Factors Influencing The Coffee Shop Purchase Decisions of College Students From The University of The Assumption 1

PAG
COLEGIO DE SEBASTIAN – PAMPANGA, INC. E \*
Factors Influencing the Coffee Shop Purchase Decisions of
College Students from the University of the Assumption
A Business Research Presented to the
School of Business Administration and Accountancy
of Colegio de Sebastian- Pampanga
City of San Fernando, Pampanga
In Partial Fulfillment of the Requirement for the Degree of
Bachelor of Science in Business Administration
Major in Marketing Management
Calbang, Trixie B.
Lapuz, Dale T.
Lazaro, John Kenneth C.
Meneses, Kay-cee T.
Parungao, Mark Joseph G.
Juris C. Ponio, Ph.D.
SCHOOL OF BUSINESS ADMINISTRATION AND ACCOUNTANCY

PAG
Adviser
Month, Year
Acknowledgment
This part is presented/ written in the first person voice. Researchers present the
individuals or groups to whom they are indebted to, who inspired them, or those that
they want to thank for in the completion of the paper.

PAG
Approval Sheet
This thesis hereto entitled:
“Thesis Title”
Prepared and submitted by First Name MI. Last Name, First Name MI. Last Name,
First Name MI. Last Name, and First Name MI. Last Name in partial fulfillment of
the requirements for the degree of Bachelor of Science in ____________ has been
examined and is recommended for acceptance and approval for ORAL
EXAMINATION.
Juris C. Ponio, Ph.D.

Thesis Adviser
Approved by the Committee on Oral Examination with a grade of __________ on
Month DD, YYYY.
Name of Panel Chair

Chairman
Name of Panel Member Name of Panel Member
Member Member
Accepted in partial fulfillment of the requirement for the degree Bachelor of Science
in ________________.
Russel T. Miranda, MBA Daryl Malonzo, MS, RPsy, RPm, CPHR

Chairperson Chief Operating Officer
Certificate of Proofreading
It is therefore certified that the thesis entitled,

PAG
“Title of Thesis”
Has passed thorough grammar inspection and that the entire manuscript has already
been proofread.
Necessary formatting requirements have already been followed and attest that in my
full competence and abilities certifies that this manuscript is free of plagiarized
concepts.
I further declare that this research be accepted due to its quality and that it adheres to
the rules of grammar and composition. Moreover, I am in full confidence to affix my
signature under as a testimony of the veracity of the manuscript.
Name of Proofreader
Proofreader

PAG
Certificate of Plagiarism Scan
(Certificate of Plagiarism Scan may vary based on the institution where the document
has been scanned.)

PAG
Table of Contents
Chapter I: Introduction 1
Background of the Study 7
Review of Related Literatures & Studies 20
Theoretical and Conceptual Framework 21
Statement of the Problem 22
Hypotheses of the Study 23
Scope and Delimitation of the Study 24
Significance of the Study 25
Definition of Terms
Acronyms
Chapter II: Methodology 26
Research Method 26
Research Design 27
Participants and Sampling

27
Research Ethics
Research Instruments 28
Data Gathering Procedure 29
Data Analysis 30
31

PAG
Chapter III: Results and Discussion
Results 31
Discussion 32
Chapter IV: Conclusions and Recommendations 33
Conclusions 33
Recommendations 34

PAG
Appendices
A. Title of Appendix A viii
B. Title of Appendix B ix
C. Title of Appendix C x
D. Title of Appendix D xi

PAG
List of Tables
1 Table Title 2
2 Table Title 7
3 Table Title 9
4 Table Title 10

PAG
List of Figures
1 Figure Name 2
2 Figure Name 7
3 Figure Name 9
4 Figure Name 10

PAG
Abstract
The abstract is a concise summary of the study. It gives the
readers what the thesis is all about. The abstract includes a description
of the research paper, its procedures/methods, the results and
conclusions. It is suggested that the abstract should not exceed 400
words.

PAG
Chapter I
Introduction
Background of the Study
Most students these days prefer to study in locations like coffee shops. They would
rather have some noise than complete silence. According to Nielsen (2015), coffee shops are
often associated with libraries and workspaces. Since students have a drink and a snack to aid
in the study process, they perceive it to be a pleasant, relaxed, and excellent environment to
study. Being in public can result in a psychological duty to concentrate on the task at hand
rather than put it aside.
Most times people go to coffee shops or cafes to get their school/paper works done,
so there can be a shared performance feeling as well (Du and San, 2005; Lawless, 1995).
Students study alone because they benefit from working on their own, while others study with
a group. Furthermore, coffee shops have internet which the students can use to gather the
information that will help them with their studies.
Coffee shops are one of the most visited places for a person to be productive in terms
of work and creating ideas. Despite its important role, past research has rarely examined the
idea behind customer satisfaction and the attributes of a coffee shop business. To solve the
gap in the literature, the purpose of this research is to find out satisfaction-related customer
personality and attributes that can impact satisfaction as it is a core of coffee sales success.

PAG
Review of Related Literature
Currently, drinking beverages like coffee has become a social necessity or way of
life. Coffee shops are now popular destinations, particularly with young people looking to
unwind or hang out with friends, according to N Kusumaradya et al (2021). Parents and
business owners frequently visit coffee shops to talk about their plans for their companies or
to meet with employees. Youth today are not the only customers at these establishments.
There is a notion that drinking coffee helps one focus better when conducting business. As a
result, many individuals enjoy drinking coffee when they wish to socialize or when doing so
with friends. Because everyone enjoys coffee in a different way, it is important to choose a
beautiful establishment with excellent flavor in the hopes that the customer will be content
despite spending a lot of money.
1.1 Advantages of Drinking Coffee
Since caffeine is a component of coffee, it is simple for people to link the two. While
there are side effects like headaches and flu-like symptoms, drinking coffee can really help
prevent Alzheimer's and Parkinson's disease over the long term. As a result, coffee is a
beverage that is specifically associated with a healthy way of life. 2012, Hewlett and
Wadsworth, p. 416
Understanding consumer culture has been a crucial component of the coffee industry
since the 16th century. Coffee is one of the most popular and widely consumed beverages on
the earth. Coffee has transformed from a raw resource to a final product since the start of the
previous decade; this transition, or more precisely, this growth, has been conceptualized as
occurring in three waves that are known as the waves of coffee consumption (Manzo, 2014).
1.2 Purchase Decision
Purchase decision-making in consumer and organizational since many writers have
highlighted that the contrasts between the two are more relative than definite, situations have

PAG
indeed been evident from different sources (Coviello and Brodie, 2001; Fern and Brown,
1984; Wilson, 2000; Wilson and Woodside, 2001).
Companies are very interested in building strong brands that result in long-term
customer relationships to survive in the market (Hess, et al., 2011).
As buying decision-makers, consumers are not required to have any specialized
expertise. Wilson (2000) contends that there is some professionalism involved in consumer
purchasing, primarily derived from experience: many customers are quite professional
shoppers because they are knowledgeable about the costs, qualities, and source
trustworthiness of the things they often buy.
Every day, consumers make purchasing decisions, and many of them aren't even
aware of the elements that influence them. The decision to purchase a coffee nearly always
comes naturally and does not require extensive research. Every purchase has characteristics
that may be influenced by cultural, societal, psychological, or behavioral factors. These
criteria each have components that can be applied to marketing. These elements can be used
by marketers in subtle ways that customers might not even notice. Customers may believe
that they have always purchased the same brand or product, but they are unaware that their
family may have played a role in this choice Lautiainen, T. (2015).
1.3 Price
The perceptions of a product's price have a significant impact on a consumer's
choice to buy it. For customers, the notion of pricing conveys information about a
product and has considerable importance (Kotler and Keller, 2016). Price, therefore,
plays a significant role in deciding what to buy, especially when it comes to recurring
purchases, and it also affects the decisions of what brand, product, and retailer to
choose (Faith and Agwu, 2014). When determining the advantages, they hope to

PAG
obtain from paying for goods or services, consumers are extremely reasonable in their
judgments (Al-Mamun and Rahman, 2014).
Three categories make up a product's pricing: fair price, fixed price, and
relative price. The term "fair pricing" describes the adjustment of a price that provides
a mix of suitable services at a fair price (Kotler and Keller, 2016). For all customers,
the fixed price is the same (Kotler and Keller, 2016). The price that is set in relation to
the seller's quality and level of service is known as relative pricing (Kotler and
Armstrong, 2014). Similar to the findings of Djatmiko and Pradana (2015) and
Termsnguanwong (2017), research by Komaladewi and Indika (2017) found that the
majority of respondents saw price as a significant factor affecting their purchasing
decisions (2015).
1.4 Service Quality
According to Tjiptono (2001), service quality is a condition of continually changing
surroundings, processes, consumers, and goods. A common definition of service quality is the
accomplishment of customers' requests to satisfy their standards. Service quality, according to
Wyckof in Tjiptono (2005), is the standard of excellence required to satisfy customer
demands. The elements that affect service quality include expectations for and perceptions of
services. Service is the descriptor for an insignificant yet helpful party's action (Kotler, 2002).
With respect to the demands of the customer, which may be felt now of the transaction, or
before and after, a service may be connected to or separate from a physical product.
1.5 Product Quality
According to Kotler and Keller (2014:131), quality is the sum of all the features and
characteristics of a good or service that can meet demands. Next, quality is defined as a
dynamic state linked to a product, service, people, and environment that meets or exceeds

PAG
expectations, according to Goetsch & Davis (1994) and Tjiptono & Diana (2003).
Additionally, quality is a dynamic concept; for instance, what is currently deemed high
quality may be viewed as inferior in the future (Tjiptono dan Diana, 2003).
1.6 Packaging
Packaging performs a variety of roles. It provides information about the
company and its products, a method of communicating with customers, and a
guarantee of the product's quality (Silayoi & Speece, 2007). Rita Kuvykaite1 (2009)
claims that the study shows that self-service and changing consumer lifestyles have a
significant impact on customer choice. Labeling is also informing consumers about an
increase in impulsive purchases.
The brand image, brand attachment, and environmental influences are all
considered (Saeed et al, 2013) to study how these factors affect customer purchasing
behavior. Results show that brand attachment has a moderately favorable relation with
purchase choice, the brand image doesn't have a positive relationship with a purchase
decision, and environmental factors don't either.
1.7 Physical Environment
In a service sector like the hospitality industry, the importance of the physical
environment in shaping consumer behavior and a provider's reputation cannot be
overstated (Booms & Bitner, 1982). Customers who eat out at a restaurant do, in fact,
consciously (or subconsciously) experience the physical surroundings prior to, during,
and after the meal. A pleasant physical environment, including décor, artifacts, layout,
and music, may significantly influence the level of total customer satisfaction and
subsequent consumer behavior, even though the food and the service must be of
acceptable quality. In other words, customers may consider factors more than just the

PAG
quality of the food and service when assessing their whole experience and forming
opinions about a provider.
According to Kotler (1973), while making a purchase choice, the environment
can sometimes be as essential as the actual product (such as meals and services) under
specific circumstances. A restaurant's inventive use of physical design would be
crucial to achieving certain marketing goals including improving consumer perception
of quality, experience assessment, and attitudes.
● Servicing staff: It includes the behavior of the servicing staff, their manner of
communicating with customers, and their uniform.
● Facility aesthetics: It contributes to the attractiveness of the physical
environment.
● Spatial layout: It refers to the arrangement of objects such as furniture, and
equipment.
● Ambiance: It refers to the intangible background characteristics that generally
have a subconscious effect on customer perceptions and their responses.
● Dining equipment: It includes the quality of dining utensils like plates,
spoons, and glasses.
● Lighting: It refers to the various lighting conditions depending upon the type
of restaurant.
1.5 Consumer Satisfaction
Consumer Satisfaction is one of the reasons why an establishment or business is
successful. Satisfying the clients is an organization's purpose, and it is measured if the
customers are happy and well-pleased with your product or performance. Customer

PAG
satisfaction is a general assessment based on the entire buying and using experience with the
product or service over time (Fornell, Johnson, Anderson, Cha & Bryant 1996).
Customer loyalty, brand trust, and customer pleasure all appear to be essential
elements of a successful business strategy. Companies should market their ideas and
techniques after completing all essential paperwork in order to increase client satisfaction.
Statement of the Problem
The topic and title of the research is “Factors Influencing the Coffee Shop Purchase
Decisions of College Students from University of the Assumption” . Hence, researchers
aim to: (1) identify the factors which influence the coffee shop purchase intention of students
at the University of the Assumption. (2) to determine a common factor explaining students'
purchase decisions in coffee shops. (3) to determine if students are willing to spend money for
a coffee and stay for the whole day.
This research attempts to determine factors that influence customer satisfaction in
coffee shop services: price, service quality, product quality, packaging, and physical
environment as core variables that may be important to satisfaction. The following are some
specific issues that will be investigated in this research:
1. Does the price positively affect customer satisfaction in coffee shops?
2. Does service quality positively affect customer satisfaction in coffee shops?
3. Does product quality positively affect customer satisfaction in coffee shops?
4. Does packaging positively affect customer satisfaction in coffee shops?
5. Does the physical environment positively affect customer loyalty in coffee shops?

PAG
Conceptual Framework
Internal Factor
Price
Service Quality
Product Quality
Purchase
External Factor Decision
Packaging
Physical
Environment
Figure 1. Conceptual Framework
Figure 1 presents the Conceptual Framework of the study. It has two variables, the
internal factors which consist of price, service quality, and product quality. The external
factor consists of packaging and the physical environment. Both internal and external factors
are connected to purchase decisions. The purchase decision is the mental process that leads a
customer to recognize a need, develop potential solutions, and decide on a particular product
and brand.
Hypothesis
The alternative hypothesis - The factors influencing students in Coffee shops have
a significant effect on Purchase Decisions.

PAG
Null Hypothesis- The Factors Influencing Students in Coffee shops do not have a
significant effect on their Purchase Decisions.
Significance of the study
This study sees that the following can be beneficiaries of the study:
5.1 Consumers
Since the college students from the University of the Assumption are the
respondents. Where at the same time the consumers. This study will be useful as a
guide to knowing the factors influencing students
5.2 Coffee Shop Owners
This research will be beneficial to coffee shop owners who wanted to provide
excellent customer service and satisfaction. This may be a guide for them to know
about the thoughts of the consumers regarding their product, and how consumer
identifies their purchase behavior.
5.3 Future Researchers
This study will be a reference or a guide for future researchers that will
conduct a study that is somehow related to factors influencing purchase decisions.
This study will provide relevant information that will be used during the research.
Scope and Delimitation
This study focused on the Factors Influencing the Coffee Shop Purchase Decisions
of College Students from the University of the Assumption . It makes use of how students
of the University of the Assumption decide what coffee shop should be considered and what
characteristics should be considered in availing coffee beverages to drink.

PAG
This study will limit the coverage to college students such as coffee lovers or drinkers
of the University of the Assumption. Both Face-to-face and online interviews will be done.
Additionally, the interview will be conducted within the first semester of the school year
2022- 2023.
Definition of Terms
Purchase decision - is the thought process that takes a buyer from realizing a need,
coming up with possibilities, and selecting a certain brand and product.
Price - The cost of the product or service and what consumers are willing to spend.
Service Quality - is a condition of continually changing surroundings, processes,
consumers, and goods.
Product Quality - the sum of all the features and characteristics of a good or service that
can meet demands.
Packaging - It provides information about the company and its products, a method of
communicating with customers, and a guarantee of the product.
Physical Environment - may significantly influence the level of total customer
satisfaction and subsequent consumer behavior, even though the food and the service
must be of acceptable quality.
Consumer satisfaction - refers to how effectively you meet the needs and expectations of
your customers as a provider of a product or service.

PAG
CHAPTER II
Methodology
Research Design
According to Kothari (2004), the research design is a plan, a roadmap, and a
blueprint strategy of investigation to obtain answers to research questions. A research design
is a strategy for answering research questions using empirical data (McCombes and Bhandari,
2022). It is a collection of information or data explored by the hypothesis and from the
findings of a research.
Moreover, this study is categorized as qualitative research, which aims to gather
various information regarding the factors influencing college students’ coffee shop purchase
decisions. The data in the qualitative research are collected through interviews and surveys.
This study is classified as a phenomenological approach under qualitative research types. The
phenomenological method studies the experiences of individuals with their perceptions of
things, and the researchers used this approach to explore the instruments influencing the
purchase decisions of the students. This research aims to identify the factors which influence
the coffee shop purchase intention of college students at the University of the Assumption.
The researchers will be interviewing college students at the University of the Assumption to
gather information.

PAG
Instrument
The researchers used a questionnaire as the research instrument for gathering data.
The instrument used is interview guide questionnaires through Google Forms. The
questionnaire consists of open-ended questions formulated for the students at the University
of the Assumption.
Participants of the Study / Respondents
The participants for this study are 15 Students for qualitative from the University
of the Assumption who are more exposed to Coffee shops due to many malls and
shopping areas within the city which may be affected by The Student's Purchase of
Coffee.
The researchers created standards to get the participants relevant for the study and used
purposive sampling under the non-probability sampling. The researchers selected 10
participants based on the following criteria: (a) are students enrolled in the academic year
2022-2023 at the University of the Assumption, (b) are students who are spending time
and money at a cafe, and (c) a coffee lover
Data Gathering Procedure
The researchers' first step was to make a letter of approval for giving
questionnaires to the participants who college students from the University of the
Assumption. When such a letter is approved, the interview will be conducted face to face

PAG
for the data gathering. The researchers formulated the questions related to the research
study's objectives. A total of ten questions will be verified by the research adviser, Ms.
Juris C. Ponio, Ph.D., and the research consultant, Ms. Jackie Lou Santos. The questions
were primarily associated with the study to refrain from irrelevant information. The data
gathering took place for ___ consecutive days and began on the ___________
Ethical Considerations
The decisions of the prominent participants in the investigation are the primary
focus of the researcher. During gathering information, the specialist needs to get
permission from the responders who have taken part in the investigation study. According
to Hantrais and Mangen (2013), it should be made clear to all respondents that they can
withdraw their participation in the research study at any time after their names have been
added to the participant pool for the survey. The information was broken down into its
parts, including the salient aspects of the investigation, its significance, and the intended
informational concerns relating to protecting individuals' privacy. The consent structures
for doing this examination were gotten the accompanying strides to guarantee the
confidentiality of the information as a component of the third year Understudies of
Business Administration of Marketing The executives of Colegio de Sebastian-Pampanga
prerequisite.
Data Analysis
The data collected by the researchers is substantial in analyzing and discussing
the concluding part of the study. Coding is used by the researchers to categorize
actual transcripts in the findings. As stated by Saldana (2015), Coding is one way of
analyzing qualitative data. It is a process that summarizes data in fewer words. The

PAG
researchers utilized a combination of Descriptive and Process coding to condense the
actual transcripts specified by the participants.
The researchers will be interviewing the participants who have been experiencing
Purchase Decisions at a coffee shop. After that, researchers will transcribe the data gathered
through interviews and finally will identify the significant details about the Purchase Decision
of Coffee Buyers.

PAG
Appendix A
QUESTIONNAIRE
1. How often do you go to a coffee shop?
2. As a student, does coffee helps you in your academic performance?
3. What are the possible factors that influence your purchase decision when buying a
coffee at a coffee shop?
4. Do you think price contributes a lot to the purchasing decision of a student at a cafe?
Explain.
5. How about the service quality of a coffee shop? Why do you think it influences your
purchase decision?
6. Whenever you are at a coffee shop, does the taste of coffee matter? why?
7. Are you attracted to the packaging of coffee products at a cafe?
8. Does the ambiance of a coffee shop help you relax? How?
9. For you, how do you define a perfect coffee shop?
10. Are you willing to spend your time and money at a coffee shop the entire day?

PAG
References
(Note: For guidelines in setting up references page, visit
https://apastyle.apa.org/style-grammar-guidelines/references)
Safitri, I. (2018). The Influence of Product Price on Consumers’ Purchasing

Decisions from http://buscompress.com/uploads/3/4/9/8/34980536/riber_7-s2_k18-
165_328-337.pdf
Andanawari, A. R., & Mahfudz, H. S. (2016, November). EFFECT OF

SERVICE QUALITY TO PURCHASING DECISION THROUGH BRAND
TRUST AND BRAND IMAGE.
http://eprints.undip.ac.id/55514/1/
JURNAL_ANINDYA_RACHMA_12010115410023_pdf.pdf
The Influence of Product Quality on Purchase Intention Through Electronic

Words of Mouth in PT. Telkomsel Medan | KnE Social Sciences. (n.d.).
Retrieved September 30, 2022, from
https://knepublishing.com/index.php/Kne-Social/article/view/3421/7203
Ahmed, R. R., Parmar, v., & Amin, M. A. (2016, February). Impact of Product
Packaging on Consumer’s Buying Behavior. European Journal of Scientific
Research
Kusumaradya, N., Wagiman, & Purwadi, D. (2021). Service Quality and Brand
Image Influence on the Purchase Decision of Coffee Shop Products in Yogyakarta.
Retrieved September 27, 2022, from https://iopscience.iop.org/article/10.1088/1755-
1315/828/1/012060/pdf?
fbclid=IwAR1_LZ7iBj7CXvQS_gPIhE4noXNassW949xqDPtI8tYPhi4VtJpfrgp6rkM

PAG
Lautiainen, T. (2015). Factors affecting consumers’ buying decision in the selection .

Factors affecting consumers’ buying decision in the selection of a coffee brand.
Retrieved September 27, 2022, from https://core.ac.uk/download/pdf/38124382.pdf
Muniady, R., Al- Mamun, A., Permarupan, Y., & Zainol, N. R. B. (2014). Factors
Influencing Consumer Behavior: A Study among University Students in Malaysia .
Retrieved September 28, 2022, from file:///C:/Users/Admin/Downloads/36569-
124000-1-SM.pdf
Ali, S. (2018). Students rely on coffee to survive the day. Devils' Advocate. Retrieved
September 28, 2022, from
https://hcdevilsadvocate.com/features/2018/10/03/students-rely-on-coffee-to-survive-
the-day/

Factors Influencing The Coffee Shop Purchase Decisions of College Students From The University of The Assumption 1

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Factors Influencing The Coffee Shop Purchase Decisions of College Students From The University of The Assumption 1

Uploaded by

Copyright:

Available Formats

PAG

COLEGIO DE SEBASTIAN – PAMPANGA, INC. E \*

Factors Influencing the Coffee Shop Purchase Decisions of

College Students from the University of the Assumption

A Business Research Presented to the

School of Business Administration and Accountancy

of Colegio de Sebastian- Pampanga

City of San Fernando, Pampanga

In Partial Fulfillment of the Requirement for the Degree of

Bachelor of Science in Business Administration

Major in Marketing Management

Lazaro, John Kenneth C.

Parungao, Mark Joseph G.

Juris C. Ponio, Ph.D.

SCHOOL OF BUSINESS ADMINISTRATION AND ACCOUNTANCY

they want to thank for in the completion of the paper.

SCHOOL OF BUSINESS ADMINISTRATION AND ACCOUNTANCY

This thesis hereto entitled:

examined and is recommended for acceptance and approval for ORAL

Juris C. Ponio, Ph.D.

Approved by the Committee on Oral Examination with a grade of __________ on

Month DD, YYYY.

Name of Panel Chair

Russel T. Miranda, MBA Daryl Malonzo, MS, RPsy, RPm, CPHR

It is therefore certified that the thesis entitled,

SCHOOL OF BUSINESS ADMINISTRATION AND ACCOUNTANCY

SCHOOL OF BUSINESS ADMINISTRATION AND ACCOUNTANCY

Certificate of Plagiarism Scan

has been scanned.)

SCHOOL OF BUSINESS ADMINISTRATION AND ACCOUNTANCY

Background of the Study 7

Review of Related Literatures & Studies 20

Theoretical and Conceptual Framework 21

Statement of the Problem 22

Hypotheses of the Study 23

Scope and Delimitation of the Study 24

Significance of the Study 25

Chapter II: Methodology 26

Participants and Sampling

Data Gathering Procedure 29

SCHOOL OF BUSINESS ADMINISTRATION AND ACCOUNTANCY

Chapter III: Results and Discussion

Chapter IV: Conclusions and Recommendations 33

SCHOOL OF BUSINESS ADMINISTRATION AND ACCOUNTANCY

A. Title of Appendix A viii

SCHOOL OF BUSINESS ADMINISTRATION AND ACCOUNTANCY

SCHOOL OF BUSINESS ADMINISTRATION AND ACCOUNTANCY

SCHOOL OF BUSINESS ADMINISTRATION AND ACCOUNTANCY

The abstract is a concise summary of the study. It gives the

of the research paper, its procedures/methods, the results and

conclusions. It is suggested that the abstract should not exceed 400

SCHOOL OF BUSINESS ADMINISTRATION AND ACCOUNTANCY

Background of the Study

rather than put it aside.

information that will help them with their studies.

SCHOOL OF BUSINESS ADMINISTRATION AND ACCOUNTANCY

Review of Related Literature

despite spending a lot of money.

1.1 Advantages of Drinking Coffee

1.2 Purchase Decision

Purchase decision-making in consumer and organizational since many writers have

SCHOOL OF BUSINESS ADMINISTRATION AND ACCOUNTANCY