Date of Publication

2007

Document Type

Master's Thesis

Degree Name

Master of Science in Marketing

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Mary Julie B. Tañada

Defense Panel Member

Leonardo R. Garcia
Ma. Luisa Chua
Benison Y. Cu

Abstract/Summary

This study features four coffee houses: Starbucks, Seattles Best, Coffee Bean and Tea Leaf and Ueshima Coffee Co. Ltd. (UCC).

This study aims to examine a certain culture that has emerged in coffee houses, developing into a trend that has made that culture a significant driver in influencing market growth of coffee houses.

This culture is dissected using three levels of measure: artifacts, espoused values and underlying assumptions.

Market growth is measured using transaction offerings and customer loyalty and sales volume is used as an reinforcement for examining market growth per coffee house.

The research design employs descriptive (mean) and inferential (ANOVA and regression analysis) statistics. The sampling design employs stratified and random sampling. The statistical tool utilizes the ANOVA and regression analysis.

The findings of this study point favorably to culture being a significant driver in influencing market growth of coffee houses. Artifacts in the forms of furniture, wall hangings, aroma of coffee, lighting and music contributed as drivers of culture influencing market growth. Espoused values in the form of tribalism (sense of belonging) and status and prestige and sensory.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG004163

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

101 leaves, 28 cm. ; (some col. illustrations) ; Typescript

Keywords

Coffeehouses; Coffee industry; Coffeehouses--Management

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