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The Right Cup: How Selected Socio-PsychoDemographic Factors Influence the Customers in Selecting Coffee Shops in Metro Manila

Marie Claire Ann O. Bernardo

Abstract This study aimed to analyze socio-psycho-demographic factors that influences the customers in selecting coffee shops and to determine if significant differences in these factors affect customers preferences. Twenty five students and 25 non- students were randomly selected as respondents of the study. Data analysis employed measures of central tendencies and multiple correlation analysis. Results reveal that there are indeed socio-psycho-demographic factors that influenced the customers in selecting local or foreign coffee shops, age and music are factors that greatly influenced their coffee shop selection however there is no significant difference in the choice of coffee shop among students and nonstudents.

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