CHAPTER I

THE PROBLEM AND ITS BACKGROUND

This chapter presents the Introduction, Background and Purpose of

the Study, Theoritical Framework, Conceptual Paradigm, Statement of the

Problem, Significance of the Study, Scope and Limitation of the Study and

Definition of Terms.

Introduction:

Coffee is a brewed drink prepared from roasted coffee beans, the

seeds of berries from certain Coffea species. The genus Coffea is native

to tropical Africa (specifically having its origin in Ethiopia and Sudan) and

Madagascar, the Comoros, Mauritius, and Réunion in the Indian Ocean.

Coffee plants are now cultivated in over 70 countries, primarily in the

equatorial regions of the Americas, Southeast Asia, Indian subcontinent,

and Africa.

Coffee is darkly colored, bitter, slightly acidic and has a stimulating

effect in humans, primarily due to its caffeine content. It is one of the most

popular drinks in the world, and it can be prepared and presented in a

 variety of way . It is usually served hot, although iced coffee is a

popular alternative.

Coffee is the primary source of antioxidants

According to a 2005 study, coffee is very rich in antioxidants. Fruits and

vegetables are also extremely rich in the matter, but it seems that the human body

absorbs far more antioxidants from the coffee.

Most of the people loves to drink coffee, especially here in the

Philippines because of the fact that they used to drink any type of coffee

in every morning and snack. For many students and workers, drinking

coffee is very important in their daily lives who needs energy for the whole

day because one cup of coffee helps them to wake up and do the things

that they should do in the morning. It also helps them to reduce their

stress in their daily lives in school, work etc.

Kopiko 78°C serves an irresistibly delicious “on the go” coffee experience

for coffee lovers to recharge their day.

Kopiko is made from the finest Java coffee beans, blended and

processed in the finest way to achieve its strong aromatic goodness.

 Kopiko coffee treats are tantalizingly tasty sweets with the sublime

flavour and rich aroma that only comes from real coffee beans grown on

tropical island paradise of Java.

Java’s fertile, volcanic soil and tropical climate combine to create

ideal condition for growing the best coffee in the world. Quality is

preserved by traditional farming methods and the finest beans are

handpicked to ensure their freshness.

Kopiko is manufactured by the Mayora Group, which is one of the

largest confectionary manufacturers in Indonesia and Thailand and has a

worldwide sales and distribution network.

Drinking coffee is good because we can get rid the chances of

getting different kinds of diseases such as parkinso's disease and liver

cirrhosis. Parkinso’s disease is a progressive disease of the nervous

system marked by tremor, muscular rigidity, and slow, imprecise

movement, chiefly affecting middle-aged and elderly people. It is

associated with degeneration of the basal ganglia of the brain and a

deficiency of the neurotransmitter dopamine. Liver cirrhosis is a condition

in which the liver does not function properly due to long-term damage.

This damage is characterized by the replacement of normal liver tissue by

scar tissue. Coffee is rich in antioxidant that are skin needed especially to
our body. To help the coffee lovers to know more about coffee this

research would help them to be knowledgable more about coffee and

what are the effects of coffee in our body. .

AT LEAST 28 of the 34 students of Concord Technical Institute were

already released from the Cebu City Medical Center (CCMC) on Thursday,

September 29, after they have been declared out of danger. The 34 students were

taken to the city hospital after complaining of abdominal pain, heart palpitation,

headache and vomiting after they had all consumed a bottled coffee drink last

Wednesday. According to the medical report of the CCMC, all the 34 students

had caffeine overdose that’s why they suffered abdominal pain, heart

palpittsation, headache and vomiting. In an interview with SunStar Cebu, Rene

dela Calzada, president of Tridharma Holdings Inc., said the company already

settled the medical expenses of all the students. Tridharma Holdings Inc. is the

distributor of Kopiko 78C.

---RAZEL V. CUIZON

September 30, 2016

Based on the article, 34 students taken to the hospital cause of

drinking Kopiko 78C and have an abdominal pain etc. So the company

settled the medical expenses to 34 students. In this case, below 18 years

old can’t drink Kopiko 78C because it is not suitable for their age.
 The researchers will conduct a survey to 100 students in Eastern

Valley School (EVS) to know the effects of Kopiko 78°C in their behaviour

or what they feel when they drink Kopiko 78°C every day and to know if

they are aware of it.

Background and Purpose of the study

Sanjiv Chopra, a professor of medicine at Harvard Medical

School and Harvard-affiliated Beth Israel Deaconess Medical Center, has

been so impressed he’s become something of a coffee evangelist. The

author of several books, Chopra included a chapter on coffee in his 2010

book, “Live Better, Live Longer.” Chopra first became aware of the

potentially powerful protective effects of coffee when a study revealed that

consumption lowers levels of liver enzymes and protects the liver against

cancer and cirrhosis. He began asking students, residents, and fellows on

the liver unit to quiz patients about their coffee habits, finding repeatedly

that none of the patients with liver ailments drank coffee. Chopra himself

makes sure to have several cups a day, and encourages others to do the

same. Though other researchers are less bold in their dietary

recommendations, they’re convinced enough to continue investigations

into the benefits.

 Sanjiv Chopra believes that coffee has a good benefits to our liver

and it also protect the livers against the cancer and cirrhosis. He also ask

some students, residents and fellows on the liver unit to quiz patients

about their coffee habits, finding repeatedly that none of the patient with

liver ailment drank coffee.

Alberto Ascherio, a professor of epidemiology and nutrition at

the Harvard T.H. Chan School of Public Health and a professor of

medicine at HMS, has been studying the potential anti-Parkinson’s

effects first suggested in the 2001 findings. That study showed that four or

five cups of coffee daily cut disease risk nearly in half compared with little

or no caffeine. Professor of Nutrition and Epidemiology and Professor of

Medicine Frank Hu, who leads the diabetes section of the long-running

Nurses’ Health Study, has become interested in whether coffee drinking

affects total mortality. “I’m not a huge coffee drinker, two to three cups a day,”

Hu said. “[But] I like it and, thinking about the extra benefits, that’s comforting.”

Last year, a Harvard team led by then-research associate Marilyn

Cornelis — today an assistant professor at Northwestern University —

traced coffee’s fingerprints to the human genome, discovering six new

genes related to coffee consumption and reconfirming two others found

earlier. The six genes included two related to metabolism, two related to
coffee’s psychoactive effects, and two whose exact purpose in coffee

consumption is unclear, but which are related to lipid and glucose

metabolism.

In Alberto’s study showed that four of five cups of coffee daily can

decrease risk nearly in half compared with little or no caffeine. Frank Hu

leads the diabetes section of long-running Nurse’s Health Study. Marlyn

Correlis an assistant professor at Northwestern University- traced coffee,

fingerprints to the human genome that been discovering six new genes

related to coffee consumption and reconfirming.

Daniel Chasman, an associate professor of medicine at HMS and

associate geneticist at Harvard-affiliated Brigham and Women’s Hospital,

who worked with Cornelis on the study, said caffeine consumption habits

are highly heritable and that the genes they found appear to explain about

7 percent of the heritability. That’s a significant amount, he said,

considering how strong an influence culture also plays on coffee

consumption. Though the links between coffee and better health have

become considerably clearer, what exactly confers the benefit remains

murky. Caffeine alone does not explain the effects. For starters, some of

the benefits are seen even with decaf, which has prompted researchers to

turn their attention to the many other active compounds — including

 antioxidants such as chlorogenic acid — in your morning cup.“Coffee is a

complex beverage. It’s very difficult to pinpoint which component of coffee is

responsible for the benefit,” Hu said. “There are numerous bioactive

compounds.”

Other highlights from Harvard research include:

o A 2005 study exploring concerns that too much coffee was bad for blood

pressure found no link between higher blood pressure and coffee and

found some suggestion that it improved blood pressure.

o Regular coffee drinking was linked in a 2011 Harvard study to lower risk of

a deadly form of prostate cancer.

o Also in 2011, a study showed that drinking four or more cups a day

lowered the rate of depression among women.

o A 2012 study tied three cups a day to a 20 percent lower risk of basal cell

carcinoma.

o A 2013 Harvard study linked coffee consumption to a reduced risk of

suicide.

o Also in 2013, a Harvard analysis of 36 studies covering more than a

million people found that even heavy coffee consumption did not increase
 the risk of cardiovascular disease and that three to five cups of coffee

daily provided the most protection against cardiovascular disease.

o Also in 2014, Harvard Chan School researchers found that increasing

coffee consumption by more than a cup a day over a four-year period

reduced type 2 diabetes risk by 11 percent.

o The same study showed that those who decreased their coffee

consumption by more than a cup a day increased their type 2 diabetes risk

by 17 percent.

“That first cup of coffee in the morning is happiness.” Chopra said. “It’s a real

joy.”

Ruel Mojica conducts study on antioxidants in coffee. A recent

study conducted by a Filipino SEARCA graduate alumnus reveals that

roasting coffee beans at varying degrees yielded a significant effect on the

phenolic content and antioxidant activity of commercially-viable varieties of

Philippine coffee. Dr. Ruel M. Mojica (PhD, agricultural engineering,

UPLB), currently Assistant Professor of the Department of Agricultural and

Food Engineering of Cavite State University (CvSU), Philippines,

undertook the study titled, “Influence of Roasting on the Phenolic Content

and Antioxidant Activity of the Philippine Coffee” as part of his University

of the Philippines-Natural Sciences Research Institute and the Philippine

Department of Agriculture-Bureau of Agricultural Research (UP-NSRI/DA-

BAR) postdoctoral research fellowship. His findings, published by DA-

BAR, are expected to benefit the local coffee makers in producing better

coffee blends while considering the health of coffee consumers. Dr.Mojica

had served as chair of his Department in 2003-2005 and in 2009-2010.

He is also an Affiliate Instructor of his university’s Institute of Food Science

and Assistant Professor of the Graduate School. He has earned numerous

awards for technical paper and poster presentations.

Ruel Mojica is PhD and also an agricultural engineer. He is the

person who conducted the study of antioxidants in the coffee. The

significant effect of roasting a coffee bean and varying degrees the

phenolic content and antioxidants activity of the coffee. His finding

published by DABAR, was expecting to benefit the local coffee makers to

produce better coffee blends in considering the health of the coffee

consumers. He earned numerous awards for the technical paper and

poster presentation.

Researchers led by Dr. Florian Koppelstatter, Ph.D., a radiologist

at the Medical University Innsbruck in Austria, have demonstrated that

coffee modulates short-term working memory, according to their study

published in 2005. Short-term memory serves as a temporary storage of

information in the brain, and is required to remember things for a short

period of time, like repeating a phone number to oneself before dialing it

on the phone. The Austrian researchers used brain scans to determine the

effects of coffee consumption on brain activation in parts involving short-

term memory of 15 healthy adult volunteers during a working memory

task. Volunteers who drank the equivalent of two cups of coffee

demonstrated a tendency toward improved short-term memory skills and

reaction times during the task. The brain scans revealed increased activity

in brain regions located in the frontal lobe, where a part of the working

memory network is located, and the anterior cingulum, the part of the brain

that controls attention. In contrast, volunteers who took the placebo

showed no change in activation patterns from the earlier test. Drinking

coffee also benefits memory in the long-run. In a French study covering

over 7,000 men and women living in France, women who drank three or

more cups of coffee daily were 30 percent less likely to have memory

problems at age 65 than women who drank a single cup of coffee or less.

The study further revealed that the benefit of drinking coffee increased

with age. Memory decline was 70 percent less likely among women over

80 who drank three cups or more daily than it was among those who
drank one cup or less. Drinking tea produces the same effect, but

according to the study one would have to drink about two cups of tea for

every one of coffee.

An Austrian researcher and radiologist. Dr. Florian Koppelstatter

study was published in 2005. He demonstrate that coffee modulates short

term working memory, this serves as a temporary storage of information in

the brain. He knew that drinking coffee helps to store some information to

our brain in short period of time, to learn more he get his healthy

volunteers to pursue his research by using brain scan to determine the

effects of coffee consumption in brain activities. He also discovered that

the person who drank 2 cups of coffee increases the activity of the brain

regions located.

Arndt (1973) states that one of the first pieces of research relating

to attitudes and coffee was conducted in the late 1940s by behavioural

psychologist Mason Haire to pinpoint the perceptions and attitudes

towards instant coffee. He further explains that the study was organized to

give two sets of women a shopping list with the only difference that one

had ground coffee as an item and the other instant coffee, of the Nescafé

brand. The researcher then asked the women to describe a typical woman

using the shopping list and the study showed that a woman using instant
coffee was described as lazy and poor at planning (Arndt, 1973).

However, when the study was replicated in the 1970s, even though she

was still perceived as lazy, other adjectives were used, such as young,

modern and active, while a woman using ground coffee was described as

a housewife (Arndt, 1973). With today’s position of the woman in society,

especially in the Nordic countries, it could be presumed that this view has

changed even more and consequently it would be of interest to question

how women of today view ground versus instant coffee. Arndt (1973)

states that another finding from the study was that it was the perceptions

and attitudes towards instant coffee, rather than the actual taste, that were

the motives behind the description of these consumers. Moreover, there

were considerably more non-users than users of instant coffee that had a

negative perception of the brand and consumption thereof (Arndt, 1973).

Arndt states that one of the first pieces of research relating to

attitudes and coffee was conducted in the late 1940s to pinpoint the

perceptions and attitudes toward instant coffee the Nescafe’ brand. Study

showed that woman using instant coffee was described is lazy and poor at

planning. As the study shows it would be of interest to question how

women today view ground coffee versus instant coffee

 According to Wood and Neal (2009) approximately 45 % of daily

behaviour is habitual and tend to be replicated almost every day and

performed in the same contexts. Coffee drinking habits are no exception

and numerous studies have been carried out targeting habits of coffee

drinking (WWF, 2008; Wood & Neal, 2009; Topik, 2009). Thus, a coffee

drinker may for instance be directly cued to have a cup of coffee after

preceding actions in the morning routine or when spotting the coffee

machine in the kitchen (Wood & Neal, 2009). Due to the fact that habits

are characterized by automaticity and non-reflectivity, they can be seen as

lying outside the realm of rational choice (Shove, 2003).

Wood and Neal states that drinking coffee habits are no exception

and numerous studies been carried out targeting habits of coffee drinking.

Glade (2009) summarised the effects of caffeine as: • Increased

energy availability; increased daily energy expenditure; decreased fatigue;

decreased sense of effort associated with physical activity; enhanced

physical performance; enhanced motor performance • Enhanced cognitive

performance; faster reactions; increased accuracy of reactions; increased

ability to concentrate and focus attention; enhanced short term memory;

increased ability to solve problems requiring reasoning; increased the

ability to make the correct decisions; faster retrieval from semantic

memory.

Glade summarized the effect of caffeine that coffee has a good

advantage to many people. Coffee could help people to gain more energy

and mind set for their daily living. Drinking coffee could also help to boost

their internal needs.

Smith (2002) The levels of caffeine consumed by most people

have largely beneficial effects on behaviour. These benefits can be

demonstrated at small doses (25mg) and usually show a dose response.

A dose of 100mg usually produces a change of about 0.5 sd, which is an

effect size that has practical implications.

According to Smith, levels of caffeine can affect the behaviour of

people. It will help them to make more energized in every situation and

has a benefit to their health. The effect of drinking coffee can affect many

people by practical implications.

Smith, (2009) suggest that caffeine has fewer effects on memory

than functions such as sustained attention. •The literature suggests that

there are more effects than previously recognised. •Laboratory studies:

Logical reasoning and semantic memory are improved by caffeine in a

dose response fashion and such effects can be observed in non-

consumers. •Serial recall shows reliable interactions between caffeine and

personality – with extraverted individuals (those with low levels of

alertness) showing the greatest benefit.

Smith suggested that caffeine has fewer effects on memory than

functions such as sustained attention. He believed on the literature that

there is more effects on the previously recognized, the previous study that

caffeine now has more effects on people.

Ray Cooper, Talash Likimani, Dorothy Morré, and James

Morré, addresses the scientific literature on green and black teas. The

authors discuss the effects of caffeine in tea and also hypothesized health

benefits studied in recent years. They consider the possible role of

polyphenols—particularly catechins—in preventing some cancers, such as

colon and bladder, and the interaction of caffeine with the polyphenols as

it may affect cancer prevention. Also considered is the literature on

caffeine and polyphenols in weight loss and exercise endurance.

The authors discussed about the effects of caffeine in tea. Coffee

can prevent the cancer because of some scientific studies about it. It will

also consider as an exercise endurance and weight loss.

 Uma Gupta and B. S. Gupta review scientific research dealing

with effects of caffeine on multicomponent task performance. They point

out that human performance is affected by multiple factors, including basal

arousal, caffeine dosage, and habituation, as well as task complexity and

such personality traits as extraversion. The authors then report two

experiments involving performance on a letter-transformation task. In the

first, participants received one of four caffeine doses or placebo; the

second employed the highest dose of the drug and examined its effect on

three individual processing components of the task.

Uma Gupta and B. S. Gupta review scientific research dealing of

effects of caffeine on multicomponent task performance as well as task

complemish and such personality traits as extraversion.

THEORITICAL FRAMEWORK

The objective of this chapter is to come to a deeper understanding

of behavior that cause by drinking coffee. This chapter explores what can

be understood by coffee lovers. In order to carry out the study, it was

necessary to assess previous research within the field.

 Ekström (2010) states that consumer behaviour has been of

researchers’ interest for a long period of time and the research orientation

has developed over the years. The view of the consumer has evolved

from being seen as a rational, value-maximising “homo economicus”

(Ekström, 2010, p. 45) to being perceived as a value-producing creator of

meaning (Salzer-Mörling, 2010), using consumption as a means of

creating and expressing identity, lifestyle and personality (Laaksonen,

2010).

Behavioural Decision Theory

Behavioural Decision Theory (henceforth BDT) is focused on

consumer decision processes and “describes how information inputs are

processed to achieve a decision” (Simonson, Carmon, Dhar, Drolet &

Nowlis, 2001, p. 254). Bettman, Luce & Payne (1998) state that the two

main areas of study within the perspective are judgment and choice. They

further explain that judgments are based on consumers’ assessments of

available alternatives and their opinions thereof, while choices are more

straight forward; selecting the most preferred alternative. Both these

aspects are considered important for understanding purchase decisions in

BDT and additionally, memories, decision rules and heuristics take a

 \central role in understanding consumption (Simonson et al., 2001).

BDT research often takes a statistical or deductive approach, which

covers many areas of consumption (Bettman, Luce & Payne, 1998). In this

study three areas of study within the BDT perspective will be considered:

Attitudes, habits and involvement (Bettman, Luce & Payne, 1998; Fill,

2006; Kotler & Keller, 2012). Mapping out these aspects of consumer

behaviour provide insights into how consumers make their decisions,

which is interesting in the case of coffee since it has traditionally been

considered a low-involvement product that is purchased and used

frequently (Radder & Huang, 2008).

The researchers use Behavioural Decision Theory (BDT) in

conducting their research because their title is all about knowing the

behaviour of the students if they drink Kopiko 78°C. In this theory, it will

helps them to gather more information about the behaviour of the students

about the coffee.

Theory of Planned Behavior

In studying the relationship between college students and their

caffeine consumption, the following factors were addressed: caffeine

consumption in terms of frequency and sources utilized; attitudes and

perceptions of caffeine including expectations of use; societal settings and

influences on consumption; and awareness of caffeine effects. Given

these topics within the relationship between college students and caffeine

consumption, Ajzen and Fishbein’s Theory of Planned Behavior (TPB)

was utilized as a theoretical framework for the study (see Figure 1). As

described by Ajzen (2006), three belief-influenced factors determine the

individual’s intention to perform a behavior. (Intention is defined as the

indication of the individual’s readiness to perform a behavior.) These

factors are attitudes toward the behavior, subjective norms concerning the

behavior, and perceived control of the behavior (Ajzen, 2006). The factors

will be discussed in the following sections, as well as several studies that

have examined caffeine in light of these factors.

Behavioral beliefs and attitudes toward behaviors. Behavioral

beliefs are the subjective probability that the behavior will produce a given

outcome. Attitudes toward behaviors are determined by behavioral beliefs,

and are defined as the degree to which the behavior is positively or

negatively valued (Ajzen, 2006). In this study, behavioral beliefs and

attitudes concerning caffeine consumption were studied as the

expectations for using caffeine. Similar research has been done by Heinz

et al. (2009) and Irons et al. (2014). Heinz et al. (2009) found expectations

for caffeine use were grouped into four categories: withdrawal symptoms,
positive effects, acute negative effects, and mood effects. Irons et al.

(2014) categorized motivations for caffeine consumption into four

categories: cognitive enhancement, negative affect relief (emotional

coping), reinforcing effects (nonemotional coping), and weight control.

The researchers used this theory because their topic is all about

knowing the behaviour of their respondents in their research. It will serve

as a guide to them in their research study.

CONCEPTUAL FRAMEWORK

A conceptual frame work presented the flow of idea or thought to

come up with the desired and expected output. It illustrated the process of

gathering data for the study of the researcher. Conceptual may help the

respondents to understand the study easily because it included input,

process and output of the study. And it elaborate three research problems

in relation to relevant literature.

Figure 1.
STATEMENT OF THE PROBLEM

This research paper generally aimed to answer the topic. Kopiko

78°: The effect on the behavior of 100 student in Eastern Valley School

S.Y. 2018 – 2019. This research answered the following questions:

1. What is the demographic profile of the respondent in terms of the

following variable?

a. Age

b. Sex

c. Financial status

2. What are the common factors that Kopiko 78°: The effect on the

behavior of 100 students in EVS SY: 2018-2019?

a. Attitude

b. Habits

c. Cooperation

These are the related factors that affect the Behavior of people that drinks

coffee :

a. Energy boost

b. Can cause nervous to your body

3. These are the possible solution that will help to the students to know

what will be the effect of too much coffee in their body

a. They must be know what is coffee and what is the ingredient of the

coffee

b. You should know the review about the coffee that you will be drinking

c. They must know too much can harm you

SIGNIFICANCE OF THE STUDY

The results of this study provided an answer to the questions on

how the customer satisfied .This study was valuable to the following:

1. Students

This study will help them to be aware of how Kopiko 78°C could

affect their behaviour. Also to help the students to know more about

coffee not just in Kopiko 78°C.

2. Community

This study will give them awareness in drinking Kopiko 78°C and

coffee. This research will help them to have a knowledge and information

in how could affect Kopiko 78°C and coffee in their behaviour.

3. Future researchers

This study will give an information to the future researchers who

wants to know more about the effect of drinking Kopiko 78°C or coffee.

This might use as a guide and reference book to the future researchers to

their future study. And to give more background and idea about Kopiko

78°C and to help the future researchers to learn more about coffee.

SCOPE AND LIMITATION OF THE STUDY

This study deals on the Kopiko 78° : The effects on the behavior of

100 students in Eastern Valley School S.Y. 2018 – 2019. The coverage of

this study was limited on how it affects the behavior of people that drink

this product. The respondents are the students and the people in the

community.

The research conducting the study within the academic year 2018

– 2019 : the locale of this study was in Eastern Valley School Balite

Rodriguez Rizal. The respondents if this research are the 100 Senior High

School in Eastern Valley School.

DEFINITION OF TERMS

Antioxidant- A substance that inhibits oxidation, especially one used to

counteract the deterioration of stored food products.

Coffea- A genus of small trees and shrubs of the family Rubiaceae

native to the tropical Old World (as Africa) having white fragrant flowers

borne in clusters at the base of the shining evergreen leaves, and

including several species (especially C. arabica, C. liberica, and C.

robusta) that are widely grown in tropical and subtropical uplands for

their cherrylike fruits which contain seeds from which coffee is prepared.

Tantalizing- Possessing a quality that arouses or stimulates desire or

interest also : mockingly or teasingly out of reach.

Parkinson's disease- A progressive disease of the nervous system

marked by tremor, muscular rigidity, and slow, imprecise movement,

chiefly affecting middle-aged and elderly people. It is associated with

degeneration of the basal ganglia of the brain and a deficiency of the

neurotransmitter dopamine.

Concoctions- A mixture of various ingredients or elements.

Sublime- To cause to pass directly from the solid to the vapor state and

condense back to solid form.

Gourmet- Relating to, or being high quality, expensive, or specialty food

typically requiring elaborate and expert preparation.

Complexity- A tasting term describing coffees whose taste sensations

shift and layer pleasurably, and give the impression of depth and

resonance.