Post on 15-Nov-2014
COFFEE SHOP:A STUDY ON THE FEASIBILITY OF PUTTING UP ANOTHER IN-CAMPUS COFFEE SHOP
CHAPTER 1:
BACKGROUND
TWO PURPOSES OF COFFEE BEFORE
THE CHANGING OF CUSTOMER NEEDS AND PREFERENCES LED TO DIVERSIFICATION OF COFFEE AS A BEVERAGE
COFFEE AS AN ICON FOR SOCIAL STATUS
RESEARCH PROBLEM
IS IT FEASIBLE TO PUT UP ANOTHER COFFEE SHOP IN THE ATENEO DE DAVAO COLLEGE CAMPUS?
The question addresses the following sub-problems: What are the students, faculty, and staff’s preferences
in terms of: Price Flavor Quality Service Variety
How much are they willing to spend for a cup of coffee?
How often do they drink coffee while in school? What types of coffee do they prefer to drink? Where do they prefer to take their coffee breaks – in
campus or outside campus coffee shops?
CONCEPTUAL FRAMEWORK
Market Preference or Perception
Market Preference or Perception
Price
Flavor
Quality
Service
Variety
Price Range
Frequency of purchase
Type of Coffee preferred
Price
Flavor
Quality
Service
Variety
Price Range
Frequency of purchase
Type of Coffee preferred
Proposed Campus Coffee Shop
Proposed Campus Coffee Shop
SCOPE AND LIMITATIONS OF THE STUDY
FOCUS :Ateneo de Davao University College Campus
100 questionnaires will be distributed using the convenience sampling method
GREATEST LIMITATION: time:the results may not effectively
represent the general population of the Ateneo de Davao University
:inability to use the random sampling method in the collection of data.
SIGNIFICANCE OF THE STUDY
The present coffee shop The future coffee shop The students, faculty, and staff The researchers research will educate entrepreneurs
and marketers
DEFINITION OF TERMS
StimulantCondiment Economies of scopeProliferatedFeasibleAmarettoButterscotchVanilla
Espresso Cappuccino Macchiato Doppio Mocha Americano Cafe latte Convenience sampling Random sampling Apposite Competitive advantage
CHAPTER 2
Review of Related Literature
Butod (2009)
Fabe (2008)
Gaskill, Van Auken, and Kim's (1994)
(Butod, 2008)
Porter (1980)
Butod (2009)
CHAPTER 3
Research Methodology
RESEARCH DESIGN qualitative research design adapting the
descriptive research method Conclusive convenience sampling Statistical cross-sectional research descriptive type ex post facto Census method
SAMPLING PLAN
Survey methodConvenience sampling
SAMPLE SIZE COMPUTATION
n= z^2 [p(1-p)] / MOE^2. Where:
n is the required sample size Z is the value from the normal distribution tables
corresponding to the desired confidence level. P is the population proportion being estimated. MOE is the desired precision or margin of error.
Z=1.96 [p(1-p)]=.25. 10% as margin of error.
n= (1.96)^2 (.25) / (.10)^2 = 96.04 the researchers round
it off to 100 for a more clear-cut number of respondents.
RESEARCH INSTRUMENTsurvey questionnaireLikert scale and importance scale close-ended questionnairetwo parts of questionnaire
STATISTICAL TREATMENT OF DATAStatistical analysisweighted meanerror.Variancestandard deviation PercentagePercentage
CHAPTER 4
Presentation, Interpretation, and
Analysis of Data
Age(years) Number of
Respondents
%
16-18 48 48
19-21 47 47
22-24 2 2
25-27 2 2
28-30 0 0
Above 30 1 1
Total 100 100%
Gender Number of
Respondents
%
Male 48 48
Female 52 52
Total 100 100%
Table 4.1AGE
Table 4.2GENDER
CIVIL
STATUS
Number of
Respondents
%
Single 97 97
Married 3 3
Widowed 0 0
Separate
d
0 0
Total 100 100%
Table 4.3CIVIL STATUS
Occupation Number of
Respondents
%
Student 96 96
Full-Time
Faculty
1 1
Part-Time
Faculty
0 0
Staff Member 3 3
Total 100 100%
Table 4.4OCCUPATION
Monthly
allowance
Number of
Respondents
%
Above 10,000 5 5.2
7,001-10,000 9 9.4
5,001-7,000 14 14.6
2,001-5,000 36 37.5
2,000 below 31 32.3
No allowance 1 1.0
Total 96 100%
Table 4.5MONTHLY ALLOWANCE (in pesos)
Monthly
allowance
Number of
Respondents
%
Above 50,000 1 3.0
30,001-50,000 1 3.0
15,001-30,000 3 9.1
8,001-15,000 0 0
3,001-8,000 3 9.1
3,000 below 5 15.2
No income 20 60.6
Total 33 100%
Table 4.6MONTHLY INCOME (in pesos)
Descriptive Statistics
N Minimum Maximum Mean Std. DeviationAdventurous 99 2.00 5.00 4.1515 .80005
Athletic 100 1.00 5.00 3.4400 1.18339
Studious 99 1.00 5.00 3.2323 .99825
Party-Goer 99 1.00 5.00 3.1818 1.19833
Home body 100 1.00 5.00 3.3300 1.14640
Couch Potato 100 1.00 5.00 3.3100 1.23660
Politically Concerned 100 1.00 5.00 2.8900 1.11821
Fashion Updated 98 1.00 5.00 3.2653 .99017
Tachnology Savvy 100 1.00 5.00 3.4700 1.05844
Health Conciou 100 1.00 5.00 3.5500 .92524
Vegetarian 100 1.00 5.00 2.2900 1.12182
Meat Lover 100 2.00 5.00 3.9700 .89279
Omnivore 100 1.00 5.00 3.8500 .99874
Have Vices 100 1.00 5.00 2.4000 1.49071
Environmentalist 100 1.00 5.00 3.2900 .96708
Humanitarian 100 1.00 5.00 3.6300 .92829
Valid N (listwise) 95
Table 4.7PSYCHOGRAPHIC PROFILE OF
RESPONDENTS
Frequency Number of
Respondents
%
Never 12 12.1
Rarely 38 38.4
Sometimes 33 33.3
Almost
Always
14 14.1
Always 2 2
Total 99 100%
Table 4.8HOW OFTEN RESPONDENTS
DRINK COFFEE
Do you go to
coffee
shops?
Number of
Respondents
%
YES 76 76.8
NO 23 23.2
Total 99 100%
Table 4.9HOW MANY RESPONDENTS GO
TO COFFEE SHOPS
Reason Number of
Respondents
%
Use of WiFi 32 32.7
Drink Coffee 19 19.4
Rest & Relax 47 48.0
Total 98 100%
Table 4.9.1MAJOR REASONS TO GO TO
COFFEE SHOPS Type of Coffee Number of
Respondents
%
Brewed 17 16.0
Instant 12 11.3
Decaffeinated 2 1.9
Latte 27 25.5
Cappuccino 39 36.8
Other 9 8.4
Total 106 100%
Table 4.10TYPES OF COFFEE
Are you
aware?
Number of
Respondents
%
YES 55 56.1
NO 43 43.9
Total 98 100%
Table 4.11AWARENESS OF
RESPONDENTS TO THE EXISTENCE OF A COFFEE STALL IN THE CAFETERIA
Is the cafeteria
the best
location?
Number of
Respondents
%
YES 41 42.3
NO 56 57.7
Total 97 100%
Table 4.12BEST LOCATION
Have you ever
bought coffee
from the
coffee stall?
Number of
Respondents
%
YES 33 33.7
NO 65 66.3
Total 98 100%
Table 4.13NUMBER OF RESPONDENTS WHO HAVE BOUGHT COFFEE
FROM COFFEE STALL
Is the price
suitable?
Number of
Respondents
%
YES 22 56.4
NO 17 43.6
Total 39 100%
Table 4.13.1PRICE
Do you like the
coffee that
they sell?
Number of
Respondents
%
YES 27 75
NO 9 25
Total 36 100%
Table 4.13.2LIKING Does the
coffee stall
offer your
choice of
coffee?
Number of
Respondents
%
YES 42 47.7
NO 46 52.3
Total 88 100%
Table 4.14CHOICES
Descriptive Statistics
N Minimum Maximum MeanStd.
DeviationPrice 97 1.00 5.00 4.3093 .97212
Variety 97 1.00 5.00 4.5361 .76461
Ambience 97 1.00 5.00 4.5361 .73686
Uniqueness 97 1.00 5.00 4.3402 .90008
Service 97 1.00 5.00 4.7113 .66079
Presentation 97 1.00 5.00 4.4742 .89084
Valid N (listwise)
97
Table 4.15FACTORS
CHAPTER 5
Conclusions and Recommendations
SUMMARY The researcher intended to answer the
following questions:1.What is the demographic profile of the
respondents in terms of the following variables:1.1 Gender1.2 Civil Status1.3 Age1.4 Monthly Allowance1.5 Monthly income
2.What is the psychographic profile of the respondents in terms of the following variables:
2. 1 Adventurous2.2 Athletic2.3 Studious2.4 Party-goer2.5 Home body2.6 Couch Potato2.7 Politically concerned
2.8 Fashion-updated2.9 Technology-savvy2.10 Health-conscious2.11 Vegetarian2.12 Meat-lover2.13 Omnivore2.14 Have vices2.15 Environmentalist2.16 Humanitarian
Additional information: 3.1: How often do the respondents drink coffee? 3.2: How many of them go to coffee shops? For
what reasons? 3.3: What type of coffee do the respondents drink
the most often? 3.4: How many of them are aware that there is a
coffee shop in the Ateneo College Campus Cafeteria?
3.5: In their opinion, where is the best location for the coffee shop?
3.6: How many of these respondents have bought coffee from the coffee stall?
3.6.1: How do they rate the price?3.6.2: Do they like the coffee that they sell?
3.7: Does the coffee stand in the cafeteria offer the choice of coffee the respondents prefer?
How do the respondents rate the importance of the following factors:
4.1 Price of coffee4.2 Variety of choice4.3 Ambience4.4 Uniqueness4.5 Service4.6 Presentation
CONCLUSION:1.) Ateneo students, faculty and staff Female ages 16 to 21 Single average monthly allowance of P5,000 and
below2.) non-athletic and have vices common type of people who are average in
terms of outgoingness and activeness not so health-conscious
3.) In terms of the consumer’s preferences in coffee and coffee shops:
3.1 fairly large market of coffee-drinkers in the Ateneo College campus
3.2 Majority go to coffee shops; for the reasons : use of wireless internet, take a break and relax
3.3: Cappuccino and Latte ; these taste better than brewed coffee, and are relatively cheaper than other types of coffee.
3.4: almost half of the respondents are not aware of the coffee stand.
3.5: location of the coffee shop is not preferred; the coffee stand should have its own establishment outside or inside the campus
3.6: the price of the coffee is reasonable and the quality of the coffee is good.
3.7: stand lacks in choices and not in quality.
4.) greatest factors: variety of choices and service. -expect good service and many choices in the menu -least important factor: uniqueness
-present coffee stall is doing quite a good job; it just lacks in choices and the promotion strategy -market for coffee drinkers in the campus is large enough to gain profit from-feasible to put up another coffee shop within the campus.
RECOMMENDATION
1.)That either of the actions be taken:-proper promotion strategy be
implemented; coffee stall be relocated somewhere within the campus
-another coffee shop be established alternatively
2.)the results and recommendations be used only in similar cases