stdClass Object
(
    [id] => 18428
    [paper_index] => 202512-07-025370
    [title] => FROM BEAN TO BRAND: EXPLORING THE ROLE OF COFFEE SHOPS IN MARKETING LOCALLY GROWN COFFEE 
    [description] => 
    [author] => Cabillan-Puguon Roxannie Joyce W
    [googlescholar] => 
    [doi] => 
    [year] => 2025
    [month] => December
    [volume] => 12
    [issue] => 12
    [file] => fm/jpanel/upload/2025/December/202512-07-025370.pdf
    [abstract] => The study examines how local coffee shops in La Trinidad, Benguet, contribute to promoting locally produced coffee in the municipality by exploring the marketing strategies employed by the coffee shops in highlighting locally sourced beans, the efficiency of these marketing strategies, and the challenges encountered in marketing locally grown coffee. The qualitative method using interpretative phenomenological analysis was used in the study. A semi-structured interview guide was utilized to gather data and information from ten (10) coffee shop owners and managers in La Trinidad, Benguet. The thematic analysis was used to analyze the data and information. 
Findings of the study reveal that local coffee shops serve as key intermediaries between farmers and consumers by raising consumer awareness through promotion and branding strategies, presentation and delivery of coffee products, local marketing and community engagement, and educational marketing. Additionally, the efficiency of their employed marketing strategies resulted in better customer reach and patronage, and an increase in awareness of locally grown coffee. However, challenges such as pricing constraints and market competition, supply chain limitations, and consistency problems hinder greater impact. 
The study concludes that local coffee shops play a vital role in influencing consumer behavior and increasing visibility of locally produced coffees by educating consumers and strengthening collaboration and partnerships with local coffee farmers. 

    [keywords] => 
    [doj] => 2025-12-17
    [hit] => 
    [status] => 
    [award_status] => P
    [orderr] => 13
    [journal_id] => 7
    [googlesearch_link] => 
    [edit_on] => 
    [is_status] => 1
    [journalname] => EPRA International Journal of Economics, Business and Management Studies (EBMS)
    [short_code] => IJHS
    [eissn] => 2347-4378
    [pissn] => 
    [home_page_wrapper] => images/products_image/2.EBMS.png
)
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