Coffee preference and consumption of college students in selected universities and colleges in Cavite / by Shane Rhens N, A�onuevo.

Thesis (BS Business Management--Marketing Management) Cavite State University

Includes bibliographical references.

College of Economics, Management, and Development Studies (CEMDS)

ANONUEVO, SHANE RHENS N., CHUA, DARLENE ANNE A. and TOPACIO, DIVINE GRACE C., Coffee Preference and Consumption of College Students in Selected Universities and Colleges in Cavite. B.S. Thesis Bachelor of Science in Business Management major in Marketing Management. Cavite State University. Indang Cavite. April 2016. Adviser: Ms. Mailah M. Ulep.
This study was conducted for the purpose of determining the preference and consumption of coffee by college students in selected universities in Cavite. This study aimed primarily to describe the socio-economic characteristics of students who drinks coffee, determined the preferences of students when it comes to: type of coffee, serving of coffee, taste of coffee, packaging of coffee and food usually paired with coffee, determined the students consumption pattern when it comes to: average consumption of coffee, season of the year when they drink coffee, time of the day when drinking coffee, amount of money spent for each cup of coffee and consumption as driven by advertisements and celebrity endorsement, determined the relationship of socio-economic characteristics between the consumption pattern and preference of students in coffee drinks and know the differences of students enrolled in state-run and private universities with regards to coffee drinks. This study was conducted in 21 universities and college in Cavite. A total of 600 respondents were chosen using quota and purposive sampling technique. Data is collected through personal interview with the aid of survey questionnaires and were analysed using frequency count, mean and percentage. Chi-square test was used to determine the relationship between socio-economic characteristics towards consumption pattern and preferences for coffee drinks by the students.
There was almost equivalent number of male (56%) and female (44%) participants whose age ranged from 19-20 (59%). Findings of the study revealed that majority of the respondents preferred instant coffee over brewed coffee and majority of them preferred (1) Nescafe (73%), (2) Kopiko (65%) and (3) Great Taste (46%) as their top 3 preferred brand of coffee drinks. Among the brewed coffee drinkers, 3% preferred Arabica, 2% preferred Robusta and 1% preferred Kapeng Barako brand of brewed coffee. Most of the students preferred hot preparation of coffee. However, students also preferred moderately sweet and mild bitter taste of coffee. The study also found that age, sex and daily allowance had a significant relationship on the students' consumption patterns and preferences in drinking coffee.
However, the study also showed that celebrity endorser had a significant difference between state run and private universities while type of coffee, preparation of coffee, level of bitter taste, season, level of sweetness, who usually buys the coffee, average i consumption for coffee, impact of advertisement and money spend on each cup of coffee did not have significant difference between state run and private universities.

Submitted to the University Library 04-24-2016 T-6493