Consumer psychographics as predictors of satisfaction in Davao City coffeeshops

Abstract

This study examined the predictive influence of consumer psychographics—specifically brand image, personality, consumption values, and lifestyle—on customer satisfaction in Davao City coffee shops. Using a quantitative-descriptive and correlational design, data were collected from 201 respondents through a structured survey and analyzed using descriptive statistics, correlation analysis, and multiple linear regression. The findings revealed that consumption values and lifestyle emerged as significant predictors of satisfaction, collectively explaining 49.4% of its variance. Consumption values, reflecting perceived utility, convenience, and affordability, had the strongest effect, underscoring the role of functional and experiential value in shaping satisfaction. Lifestyle compatibility also significantly influenced satisfaction, suggesting that coffee shops aligned with consumers’ daily routines and social aspirations foster stronger emotional and behavioral engagement. Meanwhile, brand image and personality were found to correlate positively with satisfaction but did not exert significant independent effects once value-based factors were included. These findings reinforce the importance of aligning marketing and service strategies with consumers’ psychographic identities, emphasizing value congruence and lifestyle fit over purely symbolic brand positioning. The study provides empirical insights that can guide coffee shop operators in developing value-driven, experience-centered business strategies tailored to the evolving preferences of urban Filipino consumers.