Title

THE INFLUENCE OF SENSORY EXPERIENCE ON BUYING BEHAVIOR AMONG COFFEE SHOPS’ CUSTOMERS IN OZAMIZ CITY

Author(s)

Bogo, Pearl Therese V.

Medillo, Jan Ramyle

Viernes, Hanna Jane P.

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 J. - Panel Member

Elmedulan, Arniel Jr. M. - Instructor

Year

2024

Abstract

Coffee is an important beverage in most societies around the globe. It is a delicious drink and has economic importance for nations that produce and export coffee beans. This study aimed to analyze sensory experience’s influence on coffee shop customer’s buying behavior in Ozamiz City. A descriptive correlational research design was used. The study took place in Ozamiz City among 377 respondents who were chosen through the convenience sampling. The data was gathered through surveys, and the following statistical tools were used in this study: Frequencies and percentages, Mean and standard deviation, Pearson correlation coefficient (Pearson R), and Simple Linear Regression. The study reveals a robust and statistically significant positive correlation between Sensory Experience and Buying Behavior in the context of coffee shops. The study’s findings showed a strong positive correlation between sensory experiences and purchasing behavior after researching customers of coffee shops. The research emphasizes the multifaceted impact of various sensory elements, such as aroma, auditory ambiance, visual presentation, and taste, in creating a compelling product appeal that fosters repeat business and enhances overall buying behavior in the coffee shop industry. To recommend future research on the positive impact of sensory experiences on purchasing behavior could take an integrated strategy, considering individual variances, cultural differences, and real-world situations. This will provide insightful information to businesses looking to improve customer satisfaction and engagement.

Keywords

Sensory experience, Buying behavior, Coffee shop, Coffee Trend