Local Café Business Experiences Within Batangas City

A Study presented to the

Senior High School Level
ST. BRIDGET COLLEGE
Batangas City

In Partial Fulfillment
of the Requirements for the Course
PRACTICAL RESEARCH I

By:

Monica Felize G. Gatdula

Mae Angel Batcharo
Julia Fatima Gabriel N. Bondad
Kevin Chris U. Debolgado
Aya Nicaela E. Guico

May 2024

CHAPTER I
 INTRODUCTION
Café shops are a growing business in Batangas City. Cafés are built on almost
every street, school, mall, and other business establishment buildings. The demand
growth for this industry will remain the same as many entrepreneurs succeed in the
various franchise opportunities it offers. As a growing industry, café owners can face
many difficulties because it has become a highly competitive market. Different factors
can influence the business to stay viable and profitable, and being aware of these
challenges can help overcome them and ensure that the company stands out from the
competition.
The craze over cafés started during the COVID-19 pandemic when cafés trended
all over the internet. Then, the popularity of cafés increased, especially nowadays; even
youngsters enjoy cafés, indicating a growing consumer base. According to Mintel (2021),
the pandemic has significantly influenced food and drink trends, with 5 viral trends
emerging during lockdown. As restrictions eased, many café shops started to open,
providing various customized options for customers. Many enjoy cafés for consuming
café and socializing, studying, working, or simply relaxing. With the evolving trends and
the increasing significance of café in people's lives, it is undoubtedly an excellent
business venture.
By examining difficulties experienced in future marketing strategies, employee
productivity, and customer satisfaction, this research about the problems among local
café businesses within Batangas City will seek to close a significant knowledge gap.
Previous researches generally offer broad perspectives while ignoring the characteristics
that will affect cafés in this area. The study’s goals, which will center on the future local
issues these businesses will face, align with the demand for contextual analysis. The
research will add to a more complex understanding of the coming local café scene in
Batangas City by recognizing and comprehending the unique obstacles. In conclusion,
the study will aim to propose forthcoming workable answers that are customized to this
situation, including future suggestions for boosting staff productivity, future boosting of
advertising strategies, and raising customer satisfaction in the local café industry.
Moreover, this study will explore the challenges local café businesses in
Batangas City face, specifically in marketing strategies, employee productivity, and
customer satisfaction. This will identify and analyze these anticipated difficulties and
propose practical improvement solutions. The scope encompasses a detailed
examination of projected market trends and the future effectiveness of marketing
propaganda, including the potential for future consumer opinions. Additionally, the study
will explore the role of innovation in overcoming future challenges and consider future
customer insights as crucial assets for business success. However, limitations will
include potential constraints on menu diversity based on anticipated future consumer
preferences and the possible influence of biases on opinions within the café industry,
impacting future customer experiences.
The significance will focus on uncovering strategies to enhance the viability of
café businesses in Batangas City. By exploring methods to support a future café
business, elevate future service standards, and garner future community support, this
study will provide essential insights for devising comprehensive plans and strategies
crucial for success in the competitive future business landscape. The primary objective
will be contributing to the future growth of the local economy by facilitating the
prosperous advancement of cafés. Acting as a bridge, this future research will connect
the entrepreneurial landscape to economic development, emphasizing the importance of
understanding both future opportunities and challenges local entrepreneurs face.
Additionally, it will serve as a preparatory tool, providing future entrepreneurs with
valuable knowledge about factors such as future competition, economic fluctuations, and
the evolving needs of the local community, fostering a more resilient and adaptive future
business environment.
The prevalent rise of local café shops has become a trend within Batangas City.
It is one of the most in-demand businesses one can start, considering numerous
Filipinos consume café daily. Nine (9) out of ten (10) Filipino households drink café
regularly because, in 2020, the total café consumption in the Philippines was about 3.3
million 60-kilogram bags. This opens numerous doors for entrepreneurs toward a
potential business (Tampon, 2020). With these points, understanding and addressing the
difficulties that local cafés face in three crucial areas—marketing strategies, employee
productivity, and customer satisfaction—is the driving force behind the research topic.
Studying the existing problems in this field will help deepen the understanding and the
means behind running a café shop within Batangas City.
The first goal is to list the challenges these cafés face, like difficulties keeping a
productive staff, successful company promotion, and high customer satisfaction. The
second goal is to shed light on the underlying problems that contribute to the challenges
local cafés in Batangas City confront and to investigate the sources and root of these
problems. The third objective looks to the future by offering workable solutions to
strengthen marketing plans, boost staff output, and raise customer satisfaction levels
within the local café businesses in Batangas City, ultimately assisting in their overall
expansion and prosperity.

OBJECTIVES OF THE STUDY:

This study will aim to identify the difficulties among local café businesses within
Batangas City specifically, this study will answer the questions to the following:
1. What experiences do local café businesses in Batangas City encounter in terms of:
1.1 Marketing strategies;
1.2 Employee productivity; and
1.3 Customers’ satisfaction?

2. Why do local cafés have these experiences in Batangas City in the aforementioned
areas?

3. How can local cafés in Batangas City improve their marketing strategies, enhance
employee productivity, and elevate customer satisfaction through practical solutions?

CHAPTER II
 LITERATURE REVIEW
The café industry, encompassing a diverse array of café shops and different
types of cafés, represents a vibrant sector within the hospitality and food service
landscape. Local entrepreneurship and business opportunities drive innovation and
diversity within this industry, while market trends and analysis provide insights into
consumer preferences and competitive dynamics. Café services and customer
satisfaction are pivotal for establishing brand loyalty, while effective employee
management and productivity strategies ensure operational efficiency. Marketing
strategies are crucial in attracting customers and fostering brand growth within the
dynamic café market.

Café Industry Landscape in Batangas City

In the urban landscape of Batangas City, the scent of freshly brewed café
permeates the air, indicative of a burgeoning industry that reflects the evolving tastes
and preferences of Filipino consumers' café industry in Batangas City. Ferreira et al.
(2021) observed that it mirrors the thriving landscape of café culture across the
Philippines, evolving beyond traditional offerings to include diverse food items and
beverages to cater to varied customer preferences. This transformation is supported by
projections indicating a substantial annual growth rate of 7.9% in the café shop sector,
as Fitz (2024) noted. The strategic selection of café locations, whether in malls,
commercial districts, or emerging neighborhoods, is paramount for success, as these
spaces increasingly function as vital community hubs, providing not only café but also
spaces for work, play, and social interaction, as highlighted by Ferreira et al. (2021).
Customer loyalty, driven by factors such as price fairness, store atmosphere, and service
quality, as discussed by Dhisasmito et al. (2020), emerges as a crucial element shaping
the sustainability of café businesses.
Moreover, understanding the distinct preferences of different demographic
segments, such as Millennials and Zoomers, through behavioral and psychographic
analysis, as explored by Zamborita et al. (2024), offers valuable insights for crafting
tailored experiences and strategies to enhance customer satisfaction. However,
challenges persist, as evidenced by the need for innovative business strategies
proposed by Widadi and Dellyana (2023) to navigate the competitive landscape and
capitalize on the rich foundation of culinary tourism opportunities within Batangas City.
By embracing these dynamics and leveraging local preferences, café businesses in
Batangas City, inspired by the vision of Tampon (2023), can position themselves as
integral contributors to the vibrant café culture of the Philippines while fostering
connections and community engagement. The landscape of café businesses in the
Philippines, particularly in Batangas City, reflects a dynamic evolution driven by changing
consumer preferences and the growing popularity of café culture.
The sector’s projected annual growth rate underscores its significance in the
local economy, with strategic location selection and a focus on customer loyalty
emerging as critical success factors. Understanding and catering to diverse demographic
segments, alongside innovative business strategies, are essential for navigating
competition and capitalizing on culinary tourism opportunities. By embracing these
dynamics and aligning with local preferences, café businesses can thrive and contribute
significantly to the rich café culture of Batangas City, fostering connections and
community engagement.

Local Entrepreneurship and Business Opportunities

Local entrepreneurship and business opportunities help boost the local economy.
Fikri (2022) explained how the continuous increase of established non-franchise local
café shops creates a bridge for people to start businesses aligned with this market. It
highlights the rise in work opportunities that corresponds with the industry's demand for
this type of business. According to Aprilia et al. (2023), given that café shops are a
proliferating business, the company's long-term financial performance of the café shop’s
is greatly influenced by several elements, including ethical awareness, economic access,
organizational learning culture, and digital organizational culture. Local entrepreneurs
should consider how sustainable firm success contributes to the talent development of
each human resource to enhance overall business performance. Café shops are
excellent substitutes for home-based businesses, coworking spaces, and startups for
entrepreneurs.

This greatly benefits them, considering that many business owners operate
mainly in café shops because numerous factors influence the productivity of
entrepreneurs. One of them is to increase networking and drive their minds to think of
striking ideas (Ellis, 2019). In business opportunities, according to McKay (2024),
technological integration streamlines operations, enhances customer convenience, and
improves efficiency, positioning the business for scalability and competitive advantage.
Lutz (2019) identifies emerging trends and consumer demands, guiding strategic
decision-making and enhancing competitiveness through market research. Local
entrepreneurship and business opportunities strengthen ties within the community and
stimulate the economic growth of a regional economy. A connection in the community
may help boost the café shop and enhance the economy as they contribute significantly
by promoting and embracing sustainability and providing an outstanding customer
experience.

Market Trends and Analysis in the Café Industry

Adapting to emerging market trends is crucial for sustained growth and improved
performance in the café industry. According to Colm O'Regan (2023), although the
Philippines is not a significant café producer, it still has a thriving café industry. café
consumption in the country is expected to grow in the coming years due to the
increasing café culture. Many café shops emphasize innovation and differentiation to
distinguish themselves. Some shops introduce creative flavors or brewing techniques,
while others integrate technology to improve the customer experience. In addition,
Anderson (2024) also stated that with the rise of more environmentally conscious
consumers, more people are becoming aware of the dramatic changes to the climate,
how this affects café farms, and how café farming can become more sustainable and
fairer for the farmers. Transparency and sustainability are becoming a buzzword as
customers want to know more about the Journey of the café bean and café shops’
efforts to increase environmentally friendly practices.

Public discourse about sustainability in café shops is now more comprehensive

than the importance of reusable café cups and recycling café grinds. However, these are
still important and help individuals do their part to leave the world a better place.
O'Regan (2023) also stated that tea consumption in the Philippines is rising, with the
market expected to grow by 5.91% (CAGR 2023-2028). Revenue in the café market
amounts to US$2.3 in 2023, making it a significant player in the country’s food and
beverage sector. While the emphasis on sustainability and innovation in café shops is
commendable, addressing the systemic issues within the café industry is crucial,
particularly regarding fair trade practices and the well-being of café farmers. The rise in
tea consumption also highlights the need for café shops to adapt to changing consumer
preferences while maintaining their relevance in the market.
 There is a growing trend towards premiumization, where consumers are willing to
pay more for superior-quality café. The café market is expanding rapidly, and customer
preferences constantly change, requiring café owners to adopt more innovative
approaches. Hence, successful café shops set themselves apart by embracing emerging
new trends. The trend towards premiumization reflects consumers' increasing demand
for higher-quality café experiences, driving café owners to offer specialty blends and
unique brewing methods to meet this demand. As the café market grows, café owners
must stay aware of the evolving consumer preferences and embrace innovative
approaches to remain competitive. Successful café shops differentiate themselves by
offering top-notch brewed drinks and being early adopters of emerging trends, ensuring
they stay at the forefront of the market.

Drawing from insights provided by Kuusoft Marketing (2024)., it sheds light on the
evolving café industry landscape, emphasizing the growing trend towards
premiumization and the rising consumer demand for superior-quality café experiences.
This trend is particularly evident among the 18-24 and 25-39 age demographics, who
exhibit a heightened appreciation for unique flavors and innovative brewing methods. As
café owners adapt to these shifting consumer preferences, integrating specialty café
options such as Cold Brew and Nitro Cold Brew becomes essential to cater to the
burgeoning demand for premium café experiences. However, while focusing on
premiumization, café owners must not overlook the importance of accessibility and
inclusivity within their establishments. Creating an environment that welcomes a diverse
range of customers, regardless of their budget or taste preferences, is essential for
long-term success and community engagement.

Similarly, O’Regan's (2023) report on the Philippines’ café consumption trends for
2024 underscores the trend toward premiumization, highlighting consumers' willingness
to pay more for quality café. The report emphasizes the importance of café proprietors
embracing emerging trends to remain competitive in the expanding café market.
However, it is also essential to critically evaluate the sustainability of this premiumization
trend and its potential impact on small-scale café producers, ensuring that ethical
sourcing practices and fair-trade principles are upheld within the industry. Beldad (2022)
highlights the significance of creating unique and inviting atmospheres within café shops
to meet evolving consumer preferences. While focusing on aesthetic appeal, it is
essential not to forget the importance of sustainability and community engagement within
café shop operations. Implementing eco-friendly practices, as mentioned earlier, and
fostering partnerships with local producers can enhance the overall value proposition of
café shops, aligning with consumers' increasing emphasis on ethical consumption and
environmental responsibility.

Café Services and Customer Satisfaction

Café services and customer satisfaction are critical factors in operating a

successful business. The significance of these two will be discussed and their relevance
to this research study. Tendur et al. (2021) described “service” as the services executed
by a business owner and its employees. For instance, it may improve customer
satisfaction through skills, speed, relationships, convenience, and hospitality
demonstrated by the attitude and style of service delivery. Standardizing the quality is
necessary to get the intended level of service quality, especially in café shops,
considering the busy hours of this business.

Additionally, this attempts to maintain the services’ ability to satisfy the

established criteria so that consumers will continue to purchase and think highly of the
brand. According to Pangaribuan et al. (2019), customer satisfaction is connected to
brand equity and loyalty. A café shop with a striking and robust brand will eventually lead
to customers differentiating the brand itself from the growing competition in this market.
Tarigan (2020) then highlighted the numerous factors that can influence customer
satisfaction among local café consumers. The business will meet customer standards
and provide excellent service, product, facility, ambiance, pricing, and more fulfillment.

Furthermore, a customer’s firsthand experience influences their satisfaction the

most, especially in café shops, considering that most people produce and lounge there
(Minh-Tri, 2021). He explained that everything is sincere, delivers timely service, pleases
customers, and is considered high-quality. The staff’s civility and honesty determine the
kind of service that can be provided. The capacity of café employees to promote
awareness of customers’ demands and their level of care is tied to the quality of their
services. Overall, customer satisfaction shall be fostered via affordable prices, high
customer value, and satisfactory service quality. To say that café services and customer
satisfaction are connected and interdependent is an understatement. This is because
the quality of services impacts the customer’s experience and contentment a café
provides. It is safe to say that one will not function or happen accordingly without the
other.

Employee Productivity and Management Strategies in Café Business

Management impacts the level of service its workers need to meet, which can be
observed through employee productivity. It is essential to discuss the connection
between these two factors for how a business manages its operations, which directly
affects the performance and motivation of a worker. Son et al. (2021) stated that
employee satisfaction fuels productivity, hence the importance of this concept in running
a café shop business. Worker’s productivity will enhance customer satisfaction since it
impacts the skills executed in their job. For example, if an employee is given the
business’ proper treatment, they will perform productively in the service and efforts they
put out for the company. Augustinus Halim (2021) believes that motivation drives an
employee’s productivity as it influences their performance and service at work. Café
shops require this for a successful operation since it is an in-demand business that
requires workers to execute a fitting and perform excellently.

Along with the growing demand in this business field, it is only fitting that workers
are also required to provide the necessary service needed. Salary, lifestyle, resources,
and motivation influence workers’ productivity as they challenge their capability to
maximize their potential in working for a business. Employees’ well-being as workers
should be considered to fuel their productivity. If their excellent execution of work is
rewarded justly, they will most likely reciprocate the same level of effort toward their
service to the business (Pradila & Fadli, 2023). The correlation between management
practices and employee productivity is evident in café shops. Employee satisfaction and
motivation are critical drivers of productivity, directly impacting customer service quality.
Fair compensation, recognition, and a supportive work environment are pivotal in
fostering employee well-being and enhancing their commitment to delivering excellent
service. Thus, prioritizing effective management practices that nurture employee
satisfaction and motivation is essential for café shop businesses to thrive in a
competitive market and ensure customer satisfaction.
 Puspitaningtyas, E. et al. (2023) stated that employee performance would raise
customers’ satisfaction. They set the café shop apart from its rivals by enhancing the
quality of goods and services. The most crucial factors are the abilities that allow
managers to assist others in becoming more productive and at ease at work. The link
between skills and ability is highly complementary since an individual’s degree of
competency is mirrored in their skill set, and managers must take note of this to be able
to know what best fits the employee’s work field for them to execute their job confidently.
The connection between innovation and competence in employee performance in café
shops is an essential aspect in the competitive field of the business as it drives the
operation's success since employees are one of the unique factors of a business.

Supachaisamanpun et al. (2019) emphasized that a satisfied and engaged

worker is more productive and devoted to the company's objectives. A firm’s culture
inspires employees to work toward their goals and demonstrates the significance of
corporate values. An organization with a laid-back culture and strong cooperation might
motivate staff members to work together more and help one another to boost
productivity. Employee presentations and experience sharing that might benefit the
company are prompted by participation. Moreover, an environment that encourages
employees to express their emotions and spend time with their college friends improves
relationships inside the organization and makes them feel appreciated. Employees can
perform to the best of their abilities under proper supervision. When a manager is aware
of an employee’s needs, they may help them achieve the corporate goal, provide
feedback, and hear what the staff has to say. Lastly, receiving praise from their employer
motivates employees to put in more effort and solve issues. They feel involved with the
firm when they work with an individual who prioritizes. They can inspire others and
demonstrate their abilities. Additionally, because they can take criticism and make
improvements, the pain points—such as bad business culture and management—are
lessened.

Crafting Effective Marketing Strategies for Café Business

In the dynamic landscape of Batangas City's local café businesses, effective

marketing strategies are pivotal in shaping their identities and fostering sustainable
growth. Navarro (2022) expressed that understanding the nuances of branding is
essential for creating a cohesive image that resonates with target demographics while
ensuring a memorable and distinctive experience, as Beambox (2020) emphasized. This
echoes the sentiment of Ingram (2019), who stresses the importance of leveraging the
social aspect of café culture and fostering customer loyalty through personalized
interactions and word-of-mouth promotion. However, amidst the emphasis on branding
and social appeal, café owners must strike a balance between uniqueness and
accessibility, catering to the desires of millennials and Generation Z for both authenticity
and visual appeal. While investing in professional branding services may entail higher
initial costs, prioritizing quality branding is a cornerstone for long-term success,
influencing marketing effectiveness and overall sustainability.

Thus, in the bustling café scene of Batangas City, a nuanced understanding of

marketing strategies tailored to the local context is indispensable for thriving amidst
competition and evolving consumer preferences. In Batangas City's café scene, effective
marketing strategies are vital for establishing brand identity and attracting loyal
customers. By prioritizing quality branding and personalized interactions, café owners
can create memorable experiences that resonate with their target audience. Despite
initial costs, investing in these strategies is essential for long-term success and
sustainability in the competitive café industry of Batangas City.

Brandenburger (2023) explains that amidst fierce competition, these strategies

are indispensable tools for driving business growth and maintaining relevance within the
industry. By leveraging redeemable promotions, optimizing online presence for local
searches, hosting events, and creating hyper-local ads, café proprietors can effectively
engage with their target audience and cultivate customer loyalty. Additionally,
partnerships with local influencers and active listening to customer feedback emerge as
critical components of successful café marketing strategies, enabling businesses to
resonate with their clientele and adapt to evolving preferences. Voicu (2023) adds to
these insights by emphasizing the importance of online optimization, social media
engagement, and delivery services in enhancing brand visibility and catering to shifting
consumer behaviors. By incorporating relevant keywords, detailed Google Business
profiles, and strategic social media marketing, café shop owners can increase their
visibility in local searches and cultivate a loyal following.

Furthermore, embracing delivery and pickup options enables café shops to cater
to the preferences of millennial and Gen Z consumers, thereby expanding their customer
base and revenue streams (Voicu, 2023). Gawkowski (2024) adds depth to these
discussions by highlighting the importance of creativity and strategic thinking in crafting
marketing strategies tailored to one's business model. Building a café shop website,
implementing online ordering systems, and hosting café education workshops are
essential components of a comprehensive marketing approach, contributing to increased
customer retention and brand visibility. By incorporating these diverse marketing
strategies into their business plans, café shop owners can elevate their establishments
and foster long-term success in an increasingly competitive market. In pursuing novelty,
a delicate balance exists between innovation and tradition, as customers often seek
comfort in familiarity amidst evolving trends. Therefore, while embracing new
technologies and trends is essential, grounding marketing strategies in timeless
customer satisfaction and community-building principles remains paramount for success
in the café industry's dynamic landscape.

Synthesis

The café industry in Batangas City experiences dynamic evolution driven by

shifting consumer preferences, entrepreneurship, market trends, and effective
management and marketing strategies. Embracing innovation, sustainability, and
community engagement while ensuring customer and employee satisfaction are critical
for the success and growth of café businesses in the region.

Ferreira et al. (2021) highlighted the evolving café industry landscape in

Batangas City, reflecting the thriving café culture across the Philippines. This evolution is
characterized by a substantial annual growth rate of 7.9% within the café shop sector, as
Fitz (2024) emphasized. Customer loyalty, influenced by factors like price fairness, store
atmosphere, and service quality, is pivotal for sustaining café businesses, as Dhisasmito
et al. (2020) discussed. Moreover, understanding demographic preferences, particularly
among Millennials and Zoomers, is crucial for crafting tailored experiences and
strategies, as Zamborita et al. (2024) noted.

To achieve continued growth and relevance, café proprietors must navigate a

competitive landscape, as suggested by Widadi and Dellyana (2023), who advocate for
innovative business strategies to capitalize on burgeoning culinary tourism opportunities
within Batangas City. Visionaries like Tampon (2023) envision café establishments as
integral components of the cultural fabric, contributing to the rich tapestry of Filipino café
culture.

Local entrepreneurship catalyzes industry growth, providing a bridge for

individuals to establish their niche within the market, as observed by Fikri (2022).
However, success in this dynamic landscape requires more than just entrepreneurial
spirit; it demands a keen understanding of broader economic and social factors, as
Aprilia et al. (2023) emphasized.

In parallel with entrepreneurial endeavors, technological integration emerges as a

pivotal force shaping café operations, enhancing efficiency and customer experiences,
as noted by McKay (2024). Additionally, amidst growing global consciousness around
sustainability, Anderson (2024) underscores the imperative for café businesses to adopt
eco-friendly practices.

O'Regan (2023) highlights consumer trends, pointing toward the rising

preference for premiumization and increasing tea consumption, signaling a shift in
consumer behaviors that café proprietors must acknowledge. Effective marketing
strategies, including branding nuances, personalized interactions, and social media
engagement, are indispensable for fostering customer loyalty and brand recognition, as
Brandenburger (2023) and Beambox (2020) advocate.

However, success in the café industry is not solely contingent upon external
factors; it is deeply intertwined with internal dynamics such as employee satisfaction and
productivity. Son et al. (2021) and Puspitaningtyas et al. (2023) emphasize the symbiotic
relationship between employee morale, productivity, and customer service quality.
Effective management practices are crucial for nurturing a conducive work environment,
fostering employee satisfaction, and enhancing productivity and customer experiences,
as discussed by Augustinus D & Halim C. (2021) and Pradila A. & Fadli J. (2023).

Sustainability and community involvement are also significant aspects of café

shop operations. Lutz (2019) highlights the importance of local business opportunities
and entrepreneurship in fostering sustainability and exceptional customer service.
Beldad (2022) emphasizes the necessity of a pleasant environment in café shops to
adapt to changing customer preferences.
 Effective marketing techniques play a critical role in creating the identities of local
café enterprises in Batangas City and promoting sustainable growth in their
ever-changing setting, as Navarro (2022) discussed. However, café owners must
balance accessibility and distinctiveness while satisfying the needs of various customers
for authenticity, as Ingram (2019) noted.

Standardizing quality is imperative to achieve the desired level of service quality,

especially during busy hours, as Tendur et al. (2021) emphasized. Maintaining a solid
and distinctive brand through consistent service quality is essential for distinguishing a
café shop in the market, as asserted by Pangaribuan et al. (2019) and Tarigan (2020).

Moreover, employee satisfaction is crucial for organizational success, as

contented employees are more committed to organizational goals and produce better
results, as highlighted by Ellis (2019) and Supachaisamanpun et al. (2019). The level of
service offered by café personnel depends on their politeness and welcoming demeanor,
which directly correlates with customer satisfaction, as underscored by Minh-Tri (2021)
and Kuusoft Marketing (2024).

Improving brand visibility and adapting to changing consumer behaviors require

utilizing web optimization, social media interaction, and delivery services, as emphasized
by Voicu (2023). Creativity and strategic thinking are vital in crafting marketing strategies
tailored to a company's business model, as highlighted by Gawkowski (2024).

The synthesis of the café industry landscape in Batangas City underscores the
multifaceted nature of success in this dynamic sector. By integrating entrepreneurial
innovation, market responsiveness, customer-centricity, employee engagement, and
strategic marketing, café owners can navigate challenges and capitalize on opportunities
to thrive in the competitive landscape of Batangas City's café industry.
 CHAPTER III
METHODOLOGY
This chapter thoroughly studies the methodology utilized to look into the
experiences of local café businesses in Batangas City. It thoroughly explains the
research, data-gathering strategies, and analysis methodologies. It also addresses the
study's limitations and recommends future research directions to build on this analysis.

Research Design
The researchers will make use of the qualitative approach for this study. Aspers
and Corte (2019) defined qualitative research as a procedure that results in new and
relevant discoveries to analyze and understand a phenomenon that will be examined.
This approach focuses on comprehension as a tool to help enhance research ideas. Not
only that, but it can also assist in answering the many questions a situation offers. A
qualitative research approach utilizes surveys, intensive interviews, and an in-depth
analysis of relevant historical materials. It can be used to study various issues and
occurrences as it focuses more on meanings and explanations that emphasize cultural
symbols, personal experiences, and phenomena, along with a detailed understanding of
processes, experiences, and the meanings people assign to things. With this approach,
the researchers will better understand the local café business experiences within
Batangas City.

The Subject of the Study

This study will focus on local café business experiences within Batangas. The
study's respondents will be fifteen (15) people from Batangas City. The respondents will
describe their experiences in a local café in Batangas City. According to Campbell et al.
(2020), the purposive sampling aim of this paper is to outline the nature and intent of
purposive sampling, presenting three different case studies as examples of its application
in other contexts. Making explicit the approach used for participant sampling provides
improved methodological rigor as judged by the four aspects of trustworthiness:
credibility, transferability, dependability, and confirmability. This study will attempt to
obtain insights to evaluate a local café’s effects on the economy and customer
satisfaction in a local café shop in Batangas City.
Data Gathering Instrument
In this study, the researchers will use surveys to assess customer satisfaction
and service dynamics in Batangas City; the researchers will give out a survey to gather
comprehensive data about the customer’s preferences and behavior. This survey will
include qualitative elements, such as multiple-choice questions, rating scales, statistical
analysis, and consumer behavior. Qualitative questions allow for more details from
customer feedback on what influences their café choices, menu diversity, and service
quality.
The researchers will deploy a structured survey of closed and open-ended
questions to investigate consumer behavior in the digital market. The survey is
specifically conducted to gather qualitative data on product preferences, purchasing
frequencies, and satisfaction levels, with qualitative insights into customer preference for
online versus in-store shopping. Consumer behavior experts will review the survey to
ensure clarity, relevance, and alignment of the potential bias and enhance the reliability
of the collected data.

Data Gathering Procedure

The research will utilize an interview-based approach to collect qualitative data
on the experiences of local café businesses in Batangas City. Firstly, a semi-structured
interview guide will be developed, focusing on critical areas such as marketing
strategies, employee productivity, and customer satisfaction. The interview questions will
be designed to encourage respondents to share detailed insights and anecdotes about
their experiences. Following the interview guide's development, ethical clearance will be
obtained, and informed consent will be sought from respondents. The researchers will
then conduct face-to-face interviews with fifteen (15) café owners or managers selected
from diverse locations within Batangas City. These interviews will allow the respondents
to express their perspectives, challenges, and successes in running a café business in
the local context.
Upon the interviews' completion, the data will be transcribed and analyzed using
qualitative analysis techniques like thematic analysis. Themes and patterns emerging
from the interviews will be identified, allowing for a comprehensive understanding of the
experiences of café businesses in Batangas City. Finally, the findings will be synthesized
to develop practical recommendations to support local cafés in enhancing their
marketing strategies, improving employee productivity, and elevating customer
satisfaction.

Data Analysis
The researchers will employ a triangulation approach in examining and modeling
the data. As Politz D. (2023) mentioned, the triangulation method is the strongest
geometric triangle essential for strengthening data reliability and integrity. To protect the
privacy of café shop owners, the researchers will ensure that all data collected is
anonymized and stored securely. Also, respondents will be told about the study's purpose
and their rights to withdraw at any time. The results from 15 interviews will be carefully
compiled. Responses were coded and designated with numbers like CS1, CS2, etc. This
coding approach helps with future analysis while also maintaining confidentiality.
Through the systematic process of coding, organizing, and classifying data, the
researcher effectively navigates the complex dataset, facilitating thorough findings and
perceptive presentations of the studied topic. By ensuring the anonymity of the
respondents, the researcher upholds ethical standards and builds trust with those
involved in the study. This meticulous approach to data collection enhances the
credibility of the research findings and allows for a deeper understanding of the
experiences and perspectives shared by café owners. By adhering to strict data
protection protocols, the researcher demonstrates a commitment to upholding the
principles of research integrity and ensuring the validity of the study's conclusions.

Ethical Consideration
Ethical considerations must prioritize the well-being and confidentiality of the
respondents involved. In designing the survey and interview questions, it is imperative to
ensure that the inquiries are transparent, respectful, and non-invasive, respecting the
time and input of the respondents. Consent forms should be provided outlining the
research's purpose, the potential risks and benefits, and the voluntary nature of
participation. Confidentiality must be maintained throughout the study, with data
anonymized to protect the respondents' identities. Moreover, any findings or insights
gained from the research should be used responsibly, with due credit given to the
respondents and a commitment to contribute positively to the local café industry in
Batangas City. This ethical research approach ensures that the respondents are treated
with dignity and that their rights are upheld. Researchers can build trust with the
community and gather valuable insights by maintaining transparency, obtaining consent,
and guaranteeing confidentiality. Ultimately, this commitment to ethical research practices
benefits the respondents and contributes to advancing and improving the local café
industry in Batangas City.
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APPENDICES
APPENDIX A: Letter for the Validators
 APPENDIX B: Interview Guide Questions

Specific Objectives Interview Questions

1. What experiences do local café 1. What are your marketing
businesses in Batangas City encounter strategies? List down three (3).
in terms of:
2. Are these marketing strategies
● Marketing Strategies? effective? If so, why? And if no, why
not?
3. What challenges do you
encounter in implementing the said
strategies?

● Employee Productivity? 1. What training programs or

activities do you implement to
improve employee productivity? List
down three (3).
2. Are these effective? If yes, why?
And if no, why not?
3. What challenges affect employee
productivity for local café businesses
in Batangas City?

● Customers’ Satisfaction? 1. How do you ensure customer

satisfaction? List down three (3).
2. Are these effective? If yes, why?
And if no, why not?
3. How do you respond to
customers’ complaints and concerns
regarding their experiences as a
customer in your business?

2. What causes these experiences in 1. What specific factors contribute to

Batangas City in the aforementioned the effectiveness of marketing
areas? strategies implemented by your
business in Batangas City? List
down (3)
2. How do you assess the impact of
these marketing strategies on the
overall productivity of your
employees in Batangas City?
 3. Can you identify any connections
between marketing strategies and
customer satisfaction levels in
Batangas City, and if so, what are
the key factors driving these
connections?
3. How can local cafés in Batangas City 1. How can local cafes in Batangas
maintain their marketing strategies, City maintain their marketing
enhance employee productivity, and strategies, enhance employee
elevate customer satisfaction through productivity, and elevate customer
practical solutions? satisfaction through practical
solutions? List down three (3)
CURRICULUM VITAE
Name: Monica Felize G. Gatdula

Address: 0436 Krone st. Villanueva Subd. Brgy. Kumintang Ibaba,

Hilltop, Batangas City

Phone: 0961 403 1518

Email: gatdulamonicafelize@[Link]

PERSONAL DATA

Age: 17

Birthday: January 17, 2007

Birthplace: Jesus of Nazareth Hospital, Batangas City

Civil Status: Single

Nationality: Filipino

Religion: Roman Catholic

Father: Clark Niño V. Gatdula

Mother: Maristhel A. Gayeta Dy

SKILLS HIGHLIGHTS

● Fluent in both English and Tagalog, adept at effective communication.

● Excels at managing multiple tasks simultaneously with efficiency.

● Encourage team performance by creating cooperation through skillful teamwork.

● Diligent and capable, consistently delivering results within deadlines, even under
pressure.
EDUCATION

Senior High School: St. Bridget College Batangas M.H Del Pilar, Poblacion, Batangas,
4200 Batangas Grade 11

2023-present

Junior High School: St Bridget College Batangas M.H Del Pilar, Poblacion, Batangas,
4200 Batangas Grade 7- Grade 10

2019-2023

Elementary School: Sunhill Montessori Casa [Link] Ave, Batangas, 4200 Batangas

Grade 1- Grade 6

2013 - 2019

HONORS AND AWARDS

● Achiever in Grade 6, 9, 11 (2019, 2021, 2022, 2024)

AFFILIATION

● Girl Scouts of the Philippines (Grade 7)

Member

● BARCODES - St. Bridget College

Member August 2023-Present

MONICA FELIZE G. GATDULA

Student Researcher
Name: Mae Angel Batcharo

Address: GC Berberabe Subdivision Pallocan East Batangas City

Phone: 0969 048 4134

Email: maeangelbatcharo851@[Link]

PERSONAL DATA

Age: 19

Birthday: April 10, 2005

Birthplace: Batangas Regional Hospital

Civil Status: Single

Nationality: Filipino

Religion: Roman Catholic

Father: N/A

Mother: Mary Ann Batcharo

SKILLS HIGHLIGHTS

● Can communicate in Tagalog and English

EDUCATION

Senior High School: St. Bridget College Batangas M.H Del Pilar, Poblacion, Batangas,
4200 Batangas Grade 11

2023-present

Junior High School: Libjo National Highschool Grade 7- Grade 10

2017-2021

Primary School: Pastor Memorial Elementary School Grade 1 - Grade 6

2011-2017

HONORS AND AWARDS

None

AFFILIATION

● BARCODES - St. Bridget College

Member August 2023-Present

MAE ANGEL BATCHARO

Student Researcher
Name: Julia Fatima Gabriel B. Bondad

Address: San Isidro, Batangas City

Phone: 0956 533 5723

Email: juliabondad2@[Link]

PERSONAL DATA

Age: 17

Birthday: April 1, 2007

Birthplace: Jesus of Nazareth Hospital, Batangas City

Civil Status: Single

Nationality: Filipino

Religion: Roman Catholic

Father: Victor Conrad A. Bondad

Mother: Michelle Marie N. Bondad

SKILLS HIGHLIGHTS

● Communication skills in English, whether verbal or nonverbal.

● Ability to cooperate and collaborate effectively in group tasks or projects.
● Hardworking individual driven by goals.
EDUCATION

Senior High School: St. Bridget College Batangas M.H Del Pilar, Poblacion, Batangas,
4200 Batangas Grade 11

2023-present

Junior High School: St Bridget College Batangas M.H Del Pilar, Poblacion, Batangas,
4200 Batangas Grade 7-Grade 10

2019-2023

Primary School: St Bridget College Batangas M.H Del Pilar, Poblacion, Batangas, 4200
Batangas Grade 1-Grade 6

2013-2019

HONORS AND AWARDS

● Achiever in Grade 9, 10, 11 (2021, 2022, 2023, 2024)

AFFILIATION

● Future Homemakers Club (Grade 7)

Member

● BARCODES - St. Bridget College

Member August 2023-Present

JULIA FATIMA GABRIEL N. BONDAD

Student Researcher
Name: Kevin Chris U. Debolgado

Address: Tree House Resort Bolbok, Diversion Road, Batangas City

Phone: 0916 332 8330

Email: Kevinurid168@[Link]

PERSONAL DATA

Age: 16

Birthday: September 17, 2007

Birthplace: Bauan Doctors General Hospital, Batangas City

Civil Status: Single

Nationality: Filipino

Religion: Roman Catholic

Father: Don Rey Marcus Debolgado

Mother: Ivy Gail Macatangay Uri

SKILLS HIGHLIGHTS

● Can communicate in Tagalog and English

● Digital skills

● Active listening skills

● Technical skills
EDUCATION

Senior High School: St. Bridget College Batangas M.H Del Pilar, Poblacion, Batangas,
4200 Batangas Grade 11

2023-present

Junior High School: St Bridget College Batangas M.H Del Pilar, Poblacion, Batangas,
4200 Batangas Grade 7-Grade 10

2019-2023

Primary School: St Bridget College Batangas M.H Del Pilar, Poblacion, Batangas, 4200
Batangas Grade 1 -Grade 6

2013-2019

HONORS AND AWARDS

None

AFFILIATION

● BARCODES - St. Bridget College

Member August 2023-Present

KEVIN CHRIS U. DEBOLGADO

Student Researcher
Name: Aya Nicaela E. Guico

Address: San Miguel Batangas City

Phone: 0915 906 5888

Email: guicoaya@[Link],

PERSONAL DATA

Age: 16

Birthday: October 1, 2007

Birthplace: MMG Hospital Tawiran Calapan City, Oriental Mindoro

Civil Status: Single

Nationality: Filipino

Religion: Roman Catholic

Father: Abelardo Samonte Guico

Mother: Annalie Espiritu Guico

SKILLS HIGHLIGHTS

● Proficient in effectively allocating time and resources to optimize productivity.

● Demonstrates clear and concise communication skills in various contexts.

● Utilizes innovative and resourceful problem-solving techniques to tackle

challenges effectively.
EDUCATION

Senior High School: St. Bridget College Batangas M.H Del Pilar, Poblacion, Batangas,
4200 Batangas Grade 11

2023-present

Junior High School: St Bridget College Batangas M.H Del Pilar, Poblacion, Batangas,
4200 Batangas Grade 7-Grade 10

2019-2023

Elementary School: San Miguel Elementary School, San Miguel, Batangas City

Grade 1 - Grade 6

2013- 2023

HONORS AND AWARDS

Achiever in Grade 4, 5, 6 (2017, 2018, 2019)

AFFILIATION

● ArtGen Club (Grade 7)

Member

● BARCODES - St. Bridget College

Member August 2023-Present

AYA NICAELA E. GUICO

Student Researcher