Client preference of coffee shop in Digos City: A conjoint analysis

Abstract

The purpose of this study was to determine the clients’ preference of coffee shops in Digos City and to determine the relative importance of the following attributes in determining the client preference of coffee shops in Digos City – location, price, and ambiance. It also aimed to determine the aggregate utility model of clients’ preference for a coffee shop in Digos City and, lastly, to determine the preferable combination of attributes of a coffee shop. Results revealed that most of the respondents were female, ages from 15 to 25 years old, single, college graduate, and employed. The coffee shop's location is the most important attribute, followed by the ambiance, and the least important is the price. Moreover, the preferable location for a coffee shop is along the highway. The preferable ambiance for a coffee shop is a regular coffee shop with music. Lastly, the preferable price for a coffee in a coffee shop is within the usual price. Using the conjoint analysis, it was revealed that the combination of attribute levels for a coffee shop that has the highest preference is Card ID 10, which is a coffee shop located along the highway, a regular coffee shop with a music and has the price that is within the usual price. And the least preferred combination of attributes is Card ID 5, a coffee shop in the mall, a themed coffee shop with music, and a price that was higher than the usual price.