Assessment of Marketing Strategy among Local Coffee

Shops of Kapeng Barako in Lipa City, Batangas

Isleta, Tricialyn B., Mercado, Ivy Carmina B., Panza, Ralph Austine B.,
Monterey, Judylen M.

College of Business Management and Accountancy

First Asia of Technology and Humanities (FAITH) Colleges

Abstract: Marketing serves as the primary means of communication between any business and
its clients as it can be the driver of success in every enterprise. This drives businesses into
success or failures. This study assesses the marketing strategies among local coffee shops of
kapeng barako in Lipa City, Batangas. This assessment includes the demographic profile of the
respondents according to their age, sex, civil status, employment status, and the number of visits
to coffee shops in a month. It also assessed the significant difference between the marketing
mixes when grouped according to their profile. Quantitative method is used to assess the
marketing strategy among local coffee shops of kapeng barako in the city. 280 respondents
from different coffee shops that offer or use Kapeng Barako as their products, was completed
after two weeks of data gathering. It was found that among the 7P’s, product is the strongest
factor that affects the marketing strategy of the business and promotion was the lowest since
customers can notice how frequently these promotions are used in those coffee shops. The study
found that there is a significant difference between Kapeng Barako in Lipa and the marketing
of Kapeng Barako in Lipa City when grouped according to profile in terms of age in the areas
of Product, People, Place, and Physical Evidence, in terms of sex in the areas of People and
Price, in terms of Civil Status is the Price and the number of visits of a customer in the coffee
shops in the areas of Product and Place, while there is no significance in terms of the customers
Employment Status. It is recommended that the coffee shop owners to use this study to further
assess the strategies they need to apply in their business for it to be successful in the long run.

Keywords: Business, Coffee Shops, Kapeng Barako, Marketing Mix, Marketing Strategy

INTERNATIONAL JOURNAL ON HOSPITALITY AND TOURISM RESEARCH

IJHTR ISSN: 2243-822X | December 2023 Volume 2 Issue No. 4
© The Author(s) / Attribution-NonCommercial-NoDerivs CC BY-NC-ND
 Isleta, et al., Assessment of Marketing Strategy among Local Coffee Shops of Kapeng Barako…

INTRODUCTION
The main factor to success in each organization is the marketing because it is the
main channel between any organization and customers (Thabit & Raewf, 2018). Marketing
strategies of businesses need to be assessed to determine success or failure. Marketing
strategy defines how to properly shape the marketing structure to attract and satisfy target
markets and achieve the goals of the organization (Agsamov, et al., 2021). For a business to
be successful, they need to identify which marketing strategies can help them achieve their
goals and create loyal customers. Nowadays, more businesses like coffee shops open due to
high demand for coffee drinks, either iced or cold. Owners of successful coffee shops were
actively engaged in the day-to-day business operations and in the community; provided
premium products; used social media for marketing, promotion, and branding; used
competitive pricing; were precise about the location; provided exceptional customer service
and personalization and had points of marketing differentiation to promote their brand
(Adeleke 2019).
In Lipa City, where Kapeng Barako originated and is famous for. Only a few coffee
shops use the Kapeng Barako beans on their products or base of their products even if the
beans are known in the city. There is also a Coffee Farmers Association in the city where they
plant these beans where coffee shops can buy and use the Kapeng Barako beans in their coffee
shop business, where it can also help promote the beans and a great base for their products.
This study focuses on the assessment of marketing strategies of Kapeng Barako among Local
Coffee Shops in Lipa City. Batangas is a popular tourist destination offering alluring,
enchanting, and scenic places to visit. (Cariño, et al. 2019) Not just the places that are worth
visiting but also full of cuisines to try. Kapeng Barako is the main product of the province
and because of that, tourists visit Batangas to be able to try it (De Castro, et al. 2018).
This study is to assess the marketing strategy of Kapeng Barako among Local Coffee
Shops in Lipa City Batangas. Understanding how to market the coffee shop business
effectively can increase the ability of coffee shops to survive during the first 5 years of
operation or more (Adeleki, 2019). The concept of the marketing in services mix and seven
P's have been important paradigms in marketing ecology for many companies (Saha, 2020).
This research will help in the assessment of the marketing strategy of Kapeng Barako among
local coffee shops in Lipa. With this, it can help the city to promote Kapeng Barako more as
it will help increase the number of tourists visiting their city and support the Coffee shops
and farmers in Lipa.
Looking back on the city, Kapeng Barako made the municipality of Lipa into a City
back in 1887, as the Queen Regent of Spain awarded the Lipa as “Villa de Lipa” due to
abundance of production in the Kapeng Barako beans. We can see that Kapeng Barako made
Lipa famous and awarded back then. Nowadays, there are few coffee shops in the city that
use the Kapeng Barako beans or what we call the Coffea Liberica beans. Most of these coffee
shops use Coffea Arabica beans. The study will help the few coffee shops who use Kapeng
Barako beans on their products to have a better marketing strategy to be applied to their
business to achieve success. Also, this will promote the Kapeng Barako and the Coffee
Farmers Association (the people in Lipa who plant the Coffea Liberica Beans) in the city as
well.

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Objective of the study

This study assessed the marketing mix of local coffee shops in Lipa City, Batangas.
Specifically, it aimed to know the profile of the respondents in terms of age, sex, civil status,
employment status and number of visit in coffee shop; to know how the respondents assess the
marketing mix among coffee shops in Lipa City and identify ways to enhance its effectiveness
in terms of Product, Promotion, Price, Place, People, Process, and Physical Evidence.
Moreover, the study determined the significant difference in the response of the respondents to
the marketing mix when grouped according to their demographic profile. As an output, the
researchers proposed an action plan using the 7P’s of marketing mix for local coffee shops.

RESEARCH METHODOLOGY

Research Design
The researchers used a quantitative approach to assess the marketing strategy of
Kapeng Barako among local coffee shops in the city. Quantitative research is a structured way
of collecting and analyzing data from different sources. Furthermore, it involves using
computational, statistical, and mathematical tools to take results. This study uses the 4 – Point
Likert Scale to assess the Marketing Strategy of Kapeng Barako among Local Coffee Shops in
Lipa City, Batangas.
Participants of the Study
The respondents of the study are the coffee shop customers located at Lipa City.
Using a Rao soft Sample Size Calculator on the 500 – 2000 customer
per month of coffee shops, 280 is a result of a confidence level of 95% and a 5% margin of
error. The researchers believe that these participants would be enough to provide sufficient
and essential information to answer the questions raised in this study.
Data Gathering Instrument
The researchers adopted (1) questionnaire for this study. The questionnaire was adapted
from the study Kukanja et al., (2016) entitled “Ensuring restaurant quality and guests’ loyalty:
An integrative model based on marketing (7P) approach”. The questionnaire was divided into
eight (8) parts: The first part includes the profile of the respondents according to their age,
sex, civil status, employment status and number of visits in Coffee Shops in Lipa City. The
second part, marketing mix of local coffee shops in terms if product, third, marketing mix of
local coffee shops in terms of people, fourth, marketing mix of local coffee shops in terms of
price, fifth, marketing mix of local coffee shops in terms if promotion, sixth, marketing mix
of local coffee shops in terms if place, seventh, marketing mix of local coffee shops in terms
if process, and last, marketing mix of local coffee shops in terms of physical evidence. To
obtain concrete data, the researchers used the 4-Point Likert Scale with verbal interpretation
of (4) Strongly Agree, (3) Agree, (2) Dis-Agree and (1) Strongly Disagree.
Data Gathering Procedure
The researchers conducted data gathering in the Tourism Office of Lipa City through
and with the OIC Tourism of Lipa regarding their population and some of the businesses
within the city, particularly coffee shops. The researcher's topic and title were formulated and
approved. Then, the researchers gathered information through online websites like Google
Scholar to find related research and use resources like books, unpublished and published

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works, and general information about the city which was given by the office and the number
of customers expected by coffee shops in a month through messaging them from their
respective websites in social media. While waiting for the responses, the researchers
conducted a pilot test on But First Coffee – Tanauan, customers, near FAITH Colleges.
Upon messaging, there were no responses from them, so the researchers decided to
gather information face to face. After getting the information, the researchers started looking
for respondents who had tried the coffee shops in Lipa offering Kapeng Barako or using
Coffee Liberica (Kapeng Barako Coffee Beans) on their coffee-based products. The data
gathering started on November 2, 2023, wherein it started through online surveys via Google
Forms. While the online survey is ongoing, the researchers also conducted the survey via face
to face in the city of Lipa wherein they asked questions of the people if they had tried going
or visiting coffee shops and if those coffee shops are in Lipa and offers or uses Kapeng Barako
on their products. Once the respondents said yes, and they were of legal age, 18 years old and
above, they were given a survey questionnaire. The data gathering ended on November 13,
2023. After the data gathering, the tally of the responses and the Statistician ran the results
and gave the file to the researchers for analysis.
Data Analysis
The assessment of Kapeng Barako's marketing strategy among local coffee shops in
Lipa City, Batangas, utilized a quantitative approach. Various analytical tools were employed
to comprehensively evaluate the effectiveness of the marketing mix. Initially, the
demographic profile of respondents was constructed through proportional and frequency
analyses, encompassing variables such as gender, age, status, and motivations for engagement
in Batangas. The study applied the Weighted Mean analysis to assess the potential
attractiveness of products, service quality, and customer experiences across various
dimensions in sections 2 and 3. To ensure measurement reliability, the Cronbach's Alpha
Reliability Test was conducted, showcasing a strong reliability score of 0.891 from the pilot
study. Additionally, the Analysis of Variance (ANOVA) was utilized to detect fluctuations
in service quality based on distinct respondent profiles.

RESULTS ND DISCUSSION
Table 1
Demographic Profile of the Respondents according to their Age
Age Frequency Percentage
18 – 26 years old 143 51.1
27 – 42 years old 129 46.1
59 years old and above 8 2.9
Most respondents 143 out of 280 or 51.1% are between the ages of 18 – 26 years old.
This is followed by 27 – 42 years old 129 out of 280 or 46.1%, while 59 years old and older,
on the other hand, received the fewest responses 8 out of 280 or 2.9%. According to the data,
Generation Z, or people aged 18 to 26 years old, are the most likely to frequent a coffee shop
because of societal trends or because they have a lot of free time. Millennials aged 27 to 42
are ranked second, and their frequent visits to coffee shops may also be a source of the trends,
or they find time to have coffee in a coffee shop, and going to a coffee shop might minimize
their job. However, those aged 59 and up who drink coffee may find it difficult to visit a

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coffee shop due to their age, as indicated in Table 1, where the frequency is 8 out of 280
respondents. The past and current studies have found that young people visit or have
frequented coffee shops more frequently than other age groups.
Table 2
Demographic Profile of the Respondents according to their Sex
Sex Frequency Percentage
Male 117 41.8
Female 163 58.2
Most of the respondents are female and 117 out of 280 or 41.8% of the respondents
are male.Data implies that females tend to consume more coffee and visit a coffee shop than
male respondents. This also shows that female respondents find time to visit a coffee shop
and try the products offered by the shop. One of the reasons for this is that females are likely
to go to coffee shops because of their peers. To further analyze the data given by the
respondents, the findings of Go et al., (2022) identified that although the gap between female
and male respondents in their study are wide. The study found that females are more likely to
consume coffee and go to coffee shops.
Table 3
Demographic Profile of the Respondents according to their Civil Status
Civil Status Frequency Percentage
Single 139 49.6
Married 92 32.9
Widowed 7 2.5
In a relationship 42 15
As shown in the table, single people are 139 out of 280 or 49.6%. This is followed
by those who are married with 92 out of 280 or 32.9%. Next is people who are in a relationship
with 42 out of 280 or 15% and widowed people with 7 out of 280 respondents or 2.5% of the
total respondents. Data shows that according to civil status, single respondents frequently
visit a coffee shop more than those who are married and in a relationship. Because coffee
shops provide a social atmosphere and a sense of community. Single people may find coffee
shops beneficial with them to meet new people or spend their time alone without the
responsibilities that come with being married and in a relationship status. To compare it to
the study of Go et al., (2022), both findings have a high frequency of single in terms of civil
status. Although this study included two additional statuses like widowed and in a
relationship, it still shows that single respondents have the highest frequency, among others.
Table 4
Demographic Profile of the Respondents according to their Employment Status
Employment Status Frequency Percentage
Unemployed 114 40.7
Self-Employed 160 57.1
Employed 6 21.1
The highest status is self-employed, with 160 or 57.1%, followed by unemployed
with 114 or 40.7%, and employed with 6 or 2.1% of the total number of respondents.
According to the research, self-employed people have more leisure time to spend in coffee
shops, either alone or with their companions. Self-employed persons may have more

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purchasing power than jobless or employed people when it comes to visiting a coffee shop
because they can purchase a product without considering other expenses. They can also
regulate their time spent in a coffee shop as well as their employment in the firm. In
comparison to Go et al.'s (2022) study, their respondents are classified as students, employed,
self-employed, jobless, or other. In their study, 109 (50.463%) were students, 52 (24.074%)
were employed, 22 (10.185%) were self-employed, 26 (12.037%) were jobless, and 7
(3.241%) were others. In this study, 160 (57.10%) of the 280 participants are self-employed,
114 (40.70%) are unemployed, and 6 (2.10%) are employed. This demonstrates that the study
discovered that self-employed people are more likely to visit coffee shops to drink coffee and
other products.
Table 5
Demographic Profile of the Respondents according to their Number of visit/s in a month
Number of visit/s in a month Frequency Percentage
Once 92 32.9
Twice 79 28.2
Thrice 73 26.1
Others/Specify 36 12.9
Respondents who visit once have the highest frequency 92 or 32.9%, followed by
respondents who visit twice, with 79 or 28.2%, next is thrice, with 73 or 26.1%, and the others
who have visited a coffee shop more than thrice in a month have 26 or 12.9 of the total number
of respondents. According to the data, most respondents only visit a coffee shop once a month,
as opposed to those who visit a coffee shop more than three times per month. This could
indicate that respondents who only visit a coffee shop once a month have limited time or
dislike visiting a coffee shop that is far from their house. Based on Berlianto (2019), the
frequency of visits in the last three months is that respondents only visited a coffee shop once,
or 172 out of 300 (57.3%). According to the findings of this study, 92 (32.9%) of 280
respondents visit a coffee shop once a month. This demonstrates that respondents prefer to
go to a coffee shop once a month.
Table 6
Marketing Mix of Local Coffee Shops in terms of Product in Lipa City, Batangas
Verbal Rank
Product Mean Std. Dev.
Interpretation
The coffee shop serves a variety of coffee flavors on the menu. 3.81 0.41 Strongly Agree 1
The coffee shop uses product branding to be easily recognized. 3.66 0.49 Strongly Agree 3
The coffee shop uses Kapeng Barako as the ingredient of the products. 3.65 0.53 Strongly Agree 4
The coffee shops have their own signature drink. 3.61 0.54 Strongly Agree 6
The coffee shop sells other products such as snacks and bread. 3.72 0.47 Strongly Agree 2
The coffee shop uses quality coffee beans. 3.65 0.49 Strongly Agree 5
Composite Mean 3.68 0.31 Strongly Agree
The mean scores, standard deviation, verbal interpretation, and rank of each statement
are used to assess it. There are six (6) statements that are used to assess the coffee shop based
on their product: first, they serve a variety of coffee flavors on the menu; second, they use
product branding to be easily recognized; third, they use Kapeng Barako as a product
ingredient; fourth, they have their own signature drink; fifth, they sell other products such as
snacks and bread; and finally, they use quality coffee beans. With a composite mean of 3.68, a
standard deviation of 0.31, and a verbal interpretation of "Strongly Agree."

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As stated by Saif (2016), the product may be at the start of boosting strategy efforts
toward firm success and is the heart of the brand name because of its initial impact on what
customers' knowledge with a product or rather a brand is. With what they learnt about the
product through word of mouth from others and what the company will learn about their product
through communication. Meanwhile, those who have a product or service that is well-suited for
challenging times must proceed with caution.
Table 7
Marketing Mix of Local Coffee Shops in terms of People in Lipa City, Batangas
Std.
People Mean Verbal Interpretation Rank
Dev.
The coffee shop’s barista is friendly. 3.65 0.49 Strongly Agree 4
The coffee shop employees handle complaints well. 3.68 0.51 Strongly Agree 2
The coffee shop manager is approachable. 3.64 0.51 Strongly Agree 5.5
The coffee shops employees treat each customer with respect. 3.71 0.46 Strongly Agree 1
The coffee shop has knowledgeable service staff. 3.64 0.51 Strongly Agree 5.5
The coffee shop have a sufficient number of staff. 3.65 0.51 Strongly Agree 3
Composite Mean 3.66 0.34 Strongly Agree
The mean scores, standard deviation, verbal interpretation, and rank of each
statement are used to evaluate it. The coffee shop is evaluated using six (6) statements: first,
the barista is friendly, second, employees handle complaints well, third, the manager is
approachable, fourth, employees treat each customer with respect, fifth, there is
knowledgeable service staff, and finally, the coffee shop has enough employees. With a
composite mean of 3.66, a standard deviation of 0.34, and a verbal interpretation of "Strongly
Agree". Several research have indicated that employee communication satisfaction influences
organizational commitment, which in turn influences employee performance and loyalty (Al
Kurdi et al.,, 2020; Aburayya et al, 2020; Ammari et al., 2017; Turkyilmaz et al., 2011). To
retain and please employees and customers, their wants and needs should be regularly
assessed and addressed, even above their expectations. According to Al Kurdi et al., (2020),
if companies effectively inspired their employees, they would be able to complete their tasks
in a way that satisfied the expectations of their customers.
Table 8
Marketing Mix of Local Coffee Shops in terms of Price in Lipa City, Batangas
Std. Verbal Rank
Price Mean
Dev. Interpretation
The coffee shop price reflects the product quality offered. 3.66 0.49 Strongly Agree 3
The price list is available and presented to the customers. 3.66 0.50 Strongly Agree 2
The coffee shop utilizes different payment methods such as 5
3.64 0.50 Strongly Agree
credit cards, GCASH, PAYMAYA and Cash.
The coffee has a price level of what is expected. 3.65 0.49 Strongly Agree 4
The coffee shop gives exact change to customers. 3.70 0.49 Strongly Agree 1
The price is just right for the product to get the customer’s 6
3.58 0.53 Strongly Agree
attention.
Composite Mean 3.65 0.33 Strongly Agree
The criteria that are properly graded are the factors that can help impact a business
pricing strategy, which is a crucial factor in determining business success. The mean scores,
standard deviation, verbal interpretation, and rank of each statement are used to evaluate it.
There are six (6) statements that state the coffee shop's price reflects the product quality
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offered, a price list is available and presented to customers, the coffee shop accepts various
payment methods such as credit cards, GCASH, PAYMAYA, and cash, the coffee shop has
a price level of what is expected, provides exact change to customers, and the price is just
right for the product to attract customer attention. With a composite mean of 3.65, a standard
deviation of 0.33, and a verbal interpretation of "Strongly Agree.” A coffee shop that provides
exact change demonstrates a commitment to efficient and accurate customer service. This
practice helps to streamline transactions, saving time for both customers and employees.
Giving precise change reflects positively on the coffee shop's professionalism and attention
to detail. Customers value the convenience and dependability of receiving the correct amount,
which contributes to a positive overall experience. By consistently providing accurate change,
the coffee shop builds trust and reliability with its customers. Azar et al., (2019) asserts that
returning consumers are more inclined to give excessive change back to restaurants or
businesses. Many consumers assumed that small shops would only take cash for small
purchases, even when accepting credit cards came with penalties. The quality of the
relationship between employees and customers affects this behavior; high-quality interactions
lead to increased customer-oriented conduct. An organization should make strategic
investments to boost staff engagement and satisfaction, as these factors can improve the
customer experience.

Table 9
Marketing Mix of Local Coffee Shops in terms of Promotion in Lipa City, Batangas
Verbal Rank
Promotion Mean
Interpretation
The coffee shop is using social media platforms (Facebook, Instagram, 2
3.65 Strongly Agree
Twitter) to promote the business and products.
The coffee shop provides a variety of delivery options. 3.58 Strongly Agree 5
The coffee shop uses different promotional discounts (e.g. loyalty card, 4
3.59 Strongly Agree
discount coupon and unlimited promos).
The coffee shop uses direct selling to provide information to the 3
3.62 Strongly Agree
customers.
The coffee shop has a noticeable marketing sign. 3.58 Strongly Agree 6
The coffee shop staff recommends its best sellers in terms of drinks, 1
3.67 Strongly Agree
snacks, etc. to its customers.
Composite Mean 3.61 Strongly Agree

The mean scores, standard deviation, verbal interpretation, and rank of each
statement are used to assess it. There are six (6) statements that state the coffee shop uses
social media platforms (Facebook, Instagram, and Twitter) to promote the business and
products, offers a variety of delivery options, uses various promotional discounts (e.g. loyalty
card, discount coupon, and unlimited promos), uses direct selling to provide information to
consumers, has a visible marketing sign, and staff recommends its best sellers in terms of
drinks, snacks, and so on to its customers. Customers are actively engaged by the coffee shop
staff, who suggest best- selling items, resulting in a personalized and informed service
experience. Recommending popular drinks and snacks demonstrates the staff's expertise and
increases customer satisfaction. This method assists customers in navigating the menu and
making choices that are consistent with the preferences of a larger clientele. Several recent

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studies have investigated the various aspects that influence consumer choices in coffee shops.
With promotion as a component of the marketing mix, efforts are made to inform, persuade,
and remind consumers of the company's brand and products. Promotional activities should
be as appealing as possible, and the information presented should be easily understood by the
public. Promotion, according to Nasution (2019), has a considerable impact on Beber Café
purchasing decisions. Promotion, according to Hidayat (2015), has a positive effect on
purchasing decisions at Flinders Lane Espresso. Advertising is critical for recruiting
customers. The more effective the advertising, the more eager buyers will be to make a
purchase.
Table 10
Marketing Mix of Local Coffee Shops in terms of Place in Lipa City, Batangas
Verbal Rank
Place Mean
Interpretation
The coffee shop is accessible. 3.66 Strongly Agree 2
The coffee shop is near to its direct competitors. 3.54 Strongly Agree 6
The coffee shop’s location is safe and secure for the customer. 3.72 Strongly Agree 1
The coffee shop has a visible entrance and exit door. 3.64 Strongly Agree 3
The coffee shop has sufficient space for a parking area. 3.55 Strongly Agree 5
The coffee shop plays relevant music based on the shop’s 4
3.58 Strongly Agree
theme.
Composite Mean 3.62 Strongly Agree

The mean scores, standard deviation, verbal interpretation, and rank of each
statement are used to assess it. There are six (6) assertions that claim the coffee shop is
accessible, close to its immediate competitors, the location is safe and secure for the
consumer, there is a visible entrance and exit door, there is enough space for parking, and the
music is relevant to the shop's concept. With a composite mean of 3.62, a standard deviation
of 0.38, and a verbal interpretation of "Strongly Agree". The coffee shop prioritizes customer
safety by choosing a location in a secure and well-monitored area, providing patrons with a
comfortable environment. Implementing safety measures such as adequate lighting, security
cameras, and visible emergency exits helps to increase overall security. Collaboration with
local authorities and adherence to safety regulations strengthens the shop's commitment to
customer well-being even further. A safe location also encourages customers to visit the
coffee shop at various times, fostering a sense of trust and reliability. Finally, the emphasis
on a safe and secure environment reinforces the coffee shop as a welcoming and trustworthy
place for customers to spend their time. The safety of a commercial establishment is a critical
concern, with fire protection systems and building structures playing a key role. Location of
a business is also a significant factor, with the level of overall access being correlated with
automobile access and parking. Based on the study of Fauzi (2021), businesspeople need to
see and consider what criteria can support the business. There are criteria used by business
land such as the location must be clearly visible, the location is in a crowded place, the
location must have easy access, the location is close to the target market and pay attention to
competitors in the location. Comfort, security, a sense of belonging and the convenience of
the place also play a pivotal role (Luoh and Tsaur 2023).

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Table 11
Marketing Mix of Local Coffee Shops in terms of Process in Lipa City, Batangas
Process Mean Verbal Interpretation Rank
The coffee shop provides a fast and easy payment process. 3.64 Strongly Agree 5
The coffee shop serves in a timely manner. 3.69 Strongly Agree 2
The coffee shop store hours are convenient for dining and take-out orders. 3.66 Strongly Agree 3
The coffee shop provides a queuing number to its customers. 3.65 Strongly Agree 4
The coffee shop’s staff could be able to meet the demands of the customers. 3.62 Strongly Agree 6
The order was taken and served correctly. 3.71 Strongly Agree 1
Composite Mean 3.62 Strongly Agree

The mean scores, standard deviation, verbal interpretation, and rank of each
statement are used to assess it. There are six (6) statements that state the coffee shop provides
an easy and fast payment process, serves in a timely manner, store hours are convenient for
dining and take-out orders, provides customers with queuing numbers, staff can meet
customer demands, and orders are taken and served correctly. With a composite mean of 3.66,
a standard deviation of 0.34, and a verbal interpretation of "Strongly Agree".
It is important to take the correct order and serve the customer correctly. The efficient
order process at the coffee shop ensures accuracy from the time a customer places their order
until it is served. A well-trained and attentive staff takes orders precisely, double-checking
details to avoid misunderstandings. The seamless communication between the front and back-
of-house teams contributes to each order being correctly prepared and served on time. Quality
control measures in place, such as order checklists or confirmation systems, help to ensure
that customer requests are fulfilled accurately. Finally, a focus on accuracy in the order-taking
and serving processes improves the overall customer experience, promoting satisfaction and
loyalty. The importance of serving others first and ensuring correct service is emphasized
with a focus on patience and considerate behavior. While customers whose order was taken
and served correctly may be willing to pay more or come back again to the coffee shop
because they are confident that their order is taken and served correctly.
Both Halyati & Sulistyani (2017) and Constandache et al. (2017) emphasize the
significance of efficient and accurate order taking in the food and beverage service business.
Constandache (2017) emphasizes the importance of waiters in ensuring client happiness,
while Halyati (2017) underlines the importance of a well-established method and the ability
to overcome hurdles. Service quality is one of the primary weapons for maintaining prestige
value by providing more satisfaction to customers to take over the market in competition,
making it easier to enter the industry and providing an excellent opportunity for the company
to survive in the competition (Ali, Dey, & Fileiri, 2015).
Table 12
Marketing Mix of Local Coffee Shops in terms of Physical Evidence in Lipa City, Batangas
Physical Evidence Mean Verbal Interpretation Rank
The coffee shop is well maintained. 3.75 Strongly Agree 1
The coffee shop’s atmosphere and décor is appealing to the eye. 3.66 Strongly Agree 4
The coffee shop’s menu is understandable and enticing. 3.70 Strongly Agree 3
The coffee shop has a parking area. 3.60 Strongly Agree 6
The coffee shop has unique theme/layout. 3.70 Strongly Agree 2
The coffee shop’s table napkin and condiments are freely available. 3.63 Strongly Agree 5
Composite Mean 3.67 Strongly Agree

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The mean scores, standard deviation, verbal interpretation, and rank of each statement
are used to assess it. There are six (6) assertions that claim that the coffee shop is well kept, that
the setting and décor are pleasing to the eye, that the menu is understandable and enticing, that
there is a parking lot, that there is a unique theme/layout, and that table napkins and condiments
are freely available. With a composite mean of 3.67, and a verbal interpretation of "Strongly
Agree". The coffee shop is kept clean to a high standard, creating a welcoming and sanitary
environment for customers. Regular cleaning routines, including tables, counters, and restroom
facilities, contribute to the establishment's overall cleanliness. The aesthetic appeal is enhanced
by well-organized seating areas and thoughtfully arranged decor, which creates a comfortable
and visually pleasing atmosphere. Proper maintenance of coffee-making equipment ensures
consistent beverage quality. The coffee shop's dedication to cleanliness and upkeep reflects its
commitment to providing a positive and enjoyable experience for its customers. Aethetics and
ambiance may enhance the attributes of a café, or a store as stated by Sitinjak et al. (2019). The
positive intention from the customers is crucial for it can lead to revisit intention and referrals
while negative intention would lead to the opposite (Cibro & Hudrasyah, 2017).
Table 13 shows the significant differences in the marketing mix of local coffee shops
when grouped by profile. Because the P Value is less than 0.5 and there is a significant
difference in age according to People, Physical Evidence, Product, and Place, thus the
hypothesis is rejected. Most of the responders ranged in age from 27 to 42 years old.
Meanwhile, because the P Value is greater than 0.5 and Price, Promotion, and Process are not
significant, thus the hypothesis is sustained. This means that when it comes to Price, Promotion,
and Process, people of all ages have the same assessment. According to Utama et al. (2021),
coffee consumption is significantly influenced by lifestyle and regulation, with the latter being
more important for elderly customers.
When categorized by profile, there is a significant difference in the marketing mix of
local coffee shops. Because the P Value is less than 0.5 and there is a significant difference in
terms of sex, the hypothesis is rejected. Females are the most likely to respond because they
consume Kapeng Barako on a regular basis. Meanwhile, because the p-Value is more than 0.5
and the product, promotion, place, process, and physical evidence are not significant, the
hypothesis is retained. This indicates that they have the same assessment for Product,
Promotion, Place, Process, and Physical Evidence regardless of gender. Gender-specific
purchase behaviors in the coffee industry are influenced by a range of factors. In one context,
factors such as home coffee production, specialized training, and extension services influence
women's involvement in coffee marketing. Variables such as marital status, safety concerns,
age, and monthly income influence female college students' use of mobile payment methods
for coffee purchases, as supported by Brioso and Borbon, (2020).
When local coffee shops are categorized based on their profiles, there is a noticeable
variation in their marketing mix. Price claims that there is a substantial difference in civil status;
the hypothesis is rejected since the P value is less than 0.5. Since they prefer to be alone
themselves, most of respondents are single. Product, People, Promotion, Place, Process, and
Physical Evidence, on the other hand, do not significantly affect the outcome; hence, the
hypothesis is upheld because the P value is higher than 0.5. Prices matter to everyone, singles,
couples, and those in relationships tend to be more conscious of their budget when choosing a
coffee shop.

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Table 13
Significant Difference on Marketing Mix of Local Coffee Shops when grouped according to Profile
Marketing Mix across Age H/U p-Value Decision Interpretation
Product 6.586 0.037 Reject the null hypothesis. Significant
People 7.917 0.019 Reject the null hypothesis. Significant
Price 5.352 0.069 Retain the null hypothesis. Not Significant
Promotion 3.371 0.185 Retain the null hypothesis. Not Significant
Place 6.273 0.043 Reject the null hypothesis. Significant
Process 4.589 0.101 Retain the null hypothesis. Not Significant
Physical Evidence 7.772 0.021 Reject the null hypothesis. Significant
Marketing Mix across Sex
Product 1.233 0.218 Retain the null hypothesis. Not Significant
People 3.016 0.003 Reject the null hypothesis. Significant
Price 2.425 0.015 Reject the null hypothesis. Significant
Promotion -0.122 0.903 Retain the null hypothesis. Not Significant
Place 0.751 0.453 Retain the null hypothesis. Not Significant
Process 1.564 0.118 Retain the null hypothesis. Not Significant
Physical Evidence 1.634 0.102 Retain the null hypothesis. Not Significant
Marketing Mix across Civil Status
Product 6.657 0.084 Retain the null hypothesis. Not Significant
People 7.283 0.063 Retain the null hypothesis. Not Significant
Price 8.491 0.037 Reject the null hypothesis. Significant
Promotion 2.596 0.458 Retain the null hypothesis. Not Significant
Place 5.814 0.121 Retain the null hypothesis. Not Significant
Process 4.26 0.235 Retain the null hypothesis. Not Significant
Physical Evidence 5.45 0.142 Retain the null hypothesis. Not Significant
Marketing Mix across Employment Status
Product 2.899 0.235 Retain the null hypothesis. Not Significant
People 2.465 0.292 Retain the null hypothesis. Not Significant
Price 2.525 0.283 Retain the null hypothesis. Not Significant
Promotion 3.336 0.189 Retain the null hypothesis. Not Significant
Place 2.619 0.27 Retain the null hypothesis. Not Significant
Process 1.96 0.375 Retain the null hypothesis. Not Significant
Physical Evidence 2.566 0.277 Retain the null hypothesis. Not Significant
Marketing Mix across Number of Visit
Product 8.778 0.032 Reject the null hypothesis. Significant
People 3.927 0.209 Retain the null hypothesis. Not Significant
Price 3.232 0.357 Retain the null hypothesis. Not Significant
Promotion 6.226 0.092 Retain the null hypothesis. Not Significant
Place 8.809 0.032 Reject the null hypothesis. Significant
Process 6.643 0.084 Retain the null hypothesis. Not Significant
Physical Evidence 4.029 0.258 Retain the null hypothesis. Not Significant

This means that when it comes to Product, People, Promotion, Place, Process, and
Physical Evidence, they have the same assessment regardless of Civil Status. Because they have
the same experience, employment status is not a factor in their assessment of marketing mix,
and perceptions as supported by Sintani and Ahsan (2023) emphasize the link between customer
satisfaction and employee happiness even further, putting forth the ideas that customer service
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training and a healthy work environment can both raise customer satisfaction. These studies
show the importance of numerous employment components such as job happiness, financial
concerns, organizational support, job analysis, and organizational culture in the setting of the
coffee shop business, but not on the other dimensions of marketing mix.
When categorized by profile, there is a significant difference in the marketing mix of
local coffee shops. Because the P Value is less than 0.5 and there is a significant variation in
the number of visits according to Product and Place, the hypothesis is rejected. The most
frequent frequency of visits is once. People, Price, Promotion, Process, and Physical Evidence
are not significant; hence the hypothesis is retained because the P Value is greater than 0.5. This
means that they have the same assessment for People, Price, Promotion, Process, and Physical
Evidence regardless of the number of visits, as supported by Han, et al (2018); Ricafort and
Borbon, (2020). Customers who frequent coffee shops are more loyal to those establishments.

CONCLUSION

The following conclusions were drawn by the researchers in accordance with the
study’s results and outcome:

1. It can be concluded that most of the respondents are 18 - 26 Years Old wherein it is
composed of mainly teenagers and students that can be assessed as students and working.
Most of the respondents were Female and single where you can see that female mostly
wanted to try new things and catch up with trends when it comes to coffee. The results also
show that most of the respondents were self-employed, and they visit coffee shops once a
month.
2. The researchers found that businesses, particularly coffee shops should have a proper
marketing strategy in terms of product, price, place, promotion, people, physical evidence,
and process to succeed in business. Having a proper implementation of marketing strategies
particularly focusing on the areas of the Marketing Mix where they think they would need
to improve would result on how you will expand your business: by connecting and reaching
your target audience in the end.
3. Researchers found out that there is a significant difference between Kapeng Barako in Lipa
and the marketing of Kapeng Barako in Lipa City when grouped according to profile in
terms of age in the areas of Product, People, Place, and Physical Evidence. In terms of their
age, people especially Gen Z and Millennials would enjoy the products. In terms of Sex in
the areas of People and Price wherein most of the people who tries to visit this local coffee
shops are female. When grouped according to profile in terms of Civil Status is the Price.
With that, the researchers concluded that single, married couples, or those in a relationship
care about the price. Lastly, researchers found out that there is no significant difference in
the marketing mix when it comes to the employment status of the customers.

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RECOMMENDATION

1. It is recommended that coffee shop owners used this study for them to assess more on the
marketing strategies that can be applied in their business. Coffee
Shop Owners may use these data to maintain or increase future sales and to have repeat
or loyal customers.
2. Coffee Shops should have their own signature drink that can make their business unique
for customers to come back, maintain having good staff or workers. Create pricing based
on what they are offering for customers to try. Continue promoting their business through
different platforms such as social media and create noticeable marketing signs while
maintaining the safety environment for their customers.
3. Coffee shops should base their strategies based on how their customers would be affected.
For example, create pricing strategies such as promos, discounts, and affordable prices
that customers who are married, or have a family can try more of their menu since most
of them have a limited or constricted budget that refrain them from buying. With that,
they should always find the connection of their customer’s profile based on the marketing
mix elements.
4. Additional factors, such as brand awareness and consumer behavior or behavioral
intention of customers, which may have an impact on the marketing strategies of coffee
shops can be examined to further this research.
5. Future Researchers may further create extensive thorough research regarding marketing
strategies, connect it with the behavioral intention of the customers or preferences of the
customers as well as create a much better strategic plan for the coffee shop businesses.

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