ANALYSIS ON THE DEMAND AND CONSUMPTION PATTERNS OF THE SELECTED COFFEE SHOPS ALONG SUSANO HIGHWAY, NOVALICHES, QUEZON CITY

Abstract

This study examines the demand and consumption patterns of selected coffee shops along Susano Highway, Novaliches, Quezon City, highlighting the deeply embedded coffee culture in Filipino society. With the rapid growth of coffee shop establishments despite economic challenges such as inflation, understanding consumer preferences, purchasing behavior, and market trends is essential for business sustainability and expansion. By analyzing these factors, this research provides valuable insights to help coffee shop owners adapt to shifting economic conditions, enhance customer satisfaction, and strengthen their competitive edge. This study adopts a mixed-method research design to explore customer perceptions of four well-known coffee shops—Retro Coffee House, Café de Franz, Dekada Klasiko, and Bigbrew. Through convenience sampling, structured questionnaires were administered to fifteen customers per establishment. The collected data provides valuable insights into consumer preferences, satisfaction levels, and the key factors influencing their choice of coffee shops, offering a comprehensive understanding of market trends and customer behavior. The findings provide valuable insights into the demand and consumption patterns of the selected coffee shops. Café de Franz stands out as the top performer, receiving high ratings across key factors such as brand perception, quality, and service (2.98 for Dekada Klasiko, 3.20 for Bigbrew, 3.39 for Café de Franz, and 3.08 for Retro Coffee House). Bigbrew follows closely, particularly excelling in brand recognition. However, notable variations exist among the coffee shops, as indicated by a p-value of 0.765712, emphasizing the need for customized strategies to address diverse consumer preferences.

Although a positive correlation between demand and consumption patterns is observed, it is not statistically significant (p-value = 0.003452), highlighting the complexities of consumer behavior in the coffee industry. To address these findings, the study recommends implementing robust feedback systems, enhancing customer support, and introducing loyalty programs to strengthen customer engagement, improve service quality, and drive business growth. This study offers valuable insights into the demand and consumption dynamics within the coffee industry, providing actionable recommendations for business growth and long-term sustainability. By adapting to the evolving preferences of coffee enthusiasts, the selected coffee shops can strengthen their competitive edge and thrive in an ever-changing market landscape.