Results and Interpretation of the Survey Conducted in University of

San Carlos - Talamban Campus and University of Cebu - Banilad, with

the Students as the Respondents

Where do students usually study or do your work

One of the primary concerns of this study is to determine where

students study and do school related activities. It is important to know where

the respondents prefer to study since the one of the cafe’s selling points is

it is specialized to cater to student needs.

Table 2

Where do students usually study or do their work

n = 408

USC - SAFAD UC - Law

Total
(216) (192)
F % F % F %
Coffee
61 14.95% 64 15.69% 125 30.64%
shop
Study
Center/ 86 21.08% 66 16.18% 152 37.25%
Library
Fast Food
14 3.43% 2 0.49% 16 3.92%
Res.

Home 55 13.48% 60 14.71% 115 28.19%

 18

Table 2 shows that 152 respondents or 37.25% study in study

centers/libraries, 125 respondents or 30.64% study in coffeeshops, 115

respondents or 28.19% study at home and only 16 respondents or 3.92%

study in fast food restaurants.

The Time of Day Respondents Usually Go to A Coffeeshop and/or

Study Center

Operations-wise, it is important to know the study time of the target

market. It will serve as a basis for the opening and closing times of the

business and for the staffing on the different times of day.

Table 3

The Time of Day Respondents Usually Go To A Coffeeshop and/or

Study Center

n = 408

USC - SAFAD UC - Law

Total
(216) (192)
F % F % F %
6AM to
11 2.7% 19 4.66% 30 7.35%
10AM
11AM to
32 7.8% 24 5.88% 86 21.08%
3PM
4PM to
84 20.59% 38 9.31% 122 29.9%
8PM
9PM
89 21.81% 111 27.21% 200 49.01%
Onwards

Table 3 shows that a near majority if 49.01% of the respondents

prefer to study 9PM and onwards, 29.9% prefer to study between 4pm and
 19

8pm, 21.08% prefer study between 11am to 3pm, and only 7.35% study

between 6am and 10am.

Whether or Not the Idea of a Coffee Shop and/or Study Center with

Specified Study Areas Interest the Respondents (For example, private

study areas with modular partitions, drafting area with drafting tables,

carpeted study area, conference rooms with projectors, etc.)

The respondents’ responses to this question is necessary in order to

gauge the viability of the concept of a specialized cafe tailor made for

student needs.

Table 4

Whether or Not the Idea of a Coffee Shop and/or Study Center with
Specified Study Areas Interest the Respondents

n = 408

USC - SAFAD UC - Law

Total
(216) (192)
F % F % F %
YES 138 33.82% 157 38.48% 295 72.3%
NO 78 19.12% 35 8.58% 113 27.7%
 20

Table 4 shows the interest of the respondents on the unique concept

of Cafe Academe. It shows that majority, 295 respondents or 72.3% is

interested in what Cafe Academe has to offer.

Whether or Not Respondents Like the Concept of a Proposed

Establishment of a Coffee Shop and Study Center by Café Academe at

Northgate Centre, Banilad, Cebu City

Since the concept of a coffee shop tailor-made for student needs is

a concept directly targets the student market, it is important that the

proponent knows whether or not the target market is responsive to the idea.

Table 5

Whether or Not Respondents Like the Concept of a Proposed

Establishment of a Coffee Shop and Study Center by Café Academe

at Northgate Centre, Banilad, Cebu City

n = 408

USC - SAFAD UC - Law

Total
(216) (192)
F % F % F %
YES 119 29.17% 176 43.13% 295 72.3%
NO 97 23.77% 16 3.92% 113 27.7%
 21

Table 5 shows that majority, total of 295 or 72.3%, of the

respondents is interested in the concept of a coffee shop that doubles as a

study center with facilities and services tailored for student needs at

Northgate Centre, Banilad, Cebu City. Table 5 shows that relative to their

respective populations, students from UC are more responsive to the

proposal owing to its location beside the UC-Banilad Campus.

Table 6

Time Respondents Usually Spend on Coffee Shops and/or Study

Centers

n = 408

USC - SAFAD UC - Law Total

F % F % F %
1
0 0% 0 0% 0 0%
hour
2 to 3
64 15.69% 23 5.64% 87 21.32%
hours
4 to 5
85 20.83% 61 14.95% 146 35.78%
hours
More than
67 16.4% 108 26.47% 175 42.89%
5 hours

Table 6 shows that 175 respondents representing 42.89% of the

sample size spend more than 5 hours studying in coffee shops and/or study

centers, 146 respondents or 35.78% of the sample size spend 4 to 5, and

 22

87 respondents or 21.32% spend 2 to 3 hours. The table also shows that

undergraduate students spend less time, per capita, studying in coffee

shops and study centers compared to law students. A majority of law spend

more than 4 hours studying.

Whether Respondent Prefers to Study Alone or in a Group

This is an important study pattern that needs to be determined by the

proponent. The results will dictate the design and placement of furniture in

Cafe Academe as well as aide in making operational projections.

Table 7

Whether Respondent Prefers to Study Alone or in a Group

n = 408

USC - SAFAD UC - Law

Total
(216) (192)
F % F % F %
Alone 87 21.32% 133 32.6% 220 53.92%
Group 129 31.62% 59 14.46% 188 46.08%

Table 7 shows that respondents are almost split in the middle on their

preference for studying alone or in groups with the former comprising a

hairline majority of 53.92% or 220 respondents while the latter comprises

46.08% or 188 respondents. The table further shows that the bulk of those
 23

who prefer to study alone are law students while undergraduates are more

likely to want to study in groups.

Price Respondent is Willing to Pay

The price respondents are willing to pay for certain facilities should

be determined in order for the proponent to have the best pricing schemes

and to ensure that the prices and facilities are responsive to customer needs

and preferences.

Table 8

Price Respondent is Willing to Pay per Hour for for 5 Pax Conference

Room

n = 408

USC - SAFAD UC - Law

Total
(216) (192)
F % F % F %
Php 350 216 52.94% 192 47.06% 408 100%
Php 550 0 0% 0 0% 0 0%
Php 750 0 0% 0 0% 0 0%

Table 8 shows that ALL respondents prefer a conference room with

a 5-person capacity be priced at Php 350.

 24

Table 9

Price Respondent is Willing to Pay per Hour for for 10 Pax

Conference Room

n = 408

USC - SAFAD UC - Law

Total
(216) (192)
F % F % F %
Php 550 216 52.94% 192 47.06% 408 100%
Php 750 0 0% 0 0% 0 0%
Php 950 0 0% 0 0% 0 0%

Table 9 shows that ALL respondents prefer the a conference room

with a 10-person capacity be priced at Php 550.

Table 10

Price Respondent is Willing to Pay per Hour for Modular Private

Single Study Station

n = 408

USC - SAFAD UC - Law

Total
(216) (192)
F % F % F %
 25

Php 100 144 35.29% 103 25.25% 247 60.54%

Php 150 72 66.67% 89 21.81% 161 39.46%
Php 200 0 0% 0 0% 0 0%

Table 10 shows that a majority of 60.54 % of respondents or 247

respondents are willing to shell-out Php 100 per hour for a modular private

single study station while 39.46% or 161 respondents are willing to pay Php

150 for the same facility. No respondent is willing to pay Php 200. Also, law

students are more likely willing to pay more for the facility than

undergraduate students surveyed.

Price Respondent is Willing to Pay per Hour for Drafting Table Station

This section only has 216 respondents because SAFAD Students

students are the only ones among those surveyed with specific use for

drafting tables.

Table 11

Price Respondent is Willing to Pay per Hour for Drafting Table

Station

n = 216
 26

USC - SAFAD
F %
Php 100 177 81.94%
Php 150 39 18.06%
Php 200 0 0%

Table 11 shows that 177 of 216 respondents or 58.93% are willing

to Php 150 for a drafting table while 39 respondents or 18.06% are willing

to pay Php 250. None of the respondents are willing to pay Php 300.

Price Respondent is Willing to Pay per Hour for Projector

Table 12

Price Respondent is Willing to Pay per Hour for Projector

n = 408

USC - SAFAD UC - Law

Total
(216) (192)
F % F % F %
Php 150
176 43.13% 163 39.95% 339 83.09%
to 280
Php 190
41 10.05% 28 7.11% 69 16.91%
to 220
Php 230
0 0% 0 0% 0 0%
to 260
 27

Table 12 shows that a vast majority of the respondents comprising

339 individuals or 83.09% is willing to pay between Php 150 to Php 180 for

use of a projector per hour while a small number of 69 respondents or

16.91% is willing to pay between Php 190 to Php 220. None of the

respondents are willing to pay between Php 230 to Php 260.

Tables 8-12 show that most of the respondents are prefer the least

expensive prices for the facilities offered. Some respondents are willing to

pay mid-range. None of the respondents are willing to pay the top-end

prices. Also, law and grad students are more responsive to higher prices

than their undergraduate counterparts.

Price Range Respondent is Willing to for Food and Drink Products

This is important to determine reasonable and responsive pricing

schemes for Cafe Academe’s consumable goods.

Price Range Respondent is Willing to for Regular and Standard Coffee

Regular or standard coffee refers to coffee-based goods that only

have coffee and water in them like brewed coffee and cafe americano, and

espresso shots.
 28

Table 13

Price Range Respondent is Willing to for Regular and Standard

Coffee

n = 408

USC - SAFAD UC - Law

Total
(216) (192)
F % F % F %
Php 90 to
216 52.94% 192 47.06% 408 100%
120
Php 130
0 0% 0 0% 0 0%
to 160
Php 170
0 0% 0 0% 0 0%
to 200

Table 13 shows that ALL of the respondents are only willing to pay

for the minimum of Php 90 to Php 120 for a regular or standard coffee-based

drink. None of the respondents are willing to pay Php 130 to Php 160 or

Php 170 to Php 220.

Price Range Respondent is Willing to for Specialty Coffees

Specialty Coffee products are those with additional ingredients like

milk, caramel syrup, cinnamon powder, mocha syrup, mocha powder, like

caffe late, caffe mocha, caramel macchiato, cappuccino, etc. Specialty

coffee can either be iced or hot.

 29

Table 14

Price Range Respondent is Willing to for Specialty Coffees

n = 408

USC - SAFAD UC - Law

Total
(216) (192)
F % F % F %
Php 110
171 41.91% 112 27.45% 283 69.36%
to140
Php 150
45 11.03% 80 19.61% 125 30.64%
to 180
Php 190
0 0% 0 0% 0 0%
to 220

Table 14 shows that 283 respondents or 69.36% prefers the prices

for specialty coffee to be between Php 110 to Php 140. One hundred twenty

five (125) respondents or 30.64% are willing to pay between Php 150 to

Php 180 for specialty coffee. None of the respondents are willing to pay

between Php 190 to Php 220 for specialty coffee.

Price Range Respondent is Willing to for Frappes or Blended Drinks

Frappes or blended drinks are ice-blended versions of specialty

coffee products. The main difference between the 2 other than the process

of ice-blending is specialty coffee is made with fresh espresso shots while

 30

the frappe is made with concentrated pre-made espresso shots that is

thicker in texture.

Table 15

Price Range Respondent is Willing to for Frappes or Blended Drinks

n = 408

USC - SAFAD UC - Law

Total
(216) (192)
F % F % F %
Php 110
147 36.03% 83 20.34% 230 56.37%
to140
Php 150
69 16.91% 109 26.72% 178 43.63%
to 180
Php 190
0 0% 0 0% 0 0%
to 220

Table 15 shows that 230 respondents or 56.37%respondents prefer

frappes and blended drinks to be priced between Php 130 and Php 160.

One hundred seventy-eight (178) respondents or 43.63% are willing to pay

Php 170 to Php 200 for frappes and blended drinks. None of the

respondents are willing to pay Php 210 to Php 230 for frappes and blended

drinks.

Tables 13-15 show that majority of the respondents prefer the

minimum price range options. Just like use of facilities, law and grad
 31

students are more open to paying more for coffee products than

undergraduate students. Also, the results show that the more complicated

the process in making the drinks is, or the fancier the drink is, the number

of respondents willing to pay more also increases.

Price Range Respondent is Willing to pay for Non - Coffee Drinks

Non - coffee drinks are tea, chocolate drinks, milk, fruit juices and

soft drink (in can), and bottled water.

Price Range Respondent is Willing to pay for Non - Coffee Drinks

Non - coffee drinks are tea, chocolate drinks, milk, fruit juices and

soft drink (in can), and bottled water.

Table 16

Price Range Respondent is Willing to pay for Non - Coffee Drinks

n = 408

USC - SAFAD UC - Law

Total
(216) (192)
F % F % F %

Php 100
142 34.80% 112 27.45% 254 62.25%
to 130
Php 140
74 18.14% 80 19.61% 154 37.75%
to 170
 32

Php 180
0 0% 0 0% 0 0%
to 210

Table 16 shows that 62.25% of the respondents prefer non - coffee

drinks to be priced between Php 100 to Php 130.

Price Range Respondent is Willing to pay for Sandwiches

Sandwiches are ordered from the suppliers, making them ready to

serve.

Table 17

Price Range Respondent is Willing to pay for Sandwiches

n = 408

USC - SAFAD UC - Law

Total
(216) (192)
F % F % F %
 33

Php 100
216 52.94% 192 47.06% 408 100%
to 130
Php 140
0 0% 0 0% 0 0%
to 170
Php 180
0 0% 0 0% 0 0%
to 210

Table 17 shows that all respondents are only willing to pay the

minimum price range of Php 100 to Php 130 for sandwiches.

Price Range Respondent is Willing to pay for Pastas

Table 18

Price Range Respondent is Willing to pay for Pastas

n = 408
 34

USC - SAFAD UC - Law

Total
(216) (192)
F % F % F %

Php 100
156 38.24% 104 25.49% 260 63.73%
to 130
Php 140
60 14.71% 88 21.56% 148 36.27%
to 170
Php 180
0 0% 0 0% 0 0%
to 210

In contrast to sandwiches, Table 18 shows that most respondents

are willing to pay for pastas with 260 respondents or 63.73% preferring the

price to be between Php 100 to Php 130. However, some respondents, 148

people or 36.27%, are willing to pay mid-range prices of Php 140 to Php

170.

Price Range Respondent is Willing to pay for Desserts

Desserts include pastries and cakes.

Table 19

Price Range Respondent is Willing to pay for Desserts

n = 408
 35

USC - SAFAD UC - Law

Total
(216) (192)
F % F % F %

Php 100
216 52.94% 192 47.06% 408 100%
to 130
Php 140
0 0% 0 0% 0 0%
to 170
Php 180
0 0% 0 0% 0 0%
to 210

Table 19 shows that all respondents are only willing to pay Php 110

to Php 140 for desserts.

Tables 17-19 show that most of the respondents are only willing to

pay the minimum price ranges for food typically consumed as snacks.

However, the number of those willing to pay more significantly increases

when the food involved is what is typically considered a full meal, as is the

case with pastas.

Whether or Not Respondent is Willing to Patronize the Proposed

Establishment of a Coffee Shop and Study Center by Café Academe at

Northgate Centre, Banilad, Cebu City

 36

The responses will determine the initial appeal of Cafe Academe

among the respondents.

Table 20

Whether or Not Respondent is Willing to Patronize Cafe Academe

n = 408

USC - SAFAD UC - Law

Total
(216) (192)
F % F % F %

Yes 149 36.52% 161 39.46% 310 76.35%

No 67 16.42% 31 07.60% 98 24.02%

Table 20 shows that 310 respondents or 76.35% are willing to

patronize Cafe Academe. The table also shows that among students in a

university, students from UC-Banilad are more likely to be customers than

those from USC-TC, probably owing to the distance between the Cafe and

the respective schools.

Frequency of Visits to the Proposed Establishment of a Coffee Shop

and Study Center by Café Academe at Northgate Centre, Banilad,

Cebu City (Cafe Academe) Respondent is Willing to Make

 37

Table 21

Frequency of Visits to Cafe Academe Respondent is Willing to Make

n = 408

USC - SAFAD UC - Law

Total
(216) (192)
F % F % F %

Daily 74 18.13% 114 27.94% 188 46.08%

Once a
42 10.29% 4 0.98% 46 11.27%
week

Twice a
71 12.01% 39 9.56% 110 26.96%
week

More than
Once a 29 7.11% 35 8.57% 64 15.69%
month

Table 21 shows that 188 Respondents or 46.08% are willing to

frequent Cafe Academe on a daily basis. One hundred and ten (110)

Respondents or 26.96% are willing to visit the cafe twice a week, while 64

respondents or 15.69% are willing to visit more than twice a month. Only 46

respondents or 11.27% are willing to visit once a week.

 38

Whether or Not Respondent Will Recommend Cafe Academe to

Friends, Family and Colleagues

The willingness of respondents to recommend Cafe Academe is

important not only because of the word-of-mouth advertisement benefit but

will also show the responsiveness of the market to the proposal. Even if

respondent will not be a customer or patron to the proposed business,

recommendations will help bring in more customers.

Table 22

Whether or Not Respondent Will Recommend Cafe Academe to

Friends, Family and Colleagues

n = 408

USC - SAFAD UC - Law

Total
(216) (192)
F % F % F %
Yes 216 52.94% 192 47.06% 100 100%
No 0 0% 0 0% 0 0%

Table 22 shows that ALL respondents are willing to promote Cafe

Academe to their friends, family and colleagues whom they think could use

the facilities thereof.