Coffee enthusiasts' preferences among selected coffee shops in Panabo City: A conjoint analysis

Abstract

It is common for Filipinos to enjoy a coffee before starting their day; they prefer buying coffee alongside their area of work and other negotiations. One of the most well-known drinks in the world is coffee, and as the country’s coffee consumption develops in popularity, Filipinos have developed more refined coffee tastes. Additionally, the number of coffee shops has also enhanced customer passion and awareness of coffee. The researcher wants to help the coffee shop owner better understand its target audiences when acquiring the product. This includes the different levels of attributes needed for a comprehensive understanding and identification of their most and least preferred coffee, considering numerous aspiring coffee shops around the city. Moreover, the researcher aims to assist coffee shop owners in understanding their target audiences better and identifying emerging trends. This information can guide innovation and marketing strategies in the world coffee industry. On the other hand, SPSS utilized a conjoint analysis with an orthogonal design involving 30 stimuli to ensure participants were exposed to a diverse range of stimuli for evaluation. The participants of this study are the consumers in every existing coffee shop; the researchers interviewed 300 respondents for accurate data on their preferred attributes and combinations. The data analysis services included descriptive and bivariate statistics, numerical outcome projections, and individual classification predictions.