I can do all

things
through him
who
strengthens
me. –Philippians
4:13
 FACTORS AFFECTING CONSUMERS’ BUYING BEHAVIOR IN SELECTING MILK
TEA STORES IN CAPAS, TARLAC

Chapter 1
Background of the Study

Milk Tea - a sweet drink of Taiwanese origin that in its basic form consists of tea mixed
typically with milk or fruit syrup and small balls of tapioca. Bubble Tea originated in Taiwan and
in the past decade has become a Chinese treat. (Merriam Webster)

Nowadays, people are more adventurous and love to try new taste and experiment on new
flavors. They adore everything that is new, exciting and beneficial to them. When people hear
about teas, most of them usually associate it to Chinese people, the founders of tea way back
thousands of years ago. Tea grows in thousands of tea gardens and estates around the world, and
produces thousands of flavorful variations. Like wines, each tea takes its name from the district in
which it is grown, and each district produces tea with unique flavor and character (Weineret.al.,
2009).

Tea is the second most consumed beverage in the world, ranking next to water.It provides
a healthy alternative to soft drinks, coffee and smoothies. Tea also provides a number of health
benefits. It contains flavonoids, which are naturally occurring compounds believed to have
antioxidant properties. Tea includes tannic acids, a chemical known for its anti-inflammatory and
germicidal properties. Jacobson et. al., (2009)

According to Anri Ichimura, (2019) Milk Tea is one of the most popular non-alcoholic
drinks in Philippines. There are a lot of Milk tea shops in almost every corner in Philippines.
Filipino’s rank second highest milk tea drinkers in Southeast Asia and the average milk tea
consumption of a person per month is five (5). Although we don't have an extremely rich history
with tea like in China, Filipinos have always had a taste for tea. Nestea Iced Tea and Lipton Iced
Tea are household and restaurant staples, C2 went extremely big back in the day, and most of us brew
our own salabat or ginger tea. In fact, milk tea has always been there even before the craze. Chow
#Best in Research
 King has always been selling Nai Cha, traditional Hong Kong milk tea made with black tea
and evaporated milk sans pearls.

According to Jasper Castro, (2019) It was December 9, 2008, when Serenitea opened its first
branch in San Juan, Manila. If you need to blame someone for your milk tea addiction, it has to be
Serenitea founders Juliet D. Herrera-Chen and Peter L. Chen. By 2009, Serenitea's shops had already
been doing well and other entrepreneurs soon caught on. Happy Fanshu, in 2009, opened near Far
Eastern University, bringing milk tea to droves of students. This was only the beginning. Milk tea
shops then began to populate near Ateneo, La Salle, and UP with their quirky milk tea
puns: Teaology, Infinitea, Q-Tea, and more. This was the true start of the explosion. Milk tea shops
began to compete with coffee shops. Milk tea shops, after all, carried a similar ambience, a
casual space that allowed visitors to stay for long periods of time-perfect for the student with a paper
to finish or friends to hang out with. The massive number of students getting in on the trend, buying
milk tea as both a caffeinated pick-me-up and a sweet treat, allowed these milk tea shops to thrive.
On top of that, milk tea had the edge of being "novel" and also being branded as a "healthier" drink.

Today, we don't think milk tea can still be classified as a "trend." Rather, milk tea has become
a staple. That’s why, in Capas, Tarlac there are several milk tea shops in every Barangay. downtown,
In Capas downtown, there are nine (9) milk tea shops; District Brew, Rainbow Sip, Yetito, Mang
Cha-a, Milktealicious, Switchai, OverTea, Puff and Puff and Pearls. Therefore, this study will help
young entrepreneurs’ of Capas, Tarlac to know the Factors that affects the buying behavior or
preferences of consumers’ in selecting milk tea shops.

Statement of the Problem

The researchers want to determine the factors that affect the consumers’ buying
behavior in patronizing milk tea shops in Capas, Tarlac

Specifically, the study aims to seek and answer the following:

1. The personal profile of the customer in terms of:

1.1 age;
1.2 gender;
1.3 occupation;
 1.4 income; and
1.5 education

2. The personal preference of the customer in terms of:

2.1 time of drinking milk tea;
2.2 ways of drinking milk tea; and
2.3 kinds of milk tea preferred;

3. Social preference of the customer in terms of:

3.1 ambiance of tea shop;
3.2 regularity of visit

Significance of the Study

Consumer will become curious due to information they will get from this research.

When they know about the milktea product they have the power to decide if they will buy milktea
or not

The result of this study will be beneficial to the retail industry for them to know if they meet the
satisfactory of their customer.

To the business student. This study will help them to learn a competetive advantage and it will
also serve as a future reference to inspire them to build their own business someday.

To the management. This study will enhance the knowledge and their entrepreneurial skill. This
also can be beneficial to. improve the way they run the business

To the future researcher. This study can use as a guide and reference material in doing their own
problem or study

Scope and Delimitation

 This study only focused on the factors that affect consumers buying behaviors. This was
measured in terms of the personal influences, social influences of each consumer. This study was
limited to discuss the beverage products specifically on the tea concoctions of the selected milktea
stores. It did not include the profitability, financial aspect and sale ability of the establishments.
The researchers will limit the respondents is to 15 random customers of establishment (with a total
of 120 respondent) YETITO; DISTRICT BREW, MILKTEALICIOUS, MANG CHA-A,
RAINBOW SIP, PUFF AND PEARLS, OVERTEA, SWITCHAI milktea place as the researchers
will use random sampling method. All of the eight (8) milk tea shops are located at Capas
downtown.

Definition of Terms

MILK TEA
Chapter 2
UNDER
Construction
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