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Marketing Analysis of Cafe Goers': Resonating Reasons and Factors
Subject area: Management and Commerce · Area of research: Marketing Types
DOI: https://doi.org/10.64388/IREV9I11-1718179
Abstract
This study examined café-goers’ resonating reasons for patronage and the factors influencing loyalty in selected cafés in Urdaneta City and Villasis, Pangasinan. Using a quantitative descriptive-correlational design, data was collected from 150 respondents through a structured Likert-scale questionnaire. Weighted mean, overall weighted mean, and Pearson Product-Moment Correlation were used for analysis. Findings revealed that respondents’ café patronage is primarily driven by strong agreement on social bonding and relaxation, followed by mental health benefits and productivity enhancement, while caffeine habit was only moderately emphasized as a reason for visiting cafés. In terms of loyalty factors, respondents strongly agreed that ambiance is the most influential determinant, followed by standout products and convenience and accessibility, with value-based pricing also highly rated as reflective of perceived experience quality. The study concludes that café loyalty is predominantly shaped by environmental experience and social interaction rather than product consumption alone. This indicates that cafés function as hybrid spaces that simultaneously support emotional well-being, social engagement, and productivity, requiring businesses to prioritize atmosphere, experiential quality, and customer-centered space design to sustain long-term patronage.
Keywords
Café-Goers, Café Patronage, Long-Term Patronage, Loyalty Factors, Resonating Reasons
How to cite this paper
@article{1718179,
author = {Edlan Joab Florendo, Elisa C. Cristobal, PhD},
title = {Marketing Analysis of Cafe Goers': Resonating Reasons and Factors},
journal = {Iconic Research And Engineering Journals},
year = {2026},
volume = {9},
number = {11},
pages = {3736-3742},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1718179.pdf},
abstract = {This study examined café-goers’ resonating reasons for patronage and the factors influencing loyalty in selected cafés in Urdaneta City and Villasis, Pangasinan. Using a quantitative descriptive-correlational design, data was collected from 150 respondents through a structured Likert-scale questionnaire. Weighted mean, overall weighted mean, and Pearson Product-Moment Correlation were used for analysis. Findings revealed that respondents’ café patronage is primarily driven by strong agreement on social bonding and relaxation, followed by mental health benefits and productivity enhancement, while caffeine habit was only moderately emphasized as a reason for visiting cafés. In terms of loyalty factors, respondents strongly agreed that ambiance is the most influential determinant, followed by standout products and convenience and accessibility, with value-based pricing also highly rated as reflective of perceived experience quality. The study concludes that café loyalty is predominantly shaped by environmental experience and social interaction rather than product consumption alone. This indicates that cafés function as hybrid spaces that simultaneously support emotional well-being, social engagement, and productivity, requiring businesses to prioritize atmosphere, experiential quality, and customer-centered space design to sustain long-term patronage.},
keywords = {Café-Goers, Café Patronage, Long-Term Patronage, Loyalty Factors, Resonating Reasons},
month = {May},
doi = {https://doi.org/10.64388/IREV9I11-1718179}
}