Coffee Research
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Part I – Marketing Background
Introduction
Population
Demographic Characteristics (sex, age, income, education, occupation, statue, ethnic factors, etc.)
2.1.1 Gender
Gender
Frequency
Percentage
Female
Total
The table shows that with only a slight difference, majority of the respondents are females.
2.1.2 Age
Frequency
Percentage
18-24
25-30
31-35
35-40
Total
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
Single
Married
Total
The table illustrates that the greater part of the population are single.
2.1.4 Educational Background
Educational Background
Frequency
Percentage
High School Graduate
College Undergraduate
College Graduate
Total
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
Total
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
Nescafe
22.83%
Kopiko
20.65%
SanMig Coffee
3.26%
Maxwell House
Café Puro
16.30%
Great Taste Coffee
Jims Coffee
11.96%
Total
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
Less than a year
11.96%
1-2 years
6.52%
2-3 years
13.04%
3-4 years
29.35%
4-5 years
15.22%
5 years or more
23.91%
Total
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
Everyday
38.04%
Every other day
20.65%
Once a week
30.43%
Once in two weeks
6.52%
Once a month
4.36%
Total
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
1-6 months
18.48%
6-12 months
27.17%
1-2 years
13.04%
2-3 years
15.22%
3 years or more
26.09%
Total
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
Excellent
48.91%
28.26%