Client preference of coffee shop in Digos City: Aconjoint analysis / by Tedde Albert R. Palarisan, John Ray G. Guya, Jay ar B. Tilad.

The purpose of this study was to determine the clients preference of coffee shops in Digos City and to determine the relative importance of the following attributes in determining the client preference of coffee shops in Digos City - location, price, and ambiance. It also aimed to determine the aggregate utility model of clients preference for a coffee shop in Digos City and lastly to determine the most preferable combination of attributes of a coffee shop. Result revealed that most of the respondents were female, age from 15 to 25 years old, single, college graduate and employed. Location of the coffee shop is the most important attribute, followed by ambiance and the least important is the price. Moreover, the most preferable location for a coffee shop with music, and lastly, the most preferable price for coffee in a coffee shop is within the usual price. Using the conjoint analysis, it was revealed that the combination of attribute levels for coffee shop located along the usual price. And the least preferred combination of attributes is the Card ID 5, which is a coffee shop that is in the mall, themed coffee shop with music and with a price that was higher than the usual price.