Title

PERCEIVED EFFECTIVENESS OF STRATEGIC MARKETING ACTIVITIES FOR COFFEE SHOPS: ITS EFFECT TOWARD CHANGING CONSUMER BEHAVIOR AND LOYALTY

Author(s)

Alvarez, Sarah Kathlene L.

Lumbatan, Dicilyn C.

Yabut, Jaycyl Mae C.

Affiliation

Misamis University

Degree Program

Bachelor of Science In Hospitality Management

Contributor

Ilusorio, Gilda L. - Adviser

Rosauro, Catherine D. - Panel Member

Carpio, Renzitelo Alf P. - Panel Member

Laput, Joseph Glenn L. - Panel Member

Elmedulan, Arniel Jr. M. - Instructor

Year

2024

Abstract

The global coffee industry has transformed impressively from basic stations to active social hubs and cultural landmarks. This study aimed to examine the perceived effectiveness of strategic marketing activities for coffee shops and its effect toward the changing consumer behavior and loyalty. This study took place in Ozamiz City among 377 respondents through a purposive sampling technique. Descriptive-correlational research was used. Consumer Behavior, Customer Loyalty, and Marketing Strategies questionnaires were utilized in gathering the data. Regression analysis, weighted mean and standard deviation, and Spearman Correlation Coefficient were used as statistical tools. The results attest that the majority of the respondents perceived that the coffee shops' marketing strategies were indeed effective and that these strategies influenced their buying behavior and loyalty to the coffee shop. Meanwhile, they were satisfied with the marketing strategies as to the product, place, price, and promotion. However, the majority agreed that they are willing to pay more and that they are mindful of the product's health components. At the same time, agreeing that they intend to be a repeat customer and will likely recommend the coffee shop to other people. The relationship between the effectiveness of coffee shops' strategic marketing activities and changing consumer behavior and loyalty was highly significant. It is recommended that coffee shops may continue their product and price strategies and improve their location and promotional strategies to attract potential customers and increase the number of loyal customers.

Keywords

Coffee Industry, Consumer Behavior, Customer Loyalty, Effectiveness, Marketing Strategies