The Digital Marketing Strategies of Coffee Shops in Quezon City

Abstract

This study attempted to assess the effectiveness of social media strategies of small to medium coffee shops in Quezon City. The descriptive research design was used to structure the study, which intended to record, describe, interpret, and analyze facts and information collected from coffee shop owners who responded to the survey administered. A modified questionnaire adapted from a similar study was used as a research instrument. Frequency, percentage, weighted mean, and ranking were the statistical tools used in this study. At the end of the study, the following conclusions were derived: majority of the respondents are in a corporation form of business; most of the small and medium coffee shops in Quezon City are start-ups with one to two years in operation at the time the survey was conducted; most of the coffee shops earn a maximum income of ₱1,000,000 annually; and, majority of the respondents just have less than 50 staff employed. It was also noted that the respondents considered “Facebook” and “Instagram” as a useful tool for digital marketing for small to medium coffee shops in Quezon City; likewise, “Promos and Discounts” was seen as a handy social media feed to capture online audiences. The research also analyzed if there are significant differences in the respondent’s assessment with regards to the effectiveness of digital marketing strategies of coffee shops in Quezon City when grouped according to form of business organizations, an annual income of the business, number of years in business and number of employees.