EVALUATION OF COFFEE SHOP PREFERENCES OF GENERATION Z AT SELECTED COFFEE SHOPS IN QUEZON CITY: BASIS FOR RECOMMENDATION

Abstract

The purpose of this study is to thoroughly assess the continuous changes in Gen Z's preferences for coffee shops at selected cafés in Quezon City. This study aims to explore how the preferences of this new generation as consumers have evolved. It seeks to assess their coffee preferences based on taste and identify potential factors influencing their choices. Additionally, the study examines the challenges Generation Z encounters when selecting coffee shops based on their experiences, using a descriptive methodology. This study used a descriptive methodology under a quantitative research approach, involving one hundred Generation Z respondents in Quezon City. The descriptive method was employed to analyze and describe real-life events accurately. It presents the subject matter and provides a precise description of specific occurrences and their significance. The result of this study, reveals that the the preferred coffee shops of generation Z, an interactive Coffee Bean Wall, a digital display showcasing the origin and journey of different coffee beans, The interior design is great Seeing a good brand advertisement online influences customers to try the product. The shop's location should be easy to find. The price of coffee varies depending on the type of store. Offering special and exclusive drinks and food on special occasions attracts customers. Free Wi-Fi, charging stations, and a tech-friendly environment are often appreciated. Running out of key ingredients or products can lead to a limited menu, frustrating customers who expect a broader selection.