Chapter 1 to 5 Thesis - A great guide for all students that have a Research Course. You can use this PDF

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Chapter 1 INTRODUCTION

Background and Rationale Social stigma is defined as a situation in which there is a sustained inequality between the members of the

society.

Such

inequality

arises

from

multifarious

aspects as dictated by the norms present in a certain society. This stigma may further be explained by dividing the

matter

into

three

conflicts

involving:

personal,

social and environmental forces that decide whether an individual will buy from a coffeehouse or not. Commonly, the stigma faced by coffeehouses in the university belt is due to both social and environmental factors. However, before delving into the stigma itself, it is best to discuss

the

goal

of

coffeehouses

in

an

idealistic

perspective. Ideally, coffeehouses are known as a place where

one

can

socialize

with

others

and

unwind

while

drinking a cup of coffee. Unfortunately, this goal is barely met. Hence, the researchers aim to scrutinize the root of such stigma. After establishing the idealistic objective, it is a must to criticize the problem in a personal, social and environmental level. First, in the personal level, people often resist going into coffeehouses in the fear of being judged as a sycophant especially now that we exist in a world easier

embracing to

digital

disseminate

information.

information

Hence,

and

making

it

misinterpret

an

individual. Secondly, it is necessary to look at this stigma at a

social

level.

In

this

study,

the

researchers

shall 1

focus on the theory of Tajfel and Turner, an individual acts differently depending on which group he/she is in. People think coffeehouses are establishments reserved for the elite, hence making it appealing to those belonging in the middle class. Social stigma starts to arise in that part because those who are not part of the in-group are treated differently. Finally, the researchers shall give emphasis to environmental

factors

affecting

the

way

people

will

receive coffeehouses. To do so, questions such as: “What drives

them

in

the

coffeehouse

in

the

first

place?”,

“What keeps them from entering the coffeehouse?”, “What are the factors they consider to deem that coffeehouse as amiable?” After the environmental, social and personal factors are

scrutinized,

preference Durkheim

of and

the

the

researchers

consumers

Erving

as

Goffman.

In

will

dwell

explained such

in

by

the Emile

theory,

both

professionals argue that the social forces surrounding an individual may shape his/her buying patterns. Hence, even if an individual is originally unaccustomed to going to coffeehouses, once surrounded by the right people, the said individual may make going to such establishments a habit. This explaining

study

aims

the

social

to

distinguish

stigma

among

the

factors

consumers

of

coffeehouses and provide solutions to put a stop to it.

2

Statement of the Problem Over the past years, coffeehouses are made for public gathering places and social interaction (Munir, 2016).

Coffeehouses

have

become

the

third

place

in

a

person’s life (work, home, and a place of leisure outside the

places

mentioned)

according

to

Ray

Oldenburg’s

theory. With this being said coffeehouses should be a place of leisure and out of stress but social stigma affects

the

researchers

main aim

purpose

to

explore

of

the

the

coffeehouses.

social

stigma

The among

consumers of coffeehouses through this study. This study aims at answering the following questions: 1. What is the profile of the respondents in terms of gender? 2. What

are

the

factors

influencing

the

social

stigma

among consumers of coffeehouses? 3. What are the perceptions of consumers on coffeehouses? 4. Is there a significant relationship between the factors influencing the social stigma to the perceptions of consumers on coffeehouses? 5. Is there a difference in the perception of consumers on coffeehouses based on their gender?

Theoretical Framework A theoretical basis that explains the social stigma is drawn from the Social Identity Theory by Henri Tajfel and John Turner. The Social Identity Theory is a person’s sense that comes from the groups to which an individual belong. This theory talks about the different identity

of

an

individual

influenced

by

affiliated

groups. A person also acts differently in every group they are varying. Social Identity Theory also discussed 3

the in-group and out-group of an individual, wherein ingroup perceives themselves as a part of the group while out-group does not belong to a specific group. There are also 3 processes which Tajfel and Turner discussed to create the in-group and out-group mentality. This comes first

with

self-categorization,

identification,

and

lastly,

second

social

is

comparison.

social Social

Identity Theory was developed by Tajfel and Turner to better understand and be aware of the psychological basis of intergroup discrimination. The study and the Social Identity Theory are related because they criticize people based on their group membership without knowing that the group/s they want to be part of are judging consumers of coffeehouses because of the factors that influence the social stigma. They judge affiliation group because of their pride and self-esteem that lead them to following what others think are “in”. Another theoretical basis is the Sociological Theory

by

Emile

Durkheim

and

Erving

Goffman.

The

Sociological Theory about Social Stigma is the preference of

a

person

or

group

individual

or

group

situation.

Durkheim

of of

and

people on

the

individuals

in

Goffman

status a

invented

of

an

particular this

theory

through research in unusual thing in which an individual with

a

his/her

characteristic society

characteristic.

was It

is

that

is

denied related

highly

as to

a

discredited

result our

study

of

by

his/her

since

for

example, some consumers cannot pay for luxurious things like products of coffeehouses and if they see individuals preferring those, they will also prefer it.

4

Conceptual Framework

INPUT - Profile of respondents in terms of gender - Factors influencing the social stigma among consumers of coffeehouses - Perceptions of consumers on coffeehouses - Significant relationship between the factors influencing the social stigma to the perceptions of consumers on coffeehouses - Difference in perceptions of male and female consumers of coffeehouses

OUTPUT

PROCESS - Survey - Interview - Observation - Statistical Treatment

- Factors influencing the social stigma on coffeehouses

FEEDBACK Figure 1. A schematic diagram showing the concept of the study The Figure 1 above shows the schematic diagram showing the study’ input, process, and output (IPO). The input

of

this

study

focuses

problem of this research.

on

the

statement

of

the

The inputs of this study will

be gathered with the use of the survey, interview, and observation. The process uses 3 types of data gathering procedure to gather more specific and reliable data. The statistical treatment will be used to analyze the data 5

gathered. Lastly, the output of this study will be the factors

influencing

the

social

stigma

on

coffeehouses

which is the result from the input and process. There will be a feedback between the output and the input of the study in order to distinguish if the output has given the solution to the statement of the problem.

Scope and Limitation The main focus of our study is to explore the social stigma among consumers of coffeehouses around the university

belt.

The

study

will

use

a

quantitative

–

qualitative research design. The data will be collected through survey, non-participant observation, and face-toface interview. The study uses 3 types of data gathering methods in order to have a reliable and precise data. The data collected will present the perspective of consumers of coffeehouses on social stigma and observation of the researchers

on

the

social

stigma

among

consumers

of

coffeehouses. This study will occur for four (4) months.

Significance of the Study There are many factors on why there is social stigma among consumers of coffeehouses; this study aims to explore those factors to come up with a theory to put an end

with the

social stigma

in the

society. It

is

essential to determine the factors and act on developing it to gain social equality in our society. The results of this study will be of great benefit to the following: Consumers.

The

research

study

will

act

as

an

important reference point for the consumers as they will gain

knowledge

regarding

the

social

stigma

among 6

coffeehouses and be familiar on what can they do to stop the social stigma in the society. Students. students go

Coffeehouses

to when

are

they want

often

the

to relax

place

where

and do

their

school works; the results of this study can benefit them in

being

aware

of

social

stigma

among

consumers

of

coffeehouses and they can use the recommendations of the researchers on stopping it. Business Professors. The study will benefit business professors since they can use the study in giving ideas on what are the possible problem businesses are facing in todays’ time. They can also give information to their students about social stigma. Aspiring Businessmen/women. The research study will be a reference point for the businessmen/women as they open

up

provide

their

own

possible

business. solutions

The to

study the

can

help

problems

them

that

a

business may encounter. Researchers. The outcome of this study is beneficial to the researchers because it can help them to better understand

their

understanding

the

study.

It

social

will

stigma

also

help

among

them

in

consumers

of

coffeehouses. Future

Researchers.

The

ideas

presented

in

this

study can be used as a reference data in conducting a new research. This study can give them a background overview of the

social stigma

Possibilities

for

among consumers

further

study

of coffeehouses.

could

lead

into

consideration the foregoing limitations and improve the scope of the study.

7

Definition of Terms Consumers – a person who purchases goods and services for personal use; the person who buys on coffeehouses Coffeehouses – a public place that specializes in serving coffee and other refreshments and sometimes also offering informal entertainment; a public place near the school where students buy products such as coffee and delicacies Stigma – a mark of disgrace associated with a particular circumstance, quality, or person Social against

Stigma a

–

a

person

disapproval based

of,

on

or

discrimination

perceivable

social

characteristics that serve to distinguish them from other members of a society U – Belt – the unofficial name of a de facto sub-district in Manila, Philippines. It refers to the area where is a high

concentration

or

cluster

of

colleges

and

universities in the city

8

Chapter 2 REVIEW OF RELATED LITERATURE AND STUDIES

Literature Review Business market is always full of challenges and

competition

there

will

maintain

whom

always

the

the

people

a

situation

be

business

as

are

well

involved

where as

they

to

because need

maintain

to the

economic. UK Essays (2018) tackles about the consumers’ behavior that a business studier and marketer will always use to research and analysis in order to attain what are the

factors

that

consumers

establishment.

The

factors

behavior are:

(1) environment;

want

that

in

affect

a

the

(2) coffee

business consumers’

choice; (3)

brand and; (4) demographic profile. The environment of the coffee shop is a must have and is an important detail that can gather a lot of consumers. Consumers that go to coffee houses felt warmth and serenity because of the ambiance of the shop, which made them enjoy their coffee and lifts up their mood. The coffee choice that a shop can give is a big factor on why consumers go back. Having different types of coffee to give can help the shop to be more accommodating takes

a

lot

of

to their

attention

consumers. The of

the

brand also

consumers.

Just

by

hearing the brand of the shop can make their consumer say a lot of positive feedbacks; media and advertising is also a big help in making the brand of the shop be known. Lastly,

the

consumers’

demographic

behavior

profile

because

also

different

affects people

the

having

different age have their own preference and type of mood. What may likely to be good for the teenagers may taste bland for the seniors and workers. With this in mind, the 9

shop should have more choices of flavors in order to satisfy the needs of the consumers. According to Radwan (2017), friends influence the life of an individual. The article tackles about how can

friends

factors

influence

namely:

(1)

your

life

they

and

change

it

disseminate

your

beliefs

4

about

things; (2) they affect your self-confidence; (3) they influence your behavior; and (4) your friends can infect you

with

bad

emotions.

Its

connection

with

our

study

connects on the factors on why there is a social stigma on coffeehouses. Having friends whose opinion gives you second thoughts on something may have an influence on your own perception on things. Weiss (2017) asserted that friends affect the life of an individual. It is stated that your friends can affect your life in different ways. For example, when you have

friends

influenced

who

and

are

health

conscious,

became

health

conscious

you

will

yourself.

get This

article has connection with our study since one of the factors unto why there is social stigma in coffeehouses is the opinion of the peers and friends about the shop. Having your friends give bad remarks and opinions of a shop can affect your perception and change your mind. According

to

Pittsburgh

(2016),

coffeehouses

are considered as the “Third Place” of a persons’ life. His

theory

states

that

there

are

three

places

in

a

persons’ life: work, home, and a place of leisure outside of

these

gathering

two. place

He

stated

that

has

that an

coffeehousesis atmosphere

a

public

conducive

to

interaction. Coffeehouses can help in having good mental...