Aesthetic Appeal and Consumer Preference: A Correlational Study of Coffee Shops Along Getha Road in Tarlac City

This study examined the relationship between coffee shop aesthetic appeal and consumer café preferences along Getha Road, Tarlac City. Using a descriptive-correlational research design, the study employed a structured questionnaire to assess seven aesthetic dimensions: atmosphere, ceiling, lighting, color, décor, furniture, and outdoor appeal. The data were analyzed using descriptive statistics and correlation analysis to examine the relationship between aesthetic appeal and consumer preferences for cafés. The findings indicated positive associations between aesthetic dimensions and consumer preferences, suggesting that the physical environment may influence consumers’ café choices. The results provide insights into how café design characteristics relate to consumer preferences and may guide café owners and entrepreneurs in planning their establishments. However, the findings should be interpreted considering the study’s sampling method and correlational design, which limit generalizability and do not establish causal relationships.

Coffee Shop, Aesthetic Appeal, Consumer Preference, Getha Road, Tarlac City

1. Abdul Jalil, N. A., Fikry, A., & Zainuddin, A. (2018). Impact of dining café atmospherics on youth behavioural intention. Asian Journal of Behavioural Studies, 3(13), 78–87. https://doi.org/10.21834/ajbes.v3i13.145 [Google Scholar] [Crossref]

2. Aprilia, C., & Suryani, A. I. (2020). Coffee shop atmospheric effect on customer satisfaction and behavioural intention. BISMA (Bisnis dan Manajemen), 13(1), 1–13. https://doi.org/10.26740/bisma.v13n1.p1-13 [Google Scholar] [Crossref]

3. Awa, C. A., Cortez, J. K., Gultiano, L. E., Jardin, H., & Lagria, D. S. (2025). Conjoint analysis of ambiance influence on coffee shop preferences among Gen Z students in Davao City. International Journal of Business and Applied Economics, 4(3), 1321–1336. [Google Scholar] [Crossref]

4. Babbie, E. (2020). The practice of social research (15th ed.). Cengage Learning. [Google Scholar] [Crossref]

5. Bhirawidha, A. (2025). The influence of demographic factors on coffee shop purchasing decisions in Makassar. Journal of Management and Economic Forecasting, 3(1), 45–56. https://jmef.polteksci.ac.id/index.php/jmef/article/view/70 [Google Scholar] [Crossref]

6. Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). SAGE Publications. [Google Scholar] [Crossref]

7. Darussalam, R., Sasongko, F., Putra, S. H. S., & Mustaqim, T. (2020). Attributes of coffee shop as antecedent of customer satisfaction. Journal of Business and Behavioural Entrepreneurship, 4(2), 106–124. https://doi.org/10.21009/JOBBE.004.2.09 [Google Scholar] [Crossref]

8. Effendy, F. H., Khuzaini, K., & Hidayat, I. (2019). Effect of quality service, price and store atmosphere on customer satisfaction (Study on Cangkir Coffee Shop in Surabaya). Ekspektra: Jurnal Bisnis dan Manajemen, 3(2), 123–148. https://doi.org/10.25139/ekt.v3i2.2033 [Google Scholar] [Crossref]

9. Israel, M., & Hay, I. (2006). Research ethics for social scientists. SAGE Publications. [Google Scholar] [Crossref]

10. Jang, H.-W., & Lee, S.-B. (2019). Applying effective sensory marketing to sustainable coffee shop business management. Sustainability, 11(22), 6430. https://doi.org/10.3390/su11226430 [Google Scholar] [Crossref]

11. McLeod, S. (2023). Questionnaire method in research. Simply Psychology. https://www.simplypsychology.org/questionnaires.html [Google Scholar] [Crossref]

12. Nautiyal, J. (2016). Aesthetic and affective experiences in coffee shops: A Deweyan engagement with ordinary affects in ordinary spaces. Education and Culture, 32(2), 99–118. https://doi.org/10.7771/1559-1786.1588 [Google Scholar] [Crossref]

13. National Commission for the Protection of Human Subjects of Biomedical and Behavioral Research. (1979). The Belmont report: Ethical principles and guidelines for the protection of human subjects of research. U.S. Department of Health, Education, and Welfare. [Google Scholar] [Crossref]

14. Obenza, B. R., & Buenaventura, R. (2024). Value of aesthetic designs in two coffee shops in Metro Manila: Inputs for new business developers. Business Fora: Business and Allied Industries International Journal, 1(1), 1–9. https://doi.org/10.62718/vmca.bf-baiij.1.1.SC-0124-008 [Google Scholar] [Crossref]

15. Susanti, A., Dewi, P. S. T., & Putra, I. W. Y. A. (2021). Relationship mapping of brand sensuality factors and interior design characters of popular coffee shop: In Z gens perception. In ARTEPOLIS 8: The 8th Biannual International Conference (ARTEPOLIS 2020) (pp. 214–230). Atlantis Press. https://doi.org/10.2991/assehr.k.211126.024 [Google Scholar] [Crossref]

16. Wang, S., & Song, Y. (2025). A study on the aesthetic tendency of the YZ generation in China toward the façade design of coffee shop buildings. Buildings, 15(4), 608. [Google Scholar] [Crossref]

17. Widyastuti, P. (2022). The effect of multi-sensory marketing and pleasure on purchasing at coffee shop in Indonesia. Jurnal Mantik, 6(2), 1869–1875. https://doi.org/10.35335/mantik.v6i2.2448 [Google Scholar] [Crossref]

• A Study on Utilisation on Vidiyal Payanam with Special Reference to Udumalpet
• Influence of Sales Promotional Strategies on Water Purifier Purchase: A Study
• Voluptatem exercitat
• Beatae voluptatum eanfjnjfnjnj
• Analysis of Marketing Strategies in Newbridge College During Covid-19 Pandemic