A QUANTITATIVE ANALYSIS OF THE CAFÉ PREFERENCES AMONG GEN Z IN BONIFACIO GLOBAL CITY

This descriptive-quantitative study examines how price and quality influence the café preferences of Generation Z consumers in Bonifacio Global City (BGC), with particular emphasis on the statistical results presented in Chapter 4. The research explored five determinants: ambiance, location/accessibility, service quality, product quality, and price—and their relationship to purchase frequency, impulse buying behavior, and perceived value. A validated five-point Likert scale questionnaire was administered to 271 Gen Z respondents aged 18–28, with data collected in September following pilot testing and juror evaluation for reliability. Findings from Chapter 4 reveal that service quality received the highest overall mean rating of 4.57, identifying it as the most influential factor in café preference. Respondents strongly emphasized staff attentiveness, consistency, and customer interaction as essential elements of a positive café experience. Price also emerged as a significant determinant, with participants indicating the importance of fair, transparent, and value-aligned pricing in their decision-making. Ambiance and product quality followed closely, highlighting Gen Z’s preference for aesthetically pleasing spaces and consistently crafted beverages. Among the dependent variables, perceived value, scoring 4.48, demonstrated the strongest relationship with the determinants, serving as the most powerful predictor of café satisfaction and revisit intention. The results show that Gen Z consumers are highly discerning, prioritizing cafés that offer an experience they consider “worth what they pay.” Overall, the findings reveal that cafés in BGC must orchestrate pricing strategies, service excellence, immersive ambiance, and product consistency to effectively capture, influence, and retain Gen Z consumers in a highly competitive, experience-driven market.