Impact of Marketing Strategies of Coffee Shops on Buying Behavior: Consumers Perspective

Business and Marketing

This study delve into the relationship between marketing strategies of coffee shops and the buying behavior of 120 Assumption College of Nabunturan senior high school students. It is evident that the study utilizes a quantitative correlational design, and a validated survey questionnaire was used to understand how marketing strategies influence their coffee-buying behavior. Using the Cronbach's Alpha, research questions were tested for reliability in a pilot test that has been administered to 15 non-respondents. The study utilized mean to assess the marketing strategies and consumer behavior of students, and Pearson-r to determine the relationship between the variables. Results revealed a low level of marketing strategies and consumer behavior, with a correlation of 0.496, indicating a low positive relationship. The p-value of 0.000 shows a significant relationship between marketing strategies and student consumer behavior. Researchers recommend that coffee shops implement more effective marketing strategies, particularly in promoting products, as some tactics are ineffective. Additionally, coffee shops should focus on price offerings to attract students, as affordability influences their return to the shop.

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