Coffee shops have become one of today’s go-to places for people of all ages making it as meeting venues, places to relax, and even alternative study spots. Consequently, coffee shops have placed importance on their aesthetic design as part of their business strategy to attract customers. Researchers conducted a study to gather evidence on the value of aesthetic design in coffee shops in Metro Manila. Specifically, this study aimed to determine if there is a difference in the value of aesthetic design between various coffee shops and if respondents differ in their aesthetic perception based on their demographic profiles. Using researcher- made survey questionnaires, data was collected from 100 coffee shop goers. Results showed that both male and female respondents appreciate the aesthetic designs of coffee shops. It was also revealed that majority of coffee shop goers are students and have valued mostly the atmosphere and ambiance of coffee shops. Likewise, the aroma of the coffee stimulates them. Data showed that there is no significant difference in the value of aesthetic design in terms of gender (p < 0.98), age (p < 0.23), and social status (p < 0.06). However, there is a significant difference in the value of aesthetic design in terms of frequency of visits to coffee shops (p > 0.045). The researchers suggest, especially to new business developers, that the aesthetic design of coffee shops must be highlighted as it significantly impacts consumer behavior. This, in turn, can increase patronage and foster greater connection with consumers.
Keywords: Value, Aesthetics, Coffee Shop, Ambiance, Asian Institute of Maritime Studies, Metro Manila