A Conjoint Analysis of the Preferences for Food and Beverage Pop-up Shops Among Gen Z College Students in Davao City

Abigail A. Andres; Isis Grace Aquino; Mark Ian Balcita; Alaine Chang; Josie Belle Lantong

doi:10.55927/ijbae.v4i3.158

Authors

Abigail A. Andres Ateneo de Davao University
Isis Grace Aquino Ateneo de Davao University
Mark Ian Balcita Ateneo de Davao University
Alaine Chang Ateneo de Davao University
Josie Belle Lantong Ateneo de Davao University

DOI:

https://doi.org/10.55927/ijbae.v4i3.158

Keywords:

Generation Z, Pop-up Shops, Consumer Preferences, Food and Beverage, Conjoint Analysis

Abstract

This study explores the attributes influencing Gen Z college students’ preferences for food and beverage pop-up shops in Davao City, where limited research exists. A mixed-methods approach was used: qualitative data from key informant interviews and focus group discussions identified relevant attributes, followed by a quantitative survey to assess preferences. The research was guided by Multi-Attribute Utility Theory, Servicescape Theory, and the 7Ps Marketing Mix. Results show ambient conditions (33.5%) as the most influential attribute, followed by product quality, service personnel, space functionality, and pricing. The findings suggest Gen Z values sensory comfort and diverse, high-quality offerings, providing practical insights for marketers and entrepreneurs designing appealing pop-up shop experiences in emerging urban areas.

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