INTRODUCTION

Popular with consumers around the globe— the coffee industry is

valuable and expanding. Today, millennials would gladly shell out more

than a hundred pesos just for a cup of their preferred coffee may it be —

Traditional, plain, brewed, cappuccino, espresso, and the likes. The

Filipinos’ love for coffee continues to spread and the emerging growth of

startup coffee shops in the country. (Philippine News Agency, 2018)

To many people living in the Philippines, coffee is a way of life. From

breakfast to dessert, you can find a cup of hot coffee accompanying most

meals. For the most part, Filipino coffee is brewed like any other style of

coffee. Most people serve it black and strong, some with a little bit of cream

or sugar to mellow out the flavor profile. And for coffee enthusiasts that

want to spice up their coffee game and to have that extra boost to fuel their

day, this coffee brand may be it.

Decafrutas, a part of the food service industry, is a start-up coffee

brand by student-owners Andrea Del Sol, Mika Casiño, and Amie de

Guzman, all of them hail from St. Paul University Manila. Decafrutas offers

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a unique drink experience to coffee and fruit juice enthusiasts by combining

both drinks. Moreover, their product is mainly composed of brewed coffee,

milk, and juices of; orange, apple, blueberries, and grapes. This drink

combination is unique; its concept is new to the public and may not be

usually served in many coffee shops in NCR. Apart from that, millenials

today are following what’s in trend; they tend to usually go or try something

new that piques their interest and curiosity. The brand points to serve its

customers an affordable yet unparalleled new coffee drink in the industry.

However, introducing a new beverage product idea into a very

competitive market is a decision to not take lightly. An uncommon variety of

drink, a coffee mixed fruit drink to be specific, may not be everyone’s cup of

coffee. And that being said, the owners must also consider their

competitors and possible setbacks that may come along the way.

Thus, this study will be conducted to identify the target market and if

the new product idea will be feasible to consumers in NCR.

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RESEARCH OBJECTIVES

 To analyze the local market.

 To understand the consumers’ preferences for purchasing coffee.

 To know the consumers’ behavior for going to coffee shops.

 To understand the consumers’ preferences on drinking coffee.

 To know the impact of a customer’s preferences and socio-

demographic profile on selecting a coffee shop and its product.

 To determine the strong and weak points of the proposed product.

STUDY DESIGN

Quantitative and two types of research design were utilized in this

study, descriptive and exploratory studies. In addition, it describes the
market characteristics, its function, and involves observing and
describing the behavior of the respondents without influencing it in any
way. Also, to gain new insight and understand existing problems
regarding the subject that isn’t clearly defined.

Phenomenology method was also used in this study to further

understand the consumers’ perspective in buying and consuming coffee
drink products. Quantitative research design is aimed at discovering how
many people think, act or feel in a specific way. Moreover, it

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 concentrates on the quantity of responses, as opposed to gaining the
more focused or emotional insight that is the aim of qualitative research.

On the other hand, online survey was used as the data-gathering

instrument in this study. The researchers used non-probability sampling
method, quota sampling technique, and a non-comparative itemized
rating scale. The Likert scale was used in the questionnaire to measure
people's attitudes, opinions, or perceptions.

SCOPE AND LIMITATION

The research was done through an online survey created in Google

forms and conducted by posting the link on the researcher’s Facebook and
Instagram account. The respondents were residents from the National
Capital Region (NCR) and the study was conducted last September 19,
2021. Researcher-made questionnaires were used in the collection of data.

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AREAS OF QUESTIONING

The researchers intended to identify the consumer preferences on

buying and consuming coffee drink products of consumers based in NCR.

Specifically, the study seeks to answer the following questions:

1. What is the demographic profile of the respondents in terms of:

 age;

 sex;

 occupation;

 daily allowance;

 average monthly income;

 Civil status;

 Location

2. What is the respondents’ preference on purchasing coffee?

3. What is the respondents’ preference in choosing a coffee brand?

4. What is the respondents’ attitude towards new coffee product idea?

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KEY FINDINGS AND DISCUSSION

Demographic Profile
Table 1.1
Age of the Respondents

Majority, 49 or 86% of the respondents were 19-29 years old. 5 or 8.8% of

the population of 18 years old and below was ranked 2nd. Respondents
aged 30-39 years old were ranked 3rd with a frequency of 2 and 3.5% of
the population. The least number was a respondent aged 50-59, which was
1.8% of the population. Also, there were no respondents aged 40-49 and
60 and above. Table 1.1 reveals the data.

Age Frequency Percentage

18 and below 5 8.8 %
19-29 49 86 %
30-39 2 3.5 %
40-49 0 0
50-59 1 1.8 %
60 and above 0 0

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 Table 1.2
Gender of the Respondents

As shown in the table a greater percentage of the respondents are female,

48 or 84.2 % of them, while 9 or 15.8 % of them are male.

Gender Frequency Percentage

Female 48 84.2 %
Male 9 15.8 %

Table 1.3
Occupation of the Respondents

Table 1.3 data shows that 51 or 89.5% of the respondents were students
while 5.3% or 3 of them were self-employed. Moreover, the least two with
the lowest frequency and percentage are those employed full-time and
part-time. There were no respondents who are unemployed and retired.

Occupation Frequency Percentage

Employed (Full-time) 2 3.5 %
Employed (Part-time) 1 1.8 %
Self-employed 3 5.3 %
Unemployed 0 0
Student 51 89.5 %
Retired 0 0

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 Table 1.4
Daily Allowance of the Respondents

Majority of the respondents or 15 and 27.8% of them has an allowance of

Php 150-250 per day, while those with an allowance of Php 351-500 has a
frequency of 12 or 22.2% respondents. On the other hand, those with a
daily allowance of Php 149-below and Php 251-350 had the same number
of respondents with a frequency of 11 and 20.4% respectively. There were
two respondents with an allowance of Php 501-1000. Three respondents
chose others to put a different answer such as: None and None because
we’re currently in a pandemic.

Daily Allowance Frequency Percentage

Php 149-below 11 20.4 %
Php 150-250 15 27.8 %
Php 251-350 11 20.4 %
Php 351-500 12 22.2 %
Php 501-1000 2 3.7 %
Others 3 5.7 %

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 Table 1.5
Monthly Income for Employed/Self-employed Respondents

This portion was only answered by respondents who are employed/self-

employed. Ranked first is those with a monthly income of Php 10,000-
30,000 with a frequency of 3 and 37.5%. Second, 2 or 25% has a monthly
income of less than Php 10,000.

Monthly Income Frequency Percentage

Less than Php 10,000 2 25 %
Php 10,000-30,000 3 37.5 %
Php 31,000-50,000 1 12.5 %
Php 51,000-70,000 1 12.5 %
Php 71,000-90,000 0 0
Php 100,000 above 1 12.5 %

Table 1.6
Civil Status of the Respondents

Majority, 53 or 93% of the respondents are single, while 4 or 7% of the

respondents are married.

Civil Status Frequency Percentage

Single 53 93 %
Married 4 7%
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 Table 1.7
Location of the Respondents

Majority of the respondents reside in Manila city with a frequency of 45 or

3.9%. On the other hand, there were no respondents residing in the cities
of Marikina and Navotas. Table 1.7 reveals the data.

City Frequency Percentage

Caloocan City 1 1.8 %
Las Piñas City 5 8.8 %
Makati City 3 5.3 %
Malabon City 1 1.8 %
Mandaluyong City 2 3.5 %
Manila City 45 3.9 %
Marikina City 0 0
Muntinlupa City 3 5.3 %
Navotas City 0 0
Parañaque City 3 5.3 %
Pasay City 2 3.5 %
Pasig City 1 1.8 %
Quezon City 5 8.8 %
San Juan City 2 3.5 %
Taguig City 2 3.5 %
Valenzuela City 2 3.5 %

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Preferences on purchasing coffee by the Respondents

Table 2.1
How often do respondents drink coffee?

Out of 57 respondents, 17 or 29.8% of them drinks coffee often. While the

respondents with the least frequency of 11 or 19.3% seldom drink coffee.

18
16
14
12
10
8 16 17
6 13
11
4
2
0 0
Never Seldom Sometimes Frequently Always

Table 2.2
How often do respondents visit a café?

Majority, 23 or 40.4% respondents only visit cafes sometimes. While those

who frequently and seldom visit a café, had the same number of
respondents with a frequency and percentage of 13 and 22.8%
respectively. 5 or 8.8% of the respondents visit a café always and 3 or
5.3% doesn’t often visit a café.

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 25

20

15

10

0
Never Seldom Sometimes Frequently Always

Table 2.3
Respondents’ frequency of purchasing coffee

Sometimes and seldom has the same number of respondents with a

frequency of 16 or 28.1%. Next, frequently has 14 or 24.6% respondents;
while always has a frequency of 8 or 14%. Last, 3 or 5.3% of the
respondents answered never to the frequency of purchasing coffee drinks.

18
16
14
12
10
8 16 16
14
6
4 8
2 4.3
0
Never Seldom Sometimes Frequently Always

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 Table 2.4
Respondents’ frequent choice of coffee brand

Starbucks has the highest number of frequency with 40 or 70.2% of the

respondents. Ranked second is Tim Hortons with a frequency of 5 or 8.8%
and lastly, McDonald’s has a frequency of 1 or 1.8%.

Brand Frequency Percentage

Starbucks 40 70.2 %
Tim Hortons 5 8.8 %
The Coffee Bean and 3 5.3 %
Tea Leaf
Seattle’s Best Coffee 3 5.3 %
Dunkin’ Donuts 2 3.6 %
McDonald’s 1 1.8%
7-Eleven 2 3.6 %
N/a 1 1.8 %

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 Table 2.5
Respondents’ choice of cup size

Among the respondents, majority of them, 24 or 42.1% chose Grande as

their choice of cup size whenever they go to coffee shops. While the least
number of respondents with a frequency of 11 or 19.3% chose Small.

Cup size Frequency Percentage

Small (8 oz) 11 19.3 %
Tall (12 oz) 9 15.8 %
Grande (16 oz) 24 42.1 %
Venti (20 oz) 13 22.8 %

Table 2.6
Importance of product price for the Respondents

Majority of the respondents or 27 and 47.4%, answered very important in

regarding the importance of product price. While 1 or 1.8% of the
respondent chose not important.
30

25

20

15
27
10
12 14
5

0 1 3
Not important A little important Neutral Somewhat important Very important

14
 Table 2.7
Respondents’ willingness to spend on Coffee

Among the respondents, 34 or 59.6% of them chose the price range of Php
100-200 as to how much are they willing to pay for a cup of coffee. While
10 or 17.5% of the respondents chose Php 50-100.

Price Frequency Percentage

Php 50-100 10 17.5 %
Php 100-200 34 59.6 %
Php 200-250 13 22.8 %

Table 2.8
Respondents’ level of interest to try new flavors of Coffee

Majority, 33 or 57.9% are very interested to try new flavors of coffee drink.
While 1 or 1.8% answered not interested.

35
30
25
20
33
15
10
5 12
9
0 1 2
Not interested A little interested Neutral Somewhat interested Very interested

15
 Table 2.9
Respondents’ level of interest in pairing coffee with bread and
pastries

Majority of the respondents with 40 or 70.2% has the highest level of

interest when it comes to pairing coffee with bread and pastries. While 2 or
3.5%, answered a little important.

45
40
35
30
25
20 40
15
10
5 10
0 0 2 5
Not important A little important Neutral Somewhat interested Very interested

Table 2.10
Important aspects in choosing a Coffee shop by the Respondents
The aspect that has the highest frequency and percentage of 36 or 63.2%
respondents answered all of the above.
Aspect Frequency Percentage
Menu 25 43.9 %
Preferred drink 18 31.6 %
availability
Good atmosphere 23 40.4 %
Convenient to travel to 17 29.8 %

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 Cleanliness and 24 42.1 %
orderliness
Wi-Fi 19 33.3 %
Has indoor and al-fresco 13
dining 22.8 %

Good service 23 40.4 %

Less crowd/noise 19 33.3 %
Follows strict COVID-19 21 36.8 %
protocols
All of the above 36 63.2 %

Level of interest among respondents about the brand: Decafrutas

Table 3.1
Respondents’ familiarity on coffee mixed fruit drink
21 or 36.8% of the respondents aren’t highly familiar with coffee mixed fruit
drinks, while 1 or 1.8% is highly familiar.

25

20

15

10

0
Highly Unlikely Unlikely Neutral Likely Highly likely

17
 Table 3.2
Do respondents consider trying coffee mixed fruit drink?
18 or 31.6% of the respondents’ level of interest in trying coffee mixed fruit
drink are highly likely; and ranked least are highly unlikely and unlikely with
the same number of respondents with a frequency of 6 and 10.5%.
20
18
16
14
12
10
8
6
4
2
0
Highly Unlikely Unlikely Neutral Likely Highly likely

Table 3.3
Respondents’ level of interest on drinking coffee with banana flavor

16 or 28.1% of the respondents’ level of interest in drinking coffee with

banana flavor are neutral; while those who answered likely and highly likely
have the same number of respondents with a frequency of 13 or 22.8%.

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 18
16
14
12
10
8
6
4
2
0
Highly Unlikely Unlikely Neutral Likely Highly likely

Table 3.4
Respondents’ level of interest on drinking coffee with Apple flavor

18 or 36.1% of the respondents’ level of interest in drinking coffee with

apple flavor are neutral; while those who answered likely, unlikely, and
highly likely have the same number of respondents with a frequency of 12
or 21.1%.
20
18
16
14
12
10
18
8
6 12 12 12
4
2 3
0
Highly Unlikely Unlikely Neutral Likely Highly likely

Table 3.5
Respondents’ level of interest on drinking coffee with Orange flavor

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16 or 28.1% of the respondents’ level of interest in drinking coffee with
orange flavor are unlikely; while the rating that has the least frequency is
highly likely with 5 or 8.8%.

18
16
14
12
10
8 15 16
6 12
4 9
2 5
0
Highly unlikely Unlikely Neutral Likely Highly likely

Table 3.6
Respondents’ level of interest on drinking coffee with Grape flavor

18 or 31.6% of the respondents’ level of interest in drinking coffee with

grape flavor are neutral; while the rating that has the lowest level of interest
is highly likely with a frequency of 8 or 14%.

20
 20
18
16
14
12
10
18
8
6 12
10 9
4 8
2
0
Highly unlikely Unlikely Neutral Likely Highly likely

Table 3.7
Respondents’ level of interest on drinking coffee with Blueberry flavor

18 or 36.1% of the respondents’ level of interest in drinking coffee with

blueberry flavor are neutral; while those who answered likely and unlikely
have the same number of respondents with a frequency of 10 or 17.5%.

20
18
16
14
12
10
18
8 15
6
10 10
4
2 4
0
Highly unlikely Unlikely Neutral Likely Highly likely

Table 3.8
Importance of Product Quality

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Majority, 47 or 82.5% of the respondents rated product quality is important
in choosing or purchasing. While 1 or 1.8% rated it a little important.

50
45
40
35
30
25 47
20
15
10
5 9
0 0 1 0
Not important A little important Neutral Somewhat important Very important

Table 3.9
Importance of product value for money

Among the respondents, 36 or 63.2% rated the product value for money as
very important; while only 2 or 3.5% of the respondents rated a little
important.

22
 40
35
30
25
20
36
15
10
5 12
7
0 0 2
Not important A little important Neutral Somewhat important Very important

Table 3.10
Importance of the brand’s reputation
Among the respondents, 21 or 36.8% deemed the brand’s reputation as
very important in choosing a product. While the least rating received a
frequency of 2 or 3.5%.
25

20

15

10 21
18
13
5

2 3
0
Not important A little important Neutral Somewhat important Very important

Table 3.11
Importance of the brand’s logo and packaging

Among the respondents, 18 or 31.6% deemed somewhat important when it

comes to choosing a product based on its brand’s logo and packaging.
Also, respondents who answered neutral and a little important have the

23
same frequency of 10 or 17.5% each. Only two respondents among 57
answered not important.

20
18
16
14
12
10
18 17
8
6
10 10
4
2
0 2
Not important A little important Neutral Somewhat important Very important

Table 3.12
Would the respondents consider Decafrutas as their next go-to-drink?

26 or 45.6% of the respondents consider Decafrutas as their next go-to-

drink while 2 or 3.5% answered unlikely.
30

25

20

15
26
10 21

5 8
0 0 2
Highly unlikely Unlikely Neutral Likely Highly likely

Table 3.13

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 Would the respondents recommend Decafrutas to their family and
friends?

27 or 47.4% of the respondents would highly likely recommend Decafrutas

to their family and friends while unlikely and highly unlikely received one or
1.8% each.

30

25

20

15
27
10 18
5 10

0 1 1
Highly unlikely Unlikely Neutral Likely Highly likely

RECOMMENDATIONS

 The owners must build a clear profile of who the customers are and
what the customers would want.
 The owners must also consider the shelf-life of the product since they
will be using fresh fruits. And the availability of the fruits due to
seasonal changes.

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  The owners need to get a clear picture of what's happening in the
marketplace, what their competitors are doing and how their pricing
stacks up against the owners’ plans.
 Build a strong USP (unique selling point) in helping target consumers
effectively and in getting the product listed.
 The owners must also add other drink products aside from coffee
mixed fruit drinks.
 They should promote the product well to generate interest and attract
attention.
 The owners must be able to identify and market how their product is
different from their competitors.
 Among the drink flavors presented, there have been least favorable
answers. The owners must also study if the product will be profitable
in the long term.

APPENDICES
Consent Letter

Pauline greetings!

Decafrutas is a start up Coffee brand by Entrepreneurship students of

St. Paul University Manila, offering unique experience to coffee and
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fruit juice enthusiasts. As part of developing our brand, we are
conducting an online survey to help us know what’s working or not and
target areas that may need improvement.
In line with this, we would like to ask if you can be one of our
respondents in helping us make Decafrutas be everyone’s next go-to-
drink. Please be rest assured that all information provided will be kept
with the utmost confidentiality and would only be used for this
research.
Your approval as our respondent will be greatly appreciated. Thank you
in advance for your interest and assistance.

Sincerely yours,

Casiño, Ana Mikaela R.

De Guzman, Aimee Francesca E.
Ibabao, Cohleen Faye G.
Rayos Del Sol, Andrea Ysabel E.

Questionnaire
(First set of questions):

1. Which age group do you belong to?

 18 below
 19-29
 30-39
 40-49
 50-60
 60 and above

27
2. Please indicate your gender.
 Female
 Male

3. Please indicate your occupation.

 Employed (Full-time)
 Employed (Part-time)
 Self-employed
 Unemployed
 Student
 Retired

4. (For students) How much is your daily allowance?

 Php 149 below
 Php 150-250
 Php 251-350
 Php 351-500
 Php 501-1,000

5. (For Employed and Self-employed respondents only) Which of the

following categories best describes your monthly income?
 Less than Php 10,000
 Php 10,000-30,000
 Php 31,000-50,000
 Php 51,000-70,000
 Php 71,000-90,000
 Php 100,000 and above
6. Please indicate your civil status.
 Single
 Married

7. If you reside in NCR, in which city do you come from? (If not, you
may not continue to answer this survey.)
 Caloocan City  Mandaluyong City
 Las Piñas City  Manila City
 Makati City  Marikina City
 Malabon City  Muntinlupa City

28
  Navotas City  Quezon City
 Parañaque City  San Juan City
 Pasay City  Taguig City
 Pasig City  Valenzuela City

(Second set of questions):

Please rate each: 3= sometimes/neutral
1= never/not important 4= frequently/somewhat important
2= seldom/a little important 5= always/very important

1. How often do you drink coffee?

2. How often do you visit a café?
3. How often do you purchase coffee?
4. How frequent do you purchase coffee?
5. Where do you usually purchase coffee?
 Starbucks  Seattle’s Best Coffee
 Tim Hortons  Other: _____
 The Coffee Bean and
Tea Leaf
6. What coffee size is your go-to?
 Small (8 oz)  Grande (16 oz)
 Tall (12 oz)  Venti (20 oz)
7. How important for you is the price of a coffee?
8. How much are you willing to spend on a cup of coffee?
 Php 50-100  Php 250
 Php 100-200
9. How interested are you to try new flavors of coffee?
10. How interested are you in pairing your coffee with bread and
pastries?
11. What aspects are important to you when choosing a Coffee
shop? Choose from the following below:

 Menu
 Preferred drink availability
 Good Atmosphere
 Convenient to travel to
 Cleanliness and Orderliness
 Wi-Fi
 Has indoor and al-fresco dining
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  Good service
 Less crowd/noise
 Follows strict COVID-19 protocols
 All of the above

(Third set of questions)

Please rate each: 3= neutral

1= highly unlikely/not important 4= likely/somewhat important

2= unlikely/a little important 5= highly likely/very important

1. How familiar are you with coffee mixed with fruit drink?
2. Do you consider trying coffee mixed fruit drink?
3. How likely are you interested in drinking coffee with banana flavor?
4. How likely are you interested in drinking coffee with apple flavor?
5. How likely are you interested in drinking coffee with orange flavor?
6. How likely are you interested in drinking coffee with grape flavor?
7. How likely are you interested in drinking coffee with blueberry flavor?
8. On a scale of 1-5, how important is the product quality when choosing
a Coffee product?
9. On a scale of 1-5, is value for money important when choosing a
Coffee product?
10. On a scale of 1-5, how important is the brand's reputation to
you when choosing a Coffee product?
11. On a scale of 1-5, how important for you is the brand's logo and
packaging when choosing a Coffee product?
12. On a scale of 1 to 5, would you consider Decafrutas as your
next go-to drink?
13. On a scale of 1 to 5, would you recommend Decafrutas to your
family and friends?

30
1