The Role of Consumer Behaviour and Purchase Intention in The Brand Image of Specialty Coffee Products in The Province of Cavite

Abstract

This study examined specialty coffee consumption in Cavite Province, Philippines, focusing on consumer demographics, behaviors, purchase intentions, and brand perceptions. Using a descriptive correlational design and data from 385 respondents, the research found that consumers were primarily young, educated, middle-income females. Preferences were influenced by personal, psychological, social, and cultural factors, with purchase decisions driven by stimulus triggers, outcome expectations, aspirational values, and emotional associations. Brand image (personality, identity, association, behavior, and competence) also played a significant role. The study recommends targeted marketing campaigns emphasizing specialty coffee's energy, health, sustainability, and cultural aspects to enhance engagement and loyalty