Chapter V

SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS

This chapter presents the summary of the significant findings to determine how Coffee

Shops in Roxas City created their name in the market. It includes the summary of the

study's objectives, methodology, conclusions draw from the findings and the

recommendations based on the results.

Summary

The main objective of the study was to determine how Coffee Shops in Roxas

City created their name in the market. The respondents of the study were the three

hundred four (304) out of the four hundred eighteen (418) students of the department of

college of business management and accountancy of Colegio de la Purisima Concepcion

(CPC), Roxas City, Capiz for the school year 2023-2024. The independent variable of

the study was the socio-demographic profile of the respondents which included age, sex

and educational level. The dependent variables included the characteristics of the Coffee

product served based on brand name and consistency; the extent of customer’s patronage

and revisits as a whole when assessed in terms of customer service, place ambiance and

amenities, and pricing. A researcher-made questionnaire was used to gather the needed

data. The statistical tools used to analyze and interpret data were frequency count,

percentage, mean and Pearson's r. he grand mean for the characteristics of the coffee

product served (Brand Name and Consistency) was 4.58, interpreted as "very high”

which indicated that the specific aspects, including Brand Name and Consistency,

received consistently high mean scores, reinforcing a positive perception. The grand

mean for the extent of customer patronage and revisits (Customer Service, Place
Ambiance and Amenities, and Pricing) was 4.61, interpreted as "very high." Each

specific aspect, including customer service, place ambiance and amenities, and pricing,

received high mean scores, reflecting a positive overall impression. A significant positive

relationship (r = 0.734) was found between coffee branding and customer loyalty among

the respondents, which indicated that there is a significant relationship between coffee

branding and customer loyalty among the respondents.

Conclusion

Based on the findings of the study, the following conclusions were drawn.

1. The study concludes that the students from the College of Business Management

and Accountancy at Colegio de la Purisima Concepcion hold a positive perception

of the characteristics of the coffee product, including its Brand Name and

Consistency.

2. The findings indicate a high level of customer satisfaction and positive

experiences among the students, contributing to their extent of patronage and

revisits.

3. The study establishes a statistically significant and positive relationship between

coffee branding and customer loyalty. This underscores the influence of coffee

branding on shaping customer loyalty among the surveyed students.

Recommendations

Based on the findings and conclusions, the following recommendations were

proposed:

1. The coffee brand continues to invest in effective marketing strategies to enhance

and maintain a positive brand image.

2. To focus on continuous improvement and training to maintain the high standards

perceived by the students.

3. Future research could explore additional factors influencing customer loyalty and

conduct similar studies in different demographic settings to generalize findings.