A consumer behavior analysis of milk tea as a rising food industry trend in selected malls in the City of Manila / Kathreena Camile Cruz, Xyville Lacdan, Mary Leigh Anne magalong and Jonna May Ponte. 6

Undergraduate Thesis: (BS in Hotel and Hospitality Management) - Pamantasan ng Lungsod ng Maynia, 2013. 56

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ABSTRACT: STATEMENT OF THE PROBLEM: The rapid dissemination of Milk tea's recognition is a mind-boggling topic for everyone causing a competition in different malls in the city of Manila. This paper aims to answer the following questions: 1. What is the reason why this business flourished vigorously in the Philippines in terms of: a. Nutritional Value b. Popularity c. Change of Taste Preference? 2. What are the perceived nutritional advantages and disadvantages and disadvantages of Milk Tea in our body? 3. Which store scored high in terms of consumer satisfaction? RESEARCH METHODOLOGY: Methodology sets out strategies and methods on how the research should be carried out. In connection with this, this chapter will discuss the conceptual framework, research locale, sampling design instrumentation, procedure and statistical analysis. CONCEPTUAL FRAMEWORK. This research paper will utilize an Input-Process-Output (IPO) Model for its conceptual framework. The IPO Model will provide the general structure and guide for the direction of the study. RESEARCH LOCALE. The places that the researches will visit are Cha Time in SM Manila, Gong Cha, Happy Lemon and Serenitea in Robinson's Place Manila. SAMPLING DESIGN. The respondents of the survey include males and females of all ages regardless if they are students , professionals, or unemployed individuals. The average number of respondents that will be surveyed by the researchers is 315. The average count of respondent's was obtained using Slovin's Formula: where x is the average, n is the total population and e is the margin of error. The allowed margin of error for this type of thesis is 5%. INSTRUMENTATION. The research will use a survey questionnaire as an instrument for this study (see Appendix A). The questionnaire was divided into three main sections: a letter to the respondent, a profile and the survey proper. PROCEDURE. This part states the step-=by-step process the researchers will undergo in gathering data. STATISTICAL METHODS: Statistics is one way of getting the information's organized. To have a general view of the whole scenario of the study, statistical tools and techniques are used. The following types of analysis will serve as the technique and interpret the data that will be gathered, compiled and collated. Such are: . Average . Mean Analysis . Segmentation Analysis SUMMARY FINDINGS: This chapter deals with the presentation, analysis and interpretation of the findings of the study relative to the problems presented in chapter 1. Table 1.1 shows the overall frequency of milk tea drinkers among the 315 respondents. On the overall frequency, there were 223 seldom drinkers out of the 315 respondents which is 70.8% of the total number of respondents. While there were 59 regular drinkers which is 18.7% and 30 non-drinkers which is 9.5% of the total percentage of the respondents who took the survey. As stated above, there are more respondents who drink milk tea sometimes evidenced by an overall mean of 1.90. Table 2 shows the overall rank of the reasons why the respondents buy milk tea. The following reasons are arranged in ordinal order from highest to lowest, due to its health benefits, taste preference, an alternative to coffee, the influence of social media and lastly, influence of friends. Table 3 shows the overall positive perception of the respondents towards the effects of milk tea in our body. The finding shows that most of the respondents believe that milk tea can nourish their body comprising 17.8% of the accumulated reasons while 6% as the least believes that milk tea can lower their blood pressure. Table 4 show the overall perceived negative effect of milk tea in the body. On the table, most of the respondents don't think that milk tea has a negative effect which is 57% of the perceived accumulated reasons. The least on the list is stomach ache which is 0.6% of the total. As assessed by the respondents shown in the Table 5.1, the satisfactory level of Goncha was very satisfied as indicated by the mean of 1.65. Also, Happy Lemon and Cha Time were both rated very satisfied as indicated by the mean of 1.59 and 1.62, respectively. On the other hand, Serenitea was rated satisfied by the mean of 1.68%. All of these were shown in Table 82. CONCLUSION: Based on the aforementioned analysis and findings, the following conclusions are drawn: 1. The reason why Milk Tea business flourished in the Philippines in terms of nutritional value is due to its health benefits, where is the top ranking answer of the respondents as evidenced by an overall mean of 3.1206 followed by the taste preference with an overall mean of 2.9048 which also subsumes an alternative to coffee with an overall mean of 2.4635 and popularity of Milk Tea which of influence of social media and friends as evidenced by their overall means of 2,4095 and 2,3270, respectively. 2. The perceived nutritional advantages of Milk Tea to our body is first, it provides nourishment for our physical being having a percentage of 17.8, second it provides happiness and satisfaction in our psychological being with 16.2% and lastly it serves as an antioxidant which lowers the risk for diseases like cancer and heart disease with 11.1% out of the total 100%. On the other hand, the perceived nutritional disadvantage of Milk Tea in our body is that it may contain too much sugar which may lead to diabetes with 9.5% out of the total 100% and can also be addictive due to its pleasing taste with a percentage of 5.4. Moreover, most of the accumulated reasons state that the respondents believe that milk tea has no negative effect shown by its percentage of 57.1. 3. Based on the significant findings in terms of the consumers satisfaction, Happy Lemon scored the highest as evidenced by an overall mean of 1/59 followed by Cha Tome with a mean of 1.62. Gong Cha with 1.65 and Serenitea being the last on the rank with a mean of 1.68. RECOMMENDATIONS: Relevant to the findings and consistent to the conclusion, the researchers offer the following: 1. For the businessmen who already engaqed in the Milk Tea industry, they must increase the influence of social media through enhanced advertisements and upscale marketing strategies to fully give awareness on the specific benefits of Milk Tea to different consumers like students. 2. For those who are aiming to be on the Milk Tea industry, they should do a research to further analyse different improvements in a certain Milk Tea drink which would give more nutritional value that could result to increased frequent Milk Tea drinkers which happen to be health-conscious. 3. For the Milk Tea shop owners, they must put in mind that the consumer's taste preference must be given further attention in order to provide high consumer that is the cherry on top of a successful and adept business.

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