Determinant Gap Map of the Most Commonly Consumed Instant Coffee: A Perceptual Mapping Analysis

The overall insight of this study focused on using the identified attributes or characteristics of mostly consumed instant coffee in San Isidro, Nueva Ecija Philippines. The researchers utilized the identified attributes as the determinants of axes (x;y) for identifying the perceived value or the market positioning of each variety of identified instant coffee. As an additional perspective, the researchers incorporated the benefits of utilizing the perceptual map for defining the main preference of the consumers that could give a bright perspective for the Research and Development (R&D) department of these brands. Furthermore, the researchers include the description of the respondents in terms of age, sex, civil status, engagement or profession and, monthly income and allowances as the fundamental basis for defining the chosen segment of consumers. For the methodology of interpreting and gathering information and facts, the researchers utilized the descriptive method of a quantitative approach to execute the current market analysis. For the statistical treatment, the proponents of the study used the five-point scale congruent to the Relative Importance Index (RII) to quantify the degree or the level of importance of each identified attribute. The respondents are the 160 residents of the abovementioned municipality who were chosen purposively by the researchers and the questionnaire was administered via online platforms. The data and information then were tabulated and computed using Microsoft Excel. For the results and discussion, the researchers used a mathematical diagram to locate the perceived value of each identified variety of coffee and to determine the gap in the market that would serve as the basis for future product development and improvement. It is further concluded that perceptual mapping gives a dynamic insight for the instant coffee manufacturers for the improvement of the quality of products that they are producing. Hence, it is recommended that product innovators and developers must utilize the determinant mapping analysis for the entire industry to have a more precise and accurate interpretation of the customers’ perspective and assumption toward a certain product or service.