Home⇛International Social Science Review⇛vol. 14 no. 1 (2026)

Understanding the Factors Influencing Students’ Choice of Coffee Brands

Kurt Marson Zapata

Discipline: social sciences (non-specific)

 

Abstract:

The purpose of this research was to determine the factors influencing coffee brand preferences among students of Western Mindanao State University–Zamboanga City. This study utilized a quantitative descriptive research design. The sample consists of 60 respondents selected through quota sampling across different year levels. The instrument used in this research is a self- made digital questionnaire in which was used to elicit information as well as to determine the demographic profile, preferred coffee brand, and the factors influencing coffee brand preference, which include taste, aroma, quality, price, marketing and packaging. Descriptive analysis (frequency, percentage, rank and weighted mean) and inferential analysis (Chi-Square Test) were employed to analyze the data. The findings indicated that the preferred coffee brands among IT students were blended coffee, followed by Arabica and Sulu coffee, while Robusta coffee was the least preferred. Taste is the most influential factor in coffee brand selection followed by price and quality. Lastly, the factor influencing coffee brand preference with the least impact is marketing and advertisement. The statistical analysis indicated that there is no significant difference among coffee brand preferences based on demographic variables such as age, sex and economic status. The findings of this study imply that IT students’ coffee brand preferences are primarily influenced by sensory quality and affordability rather than demographic characteristics. The findings of this research may provide useful information for the coffee enterprises to improve their strategies related to better brand positioning and customer loyalty in the existing market, especially in the student market.



References:

  1. Altman, M., Cruz, J., & Rivera, S. (2024). Factors influencing coffee purchases in the Philippines. Journal of Consumer Research.
  2. Bates, R. H. (2015). Markets and states in tropical Africa: The political basis of agricultural policies. University of California Press. Bhmiratana, N., Adhikari, K., & Chambers, E. (2016). The impact of sensory characteristics on coffee consumption. Journal of Sensory Studies.
  3. Bogue, J. (2016). Consumer perceptions of packaging and its role in decisionmaking. Journal of Food Products Marketing.
  4. Buzzell, R. D. (2018). Marketing as strategy: Understanding the impact of marketing on business performance. Harvard Business Review Press.
  5. Cardello, A. V. (2015). Consumer expectations and perceptions of food and beverage products: The role of intrinsic and extrinsic cues. CRC Press.
  6. Cleveland, M., & Laroche, M. (2017). Globalization, culture, and branding: How global brands influence cultural values and consumer preferences. International Journal of Research in Marketing.
  7. Espinosa, R. (2024). Sustainable coffee ecosystems in Zamboanga City. Journal of Agribusiness Development.
  8. Foxall, G. R., & Goldsmith, R. E. (2016). Consumer psychology for marketing.
  9. Routledge. Garcia, L. (2019). Consumer preference for local brands in the Philippines: A shift in loyalty. Asian Journal of Marketing and Consumer Behavior.
  10. Hennessey, J. (2021). Global marketing strategies. Pearson Education.
  11. Higdon, J. V., & Frei, B. (2016). Coffee and health: A review of recent human research. Critical Reviews in Food Science and Nutrition.
  12. Jezeer, R., Santos, M. J., & Verweij, P. (2019). Smallholder coffee production: Challenges and sustainability. Agroforestry Systems.
  13. Kim, H., et al. (2016). The impact of Industry 4.0 on consumer satisfaction in local coffee shops. International Journal of Service Management
  14. Keller, K. L., Parameswaran, M. G., & Jacob, I. (2018). Strategic brand management: Building, measuring, and managing brand equity. Pearson Education.
  15. Kotabe, M., & Helsen, K. (2020). Global marketing management. John Wiley & Sons.
  16. Kotler, P., & Keller, K. L. (2016). Marketing management. Pearson Education.
  17. Kumar, V., Alpert, S., & Markovic, S. (2019). Sustainable coffee production: Economic and social factors. Journal of Agriculture and Sustainability.
  18. Liebe, U., & Andorfer, V. A. (2016). The role of price sensitivity in coffee purchasing decisions. Journal of Consumer Economics.
  19. Machado, S., Costa, F., & Silva, M. (2016). Coffee drinkers’ preferences: A taste-driven study. International Journal of Food Sciences.
  20. Martinez, J. (2023). The growth of Zamboanga City’s coffee industry. Journal of Philippine Agriculture.
  21. Menke, J. (2018). Coffee markets in emerging economies: Growth drivers and consumer behavior. Journal of Consumer Studies.
  22. Moilanen, T., & Rainisto, S. (2019). How to brand nations, cities, and destinations: A planning book for place branding. Palgrave Macmillan.
  23. Pancsira, K. (2018). Trends in the global coffee trade: Production, trade, and consumption. World Coffee Research Journal.
  24. Panchal, S. (2023). Branding in the coffee industry: Strategies for creating unique identities. International Journal of Marketing Strategies.
  25.  Perenc, J. (2021). Consumer behavior and marketing strategy. Warsaw School of Economics Press. Philip, A. (2017). Understanding consumer preferences and decision-making: A theoretical framework. Springer.
  26. Piccolo, P., & D’Elia, M. (2018). Exploring consumer behavior in coffee markets: A review of the literature. European Journal of Marketing Research.
  27. Pokorna, I., & Smutka, L. (2016). Dependence of developing countries on coffee exports: A commodity-based analysis. Agricultural Economics.
  28. Raju, J., & Melo, J. (2017). Trade and development in coffee-producing countries: Issues and prospects. UNCTAD Press.
  29. Rogers, D. (2018). Packaging as a silent salesman: The role of branding in consumer decisions. Journal of Consumer Studies.
  30. Simons, J. (2017). The evolution of coffee consumption and the global market. World Coffee Studies.
  31. Sulhaini, S. (2020). Local brand consciousness and ethnocentrism in consumer behavior. Asian Journal of Marketing, 14(3).
  32. Sulhaini, S. (2020). Consumer cosmopolitanism and global brand preferences in developing countries. International Journal of Marketing Studies.
  33. Tumanan, M. A., et al. (2016). Filipino coffee preferences: Local flavors in a globalized market. Philippine Journal of Consumer Studies.
  34. Tumanan, M. (2016). Filipino consumers’ attachment to local coffee shops. Journal of Urban Culture Studies.
  35. Ubeja, S., & Jain, D. (2013). Consumer preferences and brand decisionmaking: An analytical perspective. Journal of Marketing Analytics.
  36. Valkila, J., Haaparanta, P., & Niemi, N. (2016). Sustainable coffee production: Trade and livelihoods. Routledge.
  37. Vending Market Watch. (2021). Marketing strategies influencing coffee brand preferences. Journal of Market Analysis.
  38. Venkatraman, M. (2018). Understanding consumer choice: Theories and applications. Springer.
  39. Xu, H., Liu, Z., & Yeh, T. (2020). Brand origin and consumer ethnocentrism: Effects on local coffee shop preferences in Singapore. Journal of International Consumer Research.
  40. Yeh, J., Chang, Y., & Liao, M. (2016). Price sensitivity and consumer behavior in coffee purchasing. Journal of Consumer Behavior Studies.

Tools


Copyright © 2026  KITE Digital Educational Solutions |  Exclusively distributed by CE-Logic