Coffee Research

Part I - Marketing Background

1. Introduction

2. Population

2.1 Demographic Characteristics (sex, age, income, education, occupation, statue, ethnic factors, etc.)

2.1.1 Gender

Gender Frequency Percentage Rank

Male 46 46% 2

Female 54 54% 1

Total 100 100

The table shows that with only a slight difference, majority of the respondents are females.

2.1.2 Age

Age Frequency Percentage Rank

18-24 33 33% 2

25-30 51 51% 1

31-35 12 12% 3

35-40 4 4% 4

Total 50 100

The table reveals that majority of the respondents are ages 18-24 and 25-30. . It means they are mature enough to make intelligible answers to the questions given in the survey.

2.1.3 Civil Status

Civil Status Frequency Percentage Rank

Single 78 78% 1

Married 22 22% 2

Total 100 100

The table illustrates that the greater part of the population are single.

2.1.4 Educational Background

Educational Background Frequency Percentage Rank

High School Graduate 27 27% 3

College Undergraduate 40 40% 1

College Graduate 33 33% 2

Total 100 100

Our survey shows that majority of the respondents are college undergraduates who are still studying. College graduates follow at second place which implies that 33% of the respondents are most likely professionals at present.

2.2 Psychographic Characteristics (culture, lifestyle, social role, attitudes, habits, etc.)

2.3 Identification and Definition of Target Market Segment Peculiarities (buying motives, buying habit, how they use the product, etc.)

2.3.1. Do you drink coffee?

Answer Frequency Percentage Rank

Yes 92% 92% 1

No 8 8% 2

Total 100 100

The survey shows that 98% or majority of the respondents are coffee drinkers.

2.3.2. What brand of coffee do you prefer?

Coffee Brand Frequency Percentage Rank

Nescafe 21 22.83% 2

Kopiko 19 20.65% 3

SanMig Coffee 3 3.26% 6

Maxwell House 0 0% 7

Café Puro 15 16.30% 4

Great Taste Coffee 23 25% 1

Jim's Coffee 11 11.96% 5

Total 92 100

The survey reveals that majority of the respondents prefer Great Taste Coffee with 25%. Next is Nescafe with 22.83% and Kopiko with 20.65%.

2.3.3. How long have you been drinking coffee?

Length of Time Frequency Percentage Rank

Less than a year 11 11.96% 5

1-2 years 6 6.52% 6

2-3 years 12 13.04% 4

3-4 years 27 29.35% 1

4-5 years 14 15.22% 3

5 years or more 22 23.91% 2

Total 92 100

The table illustrates that 29.35% of the respondents have been coffee drinkers for 3-4 years.

4. How often do you drink coffee?

Frequency of Usage Frequency Percentage Rank

Everyday 35 38.04% 1

Every other day 19 20.65% 3

Once a week 28 30.43% 2

Once in two weeks 6 6.52% 4

Once a month 4 4.36% 5

Total 92 100

The table shows that the greater part of the population drinks coffee everyday, which shows that coffee is a part of their everyday meals.

5. How long have you been using that brand?

Length of Time Frequency Percentage Rank

1-6 months 17 18.48% 3

6-12 months 25 27.17% 1

1-2 years 12 13.04% 5

2-3 years 14 15.22% 4

3 years or more 24 26.09% 2

Total 92 100

The survey presents that majority or 27.17% of the respondents have been drinking their preferred brand of coffee for 6-12 months. 26.09% of the respondents say that they have been sticking to their choice for 3 or more years.

6. How do you find its quality?

Quality Frequency Percentage Rank

Excellent 45 48.91% 1

Good 26 28.26% 2