Abstract
This study aims to explore consumer behavior towards cafes in General Luna, Quezon, focusing on understanding consumer profiles and the factors influencing cafe visitation. The consumer profile will cover age, civil status, sex, occupation, and address, serving as bases for segmenting customer groups. Using a descriptive research design, the study will describe the respondents' demographic characteristics, beliefs about visiting cafes, sources of influence, and actual behavior towards cafes. Additionally, descriptive correlation will identify relationships between these variables. Respondents will consist of cafe consumers in General Luna, Quezon. They will be identified through two methods: referrals from cafe owners and on-site observation from July 2024 onwards. Due to the challenge of identifying all potential respondents, the researcher will apply a snowball sampling technique, where initial respondents will refer others. The researcher will design a survey questionnaire grounded in consumer behavior theories, including the Theory of Planned Behavior and the Theory of Reasoned Action. The questionnaire will undergo validation by a panel to ensure reliability. Data will be analyzed using Frequency and Percentage Distribution, Mean, Standard Deviation, and Pearson Product Moment Correlation Coefficient. The study will assess consumers’ attitudes toward cafe visits, sources of influence, and the degree of behavioral control, including self-efficacy and facilitating conditions. It will also examine the relationship between consumer profiles and their attitudes, influences, behavioral control, and intention or actual behavior towards cafe visits. Ultimately, the study seeks to determine how attitudes, influence, and control predict consumers’ intention and actual visits to cafes in General Luna, Quezon.
