Title: Understanding Consumer Preference of UST Students In Choosing

Coffee Shops As Places To Study

Proponents: Cruz, Teodulo Jr. N.
Viniegra, Caren Q.
Adviser: Mr. Alain Jomarie Santos

ABSTRACT

Students, if not all, tend to go to coffee shops to study, do work required

in their academic courses, or basically to be productive to whatever extent their
motive may be. Inspired by this phenomenon, the researchers seek to know and
understand students, who play the role of consumers, and their preferences in
choosing amongst coffee shops as places to study. In other words, the
researchers goal is to pinpoint the factors students consider in these
establishments. More specifically the study aims to understand the consumer
preference of UST students in choosing coffee shops near the said campus as
places to study. All of this shall be used to produce the most accurate marketing
plan, which could be helpful to prospective entrepreneurs in establishing coffee
shops near universities that meets to address the demands and necessities of
these students as their points of considerations.

Keywords: consumer preference, coffee shops, students