Julieann

Republic of the Philippines
Region VI- Western Visayas

Schools Division of Iloilo
Estancia National High School
Estancia, Iloilo
SENIOR HIGH SCHOOLDEPARTMENT
Chapter I
INTRODUCTION
Background of the Study
Milk Tea is most commonly a drink prepared from hot water, tea
crystals, and sweetened condensed milk. Tea crystals are similar to instant
coffee and are not typically marketed everywhere, but have a distinctive
flavor. They are extracted from black tea, concentrated, and freeze or spray-
dried to form aggregated particles that will typically have a darker, somewhat
crystalline or shiny amorphous appearance on the side of the freeze dryer
tray nearest the bottom (Harbowy 2015).
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 caffeinated pick me up and a
sweet, allowed these milk tea shops to thrive (Castro, 2019).
Consumer preference is defined as the subjective tastes of individual
consumers, measured by their satisfaction with those items after they’ve purchased
them. This satisfaction is often referred to as utility. Consumer value can be
1
Estancia, Iloilo
determined by how consumer utility compares between different items. Consumer
preference is crucial to microeconomics, concepts such as utility, budget line,
indifference curve, and indifference map sound complex at once but are easy to
understand as can be. Consumer preferences can be measured by their satisfaction
with a specific item, compared to the opportunity cost of that item since whenever
you buy one item, you forfeit the opportunity to buy a competing item (Weedmark,
2018).
Consumer taste and preferences have become complex nowadays. A lot of
companies are focusing on the improvement and perfection of the product because
of the notion that if the company can provide a product that will completely suite the
profile of the customers, patrons will buy it. However, there are lots of other factors
that can contribute to the success of the business. It’s not the product alone that the
company must take notice but also the kind behavior consumers have. The ultimate
goal of the milk tea outlets to focus on providing healthy alternative ingredients and
include nutritional facts to inform the consumers of the contents of their drink. The
management should innovate exceptional tea products that are affordable and
reasonable yet high quality to achieve full customer satisfaction and
loyalty(Philippine E-Journal, 2012)
2
Estancia, Iloilo
According to 2010 census Estancia, being a second class municipality in the
western Visayascontinues to establish a bigger economy compared to neighbor
towns(Iloilo.net.ph). In Estancia, there are five milk tea shops namely: Chloe’s tea
cafe, Addictea, MLKT, U frappe house, and 9 teas.
In line with this, the researchers aimed to determine the milk tea shop
preference among Estanciahanons when taken as a whole and classified according
to age and sex.
Theoretical Framework
According to Martin (2014) marketing is simplistically defined as ‘putting the
right product in the right place, at the right price, at the right time.’ Though this
sounds like an easy enough proposition, a lot of hard work and research needs to go
into setting this simple definition up. And if even one element is off the mark, a
promising product or service can fail completely and end up costing the company
substantially. The use of a marketing mix is an excellent way to help ensure that
‘putting the right product in the right place, will happen. The marketing mix is a
crucial tool to help understand what the product or service can offer and how to plan
for a successful product offering. The marketing mix is most commonly executed
through the 4 P’s of marketing: Price, Product, Promotion, and Place.
3
Estancia, Iloilo
In relation with this study, this theory explains that customer preference can
only be obtain through a lot of hard work and research, all of this element is
essential in building customer loyalty to what the business offers. Product, price,
place and promotion can attribute effect to customer preference so businesses must
take marketing mix as basis for successful product offerings.
Paradigm of the Study
Independent variable Dependent variable
Age Milk Tea Shop

Sex Preference
Figure1.This shows the assumed flow of relationship between Independent and
Dependent Variables of the study.
4
Estancia, Iloilo
Statement of the Problem
This study aimed to determine the Milk tea shop preference among
Estanciahanons.
Specifically, this will seek answer to the following questions.
1. What is the milk tea shop preference among Estanciahanons when taken as
a whole and when classified according to age and sex?
2. Is there significant difference on the milk tea shop preference among
Estanciahanons when taken as a whole and when classified according to age and
sex?
Hypothesis of the Study
Based on the foregoing research question, the researchers forward this
hypothesis;
1. There is no significant difference on the Milk tea shop preference among
Estanciahanons when taken as a whole and when classified according to age and
sex.
5
Estancia, Iloilo
Significance of the Study
The result of this study is deemed beneficial to the following:
Tea Cafe Owner. The result of this study is beneficial to the owner of the tea
cafe as they could promote their service to a customer and in order them to know if
their service is good or not, so they can make another strategy to gain customer
Customer. This study could benefit the customer as they could know if they
will continue to avail the service of the five milk tea shop and it will served as their
basis to choose that said cafes.
Researchers. The result of this study will be useful to the researchers for it
will serve as an additional knowledge about the Tea shop preference among
Estanciahanons.
Future Researcher. This will benefit to the future researchers as they could
use this as a guide and basis in conducting further concern about tea shop
preference among Estanciahanons.
DTI. This will beneficial to the DTI as they could know what are the
businesses that will help the economy to grow, because they re the one who sustain
the economic growth.
6
Estancia, Iloilo
LGU.
Future Business persons. This study could benefit the future business persons as
they can used this as their basis in what kind of business they will planning to build.
Scope and Delimitation of the Study
Utilizing descriptive research, the researchers aimed to determine the milk tea
shop preference among Estanciahanons.
The respondent of the study were the customers that purchase milk tea in
town. They were be classified according to age and sex. Purposive sampling
technique was used to determine the respondents. The instrument used in gathering
data needed in the study was checklist. The researchers used frequency counts,
percentages and mean for descriptive data analysis and t-test and ANOVA for
inferential data analysis.
Definition of Terms
For better understanding of the study the following terms are defined
conceptually and operationally.
7
Estancia, Iloilo
Age. Is the length of time someone has been alive or something has existed.
In this study this refers to the age bracket of the customers whether 12-18,
19-25, 26 and above.
Sex. Is the classification of people as male or female, typically assigned at birth
based on the appearance of external anatomy (Yourdictionary.com)
In this study, this refers to the category of customer whether male or female.
Milk Tea shops. It is a small restaurant where tea, coffee, cakes, sandwiches and
light meals are served. (Collinsdictionary.com)
In this study, this refers to the business establishment that meets customer
preference.
Preference.
Etanciahanons
8
Estancia, Iloilo
Chapter II
Review of Related Literature
Consumer preferences defined as the subjective tastes of individual
consumers, measured by their satisfaction with those items after they’ve purchased
them. This satisfaction is often referred to as utility. Consumer value can be
determined by how consumer utility compares between different items. Consumer
preferences can be measured by their satisfaction with a specific item, compared to
the opportunity cost of that item since whenever you buy one item, you forfeit the
opportunity to buy a competing item.
9
Estancia, Iloilo
The preferences of individual consumers are not contained within the field of
economics. These preferences are dictated by personal taste, culture, education and
many other factors such as social pressure from friends and neighbors. For
example, someone who prefers to own a specific brand of a smartphone because
her friends all have the same brand. People often prefer some aspects of a product,
but not others. When comparing sofas can each have an impact on consumer
preference, as well as the number of extra cushions they have. Not all of these
aspects carry the same weight. When comparing two restaurants, for example, you
may prefer the food and the ambiance of one over the other, but having a rude
waiter at one restaurant may cause you to prefer the other restaurant overall.
Consumers normally implement preferences when they go for comparing
different alternatives and choices. Preference based on scientific evaluation is
always a reasonable one. Real life marketing primarily revolves around the
application of a great deal of common sense dealing with a limited number of
factors, in an environment flawed information and limited resources complicated by
vagueness. Use of traditional marketing techniques in these circumstances, is
inevitably partial and unequal. Now a day the role of marketing has becoming an
essential part for any product. Marketing place the pivotal role after establishing
target specification, concept generation and concept selection through concept
screening matrix and concept scoring matrix, and finally testing of concept of
10
Estancia, Iloilo
selection. Marketing has been comprehensively classified into two categories such
as product selling and concept selling. The marketing of any product might be
reached only because of concept selling. The role of the concept selling is to sell the
concept to the customers after getting their feedback's through face to face
interactions. Electronic mails, panel discussion, interactions with extreme users, and
users, lead users written survey and word of mouth advertising. Above described
methods might be congruous and helpful for concept generation too. It will help the
marketers to market the product more gullible, notable and plausible.
Since this tea are typically consumed at a higher strength than one normally
would get from tea brewed by the cup of pot, the resulting drink is typically redder
than from “fresh” brewed tea and packs a greater caffeine buzz. It may be served
hot or iced, similar to coffee, and closely paralleling Vietnamese coffee, which is
prepared drip/fresh, not instant(Matt Harbowy,2014).
4p’s Marketing mix
Product
The product is either a tangible good or an intangible service that is seem to
meet a specific customer need or demand. All products follow a logical product life
cycle and it is vital for marketers to understand and plan for the various stages and
their unique challenges. It is key to understand those problems that the product is
11
Estancia, Iloilo
attempting to solve. The benefits offered by the product and all its features need to
be understood and the unique selling proposition of the product need to be studied.
In addition, the potential buyers of the product need to be identified and understood.
Price
Price covers the actual amount the end user is expected to pay for a product.
How a product is priced will directly affect how it sells. This is linked to what the
perceived value of the product is to the customer rather than an objective costing of
the product on offer. If a product is priced higher or lower than its perceived value,
then it will not sell. This is why it is imperative to understand how a customer sees
what you are selling. If there is a positive customer value, then a product may be
successfully priced higher than its objective monetary value. Conversely, if a product
has little value in the eyes of the consumer, then it may need to be underpriced to
sell. Price may also be affected by distribution plans, value chain costs and markups
and how competitors price a rival product.
Promotion
The marketing communication strategies and techniques all fall under the
promotion heading. These may include advertising, sales promotions, special offers
and public relations. Whatever the channel used, it is necessary for it to be suitable
12
Estancia, Iloilo
for the product, the price and the end user it is being marketed to. It is important to
differentiate between marketing and promotion. Promotion is just the communication
aspect of the entire marketing function.
Place
Place or placement has to do with how the product will be provided to the
customer. Distribution is a key element of placement. The placement strategy will
help assess what channel is the most suited to a product. How a product is
accessed by the end user also needs to compliment the rest of the product strategy
(Martin 2014).
Chapter III
METHODOLOGY
Research Purpose and Design
This study employed descriptive qualitative method in gathering information
regarding the milk tea shop preference among Estanciahanons. This study aims to
know the milk tea shop preference among Estanciahanons. Descriptive research
design is defined as a research method that describes the characteristics of the
population or the phenomena that is being studied. This methodology focuses more
on the “what” of the research rather than the why of the research subject. In other
words, descriptive research primarily focuses on describing the nature of a
13
Estancia, Iloilo
demographic segment, without focusing on the why a certain phenomenon occurs.
In other words, it “describes” the subject of the research without covering the “why” it
has happened (Questionpro.com 2020).
According to Margaret Rouse, survey research is the collection of data
attained by asking individuals with questions either in person, on paper, by phone or
online. According to Adi Bhat, survey is defined as a research method used for
collecting data from pre-defined group of respondents to gain information and
insights on various topics of interest. The data is usually obtained through the use of
standardized procedures whose purpose is to ensure that each respondent is able to
answer the questions at a level playing field to avoid biased opinions that could
influence the outcome of the research or study. A survey involves asking people for
information through a questionnaire, which can be distributed them using digital
media such as social networks (Questionpro.com 2020).
Thus, this study is Descriptive in nature since it describesthe characteristics
of the population or the phenomena about the Milk tea shop preference among
Estanciahanons, it focuses more on the “what” of the research rather than the why of
the research subject. This study employed survey research design by giving the
checklist to the respondent about the milk tea shop preference among
Estanciahanons.
Respondent of the Study
14
Estancia, Iloilo
The respondent of the study were the 60 Estanciahanons who were
purchasing milk tea. They were selected using purposive sampling and they are
categorized according to age and sex.
Table 1 shows the data.
Table 1. Distribution of Respondents
Category P %
A. Entire Group 60 100%

B. Age
12-18 20 33.3%
19-25 20 33.3%
26 above 20 33.3 %
C. Sex
Male 21 35%
Female 39 65%
15
Estancia, Iloilo
Out of 60 (100%) respondents, 30 (50%) are male, while 30 ( 50%) are
female, 20 respondents (33.3%) belong to age 12-18, 20 (33.3%) belong to age 19-
25, and 20 respondents (33.3%) belong age 26 above.
Locale of the study
This study was conducted at Estancia, Iloilo, there are a growing
number of milk tea shops being establish in Estancia Iloilo, Chloe’s Tea Cafe is
located near the Northern Iloilo Polytechnic State Colleg eUfrappe house is
located at the front of Chloe’s Tea Cafe, MLKT is located near the Bank of
Commerce, 90’s is located near the West Campus and P8 is located near the
Estancia Public Terminal.
UFFRAPPE CAFE
16
CHLOES TEA
C CAFE
90S
Republic
Addictea of the Philippines
MLKT Region VI- Western Visayas
Estancia
C National High School
Estancia, Iloilo
Figure 2. Map of Estancia

Data Gathering Instrument
This study utilized a researchers - made instrument to gather data needed in
the study. Checklist is based on 4p’s Marketing Mix such as Product, Price,
Promotion, Place. It is composed of two parts. Part I consists of the respondent’s
personal information such as name which age and sex. Part II consists of 4 items for
“product”, and for “price”, 3 for “ place”, lastly, 2 for “promotion”.
Data Gathering Procedure
The researchers are searching a various related topics found in the books
and pdf files owned by other authors through the use of internet that is needed in the
study.
The researchers read all the gathered references materials carefully and
made a research questionnaire to be validated.
Upon giving validation paper one of the panels suggested to removed some
unrelated questions and also they edited some items in the questionnaires that are
not related to what the study all about.
17
Estancia, Iloilo
After that, the researchers consulted the said questionnaires to the research
adviser for approval. Upon approval, the researchers move to the next step.
Finally, the researchers conducted the study using the questionnaire that
they formulated and the researcher search the available respondents who entered
and purchased on the said milk tea shop.
After collecting all data, the researchers transcribed the answers and made
into tables for data analysis.
18
Estancia, Iloilo
Statistical Tools
The gathered data were subjected to the appropriate statistical tools.
Frequency Counts and percentages. This were used to determine the
distribution of respondents when classified to certain category.
Mean. This was used to determine the tea shop preference among
Estanciahanons when taken as a whole and classified according to age and
sex.
T-test. This was used to determine the significant difference on the tea
shop preference among Estanciahanons when taken as a whole and
classified according to sex.
One - way Analysis of Variance (ANOVA). This was used to determine
the significant difference on the tea shop preference among
Estanciahanons when taken as a whole and classified according to age.
19
Estancia, Iloilo
SENIOR HIGH SCHOOL DEPARTMENT
CHAPTER IV
RESULTS AND DISCUSSION
Descriptive Data Analysis
Milk Tea Shop Preference among Estanciahanons
Table 2.1 revealed the milk tea shop preference among Estanciahanons.
Milk tea shop Mean Std. Deviation Description
CHLOES 4.0972 .60096 Strongly preferred
ADDICTEA 3.2708 .70704 Averagely
preferred
MLKT 2.8792 .63916 preferred
UFRAPPE 2.5917 .67851 Less preferred
9TEAS 2.1778 .65840 Not preferred
The “Strongly preferred” Milk tea shop is Chloe’s tea café with (M=4.09,
SD=0.60), “Averagely preferred” ADDICTEA with (M=3.27, SD=0.70),” preferred”
MLKT with (M=2.87, SD=0.63),” Less preferred” UFRAPPE with ( M=2.59,
SD=0.67), Not “preferred” NINETEAS with (M=2.17, SD=0.65).
20
Estancia, Iloilo
Milktea shop preference among Estanciahanons when classified according
to sex
Table 2.2 Milk tea shop preference among Estanciahanons
Sex M SD Description
Chloe
Male 4.10 .57382 Strongly preferred
Female 4.09 .62238 Strongly preferred
Addictea
Male 3.26 .81378 Averagely preferred
Female 3.27 .65392 Averagely preferred
Mlkt
Male 2.80 .63418 Preferred
Female 2.91 .64691 Preferrred
Ufrappe
Male 2.56 .56514 Less preferred
Female 2.60 .73894 Less preferred
21
Estancia, Iloilo
9Teas
Male 2.28 .76715 Not preferred
Female 2.12 .59407 Not preferred
Utilizing mean the data revealed that when classified as to sex, both male and
female.”Strongly preferred” Chloes tea café with (M= 4.10, SP= .57) for male
respondents on Chloes tea café, (M=4.09, SD=.62) for female respondents on
Chloes tea café, “Averagely preferred” Addictea with (M=3.26, SD=.81) for male
respondents on Addictea , (M=3.27, SD=.65) for female respondents on
Addictea, “Preferred” Mlkt with (M=2.80, SD=.63) for male respondents on
MLKT, (M=2.91, SD=.64)for female respondents on Mlkt, “Less preferred”
Ufrappe with (M=2.56 SD=.56) for male respondents on Ufrappe , (M=2.60,
SD=.73) for female respondents on UFRAPPE, “Not preferred” 9Teas with
(M=2.28, SD=.76) for male respondents on 9Teas , (M=2.12, SD=.59) for female
respondents on 9Teas.
22
Estancia, Iloilo
Milktea shop preference among Estanciahanons when classified according

to age.
Age CHLOE ADDI MLKT UFRA 9TEAS

12-18 Mean 4.0542 3.4083 2.8708 2.6292 2.0000
N 20 20 20 20 20
Std. Deviation .61432 .76515 .70787 .72521 .71328
19-25 Mean 4.0875 3.1875 2.9667 2.5875 2.2042
N 20 20 20 20 20
Std.Deviation .61977 .84504 .78472 .80089 .67510
26 above Mean 4.1500 3.2167 2.8000 2.5583 2.3292
N 20 20 20 20 20
Std.Deviation .59579 .47171 .37012 .50949 .56872
Total Mean 4.0972 3.2780 2.8792 2.5917 2.1778
N 60 60 60 60 60
Std.Deviation .60096 .70704 .63916 .67851 .65840
Table 2.3 Revealed the milk tea shop preference among Estanciahanons when
classified according to age. 12 -18 age (M=4.05 with SD=.61) on Chloes tea café
which is ”Strongly preferred” with (M=3.40 with SD=.76) on Addictea which is
“Averagely preferred” with (M=2.87 with SD=.70) on Mlkt which is” Preferred”,
(M=2.62 with SD=.72) on Ufrappe which is” less preferred”, (M=2.00, SD=.71) on
9Teas which is” Not preferred”. 19-25 age with(M=4.08 with SD=.61) on Chloe’s
which is “Strongly preferred”, (M=3.18 with SD=.84) on addictea which is
23
Estancia, Iloilo
“Averagely preferred”, (M=2.96 with SD=.78) on Mlkt which is “Preferred”,
(M=2.58 with SD=.80) on Ufrappe which is” less preferred”, (M=2.20 with
SD=.67) on 9Teas which is not preferred. 26 above age (M=4.15, SD=.59) on
Chloe’s which is “Strongly preferred”, (M=3.21 with SD=47) on Addictea which is
“Averagely preferred” (M=2.80 with SD=.37) on Mlkt which is” Preferred”,
(M=2.55 with SD=.50) on Ufrappe which is “Less preferred”, (M=2.32 with
SD=.56) on 9teas which is “Not preferred”.
24
Estancia, Iloilo
Inferential Data Analysis
Significant Difference on Milk Tea Shop Preference among
Estanciahanons when classified according to sex.
Table 3.1 MILK TEA SHOP PREFERENCE AMONG ESTANCIANONS
t-test for Equality of Means
F t df Sig. (2-
tailed)
CHLOES Equal variances .399 .093 58 .926

assumed
Equal variances .095 44.059 .924

not assumed
ADDICTEA Equal variances 1.738 -.040 58 .969

assumed
Equal variances -.037 34.152 .971

not assumed
MLKT Equal variances .002 -.616 58 .540

assumed

not assumed
UFRAPPE Equal variances 1.675 -.234 58 .816

assumed

not assumed
9TEAS Equal variances 1.160 .896 58 .374

assumed
25
Estancia, Iloilo
Equal variances .830 33.223 .412

not assumed
This table shows that the milk tea shop preference among Estanciahanons when
take as a group and classified according to sex using T-test shows that there is n
significant difference on milk tea sho preference among Estanciahanons, was
indicated by the T-test result, sig.(2 tailed) .92 for Chloes, sig.(2 tailed) .96 for
Addictea, sig.(2 tailed) .54 for Mlkt, sig.(2 tailed) .81 for Ufrappe, sig.(2 tailed) .37
for 9Teas which was higher than 0.05 significant alpha level. Therefore the null
hypothesis which is stated that there is no significant difference on Milkteashop
preference among Estanciahanons when taken as a whole and when classified
according to sex was accepted
Milk tea shop preference among Estanciahanons when taken as a group
and classified according age.
26
Estancia, Iloilo
One-way
df F Sig.
CHLO Between Groups 2 .127 .881
Within Groups 57
Total 59
ADDI Between Groups 2 .567 .570
Within Groups 57
Total 59
MILK Between Groups 2 .335 .717
Within Groups 57
Total 59
UFRA Between Groups 2 .053 .948
Within Groups 57
Total 59
NINETEAS Between Groups 2 1.286 .284
Within Groups 57
Total 59
27
Estancia, Iloilo
Utilizing ANOVA as inferential statistical tool, the data revealed no significant
difference on the milk tea shop preference when taken as a whole and when
classified according to age. This was indicated by ( P=0.127) for Chloes ,
(P=0.567) for Addictea, (P=0.335) for Mlkt, ( P=0.053) for Ufrappe, and
(P=1.286) for 9teas.
References
A. Online Sources
28
Estancia, Iloilo
https://www.yummy.ph/news-trends/milk-tea-trend-history-philippines-aoo261-
20190307-lfrm2
http://www.quora.com/What-is-milk-tea
http://bizfluent.com/info-8698883-difinition-consumer-preference.html
https://www.academia.edu/30356082/factors-affecting-consumers-buying-
behavior-on-selected-milk-tea-stores-towards-obtaining-sustainability
https://www.cleverism.com/understanding-marketing-mix-concept-4ps
https://www.dictionary.com/browse/sex
https://www.collinsdictionary.com/dictionary/english/tea/related
https://bizfluent.com/info-8698883-definition-consumer-preference.html
https://www-questionpro-com.cdn.ampproteject.org/v/s/www.question.pro/blog/
descriptive-research/amp/?amp-js-v=a3&amp-gsa=1&usqp=mq331AQCKAE
%3D#aoh=15822393838850&amp-ct=1582239392243&referrer=https%3A%2F
%2Fwww.google.com&amp-tf=From%20%251%24s&ampshare=https%3A%2F
%2Fwww.questiompro.com%2FFblo%2Fdescriptive-research%2F
https://whatis-techtarget-com.cdn.amproject.org/v/s/whatis.techtarget.com/
definition/survey-research?amp-js-v=a3&amp-
gsa=1&amp=1&usqp=mq331AQCKAE%3D#aoh=https%3A%2F
29
Estancia, Iloilo
%2Fwww.google.cco&amp-tf=From%20%251%24s&ampshare=https%3A%2F
%2Fwhatis.techtarget.com%2FdFdefiniti%2Fsurvey-research
Chapter V
SUMMARY, CONCLUSION AND RECOMMENDATIONS
Summary
30
Estancia, Iloilo
This study utilized descriptive research on design to determine the Milk
tea shop preference among Estanciahanons.
Specifically, this study sought answers to the following questions:
1. What is the Milk tea shop preference among Estanciahanons when taken as a
whole and when classified according to age and sex.
2. Is there significant difference on Milk tea shop preference among
Estanciahanons’ when taken as a whole and when classified according to age
and sex?
The respondents of this study were selected through purposive random
sampling method wherein the results show thirty-nine (39) for female
respondents, twenty-one (21) male respondents.
The sources of data are based on 4ps marketing mix of Martin (2014).
Wherein, questions are group into product, price, place, and promotion consist of
questions and was test in a proper checklist.
The data were analyzed using frequency count and percentage, mean, t-
test and one-way ANOVA.
The findings of the study revealed that male and female customers
“strongly preferred” on Chloes, “highly preferred” on Addictea, preferred on Mlkt,
“less preferred” on Ufrappe and both are “not preferred” on 9Teas,
31
Estancia, Iloilo
This study further revealed no significant difference on milk tea shop
preference among Estanciahanons when classified according to age and sex.
Conclusions
Based on the findings of the investigation, the researcher draw the
following conclusion:
Most of the Estanciahanons, both male and female respondents
strongly preferred Chloes tea café, averagely preferredAddictea, preferred the
Mlkt , Less preferred Ufrappe, and Not preferred 9teas.
Respondents regardless of their age bracket) “strongly preferred” Chloes
tea café, “averagely preferred” Addictea, preferred the Mlkt ,”” Less preferred
Ufrappe, and “Not preferred” 9teas.
There is no significant difference on Milk tea shop preference among
Estanciahanons when classified according to age and sex
The Estanciahanons shows that they Strongly preferred Chloes tea café
when it comes to product, place, price, and promotion, It means that Chloes tea
offers much more convenient products and services that can satisfied their
customers above other milk tea shop here in Estancia Iloilo.
Recommendation
32
Estancia, Iloilo
Based on the findings and conclusions, the following recommendations
are here by presented:
Tea Café owner. As the results was finally formulated, tea café owners
are recommended to continue their goals to their valued customers. And for
those tea café owners that are in the low rank they should try another strategy
that can improved their customers service as well as the product that they offer.
Customers.The researchers found out that the Chloes tea café is the
highly preferred milk tea shop among Estanciahanons. This can help them on
making decision on where to buy Milk tea in Estancia Iloilo.
Researchers.They should recommend to strengthen and continue sharing
of their knowledge about Milk Tea Shop Preference in the whole community of
estancia. In order for the people to know and have knowledge on Milk Tea Shop
Preference.
Future Researchers, This can help them in conducting/doing their own research
and providing them information in the future.
33
Estancia, Iloilo
APPENDICES
Appendix A
Letter to the Validators
34
Estancia, Iloilo
January 15, 2020
Greetings!
We are presently conducting a research study entitled; “Milk Tea Shop
Preference AmongEstanciahanons” as a partial fulfilment of the requirements
for the subject Inquiries, Investigations, and Immersion
In this connection, the researchers would like to request your assistance in
validating our instrument. Please feel free to make corrections, suggestions, and
recommendations for the improvement of our instrument.
Thank you very much for your consideration. Your favorable effort in this
regard will be highly appreciated for the improvement of our study.
Very respectfully yours,

(Sgd.)Abagatnan, Clarisse Anne B. (Sgd.) Gonzales, Anna Jane V.
(Sgd.)Bersabal, Nikka Joy A. (Sgd.)Malihan, Rizza Jane A.
(Sgd.)Cabarles, Stephen B. (Sgd.)Penuela, Rizalyn T.
(Sgd.)Clavero, Jhomer S. (Sgd,) Roxas, Julie Ann D.
Noted:
MICHEL DUMAPIL
Research Teacher
LOTA B. ANTONIO
Asst. Principal SHS Academics
35
Estancia, Iloilo
Appendix B
Letter to the Respondents
January 30, 2020
___________________
___________________
Dear Respondents:
We are presently conducting a research study entitled “Milk Tea Shop
Preference AmongEstanciahanons” in partial fulfillment of the requirements for
the subject Inquiries, Investigations, and Immersion.
In this connection, we are requesting you to answer the enclosed data gathering
instrument. Rest assured that your data will be for research purposes only and
shall be kept with confidently.
Thank you very much for your cooperation. Your positive response towards this
matter is greatly appreciated.
Very truly yours,
(Sgd.)Abagatnan, Clarisse Anne B.
(Sgd.)Bersabal, Nikka Joy A.
(Sgd.)Cabarles, Stephen B.
(Sgd.)Clavero, Jhomer S.
(Sgd.) Gonzales, Anna Jane V.
(Sgd.)Malihan, Rizza Jane A.
(Sgd.)Penuela, Rizalyn T.
(Sgd.)Roxas, Julie Ann D.
Noted:
MICHEL DUMAPIL
Research Teacher
LOTA B. ANTONIO
Asst. Principal SHS Academic
36
Estancia, Iloilo
Appendix C
Milk Tea Shop Preference Among Estanciahanons
I. Personal Information
Direction: Please write your personal information on the spaces provided.
Name (optional): ________________________________
Age: Sex:
 12 - 18 years’ old  Male
 19 – 25 years’ old  Female
 26 years old and above
II. Checklist
Instruction: Please rank the given milk tea shops that you prefer the most using
the Likert Scale below.
5 – Strongly Preferred
4 – Averagely Preferred
3 – Preferred
2 – Less Preferred
1 – Not Preferred
37
Department of Education
Estancia, Iloilo
CHLOES ADDICTEA MLKT UFRAPPE 9TEAS

PRODUCT
Service provided by milk
tea shop
Offers milk tea in the
mean of serving
Quality of milk tea
presentation
Taste and flavor of milk
tea
PRICES
Value for money
Competitive price from

other milk tea shops
Price per volume of milk
tea
PROMOTION
Provide advertisement
in social media
Events offered by the
shop
Offers bundle pricing
PLACE
Accessibility of the shop
Ambiance of the
establishment
Appendix D
38
Estancia, Iloilo
Data Gathering
39
Estancia, Iloilo
Appendix E
Results
40

Julieann

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Julieann

Uploaded by

Copyright:

Available Formats

Republic of the Philippines

Region VI- Western Visayas

SENIOR HIGH SCHOOLDEPARTMENT

Background of the Study

crystalline or shiny amorphous appearance on the side of the freeze dryer

tray nearest the bottom (Harbowy 2015).

sweet, allowed these milk tea shops to thrive (Castro, 2019).

Consumer preference is defined as the subjective tastes of individual

them. This satisfaction is often referred to as utility. Consumer value can be

SENIOR HIGH SCHOOLDEPARTMENT

determined by how consumer utility compares between different items. Consumer

preference is crucial to microeconomics, concepts such as utility, budget line,

understand as can be. Consumer preferences can be measured by their satisfaction

Consumer taste and preferences have become complex nowadays. A lot of

reasonable yet high quality to achieve full customer satisfaction and

loyalty(Philippine E-Journal, 2012)

SENIOR HIGH SCHOOLDEPARTMENT

According to 2010 census Estancia, being a second class municipality in the

western Visayascontinues to establish a bigger economy compared to neighbor

cafe, Addictea, MLKT, U frappe house, and 9 teas.

preference among Estanciahanons when taken as a whole and classified according

to age and sex.

According to Martin (2014) marketing is simplistically defined as ‘putting the

through the 4 P’s of marketing: Price, Product, Promotion, and Place.

SENIOR HIGH SCHOOLDEPARTMENT

take marketing mix as basis for successful product offerings.

Paradigm of the Study

Independent variable Dependent variable

Age Milk Tea Shop

Figure1.This shows the assumed flow of relationship between Independent and

Dependent Variables of the study.

SENIOR HIGH SCHOOLDEPARTMENT

Statement of the Problem

Specifically, this will seek answer to the following questions.

a whole and when classified according to age and sex?

2. Is there significant difference on the milk tea shop preference among

Hypothesis of the Study

Based on the foregoing research question, the researchers forward this

1. There is no significant difference on the Milk tea shop preference among

SENIOR HIGH SCHOOLDEPARTMENT

Significance of the Study

The result of this study is deemed beneficial to the following:

basis to choose that said cafes.

preference among Estanciahanons.

the economic growth.

SENIOR HIGH SCHOOLDEPARTMENT

Scope and Delimitation of the Study

shop preference among Estanciahanons.

inferential data analysis.

conceptually and operationally.

SENIOR HIGH SCHOOLDEPARTMENT

19-25, 26 and above.

Sex. Is the classification of people as male or female, typically assigned at birth

based on the appearance of external anatomy (Yourdictionary.com)

light meals are served. (Collinsdictionary.com)

SENIOR HIGH SCHOOLDEPARTMENT

Review of Related Literature

Consumer preferences defined as the subjective tastes of individual

them. This satisfaction is often referred to as utility. Consumer value can be

determined by how consumer utility compares between different items. Consumer

preferences can be measured by their satisfaction with a specific item, compared to

opportunity to buy a competing item.

SENIOR HIGH SCHOOLDEPARTMENT