Advisers

Reynold R. Bangalisan, LPT

Discipline

Marketing

Abstract

Mobile coffee shops in Don Antonio, Barangay Holy Spirit offer flexibility but face customer base limitations and location constraints. Customer factors include brand awareness, loyalty, preference, and product variety, while location issues involve accessibility, visibility, competition, environment, and weather. Operating in open roadside areas exposes them to heat, rain, and pollution, conditions associated with customer comfort and buying behavior. The study used a descriptive-correlational design. A total of 150 customers (50 per shop) were selected through convenience sampling. A validated questionnaire measured customer base limitations and location constraints using a 4-point Likert scale. Data were analyzed through weighted mean, ranking, and Pearson correlation to determine assessments and test relationships between variables. Customer base limitations were not major constraints (WM=3.38). Customer preference ranked highest, followed by product variety, loyalty, and brand awareness. Location constraints were associated with buying behavior (WM=3.30), particularly accessibility and visibility. Correlation results showed no significant relationship between customer and location factors. Key challenges included weather, competition, parking, and limited variety. Findings show that product quality, taste, and service were more strongly associated with perceived sustainability than physical location. Although accessibility was associated with visit frequency, strong customer loyalty was reported despite environmental challenges. To remain competitive, mobile coffee shops should enhance digital marketing, maintain hygiene, improve visibility, and introduce loyalty programs to strengthen customer engagement and long-term growth.

Keywords

descriptive-correlational study, marketing strategy, mobile coffee shops, customer base limitations, location constraints