Conjoint Analysis of Ambiance Influence on Coffee Shop Preferences among Gen Z Students in Davao City

Christian Angel Awa; Julianne Kaye Cortez; Larrah Erica Gultiano; Hennessy Jardin; Danica Suzanne Lagria

doi:10.55927/ijbae.v4i3.140

Authors

Christian Angel Awa Ateneo de Davao University
Julianne Kaye Cortez Ateneo de Davao University
Larrah Erica Gultiano Ateneo de Davao University
Hennessy Jardin Ateneo de Davao University
Danica Suzanne Lagria Ateneo de Davao University

DOI:

https://doi.org/10.55927/ijbae.v4i3.140

Keywords:

Coffee Shop Ambiance, Gen Z Preferences, Conjoint Analysis, Servicescape Model, Customer Experience

Abstract

This study explores the impact of ambiance on coffee shop preferences among Gen Z students in Davao City's First District. Using the Servicescape Model and Theory of Planned Behavior, the study employed Conjoint Analysis via 1000minds and the PAPRIKA method to evaluate 66 ambiance combinations across five attributes: music, lighting, interior design, seating layout, and temperature control. From 300 respondents selected through convenience, stratified, and snowball sampling, findings revealed music and lighting as the most influential factors. The most preferred ambiance included upbeat music, dim lighting, industrial design, bar seating, and fan-cooled settings. Conversely, no music, ambient lighting, cozy nooks, and fan-only cooling ranked lowest. These results guide coffee shop design and marketing strategies targeting Gen Z consumers.

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