Market Segmentation of Brewed Coffee’s Consumer Market in La Trinidad, Benguet

Abstract

This study was conducted to determine the market segmentation of brewed coffee’s consumer market in La Trinidad, Benguet. There were 100 respondents considered in the study. Majority of the respondents were old, male and with income of 5,000 and below. They attained elementary and college level of education and most of them were self-employed and with 4-6 members. In terms of psychographic segmentation; the respondents perceived that brewed coffee did not have added preservatives and they were mostly influenced by their family members. The respondents were coffee lover in terms of their lifestyle and they were influenced to buy brewed coffee due its taste and aroma. Almost all the respondents were Cordilleran in relation to their geographic segmentation. Many of them claimed that brewed coffee had relaxing effect and health benefits, and accordingly they consume 1-3 cups or more per day. On the other hand, the result showed that some of the respondents had no loyalty to any brand of coffee. The results of the study revealed significant relationship of age and gender to psychographic and behavioral, monthly income to psychographic (particularly who influence them to buy brewed coffee) and behavioral, and region to psychographic (consumer’s perception on brewed coffee) and behavioral. Further the results showed that age, gender and monthly income were not significantly associated to region to their lifestyle and to the factors influencing them to buy.