Abstract: The study aimed to determine the different factors affecting the purchase intention of coffee among college students at De La Salle University-Dasmariñas (DLSU-D). The respondents included were the one hundred five (105) first year and second year students during the School Year 2024-2025. The researchers used a descriptive and quantitative approach employing a survey. The principal instrument for data gathering was a validated self-made questionnaire with checklists. Findings revealed that the majority of respondents were female, aged 18-21 years old, in their second year, and received a weekly allowance of Php2,000 to PhP3,000. The respondents identified several factors influencing their purchase intention for coffee. These include personal preferences for the characteristics of smell, taste, and bitterness. Additionally, the cleanliness of coffee shops affected their satisfaction and intention to purchase, highlighting the importance of environmental factors. From a psychological perspective, purchasing coffee helps them relax and unwind.
Keywords: Purchase Intension, Store-Bought, Coffee, Personal Factor, Environmental Factor, Psychological Factor.
Title: A Study on the Factors Affecting the Purchase Intention of College Students towards Store-Bought Coffee
Author: Noah Raphael D. Ramirez, Jehv Dane G. Serrano, Richard James Pua, Mr. Fulepro Alberto G. Madrilejos
International Journal of Thesis Projects and Dissertations (IJTPD)
Vol. 13, Issue 1, January 2025 - March 2025
Page No: 1-14
Research Publish Journals
Website: www.researchpublish.com
Published Date: 20-January-2025
