WEST VISAYAS STATE UNIVERSITY

COLLEGE OF BUSINESS AND MANAGEMENT

Iloilo City

1
FUNDAMENTAL DETERMINANTS INFLUENCING BUSINESS

ADMINISTRATION STUDENTS’ COFFEE

PURCHASING BEHAVIOR

Melyn Rose C. Cabarles

Rhea Angela C. Cabristante

CJ Marie C. Cadenas

David King E. Deniola

Chapter 1

Introduction to the Study

This chapter presents the overview of the study and consists of five parts,

namely: Background and Theoretical Framework of the Study, Statement of the Problem

and Hypotheses, Significance of the Study, Definition of Terms, and Delimitation of the

Study.

Part One, Background and Theoretical Framework of the Study, presents a brief

rationale for the underlying reasons for conducting this study, as well as the theories

and concepts related to the problem.

Part Two, Statement of the Problem and Hypotheses, states the general

statement of the problem, the specific questions of the study, and the hypotheses.

Part Three, Significance of the Study, identifies who will benefit from the study

and the manner by which they may be able to benefit from the findings.
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Iloilo City

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Part Four, Definition of Terms, defines conceptually and operationally the

important terms and the key variables used in this study.

Part Five, Delimitation of the Study, presents the scope and delimitation of the

study.

Background and Theoretical Framework of the Study

Coffee is one of the most widely consumed beverages in the world. In 2021 and

2022, nearly 176 million 60-kilogram bags of coffee were consumed worldwide, a slight

increase from almost 167 million bags in the previous year. The coffee industry is

regularly coming up with innovative new methods for brewing coffee and serving it.

(Statista, 2023).

Coffee is also fast becoming the beverage of choice among Filipinos. The

Philippines, in fact, is reported to be the second largest consumer of coffee in Asia (next

only to Japan), with 80 percent of Filipinos drinking an average of 2.5 cups per day. The

total coffee consumed in the Philippines in 2020 and 2021 was about 3.3 million 60-

kilogram bags. This reflects a long-term increase in coffee consumption over the years

(Statista, 2023).

Due to the growing demand and consumption of coffee in the Philippines, the

number of coffee shops built in cities and towns has grown rapidly offering various

flavors of coffee from hot to iced coffee. Coffee is becoming a popular drink not just for

adults but most especially for students. According to a study published by the National

Library of Medicine as cited by MacDonell (2024), it was found that 92% of college

students drink caffeine on a regular basis.

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Coffee shops in university campuses are often popular gathering spots for

students and faculty, producing a conducive environment for studying, socializing,

relaxing, and enjoying a variety of beverages and snacks. In the Philippines, institutions

like West Visayas State University offer a range of coffee options, from traditional

Filipino brews like barako to international favorites such as espresso, latte, and

cappuccino. They also provide light snacks to cater different tastes and preferences that

are compatible with coffee. Coffee shops in universities also often serve as venues for

student-led initiatives, such as organizations meetings or gatherings, further enriching

the campus experience beyond academics.

As the coffee industry continues to evolve, understanding the factors that

influence consumer purchasing behavior has become increasingly important especially in

the businesses sector. Previous research has explored various factors that influence

consumer coffee purchasing behavior. In the study conducted by Be (2021), it was

found that price, product, service quality, brand image, product quality, and physical

environment significantly influence consumers’ coffee purchase behaviors. On the other

hand, according to Himawan and Rahadi (2020), the significant factors affecting

consumers' coffee purchasing behavior include taste, product design, ambiance, brand

influence, location accessibility, price, willingness to pay, and consumer preferences.

However, there is a lack of research specifically focused on the determinants of

coffee purchasing behavior among West Visayas State University Business

Administration students. This study aims to address this gap by exploring the

fundamental determinants that influence business administration students' coffee

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Iloilo City

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purchasing behavior based on the five identified factors such as taste, price, ambiance,

location accessibility, and product design.

Understanding the factors influencing coffee purchasing behavior among

students provides valuable insights into consumer behavior within this specific

demographic. It will provide informed strategic decision-making for coffee industry

businesses or cafes targeting students as customers. By identifying the core drivers

influencing their purchasing behavior, businesses can tailor their marketing efforts,

product offerings, and store experiences to better meet the needs and preferences of

customers.

The study draws upon the Theory of Planned Behavior (TPB) by Ajzen (1991).

This theory predicts an individual's intention to engage in a behavior at a specific time

and place. It posits that individual behavior is driven by behavior intentions, where

behavior intentions are a function of three determinants: an individual’s attitude toward

behavior, subjective norms, and perceived behavioral control. Attitude toward behavior

refers to the degree to which a person has positive or negative feelings of the behavior

of interest. It entails a consideration of the outcomes of performing the behavior.

Subjective Norm refers to the belief about whether significant others think he or she will

perform the behavior. It relates to a person’s perception of the social environment

surrounding the behavior. Perceived Behavioral Control refers to the individual’s

perception of the extent to which performance of the behavior is easy or difficult.

The conceptual framework, as illustrated in Figure 1, serves as the foundation of

the study. It shows the relationship among the antecedent, independent, and dependent
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Iloilo City

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variables. The antecedent variables, including personal factors such as sex, age, year

level, course major, and monthly family income, serve as personal indicators that may

influence consumer behavior. The independent variables encompass various aspects of

the coffee purchasing decisions, such as taste, product design, ambiance, location

accessibility, and price, which are expected to impact consumers' decisions. The

dependent variable, which is the Business Administration students’ coffee purchasing

behavior, is the main focus of the study, which may be influenced by the antecedent

and independent variables.

Figure 1 shows the conceptual framework of the study

ANTECEDENT VARIABLE INDEPENDENT VARIABLE DEPENDENT

VARIABLE
 WEST VISAYAS STATE UNIVERSITY
COLLEGE OF BUSINESS AND MANAGEMENT
Iloilo City

Fundamental
Personal Factors:
Determinants:
Sex Business Administration
Taste
Students’
Age Coffee Purchasing
Product
Behavior
Year Level design

Ambiance

Figure 1. Students’ coffee purchasing behavior as influenced by the fundamental

determinants and certain identified personal factors.

Statement of the Problem and the Hypothesis

This study aims to determine the fundamental determinants influencing coffee

purchasing behavior among Business Administration students.

Specifically, this study seeks to address the following questions:

1. What are the fundamental determinants influencing Business Administration

students’ Coffee Purchasing Behavior? How do these determinants rank?

2. What is the level of influence of the fundamental determinants towards Business

Administration Students’ Coffee Purchasing Behavior when taken as an entire

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Iloilo City

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group and classified according to sex, age, year level, course major, and family

income?

3. Are there significant differences in the level of influence of the fundamental

determinants towards Business Administration Students’ Coffee Purchasing

Behavior when classified according to sex, age, year level, course major, and

family income?

In view of the preceding problems, the following hypotheses are advanced:

1. Are there significant differences in the level of influence of the fundamental

determinants towards Business Administration Students’ Coffee Purchasing

Behavior when classified according to sex, age, year level, course major, and

family income?

Significance of the Study

This study identifies the fundamental determinants influencing Business

Administration students’ coffee purchasing behavior. It is intended to understand what

most influences the coffee purchasing decisions of business administration students

based on the five identified factors: taste, price, ambiance, location accessibility, and

product design.

The findings of the study might be beneficial to the following:

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Iloilo City

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Coffee Shop Owners. The study findings can provide coffee shop owners a

valuable insight into the preferences and motivations driving coffee purchasing decisions

among students. Adjust menu offerings, pricing strategies, and store atmospheres to

attract and retain this customer segment.

Potential Coffee Shop Owners. This study offers insights into the preferences

and behaviors of potential customers, helping aspiring coffee shop owners tailor their

business plans to meet the needs of their target market. By understanding the factors

influencing coffee purchasing behavior among students, future café proprietors can

make informed decisions regarding menu offerings, pricing strategies, and store

atmospheres to attract and retain customers.

WVSU COOP. The findings of the study may benefit the WVSU Cooperative (WVSU

COOP) by providing insights into the preferences and behaviors of Business

Administration students regarding coffee purchasing. This information can inform the

cooperative's decisions regarding their pricing strategies, and marketing efforts targeted

at this student demographic. Understanding the factors that influence students' coffee

purchasing behaviors can help WVSU COOP create a more appealing and competitive

coffee experience within the university community.

Students. This study will give individuals a deeper understanding of the factors

influencing their own purchasing behaviors as well as those of their peers, which can be

applied to other consumer contexts beyond coffee.

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Iloilo City

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Future Researchers. The study may pave the way for further research on

consumer behavior within the coffee industry or other consumer contexts. Provide a

basis for exploring additional factors, expanding the scope of analysis, or conducting

comparative studies across different demographic groups.

Definition of Terms

To better understand the study, the following terminologies were described

conceptually and operationally:

Business Administration students. This refers to individuals who are enrolled

in academic programs focused on the study of business management and

administration. Students who would like to learn the day-to-day operations of running a

business efficiently (Lattea, 2023).

As used in this study, Business Administration students refers to individuals who

are currently enrolled in a Business Administration program in West Visayas State

University and who will serve as the target respondents of the study.

Coffee Purchasing Behavior. This refers to the buying behavior of individuals

and households who buy coffee products for personal consumption that align to their

needs and preferences (Albrecht, 2023).

As used in this study, the term coffee purchasing behavior refers to the process

undertaken by Business Administration students when making choices about buying a

coffee. Considering factors such as taste preferences, pricing, location accessibility,

ambiance, and product design.

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Fundamental Determinants. This refers to the core factors or variables that

significantly influence or shape a particular outcome, phenomenon, or system. These

determinants are considered fundamental because they have a profound and direct

impact on the overall behavior, functioning, or characteristics of the subject being

studied. Fundamental determinants can vary depending on the context, but they often

represent the underlying principles or key drivers that play a crucial role in

understanding and explaining a specific phenomenon or outcome (Dimitrova, 2020).

As used in this study, fundamental determinants are the key factors among taste

preferences, pricing, location accessibility, ambiance, and product design that have the

most significant impact on Business Administration students' coffee purchasing

behaviors.

Influencing. Influencing is a skill set where our behavior or approach is used to

change someone else’s thought process. (David, 2021)

As used in this study, influencing refers to the action or process exerting an

effect on the factors shaping Business Administration students’ coffee purchasing

behaviors.

Scope and Delimitation

The study aims to determine which of the five identified factors has the most

influence on coffee purchasing behaviors among Business Administration students. The

independent variables include taste preferences, price sensitivity, ambiance, location

accessibility, and product design; the dependent variables are coffee purchasing

decisions. In addition to this, the participants will be grouped according to their personal
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Iloilo City

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factors specifically sex, year level, monthly family income. The respondents of the study

were the Business Administration students enrolled at West Visayas State University.

The sample size of the participants was determined using the Slovin’s formula and

stratified random sampling was utilized in selecting the sample.

This study will adapt a survey research design, a quantitative type of research

method, and employ a researcher-made survey questionnaire to gather data. Mean ,

standard deviation, rank, t-test, and ANOVA will be used to statistically analyze the

collected data.

Chapter 2

REVIEW OF RELATED LITERATURE

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This chapter primarily outlines various studies and other researches from both

local and foreign literatures which have significant bearings on the variables included in

this study. This chapter contains the following topics: coffee purchasing behavior, taste,

price, ambiance, location accessibility, and product design.

Coffee Purchasing Behavior

Consumer behavior is a fascinating field that has attracted significant attention in

marketing and behavioral science. Noted scholars such as Solomon (2006) and Blackwell

et al. (2001) have emphasized the complexity of customer purchase behavior, making it

a challenging topic for market researchers to understand. To put it simply, consumer

behavior involves the examination of the psychological, social, and physical actions

individuals undertake when they engage in buying, using, and disposing of products,

services, ideas, and practices (Massoud, Pham, & Ilham, 2014).

According to Solomon (2006) and Blackwell et al. (2001), various factors shape

and influence consumer behavior. One such factor is the role of family, where

individuals tend to seek the input and influence of family members on their purchasing

decisions. Additionally, friends, reference groups, and wider societal influences also play

a significant role in shaping consumer behavior. These external influences can impact an

individual's preferences, choices, and attitudes towards products and services.

Moreover, consumer behavior theory seeks to explore and identify the different

variables that affect consumer behavior. Through comprehensive research, it strives to

explain the intricate relationships between these variables and their impact on consumer

decision making. By examining the interactions between various factors, consumer

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behavior theory aims to specify cause-and-effect outcomes, shedding light on why

consumers make certain choices and how they are influenced by different variables

(Kioumarsi et al., 2009; Massoud, Pham, & Ilham, 2014).

Taste

Taste is crucial for the sensory evaluation of food. This sense allows the

detection of essential nutrients and toxic compounds. Human beings are able to

discriminate five primary different taste qualities: sweet, umami (the taste of amino

acids), bitter, salty, and sour. Tasting compounds are remarkably diverse chemically.

They activate specialized detectors expressed in the oral cavity (Briand & Salles, 2016).

Sensory pleasures from the taste of foods is a major determinant of food intake:

Foods that satisfy the taste (via flavor, texture, mouth feel, sensory perception) may

contribute not only to greater eating experience, but also to a sense of satiation and

satiety. The sense of taste is one of the most important human senses. Senses of taste

allow us to separate undesirable foods from those that are nutritious. It is also strongly

tied to primitive emotional and behavioral functions of our nervous system. Taste

defines our ingestion of foods, beverages and medications. Additionally, taste preference

refers to whether a person will choose a certain type of food in preference to others,

and he/she uses this to help control the type of diet eaten. (The Science of Taste &

Nutrition, 2022).

According to a study by Gaspar et al (2016), the most cited reasons for not

consuming coffee were that consumers ‘not liking’ the taste and/or aroma of the coffee.
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Customers will be willing to purchase the product that tasted better according to their

perception.

Price

Price is the value or money customers give up in exchange for a particular

offering that would serve to satisfy their needs and wants. In simple terms, a price is

the measure of the value a customer exchanges to purchase an offering. Prices serve as

an economic mechanism using which offerings can be distributed among customers in

the marketplace. They also act as indicators of the extent to which an offering is

demanded and also the extent to which it is supplied or available. The price of a product

is the overall value of the offering, including the value of all raw materials and service

that went into making an offering (Kamble, 2023).

Price has been considered as one of the foremost essential factors that influence

the behavior of both companies and customers. Himawan and Rahadi (2020), reported

that consumers' perceived fairness of price has the primary effect on their purchasing

choices. It is revealed that customers always had their budgets in mind before making a

purchase of coffee in coffee shops.

Ambiance

According to Berman & Chatterjee (2021), the store atmosphere or ambiance

encompasses various elements such as services, music, uniforms, and product care,

among others. These elements are strategically designed to attract consumers and

stimulate their desire to make a purchase. By creating an appealing and engaging

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environment, businesses can shape customer perceptions and influence their buying

behavior. Further emphasizing the importance of store atmosphere, Kotler & Armstrong

(2017) state that it is an essential aspect of a store's product arsenal. Each store

possesses a physical layout that is carefully planned to facilitate smooth and effortless

movement for customers. The layout contributes to the overall convenience and comfort

experienced by customers while navigating the store. Additionally, store ambiance,

which encompasses both the interior layout (in-store) and outdoor space (out-store),

plays a crucial role in enhancing the convenience and satisfaction of customers (Paila,

Kalangi, & Rogahang, 2018).

According to Levi & Weitz (2012), there are several indicators used to measure

store atmosphere or ambiance. It includes an in-store atmosphere store, or indoor

setting, and an out-store atmosphere store, or outdoor setting. In an indoor setting, it is

composed of internal layout, sound, odor, indoor texture, and interior design. Internal

layout consists of the layout of the visitor table, cashier table, lights, air conditioning,

and sound. Sound is presented in the room to create a relaxing impression, which

consists of a sound system. Odors are odors emitted by air fresheners. The texture is

the physical appearance used for tables and chairs. And design the interior arrangement

of the room, following the space for visitors and roads that provide comfort. On the

other hand, outdoor setting, it is composed of external layouts, outdoor texture and

exterior design. External layouts arrangement of the layout of various facilities which

include the location of visitor parking, the layout of the signboard, and the location.

Textures include outdoor building wall textures and outdoor signboard textures. And the
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exterior design includes the design of outdoor signboards, the placement of entrances,

the shape of the building seen from the outside, and the outdoor lighting system.

Location Accessibility

The location of a business is a crucial factor that significantly impacts its

operations and overall success. As stated by Admadanu (2017), location refers to the

physical space where a company operates or carries out its activities to produce

economically important goods and services. This holds true for various industries,

including the coffee shop business.

Accessibility is one of the critical factors that determine the potential

development of a location. It is influenced by the transport system and land-use

patterns in a particular area. In the context of a coffee shop, the location's accessibility

is a crucial factor as it can significantly impact business performance.

To ensure that coffee shops are located in good areas, it is important to consider

geographic, demographic, and psychographic factors. These factors may change over

time, and it is important for businesses to stay aware of those changes as they may

influence the location attractiveness. According to past studies, the choice of location

has a positive impact on brand equity, which refers to the value of a brand in the

consumer's mind (Wang, Tran, and Nguyen, 2014).

One of the dimensions of brand equity is brand loyalty, which is influenced by

the location of the restaurant or coffee shop. In the study by Wang, Tran, and Nguyen

(2014), the researchers found that the location of a restaurant or coffee shop has a
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Iloilo City

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positive effect on brand loyalty. This implies that consumers are more likely to be loyal

to a brand if it is conveniently located, accessible and easy to reach.

Product Design

Product design plays a significant role in the development of new products. It

encompasses the process of generating and refining ideas to create innovative and

appealing products. In the context of a coffee shop, product design involves how the

coffee is conceptualized and prepared by the coffee maker, such as the skilled barista,

and how it is presented to the customers.

According to Zampollo et al. (2011), various aspects of product design, including

color, components, texture, shape, and arrangement, must work harmoniously to create

an aesthetically pleasing and satisfying experience for customers. The presentation of

the coffee on a plate or in a cup is carefully considered to form an enticing combination

that visually appeals to the customer. A well-designed product enhances the overall

experience and can differentiate a coffee shop from its competitors.

In a highly competitive market environment, where coffee shops often face

intense competition, it becomes crucial for them to differentiate their products and

services from others (Lee & Yeu, 2010). By focusing on product design, coffee shops

can develop unique offerings that stand out and attract customers. Creating distinctive

and visually appealing products helps to capture attention, create a positive impression,

and set the coffee shop apart from its competitors. It allows the coffee shop to establish

a strong and memorable identity in the minds of consumers.

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Chapter 3

RESEARCH DESIGN AND METHODOLOGY

Chapter Three contains three parts: Purpose of the study and Research Design,

Method, and Data Analysis Procedure.

Part One, Purpose of the study and Research Design, narrates the purpose of the

study and expounds the research design that will be used.

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Part Two, Method, narrates how the participants will be selected, describes the

research instrument that will be utilized in gathering of data, the validity of the

instrument, and how the instrument will be administered and gathered.

Part Three, Data Analysis Procedure, presents the statistical tools that will be

used in analyzing the collected data.

Purpose of the Study and Research Design

Purpose of the study. This study aims to determine the fundamental

determinants influencing coffee purchasing behaviors among Business Administration

students.

Research Design . This study will use a quantitative approach. Quantitative

research is the process of collecting and analyzing numerical data to describe, predict,

or control variables of interest. This type of research helps in testing the causal

relationships between variables, making predictions, and generalizing results to wider

populations. Quantitative data analysis is used when researchers are interested in

understanding data sets over time to identify patterns (Sreekumar, 2024). According to

Jose (2021), the quantitative approach to research ensures that the data gathered is

accurate and reliable because it is in numerical form. This characteristic also provides a

wider scope to analyze the data.

The study will utilize a survey method to gather data. A survey is the most

popular kind of quantitative research to gather data from a wider audience across
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multiple sources. It is versatile in nature, allowing it to evaluate and gather data for

various objectives across multiple industries. This quantitative research design provides

respondents with anonymity and confidentiality, encouraging honest responses (Jose,

2021). This approach allows for the systematic collection of data from Business

Administration students to explore the fundamental determinants influencing their coffee

purchasing behaviors.

Research Method

Participants. The participants of the study will be the undergraduate Business

Administration Students enrolled at West Visayas State University. The target population

includes students from various academic years and program concentrations within the

Business Administration department, specifically from Operations Management and

Financial Management. A random sample of students will be selected to participate in

the survey, ensuring representation across the demographic groups.

The researchers will utilize the slovin’s formula, with five percent (5%) as margin

of error in determining the sample size of the participants, whereas, stratified random

sampling will be applied in selecting the sample. This sampling method ensures that

participants are selected from different strata or subgroups within the population of

Business Administration students, such as different academic years and course majors .

By using stratified random sampling, the researchers can ensure that each subgroup is

adequately represented in the sample, allowing for more accurate analysis and

generalization of the findings to the entire population.

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The solution below shows how the researchers will come up with sample size:

❑
n = N /1 + Ne2

Where:

N = total population

e = allowable error

Determination of Sample Size (n)

Table 1 shows the distribution of participants in different categories.

Table 1

Distribution of Participants

Category f %

A. Entire Group

B. Sex

Female

Male

C. Age

18 years old and below

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19 to 21 years old

20 to 24 years old

25 years old and above

D. Year Level

First Year

Second Year

Third Year

E. Course Major

Financial Management

Operations Management

F. Monthly Family

Income

Php 20,000 and below

Php 20,001 - Php 60,000

Above Php 60,000

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Data gathering instrument. The primary data gathering instrument to be used for

this study is a researcher-made survey questionnaire. The questionnaire will consist of

questions designed to assess Business Administration students' coffee purchasing

behaviors and preferences related to the identified factors such as taste, price,

ambiance, location accessibility, and product design.

The survey-questionnaire will consist of two parts. Part one contains the

demographic profile that the respondents are required to fill in their personal

information, including their name, which is optional, age, sex, year level, course major

and monthly family income. Part two will consist of items to identify and rate the

fundamental determinants influencing coffee purchasing behaviors. This instrument will

be designed in a manner allowing respondents to answer with various options or scales

to gain a better understanding of their attitudes and perceptions towards the problem of

the study.

This study will employ a five-point Likert Scale to measure and rate the

respondent’s level of agreement towards the items in Part two. The five categories of

the Likert Scale and Interpretations are shown below:

Scale Interpretations

5 Very important

4 Fairly Important

3 Important
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2 Slightly important

1 Not important at all

To interpret the respondent’s scores, the researchers will utilize the following

mean scale and interpretations:

Mean Scores Interpretations

4.21 - 5.00 Very high influence

3.41 - 4.20 High influence

2.61 - 3.40 Moderate influence

1.81 - 2.60 Low influence

1.00 - 1.80 No influence at all

Validity of Instrument. The survey-questionnaire will be subjected to content-face

validation by three persons: two (2) research advisers from the College of Business and

Management and one (1) research adviser outside of the UNiversity. They will evaluate

the items and check whether they were relevant or irrelevant to the study, and if the

items needed revision.

Procedure. First, the researcher will structure a survey-questionnaire and let the

evaluators evaluate the data gathering instruments.

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Next, a letter to conduct the study, signed by the researchers and the research

adviser, will be prepared and addressed to the Dean of the College of Business and

Management. Once the letter is approved, the researchers will obtain permission from

the participants to conduct the study. Participants will be briefed about the purpose of

the study and provided with information about their rights and confidentiality. The

questionnaire will be distributed to selected participants either electronically or in-

person, depending on logistical considerations. Participants will be given sufficient time

to complete the questionnaire.

Once completed, the questionnaires will be collected either electronically or

physically, ensuring the confidentiality of responses. The researchers will also check if all

the data collected were answered completely and therefore, eligible to be used in the

study.

Finally, the collected data will be tallied, encoded and prepared for statistical

analysis. It will be sent to the statistician for further analysis. The results will be

summarized, analyzed, interpreted, and described.

Data Analysis Procedure

The data gathered will be analyzed through the following descriptive and

inferential statistical tools. The descriptive statistical tools will be utilized to analyze,

summarize, and describe the demographic profile of the respondents and the results of

the study. On the other hand, inferential statistical tools will be employed to analyze,

test the differences and relationship among variables, interpret, and draw inferences
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and conclusions from the results. These analyses will help identify significant predictors

of coffee purchasing decisions among Business Administration students..

The statistical tools to be used are the following:

Mean. The mean is the most common measure of central tendency. It is the

average level observed in the collected data. This will be used to calculate the average

rating or score for each factor among the survey respondents. This will help to

understand the central tendency or typical value of each factor. A higher mean score

indicates that the factor is considered more important in coffee purchasing behaviors,

while a lower mean score suggests lesser importance.

Standard deviation. The standard deviation measures the dispersion or spread

of the data points around the mean. The standard deviation will indicate the variability

in responses for each factor among Business Administration students. A larger standard

deviation implies greater variability, indicating that opinions on a particular factor vary

widely among students and a smaller standard deviation suggests more consistent

opinions among respondents.

Rank. Ranking is a statistical technique used to order or rank data points based

on their value or score. Ranking will be used to determine the relative importance of

each factor influencing coffee purchasing decisions among Business Administration

students.

T-test. The t-test is a statistical test used to determine whether there is a

significant difference between the means of two groups. A t-test may be utilized to

compare the mean ratings of coffee purchasing decisions between different

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demographic groups of Business Administration. This analysis can help identify whether

there are statistically significant differences in coffee purchasing behaviors based on

various student characteristics.

Analysis of Variance (ANOVA). ANOVA is a statistical tool that examines the

differences in the means of multiple groups. ANOVA will be used to determine whether

there are significant differences in coffee purchasing decisions among Business

Administration students based on the five factors: taste, price, ambiance, location

accessibility, and product design. This will also help to assess whether there are

statistically significant differences in mean ratings for each factor across different groups

of students (e.g., age, sex, different year levels, course major or income brackets).
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References

Albrecht, M. G., Green, M., & Hoffman, L. (2023, January 25). 3.1 Understanding

Consumer Markets and Buying Behavior - Principles of Marketing | OpenStax.

https://openstax.org/books/principles-marketing/pages/3-1-understanding-

consumer-markets-and-buying-behavior#:~:text=Consumer%20buying

%20behavior%20refers%20to,many%20factors%20influence%20that

%20behavior.

Be, B. (2021, July 29). FACTORS INFLUENCING CUSTOMER BEHAVIORS TO PURCHASE

COFFEE AT CAFÉ AMAZON IN PHNOM PENH. ResearchGate. Retrieved from

https://www.researchgate.net/publication/353480417_FACTORS_INFLUENCING_

CUSTOMER_BEHAVIORS_TO_PURCHASE_COFFEE_AT_CAFE_AMAZON_IN_PHNO

M_PENH

Godsen, A. (2022, November 7). A Deeper Look at Caffeine Consumption Among College

Students. A Deeper Look at Caffeine Consumption Among College Students -

 WEST VISAYAS STATE UNIVERSITY
COLLEGE OF BUSINESS AND MANAGEMENT
Iloilo City

29
News at IUPUI.Retrievedfrom

https://www.thecampuscitizen.com/article/2022/11/craze-for-caffeine

Himawan, A.G. & Rahadi, R. A.(2020). CUSTOMER PREFERENCES ON COFFEE SHOP

CONSUMPTIONS: A CONCEPTUAL MODEL.ResearchGate.Retrieved from

http://www.aijbes.com/PDF/AIJBES-2020-03-03-03.pdf

Jose, J. (2021, July 15). Exploring Types of Quantitative Research Methodology - Voxco.

Voxco. Retrieved from https://www.voxco.com/blog/types-of-quantitative-

research/

Ltd, T. (2023, October 23). Why coffee is popular among students | TUCO Ltd posted on

the topic|LinkedIn.Retrievedfrom https://www.linkedin.com/posts/tuco-

ltd_coffee-coffeedrink-socialdrink-activity-7122165363483496448-nhEi

MacDonnell, K. (2024, March 1). College Students and Coffee: 13 Statistics to Know in

2024. Coffee Affection. Retrieved from. https://coffeeaffection.com/college-

students-and-coffee-statistics/

Philippines: coffee consumption 2021 | Statista. (2023). Statista. Retrieved from

https://www.statista.com/statistics/314989/philippines-total-coffee-

consumption/#:~:text=Total%20coffee%20consumption%20Philippines

%202014%2F15%2D2020%2F21&text=The%20total%20coffee%20consumed

%20in,coffee%20consumption%20over%20the%20years
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COLLEGE OF BUSINESS AND MANAGEMENT
Iloilo City

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Sreekumar, D. (2024, March 6). What is Quantitative Research? Definition, Methods,

Types, and Examples | Researcher.Life. Retrieved from

https://researcher.life/blog/article/what-is-quantitative-research-types-and-

examples/

Theory of Planned Behavior. (n.d.). Change Theories Collection. Retrieved from.

https://ascnhighered.org/ASCN/change_theories/collection/planned_behavior.ht

ml#:~:text=The%20Theory%20of%20Planned%20Behavior%20assumes

%20that%20individuals%20act%20rationally,for%20the%20decision

%2Dmaking%20process

What is Business Administration? A Comprehensive Guide. (n.d.). WVU Online | West

Virginia University. Retrieved from. https://online.wvu.edu/blog/business/what-

is-business-administration-a-comprehensive-guide#:~:text=Business

%20administration%20is%20a%20broad,of%20running%20a%20business

%20efficiently.

What is Influencing? - Influencing Skills Articles. (n.d.). Revolution Learning and

Development Ltd. https://www.revolutionlearning.co.uk/article/what-is-

influencing/
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Iloilo City

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SURVEY QUESTIONNAIRE

FUNDAMENTAL DETERMINANTS INFLUENCING BUSINESS ADMINISTRATION

STUDENTS’ COFFEE PURCHASING DECISIONS

To the Respondents:

Greetings!

The undersigned are currently conducting a research study entitled

Fundamental Determinants Influencing Business Administration Students’

Coffee Purchasing Decisions. This is part of the requirements in the Business

Research course under the Bachelor of Science in Business Administration major in

Operations Management program of West Visayas State University - Main Campus. In

relation to this, we would like to administer a survey to assess the fundamental

determinants influencing Business Administration students’ coffee purchasing behaviors.

Please accomplish this survey questionnaire by answering all questions as

honestly as possible. Rest assured that the information gathered will be treated with

utmost confidentiality and will be used solely for the purpose of the study. Thank you

very much for your cooperation.

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Iloilo City

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Sincerely yours,

(Sgd.) CABARLES, MELYN ROSE C.

(Sgd.) CABRISTANTE, RHEA ANGELA C.

(Sgd.) CADENAS, CJ MARIE C.

(Sgd.) DENIOLA, DAVID KING

Researchers

Noted by:

ROSEMARIE M. DICHOSA, PhD.

Adviser

I. Personal Information

Instructions: Check the box that corresponds to your answer.

Name (Optional):

Sex:

● Male

● Female

Age:

● 18 years old and below

● 19 to 21 years old

● 20 to 24 years old

● 25 years old and above

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Iloilo City

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Year Level:

● First Year

● Second Year

● Third Year

Course Major

● Financial Management

● Operations Management

Monthly Family Income:

● Php 20,000 and below

● Php 20,001 - Php 60,000

● Above Php 60,000

II. Fundamental Determinants Influencing Coffee Purchasing Behavior

Direction: Read and assess the following items, then place a check ( ✔ ) on the box

under the following factors based on their level of importance in your coffee purchasing

decisions. Please refer to the scale below and their corresponding numbers and

descriptions when answering.

1 = Not important at all 2 = Slightly important 3 = Important

4 = Fairly Important 5 = Very important

INDICATORS 1 2 3 4 5
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Iloilo City

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Taste

1. Richness and depth of flavor

2. Aromatic and pleasing aroma

3. Smoothness of texture

4. Boldness or strength of the coffee

Price 1 2 3 4 5

1. Affordability compared to other options

2. Reasonable pricing for quality

3. Cost -effectiveness considering personal budget

4. Discounts and promotions

Ambiance 1 2 3 4 5

1. Comfortable seating arrangements

2. Welcoming and cozy atmosphere

3. Pleasant lighting and decor

4. Cleanliness and tidiness of the place

Location Accessibility 1 2 3 4 5
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1. Proximity to campus

2. Ease of access from regular routes

3. Accessibility via public transport

4. Convenient parking options nearby

Product Design 1 2 3 4 5

1. Appealing packaging or presentation

2. Variety of options available (e.g., sizes, flavors)

3. Innovative or unique offerings

4. Aesthetic appeal of the products