Marketing strategies and consumer behavior in the coffee shop market
DOI:
https://doi.org/10.24054/face.v26i2.4575Keywords:
Customer experience, Habits, Sensory marketing, Preferences, PerceptionAbstract
The objective of this study was to analyze the influence of perception on the habits and preferences of consumers at local coffee shops in Pamplona, Norte de Santander, based on the need to determine the extent to which marketing strategies, sensory experience, atmosphere, and service quality influence consumer behavior within a highly competitive market. The study employed a quantitative approach, with a descriptive scope and a non-experimental cross-sectional design. The target population consisted of 45,612 inhabitants over 15 years of age, from which a sample of 381 consumers was obtained using the finite population sampling formula. Two Likert-type instruments were administered and validated through expert judgment and Cronbach's alpha coefficients (0.941 and 0.833). Data analysis was conducted using descriptive statistics, linear regression, ANOVA, and Student's t-test in SPSS. The results showed that perception explains 27.7% of the variation in consumer habits and 59.1% of the variation in consumer preferences, indicating positive and statistically significant relationships. These findings confirm that perception is a determining factor in shaping consumer preferences and consumption patterns in local coffee shops.
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