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
1. Journal Description 2. Select Journal a. Declaration of Originality b. Select the Journal c. Paper Formatting d. Initial Manuscript Submission e. Peer Review Process f. Manuscript Revision g. Editing Services h. Final Manuscript Submission i. Acknowledgement to Publish j. Copyright Matters k. Inhouse Publication
Article History
Received: 15 January 2024 Accepted: 28 February 2024 Published: 24 April 2024
Volume 1, Issue 1, 1st Quarter 2024, pp. 1 - 9
Value of Aesthetic Designs in Two Coffee Shops in Metro
Manila: Inputs for New Business Developers
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
1. Journal Description 2. Select Journal a. Declaration of Originality b. Select the Journal c. Paper Formatting d. Initial Manuscript Submission e. Peer Review Process f. Manuscript Revision g. Editing Services h. Final Manuscript Submission i. Acknowledgement to Publish j. Copyright Matters k. Inhouse Publication
Article History
Received: 15 January 2024 Accepted: 28 February 2024 Published: 24 April 2024
Volume 1, Issue 1, 1st Quarter 2024, pp. 1 - 9
Value of Aesthetic Designs in Two Coffee Shops in Metro
Manila: Inputs for New Business Developers
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
1. Journal Description 2. Select Journal a. Declaration of Originality b. Select the Journal c. Paper Formatting d. Initial Manuscript Submission e. Peer Review Process f. Manuscript Revision g. Editing Services h. Final Manuscript Submission i. Acknowledgement to Publish j. Copyright Matters k. Inhouse Publication