Factors influencing choice of coffee shop in Davao City

Abstract

The primary objective of the study was to determine the factors influencing choice of coffee shops in Davao City. Employing descriptive survey research design and using Frequency Count, Percentage, Mean, T-test and ANOVA, the findings disclosed the following: with an overall frequency of 100. In terms of age, majority are within the age bracket of 18 t0 24; in terms of gender, majority of the respondents are female coffee drinkers; and, in terms of educational attainment, majority of the respondents are college individuals; the level of factors such as coffee product offered, price, taste/aroma, setting, rendered services, location and facility influencing choice of coffee shop in Davao City is high; and, there is a significant difference on the level of factors influencing choice of coffee shop in Davao City when analyzed by age. On the other hand, there is no significant difference on the level of factors influencing choice of coffee shop in Davao City when analyzed by sex and educational attainment. Ker Words: Influencing Factors, Choice, Coffee Shop and Davao City