BIBLIOGRAPHY LOGRO, RAM C. APRIL 2008....
BIBLIOGRAPHY
LOGRO, RAM C. APRIL 2008. Coffee Consumption Preferences of Benguet
State University Employees (BSU Main Campus). Benguet State University, La Trinidad
Benguet.
Adviser: Luke E. Cuanguey, BSc
ABSTRACT
The study was conducted to the employees of Benguet State University to identify
and determine their coffee consumption preferences. A total of 100 respondents were
equally distributed questionnaires, 50 from teaching employees and 50 from non-teaching
employees designated from different colleges and offices of the university.
From the gathered data, most of the age group described were middle aged, this
were under age bracket 26 – 35, 35 – 45 both with twenty eight respondent or 28% each
and then followed by 45 – 55 (20%). Ninety six respondents or 96% are college
graduates. On their consumption preferences on coffee, eighty eight respondents (88%)
drink coffee everyday, 11% drink occasionally. Most daily drinkers prefer to drink two
times a day (30%) followed by three times a day(19%) and then four times a day (18%).
Forty one respondents (41%) preferred instant coffee, thirty three respondents (33%)
preferred brewed coffee and twenty four respondents (24%) preferred both brewed coffee
and instant coffee. The most popular choices of brands preferred by instant coffee
drinkers are Nescafe Classic (25%) followed by San Mig Coffee (13%). The brands are
followed by Nescafe Decaf and Jimm’s 5 in one coffee both with 9% each. For brewed
coffee the most preferred was barako coffee with 36.67% respondents, this was followed
by Benguet coffee (24.44) and then Arabica coffee (17.77%). Instant coffee was a
popular choice among respondents for the reason that the taste satisfies them followed by
easiness to prepare and by availability of the product. Most of the respondents prefer to
drink at home (56.20%) during breakfast time and at the office (38.18%) during snack
times. Majority of the respondents preferred coffee+ sugar+ creamer (64%). Majority of
the respondents (86%) are the ones who decide on the brand or variety of coffee to
consume for family use and often purchase it at grocery stores. Most respondents (42%)
prefer or are willing to spend P10.00-P15.00 per cup of coffee followed by 24%
respondents prefer on P20.00+.
Factors influencing the consumption preferences of respondents on coffee
include; the availability, the effect derived from drinking, the perception on health value
of coffee and the influence of family members.
ii
TABLE OF CONTENTS
Page
Bibliography...………………………………....................................................
i
Abstract………………………………………………………………………..
i
Table of Contents……………………………………………………………...
iii
INTRODUCTION
Rationale……………………………………………………………….
1
Statement of the Problem………………………………………………
2
Objective of the Study…………………………………………………
3
Importance of the Study ……………………………………………….
3
REVIEW OF LITERATURE
Profile of Coffee Consumers…………………………………………..
4
Coffee Consumption Preferences ……………………………………..
4
Types of Coffee………………………………………………………. 5
Factors Affecting Coffee Consumption………………………………. 6
METHODOLOGY
Locale and Time of Study…………………………………………….. 9
Respondents of the Study…………………………………………….. 9
Research Instruments and Method of
Data Collection……………................................................................... 9
Data Analysis…………………………………………………………..
9
RESULTS AND DISCUSSION
Profile of Respondents………………………………………………...
10
Coffee Consumption Preferences…………………………………….. 16
iii
Place Where Respondents Often
Drink Coffee………………………………………………………....... 16
Frequency of Drinking Coffee………………………………………… 16
Coffee Preferences……………………………………………………. 17
Reasons for Preference on Coffee…………………………………….. 18
Brands or Varieties of Coffee Consumed
By Respondents………………………………………………………..
20
Coffee Taste Preferences of Respondents…………………………….
21
Time of the Day Respondents Drink Coffee…………………………. 22
Decision on Brand or Variety
To Consume For Family Use………………………………………….. 23
Source of Coffee………………………………………………………. 24
Price Preferences per Cup of Coffee………. …………………………. 24
Factors Influencing Coffee Consumption
Preferences of Respondents…………………………………………..... 25
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary……………………………………………………………….
27
Conclusions…………………………………………………………….
28
Recommendations……………………………………………………..
29
LITERATURE CITED………………………………………………………..
30
APPENDIX
A. Letter to the Respondents……………………………………………… 32
B. Survey Questionnaire…………………………………………………... 33
iv
1
INTRODUCTION
Rationale
The Philippines is undeniably a coffee culture country. A day typically begins
with steaming cup of coffee and offering coffee to guests any time of the day is second
nature to the Filipinos (Philippine Star, 2006). Only few number of homes from north to
south of the country are with out coffee to grace their tables. This prestige of coffee
among Filipinos stems from its invigorating effects and medicinal value (Bulaay, 1980).
The Benguet Arabica belongs to the heirloom typical variety sought by local and
international gourmet buyers. Grown in the temperate uplands like Benguet and
Mountain Province, Arabica coffee promises a good potential in the local as well as
world market (Sun Star, 2005).
Consumer pattern changes for both micro and macro reasons. At the micro level,
changes are attributable to individual’s consumer’s changing tastes. At the macro level,
such changes occur because of structural shifts in the environment (Venkatesh, 1990).
The promotion of organic agriculture is a response to the changing mindset of consumers
who have become more conscious of their health (Sun Star, 2007).
The study of consumer helps firms and organization improve their marketing
strategies by understanding issues such as; the psychology of how consumer think,
psychology of how the consumer is influenced by his or her environment (e.g., culture,
family, sign, media); the behavior of consumer while shopping or making other
marketing decisions. Understanding these issues help us adapt our strategies by taking the
consumer into consideration (Perner, 1998). On the other hand, marketing strategies
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recognize that consumer decision making is subject to three core factor; the aging effect,
the generation effect and the time effect. Aging effect pertains to individual’s age in
affecting purchasing decisions. Generation effect represents the impact exerted on
members of the same generation who supposedly share common traits and belief that
were shaped by the social environment in which they were raised. And the third relates to
the given era (fashion) regardless of an individual age (Nitto and Shiozaki, 2001).
The Benguet State University has a total of 309 faculty members. Of these, 89
have earned their Phd/EdD degrees, 128 their MS/MA. The remaining numbers of ninety
two (92) are pursuing their MS/MA. Their degrees were earned through local and
international scholarship. With regard to their academic rank, there is one College
Professor, 46 Professors, 72 Assistant Professors and 131 Instructors. From the ranks of
the faculty members, there are recipients of national and local awards sponsored by both
the private and government sector.
This study was conducted to describe the coffee consumption preferences of
Benguet State University employees. This study also aims to identify important factors
influencing their consumption preferences.
Statement of the Problem
This study aimed to answer the following questions.
1. What is the profile of the respondents?
2. What are the coffee consumption preferences of Benguet State University
employees?
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3. What are the important factors influencing the coffee consumption preferences
of Benguet State University employees?
Objectives of the Study
The following are the objectives of the study
1. To identify the profile of respondents.
2. To identify the coffee consumption preferences of Benguet State University
employees.
3. To determine the important factors influencing the coffee consumption
preferences of Benguet State University employees.
Importance of the Study
The study on consumption preferences provides information particularly on
consumer behavior. Knowing consumer behavior is an important ingredient in the
successful operation and management of business.
Equipped with this set of information, an entrepreneur can determine his target
customer and will be able to formulate an effective marketing strategy to raise demand or
influence buying decision.
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REVIEW OF LITERATURE
Profile of Coffee Consumer
A study on relationship between coffee and dietary conducted by researchers from
the University of Osto for over 24,000 subjects, aged 35 to 49 years indicated that in both
sexes, dietary patterns of heavy coffee drinkers differed from light consumers. Heavy
coffee drinkers ate more bread, potatoes, and butter or margarine and used hard
margarine (saturated fat) more frequently. There findings suggest a higher calorie intake
and a higher intake of fat among heavy coffee consumers. Dietary variables and lifestyles
variables, however explained only 20% of the variation in coffee consumption
(Nutrition Research Newsletter, 1989).Coffee bars attract a young, affluent and educated
crowd. Coffee bar patrons are 22% more likely than all consumers to be aged 18-24 and
65% more likely to have on annual household income of $ 100K +. They are 28 % more
likely than the American adults to be single and 70% more likely to have a post graduate
degree (Scarborough Research, 2004).
Coffee Consumption Preferences
The National Coffee Association and The Specialty Coffee Association of
America conduct annual surveys regarding coffee consumption each year. The example
gathered data can be extremely beneficial to anyone wishing to start a business or just
have an insight on coffee consumption. Nearly 52% of Americans over 18 years of age
drink coffee every day. This represents over 100 million daily drinkers. Thirty million
American adults drink specialty coffee beverages daily; which include a mocha, latte,
espresso, café mocha, cappuccino, frozen/iced coffee beverages, etc. Men drink as much
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coffee as women; each consuming an average of 1.6 cups per day. Women seem to be
more concerned about the price than men. Among coffee drinkers, the average
consumption in the United States is 3.2 cups of coffee per day. Thirty percent (30%) of
the population drinks coffee occasionally. Sixty five (65%) of all coffee is consumed
during breakfast hours, 30% between meals, and 5% with other meals. From their
preferences, 35% of coffee drinkers prefer black coffee and 60% prefer to add sugar
and/or cream. Women indicated that drinking coffee is a good way to relax. Men
indicated that coffee helps them get the job done (National Coffee Association of USA,
2008).
Types of Coffee
Coffee, the drink made from the roasted and ground beans of a coffee plant, is a
favorite hot drink in almost every country in the world. According to legend, coffee was
discovered in Ethiopia when goat herds notices that their flocks stayed awake all night
after feeding on coffee leaves and berries. Coffee reached Arabia in the 1200’s. Before its
use as a beverage 700 years ago, coffee was a food, then wine, and then a medicine (The
World Book Encyclopedia, 1992).
Barako, named after the wild boar that is particularly fond of bean, as it is the
most popular coffee variety and the only one that is uniquely Filipino (Dumlao, 2005).
Barako also known as Liberica, has a strong taste. The other main species of coffee plant
are the arabica, the robusta, and the excelsa. The robusta makes up to 50 percent of total
production in the Philippines. It is used for instant coffee. It has more caffeine. It is used
in some expresso blend too. Arabica is the most widely known coffee. It is more aromatic
and superior in flavor. Excelsa, on the other hand is an exotic bean with a taste
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reminiscent of jackfruit. In the Philippines, these species comprise 20 percent of the
production (Lee, 2006).
Factors Affecting the Consumption of Coffee
The promotion of organic agriculture is a response to the changing mindset of
consumers who have become more conscious of their health (Anonymous, 2007).
Studies have shown that coffee is significant source of antioxidants in people’s
diet precisely because drinking it is such a constant is our daily routine (Vicente, 2006).
Although no similar study has been conducted in the Philippines, there is considerable
evidence to suggest that Filipinos also receive significant amount of an antioxidant from
coffee (Anonymous, 2006).
Drinking coffee is not bad. In fact, researchers have shown that a dose of 3 cups
of coffee a day can promote better health. It reduces the risk of asthma, sharpens the
mind, improves the mood and may even protect the drinker from Alzheimer’s,
Parkinson’s and Cirrhosis of the liver. Actually drinking excessive coffee isn’t all bad
either, that is if you can handle palpitations, sleepless nights and being extra jumpy,
(Anonymous, 2007).
As cited by Perner (1998), consumer behavior involves the psychological process
that consumers go through in recognizing needs, finding ways to solve these needs,
making purchase decision, interpret information, make plans, and implement plans. The
consumer faces numerous sources of influences, often, we take cultural influences for
granted, but they are significant. Culture is a part of external influences that impacts the
consumer (Perner, 1998). Cultural influences have broad effect on buying behavior
because they permeate our daily lives. Our culture determines what we wear and eat,
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where we reside and travel. It broadly affects how we buy use products, and influences
our satisfaction from them (Pride and Ferrel, 1989).
A person’s self-image will also tend to influence what she or he buy – an up ward
mobile manger may buy a flashy car to project an image of success. Social factors also
influence what the consumers buy – often, consumers seek to imitate other whom they
admire, and may buy the same brands. Finally, consumer behavior is influenced by
learning – you try a hamburger and learn that it satisfies your hunger and tastes good, and
the next time you are hungry, you may consider another hamburger (Perner, 2007).
Subculture often significantly influences the consumer. People in similar age
groups tend to have more influence on each other. This is particularly evident in the
spread of fashion. Social status may also have some influence, as group may tend to
imitate others in similar occupations or neighborhoods (Perner, 2007).
Advertising is just one of the many factors that influence choices. It both
stimulates consumption and economic activity and model lifestyles and a certain value
orientation consumer are confronted with substantial daily does on advertising in multiple
media. Everyone seems to hold an opinion about various aspects of advertising, ranging
from amusement and admiration to cynicism and condemnation (Pollay and Mittal,
1993).
Family may influence the consumer’s choices a great deal. Research has shown,
for example, that there is a tendency for adult children to use the same brands that their
parent used overtime (Perner, 2007).
The study of how the consumer is influenced by his or her environment helps firm
and organization improve their marketing strategies (Perner, 1998). In defining target
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sumption Preferences of Benguet State University
Employees (BSU Main Campus)/ Ram C. Logro. 2008
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market, marketing managers must have a though knowledge of consumer behavior
(Berkman, 1994).
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Employees (BSU Main Campus)/ Ram C. Logro. 2008
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METHODOLOGY
Locale and Time of Study
This study was conducted in Benguet State University, La Trinidad Benguet in
December 2007.
Respondent of the Study
The respondents of the study consisted of 100 employees from Benguet State
University Main Campus. Fifty was chosen from the teaching staffs and fifty from the
non-teaching staffs.
Research Instruments and Method of Data Collection
Questionnaires were distributed to the respondents and retrieved by the
researcher.
Data Analysis
The data collected was analyzed using simple statistical tools such as frequency
counts, percentages and ranking.
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Employees (BSU Main Campus)/ Ram C. Logro. 2008
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RESULTS AND DISCUSSION
Profile of Respondents
Table 1 presents the personal profile of 100 employees of Benguet State
University main campus. The profile of the respondents was described in terms of
position/ designation, office/college of respondents, age, gender, civil status, educational
attainment and provincial origin of respondents.
Position/ Designation. The table presents shared equal distribution of respondents
from teaching and non-teaching, 50 respondents taken from teaching employees and 50
respondents from non- teaching employees.
Office/Unit/ College. The table shows the respective offices, units, or colleges of
the respondents.
Age. The table shows that the respondents belong to different age brackets, age
20-25 years old makes up 12% respondents while ages 26- 35 years old compose of 28%
respondents, ages 36- 45 years old also makes up 28% respondents. Moreover ages 46-55
years old makes up 20% of the respondents followed by 56 – 65 years old compose 12%
respondents. The result showed that all different ages were coffee consumers however
most of them belong to ages 26-35, 36-45 and 45-55 or were middle aged. This finding
collaborates the study of Scarborough research (2004).
Gender. The table presents that sixty eight respondents (68%) are female and
thirty two respondents (32%) are male.
Civil Status. The table presents that sixty five respondents (65%) are married and
thirty respondents (35%) of the respondents are single.
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sumption Preferences of Benguet State University
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Education Attainment. The table shows that 96% respondents graduated from
college. From these college graduates respondents, thirty six earned master degree, and
sixteen respondents pursued doctoral degree. On the other hand only few of the
respondents are college undergraduate (1%), high school graduate (2%) and Elementary
graduate (1%). This finding agree on research found by Scarborough research (2004)
where they said that 70% of coffee drinkers are more likely to have post graduate degree.
Provincial/ Regional Origin. The table presents different provincial or regional
origin where the respondents originated. Most respondents originated from Benguet
composed of 44% followed by Mountain Province with 21% respondents; Ilocos makes
up 11%, Pangasinan (4%), Ifugao (2%), Tagalog region with 2%, Isabela with 1%, and
Northern Mindanao with 1%. Respondents originated from both highland and lowland
composed of 9% respondents.
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Table 1. Profile of the respondents
PARTICULARS
FREQUENCY PERCENTAGE
(f)
(%)
Position
Teaching
50
50
Non-Teaching
50
50
TOTAL
100
100
Office/ College/Unit
College of Arts and Science
15
15
Colleges of Teacher Education
12
12
College of Nursing
10
10
Office of the Student affairs
6
6
College of Agriculture
6
6
Horticulture Research and Training
5
5
Institute
BSU Secondary Laboratory School
5
5
Administrative Service Division
4
4
Budget Division Office
4
4
Planning Division Office
4
4
College of Engineering and Applied
3
3
Technology
College of Home Economics and
3
3
Technology
Coffee Con
sumption Preferences of Benguet State University
Employees (BSU Main Campus)/ Ram C. Logro. 2008
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Table 1. Continued. . .
PARTICULARS
FREQUENCY PERCENTAGE
(f)
(%)
Institute of Physical Education Sports
3
3
BSU Philippine Inter- University
3
3
Cooperation Program
Human Resources Management
2
2
Office
BSU Garments
2
2
Graduate School
2
2
Private Sector
1
1
Intellectual Property Rights
1
1
BSU Marketing
1
1
University Business Affairs Office
1
1
Extension research
1
1
BSU Post Office
1
1
College of Veterinary Medicine
1
1
BSU Library
1
1
Accounting Office
1
1
Land Reservation Office
1
1
Income Generating projects
1
1
TOTAL
100
100
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Employees (BSU Main Campus)/ Ram C. Logro. 2008
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Table 1 Continued. . .
PARTICULARS
FREQUENCY PERCENTAGE
(f)
(%)
Age (Years)
20-25
12
12
26-35
28
28
36-45
28
28
46-55
20
20
56-65
12
12
TOTAL
100
100
Sex
Female
68
68
Male
32
32
TOTAL
100
100
Civil Status
Married
65
65
Single
35
35
TOTAL
100
100
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sumption Preferences of Benguet State University
Employees (BSU Main Campus)/ Ram C. Logro. 2008
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Table 1 Continued. . .
PARTICULARS
FREQUENCY PERCENTAGE
(f)
(%)
Educational Attainment
College Graduate
96
96
High Graduate
2
2
College Undergraduate
1
1
Elementary Graduate
1
1
TOTAL
100
100
Provincial/ Regional Origin
Benguet
44
44
Mountain Province
21
21
Ilocos Region
11
11
Highland and lowland
9
9
origins
Benguet and Mountain
5
5
Province
Pangasinan
4
4
Ifugao
2
2
Tagalog Region
2
2
Isabela
1
1
Northern Mindanao
1
1
TOTAL
100
100
Coffee Con
sumption Preferences of Benguet State University
Employees (BSU Main Campus)/ Ram C. Logro. 2008
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Coffee Consumption Preferences
Place where respondents often drinks coffee. The Table 2 shows that seventy
seven respondents (56.20%) often drink at home, fifty three respondents (38.68%) drink
in the office, and seven respondents (5.10%) often drink in restaurant or coffee shops.
The results confirm that respondents more often drink at home however the respondents
also drink at the office and outside premises.
Table 2. Place where respondents often drink coffee
RESPONSE
FREQUENCY
PERCENTAGE
(F)
(%)
At home
77
56.20
Office
53
38.68
Restaurant/ Coffee Shops
7
5.10
TOTAL
137
100
*Multiple response
Frequency of drinking coffee. Table 3 shows that drinking coffee two times a
day is done by thirty respondents (30%), other respondent drink three times a day (19%)
followed by four times a day (18%), once a day (17%) sometimes (7%) more than four
times a day (4%) only drink occasionally (3%) and once a week (2%). The result also
implies that majority of the respondents are daily drinkers.
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Employees (BSU Main Campus)/ Ram C. Logro. 2008
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Table 3. Frequency of drinking coffee
RESPONSE
FREQUENCY
PERCENTAGE
(f)
(%)
Once a day
17
17
Twice a day
30
30
Three times a day
19
19
Four times a day
18
18
More than four times a day
4
4
Sometimes/ when feels like
7
7
want to drink
Only during occasions
3
3
Once a Week
2
2
TOTAL
100
100
This result collaborates with the findings of National Coffee Association of USA in 2008
where in it states that nearly 52% of Americans are daily drinkers of coffee.
Coffee preferences. Table 4 shows that instant coffees are preferred for
consumption by most of the respondents as shown by forty one respondents (41%),
twenty four respondents (24%) prefer instant coffee however they consume both with
brewed coffee. On the other hand thirty three respondents (33%) preferred only brewed
coffee.
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Employees (BSU Main Campus)/ Ram C. Logro. 2008
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Table 4. Coffee Preferences
RESPONSE
FREQEUNCY
PERCENTAGE
(f)
(%)
Instant coffee
41
41
Brewed coffee
33
33
Both instant and brewed
24
24
coffee
TOTAL
100
100
Reasons for Preferences on Coffee
Table 5 shows multiple responses for the reasons for the preference of coffee
drinkers. From the instant coffee drinkers, most reason for preference is they like the taste
and the aroma (31.42%). This was followed easy to prepare (25.75%), then availability of
the product (20%).
From the brewed coffee drinkers, the taste and aroma was the main reason for
choice (63.25%), this was followed by perceive health value of the product (24.48%) then
naturalness of the product (12.24%).
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Employees (BSU Main Campus)/ Ram C. Logro. 2008
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Table 5. Reasons for preference on coffee (response from instant coffee drinkers)
RESPONSE
FREQUENCY
PERCENTAGE
(f)
(%)
Like the taste and aroma
22
31.42
Easy to prepare
18
25.71
Availability of the product
14
20
Perceived health value of the
8
11.42
product
Cheaper in price
5
7.14
Effects derived from drinking
2
2.85
Based on testimony of a friend
1
1.12
who have tried the product
TOTAL
70
100
*Multiple response
Table 5 Continued. . . (response from brewed coffee drinkers)
RESPONSE
FREQUENCY
PERCENTAGE
(f)
(%)
Like the Taste and Aroma
31
63.26
Perceive Health Value of the product
12
24.48
Naturalness of the Taste
6
12.24
TOTAL
49
100
*Multiple response
`
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Employees (BSU Main Campus)/ Ram C. Logro. 2008
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Brand or Variety of Coffee Consumed by Respondents
Table 6 indicates choices of brands or varieties of coffee the respondents prefer.
From the instant coffee consumers thirty six respondents or (32%) preferred Nescafe
Classic, this was followed by San Mig coffee preferred by nineteen respondents or
(17%), This brand was followed by Nescafe Decaf and Jimm’s 5 in 1 coffee, there were
13 respondents each or 11%.
Table 6. Brand of coffee consumed by instant coffee consumers
RESPONSE
FREQUENCY
PERECENTAGE
(f)
(%)
Nescafe classic
36
32
San Mig Coffee
19
17
Nescafe Decaf
13
11
Jimm’s 5 in one Coffee
13
11
Maxwell House rich
9
8
Nescafe Original
8
7
Blend 45 Coffee
4
4
Brewed Taste Café Puro
3
3
Premium Great Taste
3
3
Kopiko
3
3
Gano Coffee
2
2
Jimm’s 7 in one coffee
1
1
TOTAL
114
100
*Multiple response
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sumption Preferences of Benguet State University
Employees (BSU Main Campus)/ Ram C. Logro. 2008
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Table 6 Continued. . .
RESPONSE
FREQUENCY
PERECENTAGE
(f)
(%)
Barako coffee
33
36.66
Arabica coffee
16
17.77
Benguet coffee
22
24.44
Kalinga coffee
5
5.55
Mountain grown Arabica
4
4.44
Mixture of barako and Arabica
3
3.33
Flavored brewed coffee
3
3.33
Any available brewed coffee
3
3.33
Robusta Coffee
1
1.11
TOTAL
90
100
*Multiple response
For brewed coffee, the most preferred was barako coffee with 36.66%
respondents. This was followed by Benguet coffee (24.44%), and then Arabica coffee
(17.17%). The least preferred was Robusta coffee where there were 1.1% respondents.
Coffee Taste Preferences of Respondents
Table 7 shows that most respondents prefer coffee+ sugar+ creamer (64%)
followed by coffee+ sugar (18%), creamed coffee without sugar (10%), coffee without
sugar (6%), and other respondents prefer Mocha flavor (2%). This result shows different
taste preference by the respondents however most respondents preferred coffee+ sugar+
creamer.
Coffee Con
sumption Preferences of Benguet State University
Employees (BSU Main Campus)/ Ram C. Logro. 2008
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Table 7. Coffee taste preferences of respondents
RESPONSE
FREQUENCY
PERECENTAGE
(f)
(%)
Coffee +sugar+ creamer
64
64
Coffee + sugar
18
18
Coffee+ creamer
10
10
Coffee without sugar and creamer
6
6
Mocha
2
2
TOTAL
100
100
Time of the Day Respondents Drink Coffee
Table 8 shows multiple responses on the time of the day respondents drink
coffee. Result shows that most of the respondents drink at breakfast time as shown by
40.09%, followed by snack time or in between meals with 25.74% respondents, dinner
shown by 20.39%, lunch with 9.4% respondents and the least response is drinks
anytime or when fells like want to drink (4.45%). The finding collaborates with a result
of anonymous researchers in 2008 who stated that 65% of coffees were consumed during
breakfast hours and 30% in between meals.
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Employees (BSU Main Campus)/ Ram C. Logro. 2008
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Table 8 Time of the day respondents drink coffee
RESPONSE
FREQUENCY
PER
ECENTAGE
(f)
(%)
Breakfast
81
40.09
Snack time
52
25.74
Dinner
41
20.29
Lunch
19
9.40
Anytime /when feels like want to
9
4.45
drink
TOTAL
202
100
*Multiple Response
Decision on Brand or Variety
of Coffee for Family Use
Table 9 shows response from the respondents if they are the ones who decide on
coffee to consume for family use. The result shows that majority (86%) of the
respondents said they are the ones who decide and only few (14%) respondents do not
decide on the coffee to consume.
Table 9. Ones who decides on coffee for family use
RESPONSE
FREQUENCY
PERECENTAGE
(f)
(%)
Yes
86
86
No
14
14
TOTAL
100
100
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Source of Coffee
Table 10 shows that most of the respondents buy their brand or variety of coffee
from grocery stores (69.42%), followed by processors coffee bean store (17.36%), sari-
sari store (10.74%) and other specified brought by relatives (2.47%). Some respondents
have multiple responses so the total of the frequency exceeds 100.
Price Preferences per Cup of Coffee
Table 11 shows that most respondents are willing to spend prices P10.00-P14.00
per cup of coffee with 42% respondents, followed by P20.00+ with 23% respondents,
P16.00-20 with 16% respondents. The least preferred was P50.00+ with 8%.
Table 10. Source of coffee
RESPONSE
FREQUENCY
PERECENTAGE
(f)
(%)
Grocery
84
69.42
Processor/ Coffee Beans Store
21
17.35
Sari-sari store
13
10.44
Brought by Relatives
3
2.47
TOTAL
121
100
*Multiple response
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Table 11. Price preferences per cup of coffee
RESPONSE
FREQUENCY
PERCENTAGE
(f)
(%)
Less than P10.00
11
11
P10.00- P15.00
42
42
P16.00- P20.00
16
16
P20.00+
23
23
P50.00+
8
8
TOTAL
100
100
Factors Influencing Consumption Preferences of Coffee
Table 12 shows different factors influencing the consumption preferences of
respondents on coffee. Availability of the product at home tends to influence most
respondents as showed by 28.78%. As cited by Bulaay (1980), coffee is considered as on
the most prestigious beverages by Filipinos. Only few number of homes from north to
south of the country are without coffee to their tables, starting the day by drinking coffee
and offering coffee to guest, relatives and family members are also nature to Filipinos
(Anonymous, 2006).
The second influences was the effect derives from drinking with twenty
26.56%. The common reason by respondents includes; taste satisfies them, make them
awake and alert, and revitalize their body, moreover hot coffee are preferable for them to
keep their body warm during cold seasons.
The third influence was the perception on the health value of the coffee with
21.77%. Respondents who are conscious of their health may have been aware of the
Coffee Con
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health benefits derived from drinking giving them courage to consume coffee constantly.
As cited by Vicente, studies have shown that coffee is significant source of antioxidants
in peoples drinking constantly, or a daily routine. Moreover, it also reduces the risk of
Asthma, sharpens the minds, improves mood and may even protect the drinkers from
Alzheimer’s, Parkinson’s and Cirrhosis of liver (Anonymous, 2007).
The fourth influence is the preference by the family with 16.36%. As cited by
Perner, one particular evident by researchers has shown that there is a tendency for adult
children to use the same brand that their parents use overtime.
Table 12 Factors influencing consumption preferences of coffee
RESPONSE
FREQUENCY
PERECENTAGE
(f)
(%)
Availability of the products at home
78
28.78
The effect derived from drinking
72
26.56
Perception on the health value of
59
21.77
the product
Preferred by the Family
45
16.60
Suggestion of friend
7
2.58
Influence by advertisement
3
1.10
Way of socializing with friends or
member of the family
5
1.84
Easily Available in the market
3
0.73
TOTAL
271
100
*Multiple response
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SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study was conducted to the Benguet State University employees to
identify and determine their coffee consumption preferences.
A total of 100 respondents were given questionnaire. Questionnaires were
equally distributed from 50 teaching employees and 50 non-teaching employees
designated from different colleges and offices of the University.
From the gathered data most of the age group described were middle aged,
this were under age bracket 26 – 35, 35 – 45 both with twenty eight respondent or 28%
each and then followed by 45 – 55 (20%). Ninety six respondents or 96% accomplished
their post graduate degree. On their consumption preferences on coffee, eighty eight
respondents (88%) drink coffee everyday, 11% drink occasionally. Most daily drinkers
prefer to drink two times a day (30%) followed by three times a day (19%) and then four
times a day (18%). Forty one respondents (41%) preferred instant coffee, thirty three
respondents (33%) preferred brewed coffee and twenty four respondents (24%) preferred
both brewed coffee and instant coffee. The most popular choices of brands preferred by
instant coffee drinkers are Nescafe Classic (32%) followed by San Mig Coffee (17%).
The brands are followed by Nescafe Decaf and Jimm’s 5 in one coffee with 11% each.
For brewed coffee the most preferred was barako coffee with 36.67% respondents, this
was followed by Benguet coffee (24.44) and then Arabica coffee (17.77%). Instant
coffee was popular choice among respondents for the reason that the taste satisfies them
followed by easiness to prepare, and availability of the product.
Coffee Con
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Most of the respondents prefer to drink at home (56.20%) during breakfast
time and at the office (38.18%) during snack times. Majority of the respondents
preferred coffee + sugar + creamer (64%). Majority of the respondents (86%) are the
ones who decide on the brand or variety of coffee to consume for family use and often
purchase it at grocery stores. Most respondents (42%) prefer or willing to spend P10.00 -
P15.00 per cup of coffee followed by 24% respondents prefer on P20.00+.
The factors influencing the coffee consumption preferences of the respondents
includes the availability of the product with 28.78% followed by the effect derived from
drinking coffee with 26.56%, and then perceive health value of coffee with 21.77%.
Other influence to the respondents includes the influence of family preference.
Conclusions
1. Based on the study, coffee is a popular choice of beverage among group of
employees particularly middle aged or under age bracket 26-35, 35-45, and 45-
55.
2. Instant coffee beverages are more preferable to respondents than brewed
coffee. Instant coffee was described by the respondents by having a preferable
taste as brewed coffee however it is easily available and easily prepared
compared to brewed coffee.
3. Based on the study, the availability of the product is one of the factors that
influence the preference of the consumers. This is followed by the effect
derived from drinking and then the perception on the health value of coffee.
The family preference is also one influence to the consumers.
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Recommendations
1. Study shows that employees can be an opportunity target consumers of coffee
beverage.
2. Study must be conducted for processing locally grown coffee like Benguet
grown coffee into instant coffees because instant coffee are more preferable or
demanded for consumption.
3. The study derived from this study especially on the factor influencing
consumption preferences can be used as information to marketing researchers to
determine consumer preferences.
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LITERATURE CITED
ANONYMOUS. 2006. “Antioxidant Protection in New Nescafe Product”. The
Philippine Star. 12. October 2006. P. B-5.
ANONYMOUS. 2007. “Starbucks: Creating a World a Caffeine Addict”. Retrieved Sept.
13, 2007 from http://www.arazo.com/artilces/2007-04/en
ANONYMOUS. 2005. “Turning coffee into gold”. Retrieved September 15, 2007 from
http://www.sunstar.com.ph/static/bag/2005/04/19/feat/turning.coffee.into.gold.
htmlold
ANONYMOUS. 2007. “Invest promotion body for Benguet pushed”. Retrieved Sept. 17,
2007 from http:www.sunstar.com.ph/static/bag/2007/09/14/bus/invest.
promotion.body.for.benguet.pushed.html14 2007/
BERKMAN, H. 1994. “Consumer Attitudes and Decision Making”. Retrieved Aug. 17,
2007 from http://www.skyronix.com/soc/courses/cb/beln.htm/
BULAAY, JULIA P. 1980. “Marketing Practices of Coffee Producers in Paracelis,
Mountain Province”. Benguet State University, La Trinidad Benguet.P-1.
DUMLAO, T.A. 2005. “Saving Barako Way of Life of Pinoy Coffee Farmers.”
Philippine Daily Inquirer. 17. June.2005. P. B-2.
LEE, M.G. 2006. “Anything and everything about coffee”. Manila Bulletin.P. C-1
NATIONAL COFFEE ASSOCIATION OF USA.2008. ”Coffee Consumption
Statistics”. Retrieved Jan. 23, 2008 from http://www.ncausa.org./i4a/pages/
index.cfm?pageid=1/
NITTO H. AND J. SHIOZAKI. 2001. “Changing Consumption Patterns and New
Lifestyle in the 21st Century”. Retrieved Aug. 16, 2007 from http://www.nri.co.
jp/English/option/paper/2001/pdf/np200124.pdf
NUTRITION RESEARCH NEWESLETTER.1989. “Coffee and cholesterol “.Retrieved
Aug. 11, 2007 from http;//findArticles.com/p/articles/mi_m0887/is n8 v8/ai 753
0654
PERNER, L. 1998. “Consumer Behavior and Other Marketing Wisdom from Lars Perner
”. Retrieved Sepp. 13, 2007 from http://www.LarPerner.com/
PERNER, L. 1998. “The Psychology of Consumers. Consumer Behavior and Marketing”
Retrieved Aug.13, 2007 from http://www.consumerpsychologist.com/
Coffee Con
sumption Preferences of Benguet State University
Employees (BSU Main Campus)/ Ram C. Logro. 2008
31
POLLAY, R AND B. MITTAL. 1993. Journal of Marketing.Vol.57. Pp. 99.
PRIDE, W.M. AND O. FERREL C. 1989. Marketing. Boston: Houghton Miffin
Company.
SCARBOROUGH RESEARCH. 2004. “San Francisco Seattle and Portland, Top Market
For Coffee Bar Patronage”. Retrieved Aug 13, 2007 from http://www.com/prss
_releases?coffee%20bars%20FINAL%2010..14.04.pdf.
THE WORLD BOOK ENCYCLOPEDIA. 1992. “Coffee” Vol. 4. Pp.152-153.
VENKATESH, A. 1991. “Changing Consumption Patterns: The Transformation of
Orange County Since World War II”. Retrieved October 14, 2006 from www.cr
ito.uci.edu./noah/paper/PostsubCal.pdf
VICENTE, L.B. 2006. “Coffee, A significant source of Antioxidant”. Manila Bulletin.
28. August. 2006 P. C-1.
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APPENDICES
Appendix A. Letter to the Respondents
Republic of the Philippines
Benguet State University
DEPARTMENT OF AGRICULTURAL ECONOMICS
AND AGRIBUSINESS MANAGEMNET
La Trinidad, Benguet
Sir/Madam:
Greetings!
I am Ram C. Logro, an Agribusiness student of Benguet State University majoring in
Enterprise Management. I am a graduating student; however I need to complete my thesis
entitled Coffee Consumption Preferences of Benguet State University Employees.
In connection with this, I am requesting for your assistance to complete my thesis by
answering questionnaires. Rest assured that all data gathered will be used only to serve the
purpose of my study.
Thank you very much for your cooperation.
Respectfully yours,
RAM C. LOGRO
Researcher
Noted: MR. LUKE E. CUANGUEY
Thesis Adviser
Coffee Con
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Appendix B. Survey Questionnaire
Coffee Consumption Preferences of BSU Employees
Survey Questionnaire
I. Profile of Respondent
Department/ Office/ College/ Unit:________________________________
Position/ Designation: Teaching: ( ) Non-teaching: ( )
Age: _____ Sex: ______Civil Status: _______
Highest education attained:
( ) Elementary
( ) High school
( ) College
( ) Vocational
( ) Masteral
( ) Doctoral
Ethnic Affiliation/ Origin
( ) Benguet
( ) Kalinga
( ) Mt. Province
( ) Tagalog Region
( ) Ilocos Region
( ) Pangasinan
( ) Ifugao
( ) Others, Pls. Specify:_________________
II. Coffee Consumption Preferences
1. Do you drink coffee?
( ) Yes ( ) No
2. Where do you spend most of your time drinking coffee?
( ) At home ( ) Office
( ) Restaurants, pls. specify: _______________________________________
( ) Coffee shops, pls. specify: ______________________________________
3. How often do you drink coffee?
( ) Daily ( ) Others
___Once a day Pls. specify:_____________________
___2X a day
___3X a day
___4X a day
4. What type of coffee do you prefer or drink most of the time?
( ) Instant coffee ( ) Brewed coffee
Why? ________________________________________
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a. What instant coffee do you drink?
( ) Nescafe, Pls. specify: __________ ( ) Others, Pls Specify:______
( ) Jimm’s 5in one coffee
( ) Benguet blend
( ) Blend 45 Coffee
( ) Maxwell house rich 3 in one
( ) San Mig coffee
( ) Brewed Taste Café Puro
( ) Premium Great Taste
b. If you prefer brewed coffee, what variety do you consume?
( ) Barako coffee
( ) Arabica coffee
( ) Benguet coffee
( ) Kalinga brew ground coffee
( ) Others, Pls. specify:_______________________
5. Why do you prefer this brand or type of coffee?
( ) Endorsed by my favorite movie star.
( ) Based on the testimony of a friend who have tried the product.
( ) Cheaper price
( ) Promotes better health
( ) Like the taste/ aroma
( ) Other reasons, pls. specify:_______________________________
6. What taste do you prefer on the following?
( ) Coffee with sugar
( ) Coffee without sugar
( ) Coffee+ creamer+ sugar
( ) Coffee+ creamer, no sugar
( ) Others, Pls. specify:___________________________________________________
7. What time of the day do you drink coffee?
( ) Breakfast
( ) Dinner
( ) Lunch
( ) Snack time/ In between meals
( ) Others, Pls. specify____________________________
8. Are you the one who decide on buying brand of coffee for your family use?
( ) Yes
( ) If no, who does: ___________________________
9. Where do usually buy brand of coffee?
____ Grocery store
____ Sari sari store
____ Producer/ Processor
____ Others Pls.specify:___________________________
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12. How much are you willing to spend for a cup of coffee?
____ P 10.00+
____ P 15.00+
____ P 20.00+
____ P 50.00+
____Others: pls. specify
III. Factors Influencing Coffee Consumption
1. What factors influences you to drink coffee?
Choose the answer which you think gives you the right answer.
____ Availability of the product
____ Preferred by the family
____ Suggestion of friend, family member and relative
____ Perceive of health value of the product
____ Influence of advertisement
____ As an image of success
Other reasons, Pls. Specify: ________________________________
2. What do you think is your main reason for drinking coffee?
Coffee Con
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Coffee Con
sumption Preferences of Benguet State University
Employees (BSU Main Campus)/ Ram C. Logro. 2008
Document Outline
- Coffee Consumption Preferences of BenguetState University Employees (BSU Main Campus).
- BIBLIOGRAPHY
- ABSTRACT
- TABLE OF CONTENTS
- INTRODUCTION
- REVIEW OF LITERATURE
- METHODOLOGY
- RESULTS AND DISCUSSION
- SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
- LITERATURE CITED
- APPENDICES