The coffee house culture and how it drives coffee house market growth

• Main Author: Espino, Marissa G.
• Format: text
• Language: English
• Published: Animo Repository 2007
• Subjects: Coffeehouses; Coffee industry; Coffeehouses > Management; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/3601; https://animorepository.dlsu.edu.ph/context/etd_masteral/article/10439/viewcontent/CDTG004163_P__1_.pdf
• Institution: De La Salle University

This study features four coffee houses: Starbucks, Seattles Best, Coffee Bean and Tea Leaf and Ueshima Coffee Co. Ltd. (UCC). This study aims to examine a certain culture that has emerged in coffee houses, developing into a trend that has made that culture a significant driver in influencing market growth of coffee houses. This culture is dissected using three levels of measure: artifacts, espoused values and underlying assumptions. Market growth is measured using transaction offerings and customer loyalty and sales volume is used as an reinforcement for examining market growth per coffee house. The research design employs descriptive (mean) and inferential (ANOVA and regression analysis) statistics. The sampling design employs stratified and random sampling. The statistical tool utilizes the ANOVA and regression analysis. The findings of this study point favorably to culture being a significant driver in influencing market growth of coffee houses. Artifacts in the forms of furniture, wall hangings, aroma of coffee, lighting and music contributed as drivers of culture influencing market growth. Espoused values in the form of tribalism (sense of belonging) and status and prestige and sensory.