International Journal of Research Studies in Management
Divine Word College of San Jose Special Issue
2026 Volume 14 Issue 4
Available Online: 23 June 2026
Author/s:
Mercado, Christalene Jewel M.
University of Perpetual Help System DALTA – Las Piñas Campus, Philippines
Abstract:
Nowadays, cafés do not simply serve as locations for people to come and eat or drink but also function as places where people can study, work, socialize, relax, and portray their lifestyle. Café culture refers to the lifestyle and social practices associated with frequenting cafés including preferences for ambiance, food and beverage offerings, and the role of cafés as leisure and social spaces. This study aimed to identify how far the seven marketing elements Product, Price, Place, Promotion, People, Process, and Physical Evidence have an influence on café preferences and total café experiences of consumers. A quantitative descriptive-correlational research design was used and collected data from 384 café consumers via a structured survey questionnaire. Results indicated that participants on average agreed that the 7Ps influence their café preferences, with People, Process, Physical Evidence, and Place contributing the most. Significant differences were also found in selected preferences when respondents were grouped according to age, sex, income, frequency of visits, and purpose of visit. The overall café experience was highly correlated with Price, Place, Promotion, People, Process, and Physical Evidence, whereas Product did not have a significant correlation. These findings suggest that the café culture in Cavite is influenced not only by food and beverage offerings but mostly by the quality of service, accessibility, atmosphere, convenience, and value-oriented experiences. As a contribution, the study proposed an enhancement plan and a Café Culture Framework for Cavite composed of five dimensions: experience-driven, lifestyle-integrated, value-conscious, convenience-oriented, and atmosphere-centered café culture.
Keywords: café culture, consumer preferences, 7Ps marketing mix, Cavite, emerging trends
DOI: https://doi.org/10.5861/ijrsm.2026.26529
Cite this article:
Mercado, C. J. M. (2026). Consumer preferences and emerging trends in Tanza, Cavite’s café culture: Basis for enhancement plan. International Journal of Research Studies in Management, 14(4), 103-114. https://doi.org/10.5861/ijrsm.2026.26529