Coffee Preferences of Consumers in Kabankalan City:

The Making of Unique Coffee

Godeniel Joy C. Tubola

Edmar M. Toñacao

Southland College

2022

Abstract
 The goal of this study was to conceptualize and design a coffee-drink based on the tastes,
predilections and desires of coffee consumers in Kabankalan. The objective of this study is to
create products for the customers based on their needs, create a value and present a unique type
of coffee to the public market. The product development process was made based on a
combination of customers’ data, trends, concepts, and ideas that can create a conceptual and
actual drink. Distribution of survey questionnaires through Google forms were provided to the
respondents in Kabankalan City. The study provides understanding and assistance for future
studies and coffee shop operations with the development of the product designed for the coffee
consumers' needs.

Keywords: Coffee, Coffee preferences, Product development,

I INTRODUCTION
Globally coffee is the most considered to be amongst commonly used beverages. It is
considered as the primary source of caffeine intake among teenagers and adults. In our modern
world, a coffee product is offered to customers to bring joy, happiness and to satisfy needs.
There are a lot of varieties of coffee that meet customers' expectations. People adore coffee for a
variety of reasons including its bitterness, unique flavor, aftertaste, aroma and so forth.

Coffee shops, similarly, offer people different kinds of products. One of them is a coffee-
based drink. People are visiting coffee shops for a warm or a cold beverage that ought to satisfy
them and fulfill their desires. They always buy different types of coffee that they want.

This project aims to discuss the existing consumer preferences for coffee and analyzing coffee
choices of people. We will combine customers preferences and tastes with creativity and will
create a "perfect cup" that could make them even happier.

1.1 Research Description

This study will identify and analyze the attributes of coffee preferred by the coffee
consumers in Kabankalan City. The study will generate an understanding of how to create a
desirable product based on customers’ needs, how to properly produce coffee drinks and create
value for it.

The research's main goal is to satisfy the needs of the clients. The primary target point of the
research is to make a coffee drink based on the customers' needs and preferences. By means of
conducting a survey to coffee consumers and coffee shop-goers within the area of Kabankalan
City about their preferences in different aspects of coffee consumption to define common
predilections. The data collected will be utilized to create a unique type of coffee drink that will
be patronized by the general coffee consumers and satisfy every client.
 Having a business is a complex entity that necessitates a vast array of skills, experiences,
and aspirations. It necessitates getting to know the clients who will be purchasing your future
products. As a result, we can see that there is a need to study and research how to build a product
that meets the wants of clients.

The information gathered will serve as a foundation for the creation and development of
products for customers. This study will result in the development of a new coffee product that
will be available in Kabankalan soon.

Moreover, this research will serve as an instrument for creating new coffee drinks or for
establishing a coffee shop that offers a unique taste of coffee different from coffee shops in
Kabankalan.

1.2 Research Questions

● What kind of Coffee do you prefer?

A. Coffee with milk (latte etc.)
B. Coffee based cocktails (iced coffee etc.)
C. Regular
● Would you like your coffee to be cold or hot?
A. Hot
B. Cold
● What kind of plant- based milk do you prefer?
A. Coconut Milk
B. Actual Milk
C. Normal
D. None of mentioned
● Would you like your coffee to be sweet?
A. Yes
B. No
C. Maybe
 ● Would you like your coffee with extra flavors?
A. Yes
B. No
C. Maybe

● What flavor would you add in your cup?

A. Caramel
B. Vanilla
C. Nothing

● Choose the most exotic flavor for your coffee

A. Milo
B. Yakult
C. Coke
D. Nothing
E. If others, please specify.

● Would you like to have your coffee colored?

A. Yes
B. No
C. Maybe

● Please specify the color if your answer is YES

● Does the serving matter on your choice?

A. Yes
B. No

● Would you try drinks based on your answer?

A. Yes
B. No
C. Maybe

I.3 Aims and Delimitation of the Research

The study has few aims to be done. First and foremost, it is vital to comprehend the clients'
coffee preferences and analyze their coffee choices. Understanding this point will aid in the
proper specification and creation of a product.

Second, the study aims to identify the most popular drinks in order to develop market-ready
products. People have similar tastes. It will be easier to design products that the majority desires
and to succeed in the current market if these factors are identified.

Finally, and maybe most crucially, is a target point for increasing sales, expanding the
business, and developing items that meet the needs of customers.

The delimitations of the study are the issues that affected the research. These issues include
health protocols that need to be followed caused by COVID-19, the respondents are only within
the area of Kabankalan City, and the making of coffee and finding its ingredients.

1.4 Research Method

The study used a survey method by distributing questionnaires through Google forms. The
survey questionnaires were provided to coffee consumers in the area of Kabankalan City which
includes a variety of questions to help identify popular flavors and preferences.

Collection and analysis of data are from primary sources which are the coffee consumers and
coffee shop goers. The survey will provide a wide range of information about the market and
creation of products.
1.5 Data Gathering

Eleven questions regarding their coffee preferences will be used to collect data for future
product development. This questionnaire begins with a fundamental interest about coffee's future
prospects and progresses to more detailed questions regarding preferred coffee tastes and flavors.

The questionnaires were distributed to one-hundred respondents in Kabankalan through

Google Forms.

2 Coffee and Coffee Trends

Caffeine is the first thing that comes to mind when you think about coffee. Coffee is a
beloved beverage known for its ability to fine-tune your focus and boost your energy levels. In
addition to its energizing effects, coffee has been linked to a long list of potential health benefits,
giving you all the more reason to get brewing. Some research suggests that drinking coffee could
help protect against Alzheimer’s disease, Parkinson’s disease, and cognitive decline. Coffee
could help support weight management and may be linked to decreased body fat. One study also
found that people who consumed coffee were more likely to be physically active.

Kabankalan City is a first-class component city in the province of Negros Occidental in the
Philippines. Nowadays, people in Kabankalan City are very fond of coffee and virtually
everyone in the city drinks it at various ages. Hence, Kabankalan City has numerous coffee
shops and cafes that people love to visit, such as Kape Centrale, Hallel Cafe, Riverside Cafe and
so on. Coffee consumers adore coffee for a variety of reasons. For many people, coffee is the
first beverage consumed in the morning and can be relied upon for energy to help them get
through the day. For some, the smell and taste of coffee are comforting. For sleep deprived
people, having a cup of their favorite brew can help them feel more relaxed and ready to be
productive. If the weather is rainy and the temperature is cold, having a hot cup of coffee can be
the ultimate remedy to warm the soul. If the weather is hot, there is an available option of having
your favorite coffee drink iced.

2.1 Current Trends in Coffee

● Healthy Coffees and Additives

The health industry is every bit as trend-driven as the coffee industry, so it only makes sense
that the two should combine. People are becoming health conscious nowadays and by having a
coffee option that is healthy and nutritious captures consumers’ attention. Lately, we see healthy
coffee additives, like collagen creamers or alternative milks, and health-boosted coffee
alternatives, like mushroom coffee or turmeric and matcha lattes. These products claim to
improve the immune system, increase gut health, and/or rev up your metabolism.

● Snap Chilled Coffee

Cold brew and iced coffee have grown in popularity in the past decade, due to the warm
climate of our planet. Now there’s a new option in town: snap chilled coffee, also called Flash
Brew, in which freshly brewed coffee is quickly chilled. According to Ryan McDonnell of
Elemental Beverage Co., it’s more flavorful than cold brew because it’s fresher and the coffee is
extracted with hot water (1). And unlike iced coffee, it doesn’t need to be diluted with ice. For
coffee shops, it’s faster to make than cold brew and requires less coffee, which is good for the
bottom line.

● High-Quality Instant Coffee

Modern coffee drinkers choose between convenience and quality when it comes to coffee.
They want a coffee that is of quality and instant. A number of companies are taking the best
coffee beans in the world and using new methods to make instant coffee that is rich in flavor. .

● RTD drinks
The rapidly changing world also influences people's wants when it comes to their coffee
preference. Nowadays they want a coffee that is ready as soon as possible. One reason why RTD
(“ready to drink” coffee) could skyrocket in 2020 is the fall in popularity of soft drinks. It is
probably not a coincidence that canned or bottled ready-to-drink iced coffee is gaining popularity
at a time when there are less carbonated soft drinks, including caffeinated cola, RTDs will create
distinct product options as well as will become a tool for supporting and developing the brand.

3.Productization and product development

A company's ability to develop and bring new products to market is vital to its survival in the
face of constantly changing customer expectations, technology, and competitive conditions. A
new product cannot be left to its own devices once it has been released. The necessary marketing
methods must be used as it proceeds through the stages of its life cycle: birth, growth, maturity,
and progressive displacement from the market by things that better serve customer wants
(Fifield, P. 2008).

A company that wishes to stay successful and maintain its market share must update its offering
on a regular basis. Updating the offer comprises a number of measures aimed at the creation of
new items, such as refining existing products, producing new ones, and expanding the range of
products available.

3.1 Product development

New product development is one of the most important marketing activities. "New" refers
to a unique product, a manufactured good that has recently performed on the market and was
previously indefinite. (Ulrich, 2012.) The concept's ambiguity represents the wide range of
attributes that a new product can have.
A new product is a variation of an existing product or a substantial innovation that the
consumer finds appealing. To be successful, a new product must meet the needs of consumers,
be unique, and provide them with information about its features. (Fifield,2008.)

The new product has three concepts:

1) Keeps on from the time principle: any newly formed product is referred to as fresh. The
principle in this case is not the qualitative novelty of the product, but the time of its enlargement
and production.
2) Is based on the requirement to extricate the criterion for distinguishing a new product from its
analogues and prototypes. A principle, it is proposed to use the norm of generating and filling a
formerly unknown need with merchandise. Any progressive change that differentiates a product
from previously known is also called a new product. These changes can affect raw materials,
designs, technologies, external strategy, and more. (Gluck, S. 2012.
3) is based on the following premise: it is necessary to proceed not from a single criterion, but
from a certain set of them that characterize certain aspects of the novelty of the product. In this
case, four levels of product newness can be used:

● change in external design while observing the existing consumer properties

● a partial change in the consumer properties of the product due to the improvement of the main
technical characteristics but without fundamental changes in the manufacturing technology
● a fundamental change in consumer properties, making significant changes in the way of
meeting the corresponding need
● the appearance of a product that has no analogues.

The development of a new product cannot be carried out without marketing research, since it
minimizes the risks of market failure. Subsequently, marketing research is a systematic and
objective identification, collection, analysis, dissemination, and use of information to improve
efficiency, identify and solve marketing problems. It makes it possible to clarify the current
situation in the external environment, to draw the structure of satisfaction of needs in a certain
territory.

Currently, product development schemes typically include the following steps:

● idea selection
● product concept development
● marketing strategy development
● production feasibility analysis
● product development itself
● market testing
● commercialization.
This sequence of stages is of a general integrated nature and does not contain a detailed
discussion of a number of significant blocks of the company's marketing activities.

3.2 Product strategy

In the modern world, the creation and production of new products are crucial for the
prosperity of a company. Consumers want and expect innovative and improved products.
Competitors will do their best to provide them with these innovations. (Gluck, 2012.)
Consequently, each firm should have its program for the development of new products, directed
towards the future, and considering such a property of products as “mortality”, which means
leaving the market after a certain time.

The further life of the product is not possible without this beginning. The stage of strategy
preparation takes place with simultaneous market research and analysis.

Market research includes information about customers and competitors. Here, both
qualitative and quantitative analysis can be used to generate data. Any sources are in use to find
additional information: websites, social media, trade press, open-source information from
partners, opinions of influencers and opinion leaders, experts, books for product management.
Some market research methods such as A / B testing, customer analysis, customer interviews,
focus group, etc. will also be useful. In further research, we will implement a questionnaire.

A strategy is a bunch of accomplishments for the continuing expansion of a new product or

enlightening the outcomes of an existing one. This is a marketing plan that can include brand
architecture and identity, customer service, business model, design, features, release, market
niche, pricing, promotion, risks, etc.

Strategies are aimed at nourishing the welfare of stakeholders and achieving goals. It should
provide a clear understanding of the product's values for all team members.
 The product strategy is the foundation of its life cycle. If it is valuable to shape a dependable
and effective strategy for your product, have responsiveness to ideas, objectives, concepts, and
ingenuities. (Gluck, 2012. ) A product vision consists of market opportunity research, positioning
issues, target audience, competitor analysis, etc. It describes the needs of the customers and how
you plan to meet their needs.

Product goals must be clear, relevant, measurable, and time-specific. They can help product
managers establish what they want to achieve in a specific time frame. Product ideas and
initiatives are efforts that need to be implemented in order to achieve strategic goals.

When working with a strategy, today you cannot do it without the help of professional
services and tools. The roadmap, for example, visualizes all product ideas and initiatives and
helps to share them with team members and all stakeholders.

3.3 Product design

Packaging, or rather its appearance, plays a huge role in the sale of goods. After all, the buyer
generally prefers bright packaging with individual designs. Beautiful and high-quality packaging
in the future can serve the buyer for a long time, performing certain functions. Therefore, the
design is very important. That is why packaging and product design is now a separate industry.
Labels are a universal design twist, but they are less visible and not industrial designers are
already working on their development, but graphic ones. (Lawely,2017)

In the development of packaging design, there is a place for both creative and consumer ideas, as
this is a high-tech process. The work on creating brands is always done with high quality and on
time because there are a clear sequence and interconnection of work.

The design has a unique meaning and gives the product a certain value. The value lies in its
emotional and psychological content. The brand has one more feature, it has something that
cannot be touched, but it can be bought by purchasing a product. You can gain self-confidence,
feel strong and beautiful, independent, and caring. A brand is a kind of reputation that
accumulates through product sales, advertising, and marketing throughout its life in the
marketplace.

The supply of new, diverse, and high-tech products from different manufacturers is growing, and
the competition between them is increasing. The reaction to changes and novelties of one
manufacturer on the part of others is quite fast.

With the growth of standardization, product packaging assumes a special role, serving as a
carrier of specific features and, often, the only source of information about a product.

In enterprises, where the marketing department is small, the creation of packaging is still carried
out with a predominance of the role of production. The inherent love of manufacturers with their
products makes them concentrate mainly on technological improvement. Before the buyer can
appreciate the properties of the product, he must notice and select it.

A manufacturer calls a designer and relies on his imagination and creative flight, while the
marketing and sales departments are assigned only the task of promoting products. If serious
flaws in packaging design led to a decrease in sales, it is much easier for production to
"overlook" this or explain the technical or financial impossibility of change.

There are also times when a company redoubles its efforts to find optimal display opportunities
in a store, saturating the shelves with in-store advertising, not realizing that the root of the
problem lies precisely in the packaging design. With a weak design, the more products in the
line, the more difficult it is to provide an effective display. (Oliva, & Kallenberg, 2003)

3.4 Product launch

In a market where there is no scarcity, the abundance of goods and services makes it difficult to
launch new products. These difficulties are especially noticeable when there is a lack of funds for
diversifying production, organizing a full-scale advertising campaign, and positioning new
products on the market (Soni &Cohen, 2000)
There are only three strategies for launching a new product to the market (Soni & Cohen, 2000)
Classic launch: research - testing a prototype in a focus group - launching into production -
marketing a finished product;
● Pre-order: research - prototype - prototype marketing - prepayment
collection - production launch;
● Pure Marketing: Marketing - Community of Potential Buyers - Prototype -
Pre-order - Product Manufacturing.
In further actions related to creating coffee-based drinks, classic launching will be used.

3.5 User-centered design

User-centered design (UCD) is a process in which the needs, wants, and constraints of the end-
users of a product, service, or process are given extensive attention at every stage of the design
process. ( Ulrich. 2012.) User-centered design can be characterized as a multi-step problem-
solving process that not only requires designers to analyze and anticipate how users are likely to
use the product but also to validate their assumptions about user behavior in real-world
tests against actual users. (Blank 2013.) Such testing is necessary because it is often very
difficult for product designers to intuitively understand what a new user of their design events is,
and what each user's learning curve might look like.

The metamorphosis of alternative product design rudiments is that user-centered design

endeavors to enhance the product around how users want to use the product, relatively imposing
users to change their behavior in order to accommodate the product.

UCD responds to questions about users and their goals and objectives, then uses the results to
make development and design decisions. As an example of UCD perspectives, essential elements
of a UCD are considerations of: (Blank 2013.)

Visibility
Visibility helps the user build a mental model of the product. Models help the user predict the
effects of their actions while using the product. Users should be able to tell from a glance what
they can and cannot do with the product.
Availability
Users should be able to use the product quickly and easily. Users need to be offered different
ways to access the item. If the product is approachable then it is easier for customers to use it.

Definition
The product should be easy to use: Through analysis of the rhetorical situation, the designer
should be able to determine a useful style and concept. Decorative with an attractive and catchy
outlook.

4 The consumer in product development

In the modern system of market relations, the consumer is the central element. Companies
influence people’s behavior with all sorts of marketing gimmicks designed to find ways to satisfy
the needs and interests of the buyer that competitors do not have. By focusing on consumer
behavior, enterprises build their marketing policy, set prices, determine the range of goods, and
the method of their promotion.

It is necessary to distinguish a buyer (a person who directly purchases a product), and a

consumer (a new owner of a product) as well as a client (an entity who is interested in a
particular manufacturer or brand). Consumer behavior theory is the foundation on which any
business is built. (Cole 2011.)

Three key points of consumer behavior:

● Rationality. Concentrating on your tangs, economic condition, and aspirations. For one person,
a product will be more valuable than for another. Hence, the purchaser requests to deliver an
extensive range -numerous varieties of goods from the same classification - which will be
comparable.
● Sovereignty. This is when the consumer personally decides whether to purchase or not to
purchase a product. In this case, the independence of behavior does not affect the main activity
of the company but can be used for business development, for example, if such a decision is
made by several unrelated buyers.
● Plurality. Consumer behavior is also formed under the influence of this factor - a huge choice
that can satisfy the interest of almost everyone. It is logical that the greater the choice, the greater
the variety of consumer behavior.

The following factors influence the consumer’s decision:

● personal preferences, needs, and tastes
● the personal interest of the subject in the purchase of goods
● the usefulness of the product
● prices.

The listed factors make it possible to form a basic model of consumer behavior: customers will
choose the most useful and personally interesting product for him, limiting himself to a price
barrier (Blank, S. 2013.). As a rule, the consumer will buy what is most useful and interesting for
him, but if he is limited in funds, the consumer will buy only one product or the next one in the
scale of plurality, but affordable for him.

There are 5 stages of forming consumer’s behavior:

1. Realization
A classic activity for consumers for distinguishing among their longings and real estate.
Differently, the customer creates a pronouncement built on definite influences. Thus, hunger
prompts a person to buy a product, and if earlier he purchased a product to satisfy hunger, then
he can buy it again. At the same time, the choice is influenced by taste, smell, color, and other
senses. It is important for the seller to understand how certain inducements affect the consumer's
choice and how to use them wisely.

2. Search
Under the influence of the inducement, the buyer begins to collect information about the product.
Foundations of data can be private connections and profitmaking informers. (Cole 2011.) The
buyer can be informed over mass media. The consumer can advise himself from side to side of
pragmatic experience. The primary sources of data for the consumer are recommendations
from friends or family members, followed by commercial informants, and if the first category
convinces the buyer that the data is true, then the second simply provides information. Once data
collected, the consumer matches quite a few products by alignment and merely after making a
choice.

3. Assessment
The collected information is used by the consumer to create a model of behavior, which will
ultimately lead to a final decision (Oliva & Kallenberg 2003.) Therefore, the seller or
manufacturer needs to understand how the buyer collects information, evaluates it, and plans. A
product for a consumer is not just an object, but a set of characteristics. Clients will have faith in
altered individualities when selecting because different societies may have different
requirements.

4. Decision making
After collecting and evaluating all the options, the consumer, forms a kind of hierarchy from the
most desirable product to the least, but at this stage, his choice can still be influenced by the
following factors:
● the opinion of strangers
● unseen circumstances.

5. Acquisition response
Consumer behavior does not end at the buying stage. The shopper may be able to respond to his
obtaining in dissimilar ways. Customers are weather pleased or unhappy. It is important to know
that satisfaction is formed based on personal ideas and the real properties of the product. (Cole.
2011.)
The choice is the best combination of goods (or consumer set) of all possible mixtures that bring
the most utility to the buyer (Oliva & Kallenberg 2003). Marketing research has established that
psychological and social factors have a significant impact on the behavior of buyers and the
pricing policy of an enterprise.

4.1 Assimilating customer needs in product development

Working with needs is the backbone of a business, no matter what the company does. Some
entrepreneurs relieve purchasers from the “acute pain” by creating “pill” products. Others work
with less severe problems by selling "vitamins." However, they all fulfill the client's wishes.

Discount promotions, like other promotional messages, will not be effective until they cover
needs. Therefore, they need to be determined even before the product is developed, and not
during the implementation of the marketing strategy, as is often the case. In the sales cycle,
solving problems is easier than stimulating interest in unnecessary products. Revealing motives
helps to improve the return on advertising campaigns and make the product in demand.

In that case. It is crucial to study the types of needs and then determine which ones will push the
person to buy. Scientist A. Maslow in the middle of the XX the century divided the needs into
levels. At the base of the pyramid, he created physical needs, and at the top is self-expression.
The hierarchy can be criticized, but the value of this theory to the marketer is a list of motives
that can be used to drive sales.
Figure 3 Maslow hierarchy of needs (McLeod, 2020)

The easiest way to reach the client is by targeting basic needs: most pain points are concentrated
on the first two levels. (Kimbell 2010.) It is helpful to highlight the associated needs that help
make the checks rise. For example, when you buy an iPhone, you choose a protective glass and
case. You can also divide people's desires into explicit and hidden. Identifying unconscious
needs is a difficult process, but there can be a gold mine hidden behind them.

People do not always realize that there may be something that will improve their lives. Questions
about their desires take them by surprise. Therefore, you will not learn about the needs of a
potential target audience if you do not carry out analytical work to determine them.

It analyses both latent and explicit, perceived needs. Clients order services not for our services.
(Kimbell L. 2010.) For example, smartphones are no longer just a means of making a call. This
happened because the manufacturers of push-button phones dug deeper, finding additional needs
that could be covered by technology.

For a marketer, customer interest is valuable information that helps to:

● expand the product line, covering different target audiences
● increase sales by clarifying advertising messages
● to work out objections before they appear
● to endear the client by understanding his real pain

It is also necessary for sellers to identify needs because this is the only way to reach a person in a
live conversation. (Kimbell 2010.) One product may be in demand among people with opposite
values.

The search for the deep motives of potential customers must be divided into stages that
complement each other, excluding erroneous conclusions. The correct assessment of desires is
instantly reflected in sales.
It is necessary to identify them step by step:

1. Observation. It is important to spend a few days with a potential target audience to see what
these people are guided to on a daily basis. This allows you can find out their real problems and
explore related interests.

2. Formation of hypotheses. Based on observations and portraits, it is necessary to form

assumptions about what consumers can be guided by when choosing.

3. Verification, which involves working directly with people when you ask questions to confirm
or refute a point of view. In parallel, at this stage, you need to find out additional facts to clarify
the available data.

Revealing the needs of the client is carried out with one goal - to lead him to purchase. There is
no point in looking for information about statistics. ( Kristensson, & Gustafsson & Archer, T.,
2004) The task is to collect data to modify a product or service for the interests of the target
audience, expand the product line, and highlight the benefits. If in the recap process the business
shows that it can get rid of all the problems, another sale will close.

5 Analysis of coffee consumers' preferences

The researchers have analyzed the preferences and favorites of coffee consumers in Kabankalan
City. Overall, we have got one hundred responses and all of them will help to create a special
coffee product. The questionnaire contains 11 questions and were formulated in order to collect
information from customers about their coffee preferences.
5.1 Research results

Question 1: What kind of coffee do you prefer?

The first and introducing question was about the most important part of the coffee product’s
consumption. By asking, what kind of ready-made coffee product consumers will put their eye
on, it will play a crucial role in further analysis.

As results state, 75.5% of customers are up to drinking coffee with milk foam, as an example, it
could be a latte, etc. 9.8% of customers are up to drinking regular, plain black coffee what shows
the meaningfulness of that kind of drink on the market. Moreover, 14.7% of clients are into
drinking coffee-based cocktails and it is obvious as people in Kabankalan are better to stick to
something familiar as well as trying some twists and alternatives.
Question 2: Would you like your coffee to be hot or cold?

As we can, mainly, serve hot or cold products, it was crucial to ask this question. Currently, in
the coffee serving industry, customers are divided into two groups. The first group visit coffee
shops for hot and warm drinks, whereas the second group is coming for cold and fresh drinks
like Cold brew, Frappuccino, etc.

To define future drinks development, this question was raised to see what Kabankalan coffee
consumers drink and what kind of coffee drink will suit them.
Question 3: What kind of plant-based milk do you prefer?
As we can see, 78.4%% preferred using normal milk as a base for coffee drinks. 8.8% of clients
were choosing coconut milk and 7.8% were up to drinking actual milk. The remaining
percentage is for those who choses nothing.

Question 4: Would you like your coffee to be sweet?

Is sugar an important part of the drink? This question was raised to see customer’s preference in
one of the main “Extras” in a cup. 14.7% of participants are into drinking non-sweet beverages
but at the same time, 75.5% of clients wish to taste sweet coffee. Moreover, 9.8% were
undecided. Consequently, it is better to find an average level of sweetness in the cup, to satisfy
every customer.

Question 5: Would you like your coffee with extra flavors?

This question was about pointing attention to drinks that are served with extra flavors. As
conceptual and new products are always something unique and special, it was decided to ask
such a question. 74.5% of participants are willing to taste the extra flavor in the cup. At the same
15.7% of customers are not willing to drink extra flavored coffee, which gives a possibility to
create products for both target groups, where there is no extra flavor and with an additional taste.
And, 9.8% were undecided.
Question 6: What flavor would you add in your cup?

The question above was asking customers about their wish about adding extra flavors, and
consequently, question 6 is asking consumers about the exact flavor. This graph shows a
significant amount of answers. They all are good and delicious but in order to satisfy everyone,
caramel got 71.6%, vanilla flavors got 18.6% and 9.8% nothing.
Question 7: Choose the most exotic flavor for your coffee.

An exotic flavor is something that has not been consumed by customers before. This question
had 4 options to choose from as well as the “Nothing” option where people do not want to add
any exotic flavor to their coffee. As the chart shows, 36.3% are willing to try “Milo” and the
second one is into trying “Yakult". 8.8% of them want to try "Coke". While 32.4% of them do
not want to try exotic coffee flavors.

Question 8: Would you like to have your coffee colored?

Colors are something that motivates customers for using a product. This question has been asked
for observing the interest in colorful drinks. As a result, 67.6% of consumers are not willing to
drink colorful drinks and 32.4% are not sure about colors. Accordingly, we can drop away from
the concept of colored drinks and put attention on something more valuable.
Question 9: Please, specify the color if your answer was YES
From the,67.6% of “YES” customers have been deciding on the color, nearly 14.7% of them
have chosen caramel as a color of their drink. Some of them mentioned pink,blue,red and natural
color.

Question 10: Does the serving matter on your choice?

As coffee shops are members of the restaurant and hospitality industry, it was important to
identify if a serving matters. 92.2% of people are willing to see something that is more than a
white cup with a black liquid inside. For that reason, products should be served with a creative
approach.

Question 11: Would you try drinks based on your answers above?
All the above-mentioned questions were asked to find out what could be done with a product for
customers’ satisfaction. Analysis of current preferences of coffee consumers in Kabankalan City
has made a strong base for creativity and productization. 96.1% of responses are happy to try
special drinks, which shows the interest of customers to try specially made products. The
remaining 3.9% is divided to No and Maybe.

REFERENCE

https://www.homegrounds.co/coffee-trends/