FACTORS AFFECTING THE POPULARITY OF SELECTED COFFEE SHOP ALONG SARANAY ROAD, CALOOCAN CITY: BASIS FOR RECOMMENDATION

Abstract

The purpose of this study is to identify the factors influencing the popularity of coffee shops along Saranay Road, Caloocan City, and to offer recommendations for improving their performance. The research aims to examine factors such as Place, Price, Product, Promotion, and People that contribute to the success of coffee shops in the area. With the increasing popularity of coffee culture, the number of coffee shops in Saranay Road has significantly grown, making it an ideal location for data collection.  The study seeks to understand how coffee shop owners can better cater to customer preferences, address challenges in business management, and determine the factors that drive consumer choice. By analyzing these factors, the study aims to provide actionable insights that will help coffee shops improve their services and attract more customers. The findings of this research will serve as a valuable reference for coffee shop owners, offering guidance on how to adapt their strategies to meet customer needs and enhance business growth along Saranay Road. This research adopted a descriptive inferential research design within the quantitative method framework. A total of forty-five (45) customers from five selected coffee shops, along with five (5) coffee shop owners along Saranay Road, participated in the study. The respondents were selected using purposive sampling. The key challenges faced by coffee shop owners include fierce competition, managing unexpected expenses, and increasing rental costs. To address these challenges, owners should prioritize improving their facilities and services, aligning product value with pricing, and refining promotional strategies. Diversifying menu offerings and introducing unique products can help attract customers. Additionally, negotiating favorable rental terms and establishing customer behavior policies are essential strategies for ensuring long-term success in the coffee shop business. This research underscores the importance of evaluating the factors that influence the popularity of coffee shops and identifying the challenges owners face in managing and enhancing their establishments.