brand, these studies
continue to highlight the importance of the expanding middle class, which embraces coffee as a
component of a "exquisite Western lifestyle" and forms the antecedents of brand loyalty. These
antecedents might not immediately apply to new coffee businesses that must contend with the
shifting consumption patterns of younger Chinese consumers who place a premium on coffee's

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affordability and usefulness. This study examines the effects of E-brand and in-store experiences
on customer happiness and brand loyalty, as well as the part that customers' self-brand congruity
plays, all from a social service standpoint. An online survey of 332 Chinese consumers of new
coffee brands was used to evaluate the conceptual model empirically. Our findings imply that
customer satisfaction (CA) is influenced by both E-brand experience (EBE) and in-store
experience (SBE), with each link being mediated by self-brand congruity (SBC); CA mediates the
relationship between SBE and brand loyalty as well as between EBE and brand loyalty.
Additionally, younger study participants were more likely to become brand loyal and satisfied
with new Chinese coffee companies.

The study's objectives are to ascertain which characteristics customers value most in order to
attain customer satisfaction, as well as the degree of customer satisfaction or suitability for Kedai
Bento Kopi's goods and services, and which characteristics require the company's attention in
order to be improved. client contentment. The Bento Coffee Shop served as the site of this study.
Using the purposive sampling technique, 44 respondents make up the sample. information
gathered through direct correspondence and questionnaire distribution. This study employs a
descriptive methodology. According to the study's findings, the following characteristics of coffee
quality are ranked from large to small: coffee flavor formulation, coffee taste that is balanced
between bitter, sweet, and sour, and consistent coffee flavor in each serving. Employees who offer
drink recommendations to customers who are unsure about their menu options have the highest
percentage of service quality performance when categorized by qualities. The greatest degree of
customer satisfaction with product quality is found in the following attributes: Features Customers
like cold drinks (56.4%), the lowest characteristic is the cost of a coffee bento (16.3%), and the
presentation of Bento Coffee items (27.3%).

Satisfaction is the degree to which a person compares the performance (service) of a product with
what they expected. The aim of this research was to find out how consumer happiness was affected
by pricing, location, promotion, product diversity, service quality, and product quality. This
research follows a quantitative approach. The customer "P" from the Semarang location of Coffee

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Gajahmada is taken as the sample. Purposive sampling was used in the sampling technique; data
sources were solicited through the use of closed-ended questionnaires. Multiple linear regression
analysis was the strategy used to analyze the data. Because all independent variables have a
significant probability value less than 0.05, the findings of the hypothesis test demonstrate that
pricing, service quality, product quality, product diversity, promotion, and location all have a
positive and significant effect. 0.845, or 84.5%, was the coefficient of determination. Future
product diversity must be increased in terms of completeness, brand, and variety. Suryawardana
(2020)

Research aims to identify the characteristics that influence Coffee Bean's customers' willingness
to spend. In this study, WarpPLS 5.0 software was utilized as the analysis tool for structural
equation modeling. Testing of the outer and inner models was done before the analysis of the
hypothesis testing. The link between constructs and the research's latent variables, such as average
variance extraction, composite reliability, and discriminate validity, was investigated by outer
model testing. Convenience sampling was employed to obtain the data, and all consumers who
buy coffee beans at Pakuwon Supermall Surabaya were chosen at random. The findings
demonstrated that all of the hypotheses put out were accepted, with the exception of the one
regarding the lack of a substantial association between the products and willingness to pay.

Local

Coffee shops have also become the trendy hangout places of people of all ages, where
customers go to relax and even study. Coffee shops today, therefore, have also made the aesthetic
value of their establishment a key point in their marketing strategies. To explore the significance
of good design for Metro Manila coffee shops, researchers conducted a study. This specifically
aimed to determine if the aesthetic perceptions of the respondents differ by demographic profile
and if there is a significant difference in the importance rating on aesthetic design among coffee
shops. The system recorded the answers of 100 coffee shop customers as response to the survey
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questions designed by the researcher. Results showed that the male and female responded do
appreciate the pretty designs of the coffee shop. Another finding revealed that more of the students
visiting the coffee shop will, by any likelihood appreciate the atmosphere and ambiance more.
Moreover, they find arousal in the odor of the coffee. The appreciation of appealing design differs
insignificantly between gender (p < 0.98), age group (p < 0.23), and income level (p < 0.06), as
the value indicates. However, the worth of good design is very different since people visit coffee
shops frequently, p > 0.045. The authors find aesthetic design emphasis for the coffee shop
important, especially for beginner business developers as it greatly influences consumer behavior.
This, therefore, may boost the business and develop a good relationship with the customers.
Buenaventura (2024).

This market of coffee has been expanding since decades, and forecasts predict continued
global growth. Ensure the quality of the coffee is superior to that of the competitors, which is a
crucial ingredient of a successful coffee company. A company can also be successful based on their
customer loyalty, marketing strategies, and quality of the product. This paper used the descriptive
method of research to list a few coffee shop companies and analyze how they implement various
strategies to achieve operational sustainability. The respondents include 26 managers and staff
from three highly performing coffee shops in Cabanatuan City, Nueva Ecija, that have successfully
implemented techniques to sustain business operations. The owners will collect data through the
survey method and analysis of publicly available information as well as business websites. The
owners participated in the community and in daily events inside their stores. They offered quality
products, solicited business from social networking sites by accessing them through shops, offered
competitive prices, selectively located and had good ambiance; ensured good customer service and
personal touch, and marked some marketing differentiation points to build the brand. Valmonte
(2023).

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 The study focuses on online Trip Advisor ratings from 2017 to 2021 and examines
customer satisfaction at Bag of Beans Café and Restaurant in Tagaytay City. The purpose of the
study is to develop recommendations based on findings that can be implemented in response to
unfavorable evaluations left by patrons of Bag of Beans Café and Restaurant Tagaytay City on
TripAdvisor. The research framework by Hashed Ahmed Nasser was employed by the
investigators. Hamid Mahmood Gelaidan, M. Salleh, and Salniza Bt Md in 2012. Four sections
make up the framework for increasing customer happiness. This study used a descriptive design
with qualitative research. Its research employed sentiment analysis of TripAdvisor reviews. In
order for the reviews to be included in the study, the researchers used a purposive sampling
technique, which has requirements. For clarity, simple frequency counts of the number of
favorable and unfavorable comments were conducted and displayed. Based on the majority of
positive internet evaluations, it can be concluded that most patrons of Bag of Beans are happy
with the establishment's performance. Having said that, the restaurant and café have put policies
and practices in place to guarantee that their customers receive excellent care. Furthermore, the
availability of online review platforms enables the hospitality and restaurant sector to evaluate
both favorable and unfavorable client experiences, assisting management in developing and
enhancing the services they provide for the benefit of the café and restaurant.

The café's main offerings include light meals, snacks, and refreshing drinks; coffee is its
best-selling item. Around Tagbilaran, Bohol, Philippines, this kind of business is gradually
growing. Customer loyalty, customer satisfaction, and corporate performance are all correlated
with customers. The purpose of this study was to examine how consumer happiness, particularly
in purposively chosen cafés, contributes to customer loyalty. Questionnaires were employed in
conjunction with the quantitative research strategy. Frequency, composite means, weighted
means, chi-square test, and Pearson correlation coefficients were used to statistically analyze the
collected data. There were 210 patrons from the purposefully chosen cafés among the responders.
The purposively chosen cafés' 210 patrons were among the responders. The findings indicated
that respondents were moderately pleased (MS) with promotion, very satisfied (VS) with the
product, price, location, and service quality. The findings also demonstrated a strong correlation
between client loyalty and customer satisfaction.
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 The rare and expensive coffee known as "Alamid" is made from the excrement of the
Philippine Palm Civet, or Paradoxurus philippinensis, a nocturnal mammal. Plants, especially the
red cherries of coffee trees, are consumed by palm cicets. It has been dubbed the priciest coffee
in the world because of the laborious procedures it goes through. This study examined Alamid
Coffee's marketing mix, specifically its product, price, promotion, and place, to ascertain how
customer perception affected the company's purchase intention. The researchers discovered that
consumers' perceptions of a product's marketing mix can impact their purchase intentions by
employing a quantitative correlational approach. Coffee drinkers interested in consuming local
products made up the study's respondents.

Yufiro Coffee is the topic of this study, which examines the changing coffee shop
landscape. Yufiro Coffee's marketing mix methods (7Ps)—product, price, place, promotion,
people, process, and tangible evidence—are examined to determine how they affect customer
satisfaction as part of their dedication to a comprehensive customer experience. The study's goals
are to ascertain the sociodemographic makeup of the participants, ascertain the opinions and
satisfaction levels of the customers, and provide a thorough improvement plan that will serve as
a guide for Yufiro Coffee and demonstrate its competitiveness in the neighborhood coffee market.
Customer satisfaction and marketing mix strategies were examined in this study using quantitative
research techniques. Using the seven Ps of the marketing mix, the descriptive study design
explains Yufiro Coffee's marketing mix strategies and customer satisfaction. One hundred
individuals who are Yufiro Coffee customers provided the data. The majority of participants are
therefore female and fall within the 18–22 age range. Following an analysis of the study's findings,
the individuals and procedures involved in marketing mix strategies demonstrate exceptional
client happiness and perception, leaving us with tangible proof, product, price, location, and
promotion that require improvement. The whole outcome presents a favorable impression,
suggesting that Yufiro Coffee is adept at fulfilling client demands and offering a genuinely
fulfilling experience.

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 The purpose of the study was to ascertain how brand experience, customer happiness, and
brand loyalty relate to a particular Panabo City coffee shop. Customer happiness and brand
experience were the study's independent variables. Sensory, emotive, behavioral, and intellectual
factors were used to gauge brand experience. Conversely, brand loyalty was the study's dependent
variable. The researchers used the descriptive correlation approach, random sampling, and mean
and Pearson-r as statistical methods to determine the study's sample size. The significant value of
(0.000) of the P-value, which is less than the alpha of 0.05, is linked to the computation's r-value
outcomes, which are 0.522, 0.397, and 0.460. It indicates that the variables have a substantial link
with one another. Stated differently, brand loyalty among certain coffee shops can be influenced
by consumer happiness and brand experience.

This study's primary goal is to identify the demographic profile of respondents on their
experiences and happiness with local coffee shops in Camarines Sur. Additionally, it aims to
evaluate the effects of ambiance and product on customer satisfaction. quality, cost, and
popularity; to assess the level of service provided by nearby coffee shops in terms of certainty,
tangibility, responsiveness, empathy, and dependability; evaluated the important discrepancy in
the evaluation of the elements influencing client satisfaction and service quality of neighborhood
coffee shops are categorized based on the profile characteristics and the significant connection
between elements influencing service quality and client satisfaction. As a result, our study
produced relevant data and identified trends that can inform the initiatives of nearby coffee shops.
as well as development-related initiatives. Based on the population's monthly total of 14, 667
customers, the researcher used a sample of 375 customers. Those who have used any of the goods
from a Camarines Sur coffee shop qualify as research participants. Regarding ambiance, product
quality, cost, and patronage, the neighborhood coffee shop in Camarines Sur enjoys a high degree
of consumer satisfaction. The degree of service quality was good in terms of assurance, tangibility,
responsiveness, empathy, and dependability. In the province of Camarines Sur, an action plan was
also put forward for the ongoing enhancement of the neighborhood coffee shop.

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 This study was carried out to determine how RJM's marketing mix affected customer
satisfaction.
Calamba, Laguna's Milk Tea Supplies serve as a foundation for development. By recognizing and
classifying Businesses at all levels may make lucrative marketing decisions by using the
components of your marketing mix. These choices benefit the business by strengthening its areas
of strength and reducing its weaknesses, making it more competitive and flexible in the
marketplace, and fostering more fruitful departmental and partner collaboration. This study's
primary goal is to examine how the marketing mix affects consumer satisfaction and RJM Milk
Tea's development. Materials. In this study, they employed purposive sampling to gather
information from 102 Customers of RJM Milk Tea Supplies were chosen at random and asked to
respond obtain reliable data for this study. Cavite was the most responsive, followed by Laguna
was next, followed by Batangas. The researchers employed a quantitative approach to meet the
literature's goals. According to the study's findings, there is a significant link between the four Ps
of the marketing mix and how customers perceive place and product. This relationship is smaller
than the 0.05 significance level, meaning that the correlation coefficients are significant. Customer
happiness is influenced by both the product and the location. It indicates that the findings and
outcomes between two variables are likely to exist. The findings indicate showing consumers'
opinions of the marketing's components do not differ significantly. mix, or the 4Ps.

A well-known beverage that has been widely enjoyed since 2011 is milk tea. The purpose of
this study was to use a conjoint analysis approach to identify the best favored combination of milk
tea qualities. In particular, the size of the tapioca pearls, the amount of sugar, the brands, the price
range, the type of milk tea, the inclusion of cream cheese, and the quantity of ice were all used in
this study. Consumer preference for milk tea was assessed using conjoint analysis using an
orthogonal design. According to the findings, pearl size was the most important factor to
customers (29.137%), followed by sugar content (17.373%), ice content (17.190%), drink type
(13.421%), and price (11.207%). Cream cheese inclusion (9.525%) and brand names (2.147%)
were the least important factors. The study's conclusions about consumer preferences for the
different qualities of milk tea will be helpful to milk tea companies. Lastly, the findings of this
study may be relevant to other beverage-related research projects around the world.
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 This study aims to address the disparities in coffee consumption motivation and awareness
of its impact on individuals. We will perform a review of previous research using 23 publications
that are being synthesized for this study. Taste, product design, ambiance, brand influence,
location accessibility, and pricing are the most popular customer preferences when it comes to
coffee purchases, according to the literature analysis. Customers' tastes will dictate which coffee
shops they choose to buy from and whether there are any disparities in the cost of coffee. The fact
that this study just examines consumer preferences for coffee shops is one of its limitations. Coffee
shop owners, customers, and stakeholders in various Jakartan neighborhoods will find value in
the study's conclusions. The results of this paper can be improved and confirmed in the future by
using both qualitative and quantitative research methods.

According to the profile of the coffee shop company in Batangas City, this research study
sought to ascertain the current state of the industry as a foundation for business operating
initiatives. Philippine city of Batangas. The study employed a descriptive research design. The
results showed that Batangas City's coffee shops have been in business for more than three years.
Regarding Coffee shop owners prefer college or associate graduates who are between the ages of
21 and 23 when it comes to staffing needs. As long as they make it through, applicants of any
gender are welcome. Since they must complete training before being permitted to participate in
the operation, a shortage of trained personnel is not an issue. Visitors who arrive late for their
reservation or fail to show up are not taken into account because management are focusing more
on the visitors who are there. During the operation, workers faced issues with insufficient payroll
and then duplication of labor.

Finding the elements influencing consumers' purchasing decisions at particular milk tea
shops in order to achieve sustainability is the goal of this study. The descriptive research design
was used in this study, and the data was analyzed using a Likert scale, weighted mean, and
percentage. The majority of responders are high school and college students, based on the data
collected. Milk tea is regarded by the majority of responders as a refreshing beverage to slake
their thirst. More significantly, customers desire a greater range of reasonably priced and healthful

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menu options. Based on the findings, the researchers advise milk tea establishment management
to concentrate on offering nutritious substitute components and providing nutritional information
to customers so they are aware of what is in their beverage. For the management to fully satisfy
and win over customers, they need provide outstanding tea goods that are reasonably priced and
of excellent quality.

The study's primary goal is to identify the elements that contribute to local coffee shops'
patronage. Additionally, this study looked into how homegrown coffee shops' marketing mix,
customer expectations, customer experience, customer happiness, and customer loyalty relate to
one another. Descriptive correlational and causal comparative approaches were used as the
research design in this quantitative investigation. In order to test hypotheses based on a postulated
causal model, the study used route analysis. 580 local coffee shop patrons in the Philippines'
Davao Region provided the data. Instruments included sets of questionnaires. To ascertain how
the marketing mix, customer expectations, customer experience, and customer satisfaction relate
to customer loyalty, Pearson product moment correlation was employed. To find the significant
predictor of customer loyalty, multiple linear regression was used. The path relationships between
the variables were examined using path analysis. According to the study's findings, consumers of
locally owned coffee shops gave high ratings to the marketing mix, customer expectations,
customer experience, customer happiness, and customer loyalty. This indicates that homegrown
coffee businesses in the Davao Region have high levels of consumer satisfaction and loyalty.
Customer loyalty was also strongly connected with the marketing mix, customer expectations,
customer experience, and customer satisfaction. This suggests that customer loyalty would be
directly impacted by the marketing mix, customer expectations, customer experience, and
customer happiness. In the meantime, client loyalty is significantly impacted directly by all
exogenous factors. All of the goodness of fit index requirements, including CMIN/DF, p-value,
TLI, CFI, GFI, RMSEA, and PCLOSE, were also met by the finished model.

This study's primary goals are to identify the demographic profile of respondents regarding
the customer experience and satisfaction of local coffee shops in Camarines Sur, evaluate the

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factors influencing customer satisfaction in terms of atmosphere, product quality, price, and
customer loyalty, and evaluate the service quality of local coffee shops in terms of empathy,
responsiveness, reliability, tangibility, and assurance. Additionally, the study will test for
significant differences in the factors affecting customer satisfaction and service quality of local
coffee shops when grouped according to the profile variables, as well as the noteworthy
correlation between the two variables. As a result, our study produced valuable data and identified
trends that might inform the creation of local coffee shop regulations and programs. Based on the
population's monthly total of 14, 667 customers, the researcher used a sample of 375 customers.
Those who have used any of the goods from a Camarines Sur coffee shop qualify as research
participants. Camarines Sur's neighborhood coffee shop enjoys a high degree of patron
satisfaction with regard to ambiance, product quality, cost, and patronage. The degree of service
quality was good in terms of assurance, tangibility, responsiveness, empathy, and dependability.
In the province of Camarines Sur, an action plan was also put forward for the ongoing
enhancement of the neighborhood coffee shop.

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Theoretical/Conceptual Framework

This study uses four Ps of marketing Product, Price, Place, and Promotion as the framework to
examine satisfaction levels in pick-up items from the coffee shop across Quezon City. The author
E. Jerome McCarthy puts forward for the first time the four Ps framework about how all these
factors require careful balance in order to satisfy the demands of their clients and ensure company
prosperity.

Product: A diversified pick-up coffee service will include a variety of coffees and non-coffee
drinks prepared to cater for most different consumer needs and preferences, underpinned by
customization and quality.

Price: The products are priced cheaply with a focus on providing value while maintaining
premium quality. Low-priced yet high-quality drinks, therefore, form part of the strategy for
targeting budget-conscious consumers.

Place: Pick-up Coffee is strategically located in high-traffic areas such as malls and airports,
complemented by mobile app-based ordering and delivery services.

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Promotion: Digital marketing campaigns, discounts on mobile applications, loyalty programs, and
limited-time offers are considered to engage and retain the customers.

This framework would allow all aspects of the pick-up coffee business to align to achieve
customer satisfaction and business growth.

Supporting Article: Kotler, P., & Armstrong, G. (2010). Principles of Marketing. This book
discusses the 4Ps framework and its application in modern businesses.

Conceptual Framework

The Input includes all types of references from past research or studies, results from survey
questions, and the participants of the study.

The Process consists of gathering and analyzing data through a survey questionnaire, assessing
the respondent’s demographic profile, assessing consumer preferences and satisfaction levels with
pickup coffee’s product offerings. The process includes assessing levels of satisfaction with these
product offerings to better understand their influence on the overall visitor experience.

The Output of the study is Consumer Preferences and Satisfaction Levels with Pickup Coffee’s
Product Offerings in Quezon City.

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 PROCESS

1. Data gathering through:

INPUT - Survey Questionnaire

OUTPUT
- Statistical treatment
 Survey - Data analysis
Consumer
results
Preferences and
2. Assessment in Consumer
Preferences and Satisfaction Satisfaction
 References
Levels with Pickup Coffee’s Levels with
Product Offerings in Quezon
Pickup Coffee’s
 Respondent City
Product
s of the
Offerings in
study 3. Demographic Profile of the
Respondents in terms of: Quezon City
- Gender
- Consumers
- Age
-Branch/Location

4. What type of Pickup Coffee products

does customer prefer?

-Price 1.1 Product Type

- Product
- Promotion
- Place
5. What is the level of satisfaction of
customers towards their preferred coffee
type?.
- Price
- Product
- Promotion
- Place
6. Is there a significant difference
between their satisfaction to its
Branches?

Figure 1: Conceptual Paradigm of Relationship between Consumer Preferences and

Satisfaction Levels with Pickup Coffee’s Product Offerings

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 CHAPTER II
METHODS

In this chapter, the researchers show the information about the research design and even
the method Used in the given study. It discusses the procedure on how the study will be done like
sampling Technique, research instrument, data gathering and respondents of the study.

Research Design

Creswell stated, that a descriptive research design is a study that describes what the
characters of the population or phenomenon that is under study look like. Mostly designed to
provide a group or phenomenon with an understanding. This method calls for gathering data from
surveys, Interviews, or observation. Descriptive research designs answer “Who, What, When,
Where, and How.” The researchers used Descriptive Research design which is a type of
quantitative research because it aims to describe the phenomenon of Consumer preferences and
the satisfaction level.

This Research finds out which features potential customers need and expect, thus helping
out during Product development. It helps determine the value-added features versus those not
considered by consumers in their Decision-making to buy, which may help increase overall
customer satisfaction and also our goal Is to describe the preferences of consumers and their
satisfaction levels with Pick- up coffee Products in Quezon city and to know the types of pick-up
coffee products are most favored by Consumers and satisfied they are with these offerings.

Sampling Technique

The researchers used a convenience sampling procedure to collect information by asking

selected customers of pick-up coffee shops outside Quezon City. Although the method was

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efficient, it may not have represented the entire population because it tended to over-sample
frequent customers of those selected shops.

Research Instrument

Researchers used the Survey questionnaire to collect data it, this is useful when researchers
want to study or compare specific subgroups within the branches they chose. It usually

makes it easier for people who are taking part in research to share information with the person or
group doing the study.

To collect the necessary data; Researchers created a questionnaire with three main sections
aligned with relevant literature, and the research problem that was used as the primary
measurement tool. The Section 1 is on the demographics of the respondents and is intended to
elicit some basic information that would allow the response to be segmented and to a certain extent,
identify patterns based on the demographic variables.

The second part of the document discusses consumer preference and also contains a Likert
scale survey; scoring was as follows: 4 (Highly Preferred), 3 (Preferred), 2 (Less Preferred), and 1
(Not Preferred). The third section evaluates how satisfied the respondents are on a Likert scale in
which Four (4) Strongly Agree, three (3) Agree, two (2) Disagree and One (1) Strongly disagree.
These survey questionnaires were formally presented to the respondents.

Researchers want to know what the consumers prefer and how satisfied consumers are on
the different aspects. This Section will help the researchers know what they want, how satisfied
customers are with the coffee shop.

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Data Gathering Procedures

To collect the necessary data for the study, the researchers followed the data collection
Procedures, using both statistical and quantitative analysis approaches.

1. The researchers employed a questionnaire to collect the desired data. The researchers requested
permission from the Research Adviser to conduct a survey outside of the school premises. This
form of permission is gained with endorsement letters from the school’s adviser, coordinator, and
program head.

[Link] obtaining consent from the research adviser, the researchers administered the survey to the
chosen four pick-up coffee branches in Quezon City. Furthermore, validated questionnaires were
distributed to customers who purchased pick-up coffee and responded depending on their
knowledge and experience. Survey questionnaires delivered in person provide a more personalized
and participative approach of data collection.

[Link] the researchers had collected all of the data, they tailed the responses to all of the questions.
The collected data assisted the researchers in gathering additional knowledge about the topic. The
researchers guaranteed that the acquired data would be kept strictly secret. Gather the essential
Study data.

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Respondents of the study

Questionnaires are distributed to customers who purchased pick-up coffee and responded
depending on their knowledge and experience. A total of 419 respondents were conducted in four
branches, and a survey was conducted on 105 respondents at three branches and 104 respondents
at one branch. Data was collected using a survey questionnaire administered to all 419 respondents.

Respondents Population Customers who answered

Customer 420 419

Total 420 419

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 CHAPTER 3

Presentation, Analysis, and Interpretation of Data

Part I

Table 1

Respondents as to Gender

GENDER PERCENTAGE RANK

MALE 47.73% 2
FEMALE 52.27% 1
TOTAL 100%

As the table 1 shows, the majority of the respondents were female comprising of 219
(52.27%). Indicating a slight representation of female respondents. On the other hand, there were
200 (47.73%) male respondents.

The finding of the study is supported by, (Farhia Mohamed 2019) This research objective
was achieved using an online multiple-choice questionnaire by a cross-sectional study. Altogether,
1483 participants aged between 18 and 35 years answered the online questionnaire. The most
populous group of respondents falls in the 18-22 category with 93.66% n=944), with 351 males
(23.7%), and 1132 females (76.3%). 28.8% of males and 31% of female’s participants visit coffee
shops 1-4 times a month, followed by 1-6 times a week (27.6% males, 23.2% females). The most
consumed type of coffee among participants was Americano. Participants chose Starbucks as their
favorite coffee shops (n=763, 51.4%). 66.7% (n=989) of participants do not check the products'
nutritional facts before purchasing. As far as gender differences are concerned, women drink more
coffee and have more calorie knowledge compared to men.

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Table 2

Respondents as to Age

AGE PERCENTAGE RANK

18-20 13.60% 3
21-30 57.76% 1
31-40 21.00% 2
41-50 6.68% 4
51 and above 0.95% 5
TOTAL 100%

Table 2 shows the most respondent’s age is 21-30 category, with 242 (57.76%). Indicating
a significant representation of young adults. On the other hand, the smallest group is the 51 and
above age category, with only 4 respondents (0.95%), suggesting minimal engagement from older
adults.

The study "Age and Generational Differences in Social Identity and Attitudes" is
conducted by the author, in cooperation with a colleague of the European Sociological Review
and published in 2021. They investigated the processes of distinct social identities formed by
young people and the differences these identities make in attitude and actions and how age and
generational difference influence perspectives and understanding related to social issues in
society. This study focuses on the fact that the differences are prevalent between young and older
generations concerning social cohesion, political choices, and opinions due to the distinct social
and cultural experiences of each age group. The research talks about the rising number of studies
that study the interrelationship between age, identity, and behavior and underlines the ways in
which these elements operate in tandem to impact social forces and human actions across
generations (European Sociological Review, 2021).

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Table 3

Respondents as to Employment

EMPLOYMENT
PERCENTAGE RANK
STATUS
STUDENT 18.14% 2
EMPLOYED 70.41% 1
UNEMPLOYED 3.58% 4
SELF-EMPLOYED 7.88% 3
TOTAL 100%

As shown on the table 3, among the employment status of the respondents of Pickup
Coffee customer, employed individuals had a most numbers of respondents comprising of 295
individuals (70.41%) indicating a significant representation of working respondents. Hence, the
least number of participants were unemployed individuals with only 15 respondents (3.58%)

Employment status constitutes one of the most important demographic variables it gives
information on the socioeconomic conditions of the respondents and their actions. Fowler (2014),
in Survey Research Methods states that a well-designed set of questions with clear choices such
as employed, self-employed, unemployed, and retires must be used to retrieve data correctly. He
also points that frequency tables and percentage distribution are essential tools for presenting work
data, hence making a difference. This information may be related to study variables, like
workforce trends or socioeconomic factors, and give deeper analytical insights. Proper
categorizing and analysis of employment data boost the validity of research findings.

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Table 4

Respondents as to How often do you drink Pickup coffee?

How often do you drink

PERCENTAGE RANK
Pickup coffee?
Once per week 18.14% 3
2 to 3 times a week 53.94% 1
4 to 7 times a week 27.92% 2
TOTAL 100%

As the table 4 shows that most of the respondent’s drink Pickup Coffee 2-3 times a week.
representing 226 respondents (53.94%), indicating a strong customer engagement with the
product. On the other hand, the least of the respondents are those who drink Pickup Coffee once
per week with only 76 (18.14%) respondents.

The finding of the study is supported by (Nutrients 2024) The spreading knowledge of the
health benefits of coffee and the development of gastronomy with a wide range of coffees call for
assessment of their caffeine content against safe intake. The content of caffeine in popular coffees
was analyzed, compared against recommendations for safe single intake (200 mg) as well as
against guidelines recommended for daily intake (400 mg), and consumption of 3–5 cups a day.
A total of 299 coffee samples from franchise shops and homemade coffees were analyzed. The
"takeaway" coffees had a threefold higher mean caffeine content (p < 0.005) compared to the
homemade coffees. Americano coffee was the "strongest" (143 mg caffeine/serving on average),
while coffee prepared by pouring hot water over one teaspoon of ground coffee was the "lightest"
(23 mg caffeine/serving on average) (p < 0.05). More than 200 mg of caffeine per serving was
detected in 4% of samples. More than 400 mg of caffeine would be ingested by people drinking
"on the go" 4–5 servings of many types of coffee, except espresso. In this regard, home-brewed
coffees are safer. Therefore, recommendations for coffee consumption should be more pragmatic
and indicate not only the number of cups but also the "strength" of different types of coffee in
order to avoid the regular intake of high amounts of caffeine.
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Part II

Table 5

Consumer of Preferences

VERBAL
STATEMENT MEAN SD
INTERPRETATION
TEA 2.98 0.97 PREFERRED
HIGHLY
MILK- BASED 3.39 0.77 PREFERRED
HIGHLY
CLASSIC COFFEE 3.53 0.71 PREFERRED
HIGHLY
PICKUP SIGNITURE 3.58 0.66 PREFERRED
PASTRIES 2.57 1.06 PREFERRED
Overall Interpretation 3.21 0.83 PREFERRED
Legend:

Highly Preferred – 4.00 - 3.26

Less Preferred – 2.50 - 1.76

Preferred – 3.25 - 2.51

Not Preferred – 1.75 - 1.00

Table 5 shows that most of the customers’ highly preferred product is the pickup signature
with the highest mean of 3.58 and 0.66 standard deviation indicating that costumers generally
prefer Pickup Coffee product offering. On the other hand, pastries with a mean of 2.57 and 1.06
standard deviation still preferred but to a lesser degree compared to the coffee product.

The finding of the study is supported by (Ong 2021) The purpose of this study was to use
a conjoint analysis approach to identify the best favored combination of milk tea qualities. In
particular, the size of the tapioca pearls, the amount of sugar, the brands, the price range, the type

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FT-CRD-114-01| STI College Sta. Mesa
of milk tea, the inclusion of cream cheese, and the quantity of ice were all used in this study.
Consumer preference for milk tea was assessed using conjoint analysis using an orthogonal
design. According to the findings, pearl size was the most important factor to customers
(29.137%), followed by sugar content (17.373%), ice content (17.190%), drink type (13.421%),
and price (11.207%). Cream cheese inclusion (9.525%) and brand names (2.147%) were the least
important factors. The study's conclusions about consumer preferences for the different qualities
of milk tea will be helpful to milk tea companies. Lastly, the findings of this study may be relevant

to other beverage-related research projects around the world.

Part III
Table 6

3.1 PRODUCT
VERBAL
STATEMENT Mean SD INTERPRETATION
The quality of coffee that I received STRONGLY
3.1.1 3.60 0.54
satisfies my expectations. AGREE
I am satisfied with the variety of coffee STRONGLY
3.1.2 3.55 0.56
choices that Pickup coffee have. AGREE
I appreciate the customization option
STRONGLY
3.1.3 (e.g., milk alternatives, flavor add-ons) 3.27 0.80
AGREE
that is available at Pickup Coffee.
STRONGLY
Overall Interpretation 3.47 0.63
AGREE
Consumer of Satisfaction

Legend:

Strongly Agree – 4.00 - 3.26

Disagree – 2.50 - 1.76

Agree – 3.25 - 2.51

Strongly Disagree – 1.75 - 1.00

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 As shows in table 6, that most of the customers are strongly agree that they are satisfied
with the Pickup Coffee’s Product with a total mean of 3.47 and 0.63 standard deviation. It implies
that customers are generally satisfied with the quality of coffee they purchase as per their
expectations comprising a highest mean of 3.60 and 0.54 standard deviation. On the other hand,
some of the customers are also satisfied in terms of customization option available at Pickup
Coffee comprising a lowest mean of 3.27 and 0.80 standard deviation.

Satisfaction is the degree of feeling wherein an individual mentions the difference of

service received from the product and expected. The objective of this research is to establish if
the factors price, service quality, product quality, product variety, promotion, and location do
affect the level of customer satisfaction. This paper uses a quantitative method. The sample is the
customer "P" Coffe Gajahmada Semarang branch. The sampling technique used was purposive
sampling—in that sources of data were obtained through the distribution of closed-question
questionnaires. The data analysis technique used was multiple linear regression analysis.
Hypothesis test results show that price, service quality, product quality, product diversity,
promotion, and location have a positive and significant effect because all independent variables
have a significant probability value <0.05. The coefficient of determination showed 0.845 or
84.5%. In the future, it is required to increase product diversity in completeness, brand, and
variety. (Suryawardana 2020)

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Table 7

Consumer of Satisfaction
3.2 PLACE
VERBAL
STATEMENT Mean SD INTERPRETATION
I am satisfied with the Pickup coffee
STRONGLY
3.2.1 branch that I visited because it's 3.55 0.56
AGREE
accessible, clean and organized.
The Pickup coffee is located in a safe STRONGLY
3.2.2 3.55 0.61
and secure areas. AGREE
The Pickup coffee location has enough
3.2.3 signage to guide customer where to 3.22 0.79 AGREE
find the establishment.
STRONGLY
Overall Interpretation 3.44 0.65
AGREE

Legend:

Strongly Agree – 4.00 - 3.26

Disagree – 2.50 - 1.76

Agree – 3.25 - 2.51

Strongly Disagree – 1.75 - 1.00

Table 7 shows that most of the customers strongly agree that they are satisfied with Pickup
Coffee’s location, with a total mean of 3.44 and a standard deviation of 0.65. It implies that
customers generally satisfied the accessibility, cleanliness, safety, security and organization of the
branches they visit, with the highest mean of 3.55 and a standard deviation of 0.56 and 0.61. On
the other hand, some customers also express an agreement with the location signage to guide
customer where they can find the establishment with the lowest mean of 3.22 and 0.79 standard
deviation.

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 This study attempts to examine the influence of location, service quality, and store
atmosphere on purchasing decisions at Gedoh Coffee Singojuruh, both separately and combined.
Based on the result obtained in SPSS multiple linear regression analysis value of 0.768; it shows
that by location, service quality, and store atmosphere variables explain a variation of 76.8% in
the purchasing decision variable, and remaining 23.3% is due to other factors. This study revealed
that all three factors - Location, Service Quality, and Store Atmosphere - have positive and
significant impacts on Purchasing Decisions at Gedoh Coffee Singojuruh. (Aulia 2024)

Table 8

Consumer of Satisfaction
3.3 PROMOTION
VERBAL
STATEMENT Mean
SD INTERPRETATION
The loyalty programs offered by Pickup STRONGLY
3.3.1 3.53 0.59
coffee provide a good value for money. AGREE
I am satisfied on how Pickup Coffee
advertises their products and services on STRONGLY
3.3.2 3.35 0.68
different channels: (Mobile games, AGREE
Facebook and Instagram).
The mobile application that Pickup coffee
3.3.3 have is easy to use and helps me stay 3.25 0.77 AGREE
updated on special offers that they got.

STRONGLY
Overall Interpretation 3.37 0.68
AGREE

Legend:

Strongly Agree – 4.00 - 3.26

Disagree – 2.50 - 1.76

Agree – 3.25 - 2.51

Strongly Disagree – 1.75 - 1.00

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 As shown in Table 8, most customers strongly agree that they are satisfied with Pickup
Coffee’s promotional activities, with a total mean of 3.37 and a standard deviation of 0.68. It
implies that customers are strongly agree with the loyalty programs offered by Pickup coffee
provide a good value for their money comprising a highest mean of 3.53 and 0.59 standard
deviation. Hence, some of the customers are agree that they are still satisfied with the mobile
application that Pickup Coffee offered because it helps them to stay updated on special offers that
they can get which has a lowest mean of 3.25 and a standard deviation of 0.77.

The finding of the study is supported by (Singh 2024) Promotional activities can be of
great significance to the development and success of clinical laboratories. It enables them to
communicate their services to potential customers, build brand awareness, and achieve strategic
goals. Different elements involved in developing and implementing effective promotional
strategies are discussed in this chapter. Marketing communication is required to communicate the
laboratory proposition to target audiences through a combination of promotion strategies. For
effective promotion, promotion planning and strategies including situational analysis,
identification of marketing objectives, allocation of marketing budget, management of program
elements, measurement of effectiveness, evaluation, and follow-up are required.

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Table 9

Consumer of Satisfaction

3.4 Price
VERBAL
STATEMENT Mean
SD INTERPRETATION
I am satisfied with Pickup coffee because of STRONGLY
3.4.1 3.78 0.43
how cheap their products are. AGREE
The price of the coffee is reasonable for the STRONGLY
3.4.2 3.70 0.50
quality of the product they provided. AGREE
The Pickup coffee provides clear details STRONGLY
3.4.3 3.79 0.45
about pricing for add on or customizations. AGREE

STRONGLY
Overall Interpretation 3.76 0.46
AGREE

Legend:

Strongly Agree – 4.00 - 3.26

Disagree – 2.50 - 1.76

Agree – 3.25 - 2.51

Strongly Disagree – 1.75 - 1.00

As shown in Table 9, most customers strongly agree that they are satisfied with Pickup
Coffee’s pricing, with a total mean of 3.76 and a standard deviation of 0.46. It implies that
customers are generally satisfied that Pickup coffee provides clear details about prices for add on
or customizations, comprising a highest mean of 3.79 and 0.43 standard deviation. Moreover,
some of the customers express also a strong agreement to the price of the coffee is reasonable for
the quality of the product that Coffee Pickup provided with the lowest mean of 3.70 and 0.50
standard deviation.

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 Coffee farmers also tend to receive the smallest margins in the value chain. The farm gate
price and production costs determine coffee farmers' margins. Despite the differences in
production costs across coffee farms, regions, and countries due to different taxes, transportation
and input costs, the type of coffee grown, production methods, equipment, and technology
(Cadena, 2019, p. 13; Estrella et al., 2019), the overall pattern in coffee shows that input costs
rose 8% annually between 2015 and 2020, while prices advanced only 1% during the same period
(Keen, 2020). Therefore, some farmers break even, but others can barely cover the cost of
production (Estrella et al., 2019).

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Part IV: Is there a significant difference between customer satisfaction to its branches?

Table 11

SUMMARY OF STATISTICS FOR COSTUMER SATISFACTION PER BRANCHES

BRANCHES COUNT SUM AVERAGE VARIANCE
Robinson Magnolia 105 323.33 3.08 0.32
Total Kalayaan 105 378.33 3.60 0.24
Cyberpark Tower 1 104 379.33 3.65 0.26
Gateway Tower 105 360.94 3.44 0.26

Table 12

Significant difference between customer satisfaction in

terms of product to its branches
SOURCE OF SS df MS F P-value Decision
VARIATIONS
Between Groups 20.927 3 6.976
Within Groups 112.937 415 0.272 25.633 3.128E-15 Accept the Null
Hypothesis

TOTAL 133.863 418

Correlation at the level 0f 0.05 (two-tailed)

Since the P-value is greater than 0.05 level of significance, there is no significant
difference between customer satisfaction in terms of product to its branches. Thus, lead to accept
the null hypothesis.

The finding of the study is supported by farmland (2021) the interest in sustainable
products has increased by leaps and bounds, with organic goods especially gaining the spotlight

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due to the trend of sustainable societies. In contrast, the organic market in Japan still lags behind
the international trend with a mere 0.3%. The potential lies in the enhanced organic market due
to increasing consumer awareness with organic products such as coffee, tea, and snacks in
Japan. A model for consumer satisfaction can be proposed in this context based on E-commerce
customer reviews. The goal is service enhancement and new strategies through the basis of
customer preference so as to provide sustainable growth and improved customer satisfaction.

Table 13

SUMMARY OF STATISTICS FOR COSTUMER SATISFACTION PER BRANCHES

BRANCHES COUNT SUM AVERAGE VARIANCE
Robinson Magnolia 105 371.06 3.53 0.27
Total Kalayaan 105 366.00 3.49 0.27
Cyberpark Tower 1 104 366.69 3.53 0.24
Gateway Tower 105 368.53 3.51 0.27

Table 14

Significant difference between customer satisfaction in

terms of place to its branches
SOURCE OF SS df MS F P-value Decision
VARIATIONS
Between Groups 0.142 3 0.047
Within Groups 109.336 415 0.263 0.180 0.910 Accept the Null
Hypothesis

TOTAL 109.478 418

Correlation at the level 0f 0.05 (two-tailed)

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 Since the P-value is greater than 0.05 level of significance, there is no significant
difference between customer satisfaction in terms of place to its branches. Thus, lead to accept
the null hypothesis.

The finding of the study is supported by Buenaventura, (2024) Coffee shops have also
become the trendy hangout places of people of all ages, where customers go to relax and even
study. Coffee shops today, therefore, have also made the aesthetic value of their establishment a
key point in their marketing strategies. To explore the significance of good design for Metro
Manila coffee shops, researchers conducted a study. This specifically aimed to determine if the
aesthetic perceptions of the respondents differ by demographic profile and if there is a significant
difference in the importance rating on aesthetic design among coffee shops.

Table 15

SUMMARY OF STATISTICS FOR COSTUMER SATISFACTION PER BRANCHES

BRANCHES COUNT SUM AVERAGE VARIANCE
Robinson Magnolia 105 368.53 3.51 0.27
Total Kalayaan 105 368.53 3.51 0.27
Cyberpark Tower 1 104 366.69 3.53 0.24
Gateway Tower 105 368.53 3.51 0.27

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Table 16

Significant difference between customer satisfaction in

terms of promotion to its branches
SOURCE OF SS df MS F P-value Decision
VARIATIONS
Between Groups 0.020 3 0.007
Within Groups 109.272 415 0.263 0.026 0.994 Accept the Null
Hypothesis

TOTAL 109.292 418

Correlation at the level 0f 0.05 (two-tailed)

Since the P-value is greater than 0.05 level of significance, there is no significant
difference between customer satisfaction in terms of promotion to its branches. Thus, lead to
accept the null hypothesis.

The finding of the study is supported by Latras, (2019) The purpose of the study was to
ascertain how brand experience, customer happiness, and brand loyalty relate to a particular
Panabo City coffee shop. Customer happiness and brand experience were the study's independent
variables. Sensory, emotive, behavioral, and intellectual factors were used to gauge brand
experience. Conversely, brand loyalty was the study's dependent variable. The researchers used
the descriptive correlation approach, random sampling, and mean and Pearson-r as statistical
methods to determine the study's sample size. The significant value of (0.000) of the P-value,
which is less than the alpha of 0.05, is linked to the computation's r-value outcomes, which are
0.522, 0.397, and 0.460. It indicates that the variables have a substantial link with one another.
Stated differently, brand loyalty among certain coffee shops can be influenced by consumer
happiness and brand experience.

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Table 17

SUMMARY OF STATISTICS FOR COSTUMER SATISFACTION PER BRANCHES

BRANCHES COUNT SUM AVERAGE VARIANCE
Robinson Magnolia 105 368.53 3.51 0.27
Total Kalayaan 105 368.53 3.51 0.27
Cyberpark Tower 1 104 366.69 3.53 0.24
Gateway Tower 105 368.53 3.51 0.27

Table 18

Significant difference between customer satisfaction in

terms of price to its branches
SOURCE OF SS df MS F P-value Decision
VARIATIONS
Between Groups 0.020 3 0.007
Within Groups 109.272 415 0.263 0.026 0.994 Accept the Null
Hypothesis

TOTAL 109.292 418

Correlation at the level 0f 0.05 (two-tailed)

Since the P-value is greater than 0.05 level of significance, there is no significant
difference between customer satisfaction in terms of price to its branches. Thus, lead to accept the
null hypothesis.

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 The finding of the study is supported by Liliana Dewi (2022) This research aims to analyze
service quality, customer value, and price on customer satisfaction at Kopi Kenangan Shell. The
quantitative method was used as the methodology with questionnaires as the data collection to
100 respondents. Data analysis used SPSS 25 with research testing techniques including validity,
reliability, classical assumption, and multiple linear regression. The result found that service
quality had a positive and significant effect on consumer satisfaction, as seen from the t count > t
table (2,332 > 1,984). Price has a positive and significant effect on consumer satisfaction as seen
from the t-test > t table (4,170 > 1,984) and service quality, customer value, and price have a
positive and significant effect on customer satisfaction as seen from the regression equation Y =
0.656 + 0.348 X1 + 0.202 X2 + 0.316 X3. The research obtained the value of R square of 0.729
means that the independent variables in this study (service quality, customer value, and price)
significantly influence the dependent variable (consumer satisfaction) of 72.9%.

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 CHAPTER IV
DISCUSSION

This chapter had discussed the results from the research regarding customer’s interests and
satisfaction rates in Pickup Cafe Quezon city. This is the first part of a two-question task that
shows what your opinion on customers’ satisfaction can be. These insights are key for Pickup
Coffee to optimize its relationship with customers and stay competitive with the coffee shop
industry.

This age demographic is highly influential to the brand; a large cohort of aspirational
consumers prioritizing convenience, cost and versatility. With this data, Pickup Coffee could
create advertising campaigns that target particular audiences or even implement a loyalty program
that would encourage repeat business.

This chapter examines the conclusions of a study on consumer preferences and satisfaction
levels at Pickup Coffee in Quezon City. The findings provide valuable insights into the elements
that influence customer satisfaction and indicate opportunities for development to improve the
entire experience. With these perceptions the Pickup coffee can develop a good and healthy
relationships with consumers and can remain competitive in the business industry especially in
coffee shop industry.

Respondents aged 21-30 made a large portion among the participants, with the total of
57.76%. Among the genders, female is more than male, the gap is approximately equal illustrating
that Pickup Coffee is for any gender. These customers are important to their business’ success
because they obviously give value in convenience, budget-friendly, and customizations. The
Pickup Coffee may efficiently engage this demographic by making customized promotions or
loyalty programs based to their tastes. This may result in stronger bond while encouraging
consumers to revisit, which will lead to long-term business growth.

As regard with customers’ preferences, Pickup Coffee’s Signature blend was their most
popular product followed by their Classic Coffee. The findings indicate that consumers prefer
classic and high-quality coffee options. However, milk-based were particularly popular yet
pastries ranked lower that indicates for growth.
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Summary of Findings:

This research tried to assess consumer preference on Pickup Coffee's products and services while
determining the level of satisfaction from them in Quezon City. Some main findings are presented
as follows:

Demographics:

Majority of them are aged 21-30 years, totaling 57.76 percent, making up the major consumer
base.

More female than male customers as the score ranges 52.27percent female and 47.73percent male.

Customer Preferences:

The most favored drink, and thus product of Pickup, was the Pickup Signature Coffee, next was
Classic Coffee, denoting the consumption patterns for the traditional and high-end product quality.

Pastries seem to be least-preferred options of all, hinting that there are still improvements or
diversification left for this category.

Satisfaction Levels:

Pricing: Affordability and transparency received the highest positive rating with a mean score of
3.76.

Quality of Product: Customization options and the entire quality of coffee were rated to be among
the strengths with a mean score of 3.47.

Location: Access, cleanliness, and safety criteria of the branches received good ratings (mean
score of 3.44) but signage needed improvement.

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Promotion: Loyalty programs and advertisements were fair, but the mobile app needed
enhancements for better usability.

The service was found generally satisfactory; however, some inconsistency in responsiveness
across branches has also been observed.

Service Consistency:

These slight changes in satisfaction across branches only indicated that a standardized service
would ensure a consistent customer experience.

Conclusion:

The findings from this study indicate that Pickup Coffee manages to align all of its
offerings with customer expectations, particularly on pricing, product quality, and convenience.
This is more so, considering the fact that young adults 21-30 years account for most of the
customer base such that marketing and service efforts should target this specific group. Although
overall satisfaction has been reported, there are factors like responsiveness, branch-specific
service consistency, and signage that should be put under the spotlight. The non-coffee offerings
could also be developed, while the usability improvement of the mobile app could bring the
customer experience to a new level. The continued customer orientation will help Pickup Coffee
build loyalty while maintaining its competitive advantage in the market.

Recommendations

Consistency in Service:

Set up uniform training programs for all branches for the diverse population of customers to
experience the most consistent service.

Carry out regular audits and also have customer feedback to identify and address service gaps.

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Improve Product Innovation:

To amplify the offering for non-coffee drinkers, come up with more and enhanced range of
offerings such as pastries.

Introduce limited editions and entice the customers with the latest offerings during different
seasons.

Improved Visibility & Access:

Install new and clearer signage, alongside improved digital navigation tools, to enable ease in
locating the branches.

Enhanced Digital Engagements:

Updating and optimizing the Pickup Coffee mobile application to boost the quality-of-service
delivery and enhance its attractiveness among patrons.

Resources in Responsiveness for Staff:

Train and equip through training on keeping relevant programs on responsiveness and customer
service.

Deploy feedback mechanisms, such as suggestion boxes or digital surveys, to monitor and timely
improve the service.

Customer Loyalty Development Focus:

Scale up loyalty programs with personalized rewards and promotions meant specifically for the
frequent customers. If implemented, these recommendations will help Pickup Coffee and maintain
increased levels of customer satisfaction, which will translate into greater loyalty and solidify its
position against competition in the coffee shop industry.
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 APPENDICES

A. GANNT CHART

TASK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK WEEK
1 2 3 4 5 5 6 7 8 9 10 11 12 13

CREATING TITLE

CREATING
INTRODUCTION A
BACKGROUND OF
THE STUDY

CREATING SOP

CREATING
THEORETICAL
FRAMEWORK

CREATING
SURVEY
QUESTIONAIRE

VALIDATION OF
RESEARCH
QUESTIONAIRE

FINAL REVISION
OF RESEARCH
QUESTIONAIRE

SURVEY

DATA GATHERING
A STATISTICS
TREATMENTS

MAKING RRL

CREATING
CHAPTER 2&3

CREATING 4

FINALIZING OF
PAPER

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 APPENDIX B. ACTUAL RESEARCH EXPENSES

QUANTITY SPECIFICS APPROXIMATE ACTUAL COST

COST

4 Rim of bond paper Printing Paper 200 each 800

10pcs Ballpen 10 each 100

20x Jeepney Fare 20 each 400

20x Meals 100 each 2,000

1 Statistician Fee 4500 4500

5 Research Fee 900 each 4500

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 RESEARCH QUESTIONAIRE

CONSUMER PREFERENCES AND SATISFACTION LEVELS WITH PICKUP

COFFEE’S
PRODUCT OFFERINGS IN QUEZON CITY

Part I: Demographic Profile

Before proceeding, please provide the following background information. Place a (✓) in the
blank which corresponds to your profile.
Name: (Optional)

Age:
____18 - 20 years old ____21 - 30 years old ____31 - 40 years old
____41 - 50 years old ____51 and above

Sex: ____Female ____Male

Employment Status:
____Student ____Employed ____Unemployed ____Self-employed

How often do you drink Pickup coffee?

____Once per week ____2 to 3 times a week ____4 to 7 times a week

Branches:
____Robinson magnolia ____Gateway tower
____Cyberpark tower 1 ____Total Kalayaan

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Part II: What type of products do you prefer the most in Pickup coffee?
Kindly read the statements provided and put a (✓) in the box which best describes your
answer.
4 – Highly Preferred (HP)
3– Preferred (P)
2 – Less Preferred (LP)
1 – Not Preferred (NP)

Consumer Preferences 4 3 2 1
(HP) (P) (LP) (NP)
l Teas (Apple, Lychee, Peachy, Thaiger iced tea, etc.)
l Milk- Based Favorite (Matcha, Chai, Golden Latte,
Classic Chocolate, etc.)
l Classic Coffee (Americano, Dark Mocha,
Cappuccino,
Cold Brew, Latte, etc.)
l Pickup Signatures (Classic Milk Tea, Brown Sugar
Latte, Dark Chocolate Latte, Iced Caramel
Macchiato, Ube Latte, etc.)
l Pastries (Chocolate, Classic Cookie, Classic
Croissant, etc.)

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Part III: How does the consumer preference towards satisfaction in Pickup Coffee?
4- Strongly Agree (SA)
3– Agree (A)
2– Disagree (D)
1– Strongly Disagree (SD)

3. Satisfaction Level 4 3 2 1
(SA) (A) (D) (SD)
3.1 Product

3.1.1 The quality of coffee that I received satisfies my

expectations
3.1.2 I am satisfied with the variety of coffee choices that
Pickup coffee have
3.1.3 I appreciate the customization option (e.g., milk
alternatives, flavor add-ons) that is available at Pickup
Coffee
3.2 Place
3.2.1 I am satisfied with the Pickup coffee branch that I
visited because it's accessible, clean and organized.
3.2.2 The Pickup coffee is located in a safe and secure areas.
3.2.3 The Pickup coffee location has enough signage to guide
customer where to find the establishment
3.3 Promotion
3.3.1 The loyalty programs offered by Pickup coffee provide
a good value for money.
3.3.2 I am satisfied on how Pickup Coffee advertises their
products and services on different channels: (Mobile games,
Facebook and Instagram)
3.3.3 The mobile application that Pickup coffee have is easy
to use and helps me stay updated on special offers that they
got.
3.4 Price

3.4.1 I am satisfied with Pickup coffee because of how cheap

their products are.
3.4.2 The price of the coffee is reasonable for the quality of
the product they provided.
3.4.3 The Pickup coffee provides clear details about pricing
for add on or customizations.

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 RESUME

BENEDICK JR. P. PARAS

A-16 Bldg. 5 Bahay Caridad Bayani Street

Doña Imelda, Quezon City

Contact Number: 09300297154

Email: benedickjrparas2002@[Link]

OBJECTIVE:

Seeking a role, where I will be able to apply my skills when it comes to Hospitality Management.

Personal Information:

Age: 22 years old

Birthday: May 24, 2002

Civil Status: Single

Sex: Male

Citizenship: Filipino

Religion: Roman Catholic

Place of Birth: Ipil Santa Cruz, Marinduque

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FT-CRD-114-01| STI College Sta. Mesa
 EDUCATIONAL BACKGROUND:

2021-2023- Present STI College Sta. Mesa – Formerly Shaw

Bachelor of Science in Hospitality Management
2018-2020 PNTC Colleges
General Academic Strand
2014-2017 Ipil National High School

2008-2013 Ipil Elementary School

SKILLS

 Can work independently or with a team.

 Passionate, cooperative, and hardworking.

REFERENCE:
Joseph L. Lozanta
Purposive Communication Teacher
09508307830

___________________
Benedick Jr. P. Paras
Applicant

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FT-CRD-114-01| STI College Sta. Mesa
JERIC J. TEODORO
Address: 300 Matimtiman St Tondo Manila
jericjteodoro@[Link]
09913247299

_____________________________________________________________________
Objective:
To obtain a position where I could effectively apply my skills and knowledge I’ve learned
and to give an opportunity to work productively and accurately in your company.

Education:
Tertiary: SY: 2021- On going
STI Sta Mesa College
Bachelor of Science in Hospitality Management
Secondary: SY: 2018-2020
The National Teachers Colleges
627 L. Nepomuceno St., Quiapo, Manila
SY: 2014-2018
Jose Abad Santos High School
Numancia St., Binondo, Manila
Elementary: SY: 2008-2014
Pedro Guevara Elementary School
San Fernando-San Nicolas, Binondo, Manila

Skills/Characteristics:
• Knowledge in Kitchen
• Capable to work for a long time
• Hardworking and Trustworthy
• Knowledgable in Microsoft

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FT-CRD-114-01| STI College Sta. Mesa
WORK EXPERIENCE:
● Housekeeping at 99 Hotel Quiapo St., Manila, Metro Manila
● Messenger at Magcoop 473 United Nations Avenue Manila.

PERSONAL INFORMATION:
Place Birth: Manila, Philippines
Height: 5’6
Date of Birth: July 30, 2002
Weight: 50 kg
Gender: Male
Nationality: Filipino
Religion: Catholic

Character Reference:
Lance Morris Acampado
Technical Support Representative
09212440334

Gerardo P. Gatus, MAEd

ACCESS Computer College
09178612366

*UPON REQUEST*

I hereby certify that the above information given are true and correct as to the best of my ability.

Mr. Jeric J. Teodoro

Applicant

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FT-CRD-114-01| STI College Sta. Mesa
Michael Paloma Giray

Muncada Street, Brgy. Bay-bay

Laoang, Northern Samar, Phillipines

Contact No.: 09627919785

Pangsnorferb@[Link]

OBJECTIVE

To broaden my knowledge and introduce myself to a variety of task and responsibilities, as well
as to continue the process of developing my abilities

EDUCATIONAL BACKGROUND

Tertiary Education

STI College 2024 – Present

Sta. Mesa, Manila, Metro Manila

Bachelor of Science in Hospitality Management

Upper Secondary Education 2015 – 2020
Laoang National Technical High School

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FT-CRD-114-01| STI College Sta. Mesa
Primary 2009 – 2015

Laoang 1 Central Elementary School

SKILLS

Time Management
Work well with team
Organization and Prioritization
Cooking

I hereby certify that all the aforementioned information is true and correct to the best of my
knowledge.

Michael Paloma Giray

Applicant

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FT-CRD-114-01| STI College Sta. Mesa
LOMIBAO, NESLIEMAR O.

Address: 193 Jasmine St. Purok 4 Pineda, Pasig City

Email: lomibaoneslie@[Link]
Contact no. 09395830446

Objective:
To broaden my knowledge and introduce myself to a variety of task and responsibilities,
as well as to continue the process of developing my abilities

Education
Tertiary: SY: 2021- On going
STI College
(Bachelor of Science in Hotel Management)
[Link] Manila
Secondary: SY: 2019-2021
Kapitolyo Senior High School
San Ignacio St. Kapitolyo High School
SY: 2015-2019
Kapitolyo High School
San Ignacio St. Kapitolyo, Pasig
Elementary: SY: 2009-2015
Pineda Elementary School
Banaag St. Pineda, Pasig

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FT-CRD-114-01| STI College Sta. Mesa
Skills/Characteristics:

 Adaptive
 Capable to work in long time.
 Hardworking and Trustworthy

Work Experience:

 Packer in manggahan pasig city.

Personal Information:

Place of Birth: Manila

Height: 5’5
Date of Birth: August
Weight: 77 kg
Gender: Male
Nationality: Filipino
Religion: Roman Catholic
Character Reference:
Nico Orolfo
Naval architect in navotas
092177683348
*UPON REQUEST*

I hereby certify that the above information given are true and correct as to the
best of my knowledge.

Mr. Lomibao Nesliemar

Applicant

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FT-CRD-114-01| STI College Sta. Mesa
MADRIDEJO, PAULO P.
158 Sto. Nino St. Pineda, Pasig City
paupaumadridejo@[Link]
09692054095

_____________________________________________________________________
Objective:

To obtain a position that would allow me to use the knowledge and abilities I've acquired
in a productive way and provide me the chance to work accurately and successfully for your
company.

Education:

Tertiary: SY: 2021- On going

STI Sta Mesa College
Bachelor of Science in Hospitality Management

Secondary: SY: 2019-2021

Kapitolyo Highschool
San Ignacio St. Bo. Kapitolyo, Pasig City

SY: 2015-2019
Kapitolyo High School
San Ignacio St. Bo. Kapitolyo, Pasig City

Skills/Characteristics:

• Knowledge in Kitchen
• Capable to work for a long time
• Hardworking and Trustworthy
• Knowledgable in Microsoft

WORK EXPERIENCE:
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 ● Bartender at Wild Cocktails Mobile Bar

PERSONAL INFORMATION:
Place Birth: Pasig, Philippines
Height: 5’7
Date of Birth: September 27, 2002
Weight: 50 kg
Gender: Male
Nationality: Filipino
Religion: Catholic

Character Reference:
Aries De Leon
OIC at Wild Cocktails
09066806239

Rosendo Aguirre
AMA College
09686206239

*UPON REQUEST*

I hereby certify that the above information given are true and correct as to the best of my ability.

Mr. Paulo P. Madridejo

Applicant

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 RESEARCH JOURNEY DOCUMENTATION

A. Validation

B. Survey

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 75
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References:

A. Literature

Widadi, Tri Hendra, and Dina Dellyana. "Proposed business strategy for coffee shop based on
customer preferences." Fair Value: JurnalIlmiahAkuntansi dan Keuangan 5.8 (2023):
32913305.[Link]
awF
T76xleHRuA2FlbQIxMAABHWjXKrW9uUcF32CMjMwWzM6emTjp0Urd6ohUXUNuum5b
WAnwaBzTvv8wMg_aem_Yscn0L1Seu_NoIbpBpAaGg

Chizari, Amirmoein. "Factors affecting customer satisfaction in Starbucks coffee shops: a study on
potential customers in Turku, Finland."
(2024).[Link]
AABHb4L7vhijhX4e8p8dVVUsci_pCyNHr9sLsIXqwn8XkSX-
G0oR1hI1F50ZA_aem__8TbCy8UWSfBQPkgi4Q3Jw

Salsabillah, A. R., Bahari K, H.., & Mustikasari, F... (2024). Product Quality, Service Quality,
Price, and Location Influence Towards Coffee Shop Customer’s Satisfaction. Management
Studies and Entrepreneurship Journal (MSEJ), 5(1), 1408–1423.

[Link]

Ge, Y.; Yuan, Q.; Wang, Y.; Park, K. The Structural Relationship among Perceived Service
Quality, Perceived Value, and Customer Satisfaction-Focused on Starbucks Reserve Coffee
Shops in Shanghai, China. Sustainability 2021, 13, 8633. [Link]

[Link]

Murhadi, Werner R., Dudi Anandya, and Arif Herlambang. "17th International Symposium on
Management (INSYMA 2020)." (2020).

[Link]

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Manggu, Blasius, and Sabinus Beni. "Attitudes And Consumer Satisfaction Against Purchasing
Decision Making at Coffee Shop." Proceedings of the 1st International Conference on Economic
and Education, ICON 2021, 14-15 December 2021, Padang-West Sumatra, Indonesia. 2022.

[Link]
titudes+And+Consumer+Satisfaction+Against+Purchasing+Decision+Making+at+Coffee+Shop
&ots=X58LKELGFs&sig=cXidNbhlj_UgVi-eoErOjNVVMUo

Oktavia, F., & Indriyani, S. . (2022). PERCEPTION OF VALUE AND QUALITY OF SERVICE
TO CUSTOMER SATISFACTION AT COFFEE SHOP IN BANDAR LAMPUNG. Peradaban
Journal of Economic and Business, 1(1), 17–24.

[Link]
0CMTEAAR32wKb_c6Wl-
Gg5aeVvQpH4Pfaeh8PN72RgNWV8XwsZ0ToZw_LWxkNRCPo_aem_J08viU-
hoi58DV_eSzVKxQ

Ali, Najua Mohd, et al. "Understanding Consumer Coffee Preferences." Gading Journal for
Social Sciences (e-ISSN 2600-7568) 27 (2024): 42-49.

[Link]

Thomas, Andreal Joann, O. S. H. Chris, and R. Ramasamy. "Influence Factors of Customer

Satisfaction in Coffee Industry in Klang Valley." Qualitative and Quantitative Research
Review 6.2 (2021): 120-144.

[Link]
ER_SATISFACTION_IN_COFFEE_INDUSTRY_IN_KLANG_VALLEY

Varman, Satheesh, and R. J. Sudarvel. "A STUDY ON CONSUMERS'BRAND PREFERENCE

TOWARDS COFFEE IN COIMBATORE DISTRICT." Turkish Online Journal of Qualitative
Inquiry 12.4 (2021).

[Link]
Ascholar&id=ebsco%3Agcd%3A160417700&crl=c&link_origin=[Link]

Suhud, U., Allan, M., Wibowo, S. F., Sabrina, E., & Willson, G. (2019). Measuring customer
satisfaction of a café and coffee shop colony at a traditional market. Journal of Foodservice
Business Research, 23(1), 78–94.

[Link]
W0CMTEAAR1vVAYKVxZLKaWmcWRxAujZgJV3vmJU2Cm90VuZ3_X6f0T0I5ICqtBbRZs
_aem_P8_ZqPDNsVpr3AcaW6wEdA
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Pu, Yibei, Norzaidahwati Zaidin, and Yaodong Zhu. "How do e-brand experience and in-store
experience influence the brand loyalty of novel coffee brands in China? Exploring the roles of
customer satisfaction and self–brand congruity." Sustainability 15.2 (2023): 1096.

[Link]
1050/15/2/1096?fbclid=IwZXh0bgNhZW0CMTEAAR19WCXnrOmmCRkAz7RJls6azgFUpa4-
JTnMgJB4keg0qIGgRMCSJBwAHrk_aem_JRIWarqQ8ESnIvCHX2bw3A

Lestari, Retna Dewi, Intan Lukita Sari Intan, and Zainul Muttaqin. "ANALYSIS OF COFFEE
CONSUMER SATISFACTION AT “KEDAI BENTO” IN SOLO, SALATIGA, AND
YOGYAKARTA BRANCH." Proceeding of International Conference on Science, Health, And
Technology. 2022.

[Link]

Suryawardana, E., & Nurdeagraha, D. (2020). Analysis of Factors that Increase Customer
Satisfaction Coffee Products. Journal of Digital Marketing and Halal Industry, 2(2), 155-166.

[Link]
MTEAAR3UzScBiAmoO5wNHkO1euWAD0zo6h8sLRMrPNT50nPv_C5VPPZ5Yv5S1Ps_aem
_Q4gBxTSK8Z7oyV2EMDKvRg

Setya, Budi Indra, and Harsono Soni. "The effect of brand image and product on customer
satisfaction and willingness to pay at coffee bean Surabaya." Russian Journal of Agricultural and
Socio-Economic Sciences 73.1 (2018): 146-154.

[Link]
and-willingness-to-pay-at-coffee-bean-
surabaya?fbclid=IwZXh0bgNhZW0CMTEAAR2EGRwN2Pt1jrw1pQfbCOEpwB4g4hoJ_rwTdl
vWKXityEp-C3SkrSoz4g8_aem_AYwzEgrfTu3ygAh3y6mW-g

B. Literature

Obenza, Blezelda R., and Rhio Buenaventura. "Value of Aesthetic Designs in Two Coffee Shops
in Metro Manila: Inputs for New Business Developers."
(2024).[Link]
wo_Coffee_Shops_in_Metro_Manila_Inputs_for_New_Business_Developers

Valmonte, Mary Grace R., et al. "Business Strategy Analysis of Caffeinated & Co., Starbucks and
Coffee Project in Cabanatuan
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FT-CRD-114-01| STI College Sta. Mesa
City."[Link]
jawFT7_NleHRuA2FlbQIxMAABHb4L7vhijhX4e8p8dVVUsci_pCyNHr9sLsIXqwn8XkSXG0
oR1hI1F50ZA_aem__8TbCy8UWSfBQPkgi4Q3Jw

BOLANTE, C. A. R., SALCEDO, E. N. M., SUBTENIENTE, J. M. G., & ESPLANADA, D. E.

(2022). SENTIMENT ANALYSIS ON TRIPADVISOR REVIEWS OF CUSTOMER
SATISFACTION IN TAGAYTAY CITY FROM 2017-2021. Quantum Journal of Social Sciences
and Humanities, 3(5), 42–56.
[Link]

Cuñado, Allen Joshua P., et al. "Determining the Role of Customer Satisfaction in Gaining
Customer Loyalty among Cafés." University of Bohol Multidisciplinary Research Journal 8.1
(2020): 74-85.
[Link]
faction_in_Gaining_Customer_Loyalty_among_Cafes?fbclid=IwZXh0bgNhZW0CMTEAAR1Q
StG2fHScHUMrq6eX7dPxZac4umpdvzEguP_gStc3fq_FgPaRbXY9lGs_aem_5Yi4y_DesAqcLa
uKMh-TZw

Paulino, Bernardine Margaret A., et al. "Customer Perception and Purchase Intention on Alamid
Coffee: A Marketing Analysis." (2022): 1-16.
[Link]
CHASE_INTENTION_ON_ALAMID_COFFEE_A_MARKETING_ANALYSIS

ADUANA, IVHAN G., et al. "MARKETING MIX STRATEGIES TOWARD CUSTOMER

SATISFACTION OF YUFIRO COFFEE IN TANZA, CAVITE: BASIS FOR ENHANCEMENT
PLAN OF MARKETING MIX STRATEGIES."
[Link]
dRvhlHA_JiHH-hd8VTcMP7XxMHElJJoA5d7-rhzuqzijgLi2sA_aem_5Z6jNVblzxSP1iypxZ-
Gkw

Latras, Robert. Service Quality and Customer Satisfaction among selected Computer Shop in
Panabo City. Diss. UM Panabo College-Learning Information Center, 2019.
[Link]
AAR0Mhdwq_S3cQ1AVzFpZGHyf_w3ZJDSydK1bxLhLm9OSCqNRsjMtlRmzq2Q_aem_aHc
vHMIzxi1Y6YP3u-f5dg

Paniterce, Dan Mark, and Alex Ylagan. "Service quality and customer satisfaction of local coffee
shops in Camarines Sur." International Journal of Research 10.5 (2022): 1-10.
[Link]
MTEAAR1ja3OHeqrZ3jQmWyyy-36Mi7mjQuGqjNL3gAOgjxKl5gdcCO-
yrQFSXLM_aem_Zz2062lnrMUOfEq1LkX-hw

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Juguilon, Kenneth John Ian S., et al. "Marketing Mix Effect on Customer Satisfaction of RJM
Milk Tea Supplies-Calamba Laguna Basis for Improvement." LPU-Laguna Journal of Business
and Accountancy 4.2 (2022): 1-1.
[Link]
[Link]?fbclid=IwZXh0bgNhZW0CMTEAAR3aKC1lZkj-WtjolvG1BNxJLa5KBfL_rK-
9gZk_kicQU3ZgyArELhVL5bo_aem_vfU4PO9SP43UIoXiXNaORA

Ong, Ardvin Kester S., et al. "Consumer preference analysis on attributes of milk tea: A conjoint
analysis approach." Foods 10.6 (2021): 1382.
[Link]
8158/10/6/1382?fbclid=IwZXh0bgNhZW0CMTEAAR0Aw7qdMg32mHEPgDGLQc69V01M-
4FIl0t6-JChITYTAqKrhxyJ-pbakO0_aem_17spVIN0AMYNt2XAcpgBwg

Ong, Ardvin Kester S., et al. "Consumer preference analysis on attributes of milk tea: A conjoint
analysis approach." Foods 10.6 (2021): 1382.
[Link]

Himawan, Adrian Gautama, and Raden Aswin Rahadi. "Customer preferences on coffee shop
consumptions: A conceptual model." ADVANCED INTERNATIONAL JOURNAL OF BUSINESS,
ENTREPRENEURSHIP AND SME'S (AIJBES) 2.3 (2020): 19-32.
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EAAR0hvxaxON9oQ5WXxOZXYR5d3q7h7pAzgU8sGAzhXI_xWwq-d-
vqs1O1yrE_aem_LAXsSd5WhKEo1sztmoG17g

Barlan Jr, Leoncio F. "Status of coffee shop business in Batangas city: Basis for business
operation initiatives." International Journal of Academic Research in Business and Social
Sciences 3.8 (2013): 351-361.
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LUbwSmL2JZrBtotYSfGyCe1Jb6jiNokohL7V5TtQg8HvgOAlQ_aem_QVm7KiI46GWqP0MX
c0rBUQ

Lee, N., A. Vega, and Jocelyn Sardena. "Factors affecting consumers’ buying behavior on
selected milk tea stores towards obtaining sustainability." Cognoscere SPUQC Stud. Res. J 9.1
(2014).
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n4g

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Recamadas, Hinlayagan Kymwell. "A path analysis of customer loyalty of homegrown coffee
shops in Davao region." Journal of Administrative and Business Studies 4.4 (2018): 185-195.
[Link]
e=im&fbclid=IwZXh0bgNhZW0CMTEAAR0iAPOgnsRBBIFht7EuwSaHAweNy6dLMdmo8h2
nusXEXg59KLJksZwr2zw_aem_cqcegWGRGVSqZDzN54rt5Q

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