FACTORS THAT ATTRACT CONSUMERS IN COFFEE SHOPS IN SOUTH CALOOCAN CITY

Abstract

The study examined the key elements influencing customer attraction, satisfaction, and revisit intention within the local coffee shop industry. Recognizing the rapid growth of coffee culture in the Philippines particularly in urban areas like South Caloocan. The research aimed to determine how six major factors product quality, pricing, ambiance, customer service, accessibility, and additional amenities shape consumer behavior and preferences. Employing a descriptive-correlational quantitative design, the study surveyed 200 respondents who were active patrons of coffee shops in South Caloocan City. Data were collected through a validated questionnaire and analyzed using statistical tools such as frequency, percentage, weighted mean, chi-square test, and ANOVA. The results revealed that product quality and ambiance were the most influential factors in attracting consumers, followed closely by customer service and pricing. Accessibility and additional amenities also showed positive but secondary effects on consumer attraction. Furthermore, a significant relationship was found between the respondents’ demographic profiles particularly age, occupation, and frequency of visits and the factors that influenced their choice of coffee shops. The study concludes that consumer attraction in South Caloocan coffee shops is multidimensional, combining both functional factors (quality, price, accessibility) and experiential factors (ambiance, service, amenities). Based on the findings, the researchers recommend that coffee shop owners enhance sensory ambiance, maintain consistent product quality, and offer value-driven pricing strategies to improve customer satisfaction and loyalty. It reveals a friendly service, high-quality beverages, and comfortable atmosphere. It plays a significant role in attracting customers as basis for in enhancing marketing strategies and maintain competitive experiences in the market.

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