Meta-Analysis of Bubble Tea-Related Researches

Date

3-2021

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Juan Paulino S. Trespalacio Jr.

Committee Member

Juan Paulino S. Trespalacio Jr., Dinah Pura T. Depositario, Melodee Marciana E. De Castro

Abstract

The popularity of milk tea continues to rise from its recent introduction to the Philippines. Even without a long history of tea drinking, young generations patronize the product due to its taste, affordable price, and the overall consumption experience they get from it. As it gets more popular, so does the competition of the products and services that should be offered by milk tea businesses, as well as the management practices that should be implemented to be successful.

The main objective of this study is to determine what are the management practices implemented by milk tea business around the country, based on the studies made by different researchers around the country. Specifically, it aimed to a) Describe the findings in selected bubble tea related researches based on 7Ps of marketing and the profile of the bubble tea market, b) Analyze the trends or patterns of the findings related to the 7Ps of bubble tea businesses and the profile of its market, c) Draw insights from the findings of the 7Ps of bubble tea businesses and the profile of its market; and d) Offer practical recommendations to current players of bubble tea industry and provide areas for future directions of bubble tea related researches to help make a significant contribution to the bubble tea industry.

Secondary data were gathered from eight (8) local researches/journals/literatures selected by the researcher from a total of twenty-one (21) bubble tea related studies. From the twenty-one (21) bubble tea related studies that were gathered and screened, the researcher selected eleven (11) that were conducted in the Philippines. These studies were narrowed down to eight (8) as there should be an abstract provided by the respective researcher of each study. However, as of 1 of 8 studies with abstract was not available, the researcher selected one (1) among the 3 which have no abstract that can supplement and provide relevant as well as useful information for this study.

A qualitative meta-analysis was conducted to compare the findings of each study from one another. The geographic coverage, data collection and analysis method used, objectives,

rationale of each study, and findings related to bubble tea were presented and described accordingly. A trend analysis was used to determine trends/ patterns between the data gathered according to the marketing mix factors specifically 1) Product, 2) Price, 3) Place, 4) Promotion, 5) People, 6) Process, 7) Physical Evidence.

From the analysis of the data, it was concluded that most of the studies were focused on the Product marketing mix factor, followed by the Price, and Promotion, then Physical Evidence, Place, Process and lastly, People. Findings under the Product factor emphasized on innovations to bubble tea and improving the attributes according to consumer preferences. For Price, the pricing strategy were the main focus while, proximity of the bubble tea store to the target market and the safety or the Place. For Promotions, use of social media, forms of advertisements, and promotional strategy were the highlights of the studies. Interior design, store ambiance and environment for the Physical Evidence while the Process focused on procedures done in the bubble tea business as well as customer involvement. Lastly, among the eight (8) studies, only one (1) had findings related to People even though it should be one of the main factors to be considered in the marketing mix based on the literature. With that said, the findings under the People factor mainly discussed the appearance, attitude, and professional service offered by the staff of bubble tea stores which affects customer satisfaction.

Gaps within the research outputs specifically in the profile of bubble tea market, Product, Promotion, People, and Process factor were identified. For the profile of the bubble tea market, level of urbanization, habits, and lifestyle could influence consumers buying behavior however, it is not discussed. Similarly, for the Product, specific flavors of bubble tea according to the preference of consumers, management and utilization of social media and internet-based advertisement mediums for promoting the business for Promotion. For the People factor, only one(1) study had findings related to it which is considered as insufficient to identify key points. The studies had no findings or data regarding mechanization or use of equipment or technology to the business operations which could contribute to the efficiency of the process.

Recommendations for the current and existing players of the bubble tea industry according to the 7Ps are: 1) existing players and potential entrants in bubble tea business should consider segmenting their target market, 2) bubble tea stores should create or innovate varieties of bubble tea that meet the demand and preference of a specific target market, 3) the position in the market must be considered as to appropriately adapt one that would be affordable and reasonable to it the target market, 4) bubble tea stores can also opt to offer a wide selection of flavors, cup sizes, sinkers, and other choices of additional ingredients to increase value and price, 5) bubble tea stores must be located in areas that is accessible and near its target market, 6) ) establishing other branches in areas where the market is not yet saturated can be done, 7) bubble tea businesses must focus on the quality of their products and services according to how they promote it, 8) bubble tea businesses must utilizing social media like Facebook, Instagram, and Twitter for advertisements and promoting the business online, 9) bubble tea business should consider partnering with popular and famous actors, groups, or organizations to advertise the business, 10) bubble tea stores should operate at hours when bubble tea is mostly consumed, 11) store ambiance, and decoration must be appealing to the public as well as the background music played to attract attention of consumers and to improve the in-store environment for customers, 12) bubble tea stores should also take into consideration the number of customers that could come and stay inside the establishment as to have sufficient tables/ chairs, 13) menu books should be given to customers instead of having them choose their order in front of the cashier while standing,

Areas or directions of future research were also provided. 1) With a lack of information regarding bubble tea in the Philippines in general, further research or study should be done regarding the marketing, operations, human resource, and finance business function of bubble tea stores. For operations business function, 2) product and service design, capacity or constraint, location, operations management, and store layout of bubble tea stores should be looked into. 3) Modes of transportation available to customers should also be looked into and its effect to consumer’s buying behavior towards bubble tea. For the human resource business function, 4) profile of business owners and their personal entrepreneurial competencies, as well as the organizational structure of the business must be evaluated. 5) demographic and cultural diversity, individual differences, attitudes, and behavior as well as work environment motivation of staff or employees must be looked into and how it could influence business performance. 6) Staff training with the ISO 9001 as the basis or standard could be encouraged to maintain and improve the quality of products and services delivered to the customers by the staff or employees. For the finance business function, 7) analysis and evaluation of income statements should be done as well as forecasts related to it accordingly. 8) Research on capital budgeting, capital structure, and working capital management implemented by the bubble tea stores should be done to determine the optimum level of inventory, and other sources for short term finance can the business be involved in. Furthermore, 9) future research regarding the microenvironment and macroenvironment of bubble tea businesses should be conducted to have a better understanding of the business and industry itself. 10) future researchers can conduct a study which aims to identify the effects brought by varying urbanization level of different areas to the culture, lifestyle, personality, and self-concept of its residents and if it could influence the preferences towards bubble tea. Lastly, 11) future research should look into the People marketing mix of bubble tea businesses since the products and services offered by bubble tea businesses are delivered by the staff or employees to the customers directly.

Language

English

LC Subject

Marketing

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2021 M17 R49

Document Type

Thesis

Link to Full Text

Share

COinS