coffeshop research

8/13/2019 Coffeshop Research

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PHILIPPINE SCHOOL OF BUSINESS ADMINISTRATION

1029 Aurora Blvd., Quezon City

SUCCESS FACTORS OF

SELECTED COFFEE SHOPSIN KATIPUNAN, QUEZON CITY

A Research Proposal

In partial fulfillment of the requirements in

Fundamentals Of Research

Submitted by:

Anthony Christian Cabuenos

Jeffrey Naguimbing

Jossette Ann Cruz

Tina Almario

Analiza Go

Submitted to:

Dr. EMMA R. GUNO


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ACKNOWLEDGEMENT

We would like to thank God for guiding us and giving strength in everyminute to make this possible, educational, and productive and for giving us.

Thank you!

We would like to thank our professor Dr. Emma R. Guno for being ourconsultant and for giving courage as we carry out this study. Thank you.

We also would like to thank Dr. Carolina D. Ditan and Dr. Celso I.Mendoza for helping us to correct our inaccuracies to finish this study withoutexpecting in return from us. Thank you very much Maam and Si r!

And lastly, to the group of students who accomplished this study - Jossette, Acy, Jeffrey, Tina and Ana. Thank you so much!


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Chapter IThe problem and its background

Introduction

Millions of people around the world begin each day with a steaming hot

cup of coffee. This drink has become increasingly popular among our everyday

culture, and has also become well known for having a multitude of negative

effects on the body. More than often this everyday drink is associated with

having no nutritional value, and producing harmful effects on the body. Coffee

is one of the world's most popular beverages. Some claim it is the most widely

consumed liquid in the world aside from water.

Coffee's success as a beverage undoubtedly owes both to the caffeine it

harbors and to its sensory pleasure. Coffee lovers come to associate theenergizing lift of the caffeine with the richness and aroma of the beverage that

delivers it. Coffee is produced from the seeds of a small red (sometimes yellow)

fruit that grows on plants halfway in size between shrub and tree. The process

that turns these seeds into beverage is a long and complex process, perhaps

the most complex process associated with any major beverage.

For many people coffee is just a drink that acts as an alternative to tea or

soda pop. For others, coffee is necessary for survival to help them stay awakeduring long meetings, and for some, coffee is an art that requires much

planning and high efforts are made to maintain its best quality. In any case,

coffee must travel through a complicated process before it reaches ones cup.

It is also a very labor intensive process involving a vast intercontinental

collaboration that starts with the coffee grower, moves from there to the picker,

then to the mill workers who meticulously remove the fruit and dry the beans,

then to those who clean and grade the beans, to those who roast them, to those

consumers and baristas who finally grind the beans and prepare the beverage.

Every act along the way can be performed either with passion and precision or

with careless shoddiness. It is the cumulative quality of all of these creative


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contributions that together make the difference between a lackluster cup and a

fine and distinctive one.

Coffee is a major commodity traded internationally which generated

US$9,116 billion in global export revenue in 2006 (FAO). Most coffee is grown

in developing countries and consumed in the industrialized world.

Approximately 17-20 million households in more than 50 nations grow coffeeand, by some accounts, as much as 100 million people benefit from coffee

trade (Lewin et. al. 2004). Most coffee growers are smallholders with low

incomes and high level of exposure to risks. The price received for coffee is

perhaps the single most important determinant of coffee growers welfare.

Over the years, experts have debated over the effects coffee has on the

human body. And almost always, those who were advocating that coffee is bad

for the human health has always been on the winning side until now. Recent

researches and studies have proven that drinking coffee has positive health

effects. Experts have now confirmed that coffee is far more healthful than it is

harmful. As opposed to results of previous studies, coffee has now been

confirmed to:

-Lower the risk of having a heart attack and developing diabetes,

cirrhosis of the liver, Parkinsons disease, colon cancer, gallbladder stones, just

to name a few .

-Offset the damages caused by vices such as heavy drinking and

smoking

-Manage asthma when medication is unavailable and minimize the

likelihood of getting into depression

-Boost ones mood, stop headaches, and prevent cavities

The social function of coffee is clearly evident. Considered a social

lubricant, coffee plays a vital role in almost every aspect of our social life.


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People do business with coffee, people communicate with coffee, people enjoy

with coffee and people work with coffee. It is, therefore, safe to assume that

people live with coffee.


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Background of the Study

Coffee was birthed in the Ethiopian highlands. The legend goes that 9th

century goatherder Kaldi noticed how spirited his goats became after eating

berries from a certain tree, so he ran to the local monastery to let those guys

know. A monk created a brew from the berries and was able to stay up much

later praying. Eventually news of this new brew spread into Egypt and into the

Arabian Peninsula, where coffee traveled east and west, finally landing in

Southeast Asia and the Americas. And its been popular ever since.

Starbucks Corporation is an American global coffee company

and coffeehouse chain based in Seattle, Washington. Starbucks is the

largest coffeehouse company in the world, with 20,891 stores in 62 countries,

including 13,279 in the United States, 1,324 in Canada, 989 in Japan, 851 in

the People's Republic of China, 806 in the United Kingdom, 556 in South

Korea, 377 in Mexico, 291 in Taiwan, 206 in the Philippines, 179 in Turkey,

171 in Thailand, and 167 in Germany.

Rustan Coffee Corporation, a member of the Rustan Group of Companies

is the sole authorized licensee of Starbucks Coffee International in thePhilippines. Starbucks Philippines opened its first retail store on December 4,

1997 at 6750 Ayala Avenue, Makati City. To date there are 195 Starbucks

stores across the country.

Starbucks in Katipunan cor. Rosa Alvero across Ateneo De Manila

University Loyola Heights Quezon City is one of the favorite TAMBAYAN of the

students around Quezon City. They are commitment to do things that are good

to people each other and the planet. From the way we buy our coffee, to

minimizing our environmental impact, to being involved in local communities.

In their store there are Baristas are the face of Starbucks. They create an

uplifting experience for our customers and make perfect drinks - one drink and

one customer at a time. Shift Supervisors are expert baristas who help to direct
http://en.wikipedia.org/wiki/List_of_coffeehouse_chainshttp://en.wikipedia.org/wiki/Seattlehttp://en.wikipedia.org/wiki/Coffeehousehttp://en.wikipedia.org/wiki/Coffeehousehttp://en.wikipedia.org/wiki/Seattlehttp://en.wikipedia.org/wiki/List_of_coffeehouse_chains


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work during shifts and to create great experiences for our customers. If you'd

like to apply for a barista or shift supervisor position, select the application

that applies to your location. Assistant Store Managers work alongside baristas

and shift supervisors, helping to coach and support them. They also develop

their management skills while helping their Store Managers run great stores.

Store Managers manage their store's operations and are responsible for

financial results. They develop, coach and train in-store partners as they work

side by side. And they're responsible for the quality of customer service and

beverages in their stores.

Most of the students and people are enjoying their time in this store

because the place is great and the staffs are kind and offer a good service. As of

now Their core competencies can be defined as high quality coffee and

products at accessible locations and affordable prices, provided a community toshare in the coffee drinking experience, and variety of choices. They also value

ethics and good business practices and are a leader being voted one of 2010s

most ethical businesses.


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Conceptual Framework

The diagram showed in the next page showed the relationship

between the characteristics and criteria of the owners/employees and

customers, respectively and the strengths, weaknesses, opportunities and

threats of a Coffee Shop. The relationship and results occur will be used to

analyze what will be the factors that will help in creating a successful CoffeeShop. It also displayed the customers criteria in finding the best Coffee

Shop. These criteria are affordable price, accessible location, small variety of

product offerings, good ambiance and good service. It was consisted of the

strengths, weaknesses, opportunities and threats a Coffee Shop might have.

Under its strengths are accessible location, affordable price, good services,

small variety of product offerings and good ambiance. The weaknesses are

poor service, expensive price, inaccessible location, small variety of productofferings and poor ambiance. Expansion of the business, Technological

Advances, Branching out another business, Extend supplier range,

Franchising are the possible opportunities of Coffee Shops. The threats that

a Coffee Shop may encounter are rising material cost, Competitive

Environment, economic decline of coffee, Change in consumer preferences

and Insufficient supply from the suppliers. Free WI-FI, Sponsorship,

Free Taste, Advertising (Flyers), Promos (Sale/Discount) are the marketing

strategies set for the study. It also show that a successful Coffee Shop shall

have available and efficient equipment, be accessible to potential

customers, variety of products, quality service and allow any business

transactions regardless of quantity.


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Statement of the problem

The study will determine the success Factors of selected Coffee Shops inKatipunan Avenue.

Particularly, the researchers will seek to answer the following questions.

1. What are the strengths that contribute to your shops success?

2. What are the weaknesses that affect your shop?

3. What are the opportunities that affect you shop?

4. What are the threats that hinder the success of your coffee shop?

5. What are the marketing strategies that your shop uses to achieve yourgoals?

6. Is there significant difference among opinions of the respondentsregarding the strengths and weaknesses of the coffee shop whengrouped according to gender?

7. Is there significant difference among opinions of the respondentsregarding the strengths and weaknesses of the coffee shop whengrouped according to age?


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Hypothesis of the Study

Null hypothesis

a. There is no significant difference among the opinions of therespondents regarding the strengths and weaknesses of the CoffeeShop when grouped according to gender.

b. There is no significant difference among the opinions of therespondents regarding the strengths and weaknesses of the CoffeeShop when grouped according to age.

c.

Alternative hypothesis

a. There is significant difference among the opinions of the respondentsregarding the strengths and weaknesses of the Coffee Shop whengrouped according to gender.

b. There is significant difference among the opinions of the respondentsregarding the strengths and weaknesses of the Coffee Shop whengrouped according to age.


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Significance of the Study

This study will be beneficial to the following:

Owner

The owners will be able to know what the customers want. The owners will be able to know what are the advantages and

disadvantages of the business. The owners will be able to know what to improve on their business

Customer

To know more about that specific coffee shop. This will help them to choose what coffee shop they want based on

certain factors.

Community To continually serve the best coffee and pastry in the Philippines.

People within the business

This will serve as a guide on how they will start their own coffee shop.

Future researchers

This research may serve as a guide to future studies regarding this topic.

The Scope and Limitations

This study involved 6 coffee shops located in Katipunan, Quezon Citynamely: 1. Bos Coffee, 2. Coffee Bean and Tea Leaf, 3. Seattles Best, 4.Starbucks, 5. McCafe, 6. Kopi Roti. The respondents of this study are 6owners, 17 staffs and 91 customers of these coffee shops. The researchstudy will cover the period from July to October 2013.


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Definition of terms

1. Aromatic - having a strong pleasant odor.

2. Barista - is a person, usually a coffee-house employee, who prepares andserves espresso-based coffee drinks.

3. Bean - is any of various other plants or their seeds or fruits, especially thosesuggestive of beans, such as the coffee bean or the vanilla bean.

4. Beverage - is any one of various liquids for drinking, usually excludingwater, tea and coffee.

5. Brewed - is to make a beverage by boiling, steeping, or mixing variousingredients.

6. Caffeine - is a bitter alkaloid found in coffee and tea that is responsible fortheir stimulating effects.

7. Coffee - is any of various tropical African shrubs or trees of the genusCoffea, especially C. arabica, widely cultivated in the tropics for their seedsthat are dried, roasted, and ground to prepare a stimulating aromatic drink.

8. Cappuccino - is an italian coffee drink traditionally prepared with espresso,hot, milk, and steamed-milk foam.

9. Crop - is a cultivated plants or agricultural produce, such as grain,vegetables or fruit.

10. Decaffeinated - is a coffee with the caffeine removed, a beverage consistingof an infusion of ground coffee beans.

11. Espresso - is a concentrated beverage brewed by forcing a small amount ofnearly boiling water under pressure through finely ground coffee beans.

12. Mocha - is a flavoring obtained from a coffee infusion or a combinedinfusion of chocolate and coffee. A brownish chocolate color.

13. sherbet - is a frozen dessert made primarily of fruit juice, sugar, and water,and also containing milk, egg white, or gelatin.


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Chapter II

Review of Related Literature

Foreign studies-Study finds coffee lovers may live longer

If you love your morning coffee, a new study finds that your daily habitcould protect your health. In a study by researchers from the National CancerInstitute in the US, older adults who drank coffee -- caffeinated ordecaffeinated -- had a lower risk of death overall than others who did not drinkcoffee.

The java drinkers -- especially those who drank three or more cups a day-- were less likely to die from a number of illnesses, including heart disease,

stroke, diabetes, and infections -- although researchers found no link withcancer. Results of the study were published on Thursday in the New England

Journal of Medicine.

Head researcher Neal Freedman and his colleagues examined theassociation between coffee drinking and risk of death in 400,000 Americanmen and women ages 50 to 71 who participated in the NIH-AARP Diet andHealth Study.

"The mechanism by which coffee protects against risk of death -- ifindeed the finding reflects a causal relationship -- is not clear, because coffeecontains more than 1,000 compounds that might potentially affect health,"said Freedman. "The most studied compound is caffeine, although our findingswere similar in those who reported the majority of their coffee intake to becaffeinated or decaffeinated."

Still, while more research needs to be done to fully understand theprotective components of coffee, Freedman adds that "these results do provide

some reassurance that coffee drinking does not adversely affect health."Coffee has also been shown to improve brain function in mice studies,

with researchers probing the possibility of using coffee as a treatment forpeople with Alzheimer's disease. Researchers in Portugal also recently foundthat the consumption of caffeine could protect against memory loss associatedwith advanced diabetes.
http://www.nejm.org/doi/full/10.1056/NEJMoa1112010http://www.nejm.org/doi/full/10.1056/NEJMoa1112010http://www.nejm.org/doi/full/10.1056/NEJMoa1112010http://www.nejm.org/doi/full/10.1056/NEJMoa1112010


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Still health experts don't recommend overdoing your coffee intake. TheUS-based Mayo Clinic suggests no more than two to four cups a day, sincemore than that can cause insomnia, upset stomach, and anxiety.


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Local Studies

Coffee to go

The Philippines produces four good- tasting varieties of coffee. Robusta,the main ingredient of instant coffee products, makes up around 90% of thePhilippines total coffee production. Varieties like Arabica, Excelsa, andLiberica (Philippine barako) make up the remaining 10% of total output.Because of their special tas te and aroma, Arabica, Excelsa, and Libericahave had a rise in demand both domestically and globally.

Indeed, prospects are bright for special coffee varieties. Coffee drinkersaround the world have been drinking more specialty or gourmet coffee in recent

years. The Department of Trade and Industry-International Coffee OrganizationCertifying Agency reported a 130% increase in export value from P109 millionin 2003 to P216 million in 2004. And the export momentum is here to stay as

the demand for barako in the Middle East and for Benguet arabica in theUnited States continues to climb. Export of soluble coffee to Japan is alsoanticipated to prosper.

Similarly, prospects for the industry, in general, are positive. Farm gateprice of dried coffee berries has perked up to P300 per can from P200 per can.Prices offered to farmers are much better this year due to the decrease in worldcoffee output. Production in major exporting countries such as Vietnam andBrazil has gone down owing to the non-competitive wholesale prices in previous

years. With this encouraging scenario, now is the best time to revive the

countrys coffee industry. To do this, interventions must be implemented toaddress the major industry issues.

Small farmers have been discouraged by the low market prices of specialcoffee varieties in the previous years. Adding up to the problem are the senileor unproductive coffee trees and poor technology utilization, resulting in shortsupply.

Yet, domestic requirement is growing at 3.1% annually. At this rate, theestimated required output is 90,000 mt per year. However, current output level

is only 28,000 mt. Coffee imports from Vietnam, Indonesia, and Thailand arefilling in the gaps while the local industry struggles to compete with low-pricedimports resulting from liberalized trade.


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Thus, strategic science and technology (S&T) interventions estimated atP150 million have been set to rehabilitate the existing Arabica, Liberica, andExcelsa coffee farms (11,000 ha) and to rejuvena te 3,000 hectares presentlyplanted to senile trees. New areas (8,000 ha) in the Cordillera Region, Region 6,and Region 12 will be planted to Arabica. Nurseries and mother clonal gardenswill be established in strategic locations.Farmers will be trained to adoptimproved coffee production technologies. Aggressive marketing will also be

done to promote Philippine coffee while marketresearch will be implemented tostudy the industrys options ahead.

The interventions will increase the present yield level of 400 kg of coffeebeans per hectare to 800-1,000 kg. The increase in yield of coffee farmsbrought about by theS&T interventions and the production in new areas willtranslate to about P1.36 billion worth of coffee beans per year.


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Chapter III

Research Design & Methodology

This section of the research paper includes and tackles the researchdesign, sampling plan, research instruments, data gathering procedure, astatistical tools/ treatment of data. The process of collecting data which werecomputed and interpreted is included in this chapter.

RESEARCH DESIGN

This research study will make use of the descriptive method in explain

the data that will be gathered through the survey questionnaires andunstructured interviews of respondents. . It illustrates characteristics and dataabout the population particularly the customers, managers, and employee ofan entity. It also describes the current nature and current event on thebusiness. It is able to discuss the progress and the accurate data needed tomake this research study possible. This method is also used for frequencies,calculation and others statistical figures related on the business.

Research Locale

The study is conducted within the area of Katipunan, Quezon City. Thereare 6 Coffee shops which will be the subject of the study.


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RESPONDENTS OF THE STUDY

Name of Establishment No. ofEmployees/Managers

No. of customers perday

Starbucks 5 265Seattles Best 3 120

Bos Coffee 2 86McCafe 2 93Kopi Roti 3 167Coffee Bean and Tea Leaf 5 224

Sampling Plan

The researchers will compute the sample size using the Slovinformula:

n= N

1+ Ne 2

Where:

N = population size

n = sample size

e = the degree of marginal error which is 10%

Employees/Managers

___N____

1+ Ne 2

= ___20__

1+20(.10) 2

n = 16.67

n = 17

Customers


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n= ____N_____

1+ Ne 2

= __955___

1+955(.10) 2

n=90.52

n = 91

DATA GATHERING PROCEDURE

The researchers created a letter, endorsed by the research adviser of the

Philippine School of Business Administration Quezon City. It was a letter of

request/approval to allow us to have an interview and gather data regardingtheir store. It was given to the managers/owner of the shop. The researchers

will make use of questionnaires as essential tools in gathering data regarding

the performance of Coffee shops in Katipunan, Quezon City. A number of

selected owners, employees and customers will be courteously given this to

gather their perceptions on certain information with regards to the subject.

Afterwards, the researchers will compile the questionnaires distributed and

tally the results. Findings will be presented in tabulated form, through graphs,

tables and charts to further understand the gaps and differences found out.

RESEARCH INSTRUMENT

The study will use survey questionnaires to gather relevant data.

Moreover, the researcher will also use studies related to the performance of a

coffee shop and will compare to its existing data in order to provide conclusionand competent recommendations. A self-administered structured questionnaire

will be employed by the researchers so as to come up with an analysis and

evaluation of customers perception. The research instruments were made for

the managers/employees comprise the strengths, weaknesses, opportunities,

and threats and the factors of their marketing strategies of their business


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which they have to rank using ordinal numbers. On the other hand,

questionnaire for the costumers includes their profile particularly their age and

gender. Customers will choose rank their perceptions what are the factors they

consider in selecting their preferred Coffee.

The mentioned statements within the questionnaires were answered by using

the 5 point scale whose equivalent values were as follows:

5 corresponds to the value of Highly Significant

4 corresponds to the value of Significant

3 corresponds to the value of Moderately Significant

2 corresponds to the value of Less Significant

1 corresponds to the value of Not Significant

STATISTICAL TREATMENT OF DATA

Based on this research, the researchers used the following Statisticaltools as a key to come along to their waited results and to come up with the

formulation of the conclusion.A. Percentage

% = Percentage

f = Frequency

n = Number of responses falling under particular category

100 = constant

% = f x 100n

B. Mean

X = mean


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x = sum of the measurements or value

N = number or respondents

C. Spearmans Rank Correlation

D. Chi Square

x2 = Chi square

O =Observed respondents

E =Expected respondent


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BIBLIOGRAPHY

Book Reference1. Fundamentals of Research by Mrs.Guno

Electronic Reference

1.http://www.coffeereview.com/ 2.http://www.echeat.com/free-essay/Explaining-the-Popularity-of-Coffee-29672.aspx http://drum.lib.umd.edu/bitstream/1903/7847/1/umi-umd-5137.pdf 3.http://www.thefreelibrary.com/Coffee+Its+Silent+Role+in+Our+Society-a01073856371 4.http://en.wikipedia.org/wiki/Starbucks 5.https://starbucks-

philippinesjobs.silkroad.com/starphil/Store_Careers.html

6.http://www.mfi.org.ph/contenteditor/uploads/files/special_coffee.pdf

7.http://www.huffingtonpost.com/2013/08/28/coffee-prostate-cancer-recurrence-spread-progress_n_3822997.html?utm_hp_ref=healthy-living

8. http://www.huffingtonpost.com/2013/08/28/coffee-prostate-cancer-recurrence-spread-progress_n_3822997.html?utm_hp_ref=healthy-living

9. http://www.mfi.org.ph/contenteditor/uploads/files/special_coffee.pdf
http://www.coffeereview.com/http://www.coffeereview.com/http://www.coffeereview.com/http://www.echeat.com/free-essay/Explaining-the-Popularity-of-Coffee-%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%2029672.aspxhttp://www.echeat.com/free-essay/Explaining-the-Popularity-of-Coffee-%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%2029672.aspxhttp://www.echeat.com/free-essay/Explaining-the-Popularity-of-Coffee-%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%2029672.aspxhttp://www.echeat.com/free-essay/Explaining-the-Popularity-of-Coffee-%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%2029672.aspxhttp://www.echeat.com/free-essay/Explaining-the-Popularity-of-Coffee-%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%2029672.aspxhttp://drum.lib.umd.edu/bitstream/1903/7847/1/umi-umd-5137.pdfhttp://drum.lib.umd.edu/bitstream/1903/7847/1/umi-umd-5137.pdfhttp://www.thefreelibrary.com/Coffee+Its+Silent+Role+in+Our+Society-a01073856371http://www.thefreelibrary.com/Coffee+Its+Silent+Role+in+Our+Society-a01073856371http://www.thefreelibrary.com/Coffee+Its+Silent+Role+in+Our+Society-a01073856371http://www.thefreelibrary.com/Coffee+Its+Silent+Role+in+Our+Society-a01073856371http://en.wikipedia.org/wiki/Starbuckshttp://en.wikipedia.org/wiki/Starbuckshttp://en.wikipedia.org/wiki/Starbuckshttps://starbucks-philippinesjobs.silkroad.com/starphil/Store_Careers.htmlhttps://starbucks-philippinesjobs.silkroad.com/starphil/Store_Careers.htmlhttps://starbucks-philippinesjobs.silkroad.com/starphil/Store_Careers.htmlhttps://starbucks-philippinesjobs.silkroad.com/starphil/Store_Careers.htmlhttp://www.mfi.org.ph/contenteditor/uploads/files/special_coffee.pdfhttp://www.mfi.org.ph/contenteditor/uploads/files/special_coffee.pdfhttp://www.mfi.org.ph/contenteditor/uploads/files/special_coffee.pdfhttp://www.huffingtonpost.com/2013/08/28/coffee-prostate-cancer-recurrence-spread-progress_n_3822997.html?utm_hp_ref=healthy-livinghttp://www.huffingtonpost.com/2013/08/28/coffee-prostate-cancer-recurrence-spread-progress_n_3822997.html?utm_hp_ref=healthy-livinghttp://www.huffingtonpost.com/2013/08/28/coffee-prostate-cancer-recurrence-spread-progress_n_3822997.html?utm_hp_ref=healthy-livinghttp://www.huffingtonpost.com/2013/08/28/coffee-prostate-cancer-recurrence-spread-progress_n_3822997.html?utm_hp_ref=healthy-livinghttp://www.huffingtonpost.com/2013/08/28/coffee-prostate-cancer-recurrence-spread-progress_n_3822997.html?utm_hp_ref=healthy-livinghttp://www.huffingtonpost.com/2013/08/28/coffee-prostate-cancer-recurrence-spread-progress_n_3822997.html?utm_hp_ref=healthy-livinghttp://www.huffingtonpost.com/2013/08/28/coffee-prostate-cancer-recurrence-spread-progress_n_3822997.html?utm_hp_ref=healthy-livinghttp://www.mfi.org.ph/contenteditor/uploads/files/special_coffee.pdfhttp://www.mfi.org.ph/contenteditor/uploads/files/special_coffee.pdfhttp://www.mfi.org.ph/contenteditor/uploads/files/special_coffee.pdfhttp://www.mfi.org.ph/contenteditor/uploads/files/special_coffee.pdfhttp://www.huffingtonpost.com/2013/08/28/coffee-prostate-cancer-recurrence-spread-progress_n_3822997.html?utm_hp_ref=healthy-livinghttp://www.huffingtonpost.com/2013/08/28/coffee-prostate-cancer-recurrence-spread-progress_n_3822997.html?utm_hp_ref=healthy-livinghttp://www.huffingtonpost.com/2013/08/28/coffee-prostate-cancer-recurrence-spread-progress_n_3822997.html?utm_hp_ref=healthy-livinghttp://www.huffingtonpost.com/2013/08/28/coffee-prostate-cancer-recurrence-spread-progress_n_3822997.html?utm_hp_ref=healthy-livinghttp://www.mfi.org.ph/contenteditor/uploads/files/special_coffee.pdfhttps://starbucks-philippinesjobs.silkroad.com/starphil/Store_Careers.htmlhttps://starbucks-philippinesjobs.silkroad.com/starphil/Store_Careers.htmlhttp://en.wikipedia.org/wiki/Starbuckshttp://www.thefreelibrary.com/Coffee+Its+Silent+Role+in+Our+Society-a01073856371http://www.thefreelibrary.com/Coffee+Its+Silent+Role+in+Our+Society-a01073856371http://drum.lib.umd.edu/bitstream/1903/7847/1/umi-umd-5137.pdfhttp://www.echeat.com/free-essay/Explaining-the-Popularity-of-Coffee-%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%2029672.aspxhttp://www.echeat.com/free-essay/Explaining-the-Popularity-of-Coffee-%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%2029672.aspxhttp://www.echeat.com/free-essay/Explaining-the-Popularity-of-Coffee-%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%2029672.aspxhttp://www.echeat.com/free-essay/Explaining-the-Popularity-of-Coffee-%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%2029672.aspxhttp://www.coffeereview.com/


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Philippine School of Business Administration Inc1029 Aurora Boulevard, Quezon City

June 30, 2013 _________________ _________________ _________________

Dear Sir/ Madam:

We, the students of Fundamentals of Research of Philippine School OfBusiness Administration-Quezon City, are conducting a study regarding thesuccess factors of selected Coffee Shops in Katipunan, Quezon City.

In this regard, please allow us to visit your establishment and interview youremployees and customers.

Rest assured that all information gathered will be dealt with confidentiality andwill be used for classroom purposes only.

Thank you and God bless.

Very respectfully yours,

Anthony Christian Cabuenos

Jeffrey Naguimbing

Jossette Ann Cruz

Tina Almario

Analiza Go

Noted by:

Dr. Emma R. GunoProfessor


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Good day! We, the students of Philippine School of BusinessAdministration- Quezon City are conducting a survey for our Research subject.Kindly answer the following survey. Thank you.

Put a check on the box which corresponds to your answers.

I. Personal Profile1. Age:

18 below 20-25 25-35 35-45 45-50 50 above

2. Gender:

Female Male

3. Civil Status

Single Married Widowed Separated

II. Questionnaire Proper

1. What are the strengths of your Coffee Shop business that can contribute to your success? Kindly rate your answers from a scale of 5 to 1 wherein:

Legend: 5 Highly Significant

4 Significant

3 Moderately Significant

2 Less Significant


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1 Not Significant

STRENGTHS 5 4 3 2 1

Good Service

Affordable Price

Accessible Location

Small variety of product offerings

Good Ambiance

2. What are the weaknesses that hinder to your success as a Coffee Shopbusiness in Katipunan, Quezon City. Kindly rate your answers from a scale of5 to 1 wherein:


4 Significant


2 Less Significant

1 Not Significant

WEAKNESSES 5 4 3 2 1

Poor Service

Expensive Price

Inaccessible Location

Small variety of product offerings

Poor Ambiance

3. What are the opportunities that will lead to your growth and success as aCoffee Shop business in Katipunan, Quezon City. Kindly rate your answersfrom a scale of 5 to 1 wherein:

Legend: 5 Highly Important

4 Important


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3 Moderately Important

2 Less Important

1 Not Important

OPPORTUNITIES 5 4 3 2 1

Expansion of the business

Technological Advances

Branching out another business

Extend supplier range

Franchise

4. What are the threats that will delay to your success as a Coffee Shopbusiness in Katipunan, Quezon City. Kindly rate your answers from a scale of5 to 1 wherein:


4 Significant


2 Less Significant1 Not Significant

THREATS 5 4 3 2 1

Rising material cost

Competitive Environment

Economic decline of coffee

Change in consumer preferences


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Insufficient supply from the suppliers

5. What are the marketing strategies that you used which contribute to yoursuccess as a Coffee Shop business in Katipunan, Quezon City. Kindly rate your

answers from a scale of 5 to 1 wherein:Legend: 5 Highly Important

4 Important

3 Moderately Important

2 Less Important

1 Not Important

MARKETING STRATEGIES 5 4 3 2 1

Offers free WIFI

Advertising (Flyers)

Sponsorship

Promos (Sale/Discount)

Free Taste


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Good day! We, the students of Philippine School of BusinessAdministration- Quezon City are conducting a survey for our Research subject.Kindly answer the following survey. Thank you.


I. Personal Profile1. Age:

18 below 20-25 25-35 35-45 45-50 50 above

2. Gender:

Female

Male

3. Civil Status

Single Married Widowed Separated

II. Survey Questions



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Adequate space of the shop

Quality Service

Quality of coffee

4. What are the reasons why you will not patronize this coffee shop?


4 Significant


2 Less Significant

1 Not Significant

REASONS: 5 4 3 2 1

Unaffordable price

Inaccessible Location

Inadequate space of the shop

Poor quality service

Quality of coffee


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Location Map


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QUESTIONNAIRE

Managers/Owners/Employees

Name (optional):

Direction: Check the box that correspond your answer.

I. Personal Profile

A. Gender

Male

Female

B. Age

20 years and below

21 30 years old

31 40 years old

41 50 years old

51 years and above

II. Questionnaire Proper

1. What are the strengths that contribute to your shops success? Kindlyrate your answer.

5 = most important4 = important

3 = moderately important

2 = least important

1 = not important


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Strengths 5 4 3 2 1 Good Service Affordable Price Accessible Location Large variety of productofferings

Good Ambiance

2. What are the weaknesses that affect your shop? Kindly rate your answer.

5 = most important

4 = important

3 = moderately important

2 = least important

1 = not important

3. What are the opportunities that may help your shop? Kindly rate youranswer.

5 = most significant

4 = significant

3 = moderately significant

2 = least significant

1 = not significant

Opportunities 5 4 3 2 1 Expansion of the business Technological Advances

Weaknesses 5 4 3 2 1 Poor Service Expensive Price Inaccessible Location Small variety of productofferings

Poor Ambiance


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Branching out anotherbusiness

Extend supplier rangeFranchise

4. What are the threats that hinder the success of your shop? Kindly rate your answer.


4 = significant



1 = not significant

5. What are the marketing strategies that your shop uses to achieve itsgoal? Kindly rate your answer.


4 = significant



1 = not significant

Threats 5 4 3 2 1 Rising material cost Competitive Environment Economic decline of coffee Change in consumerpreferences

Insufficient supply from thesuppliers


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coffeshop research

Documents