Factors Affecting the Buying and Consumption Behavior for Teahouse Milktea Beverage among UPLB Students

Date

5-2016

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Jewel Joanna S. Cabardo

Committee Member

Nanette A. Aquino, Loida E. Mojica, Dinah Pura T. Depositario

Abstract

This research study was done due to the observed consumer preference of UPLB students switching from coffee shops to milk teahouses. There was also a seemingly change in purchasing behavior of the café goers in UPLB ever since teahouses were introduced in Los Baños. The research study specifically aims to: 1) characterize the profile of UPLB students that are teahouse customers; 2) describe their buying and consumption behavior for teahouse milk tea drinking; 3) analyze the different factors affecting their buying and consumption behavior for teahouse milk tea; and 4) provide implications based on the findings of the study.

The study employs a descriptive research where primary and secondary data were used in the data collection. Primary data were sourced through survey questionnaires conducted on the four major teahouses in Los Baños (Tea to Jeri’s, Bon Appetea, Serendipity, Moonleaf and on various places in UPLB). Results from past studies regarding buying and consumption behavior such as that of Lee and Vega (2012) were compared with the findings of the research study. Mean, percentages, mode, frequency count and data regression were used to interpret the data collected from the questionnaires.

The results of the research study showed that the mean age of UPLB teahouse customers was 19 years old. Their mean allowance was PHP 1,578.43. Majority of the respondents go to teahouses once every two weeks or occasionally. UPLB students were found to drink teahouse milk tea when they started college. The four teahouses were almost at par with each other in terms of variety, convenience, place, pricing, packaging, and service with Moonleaf having a slight advantage in terms of taste from the perspective of the patrons. Coffee shop products remained to be the closest substitute for teahouse milk tea and majority of the respondents preferred cold milk tea.

There were many factors affecting the buying and consumption behavior for teahouse milk tea which includes the consumers’ influencers, the store’s product offerings and socio- demographic factors of the respondents. UPLB students’ purchasing behavior was heavily affected by their peers or friends and mostly relied on word-of-mouth for new products and services. The primary reasons for visiting teahouses were to kill time and attend group meetings. In addition, milk tea was regarded as a refreshment and dessert. The price of milk tea in teahouses near UPLB ranged from 55-110 PHP and UPLB students expressed that they were willing to purchase a serving at 75-100 PHP. UPLB students regarded taste and packaging as their key drivers in purchasing products or services while variety and service were latent/hidden motivators. Weekly allowance, on the other hand, was also a factor influencing the buying and consumption behavior of the students.

The study concluded that UPLB students today were after product taste and packaging as well as variety and service in relation to the buying and consuming of teahouse milk tea. There were also many different factors affecting their buying and consumption behavior from which includes their reference groups and weekly allowance.

The implications based on the research study results were as follows: engaging in product positioning to adhere to overall product quality, increasing product varieties, adapting or innovating in terms of packaging materials, doing market skimming during the introductory part of product life cycle, improving service and customer relationships, and other recommendations for further studies.

Language

English

LC Subject

Bubble tea, Tea rooms, Consumption (Economics)

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2016 M17 T65

Notes

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Document Type

Thesis

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