Research Instrument

The researcher employed a survey questionnaire as the primary instrument to investigate

consumers' preferences in selecting milk tea flavors. This method allowed for a systematic
collection of data, enabling the researcher to analyze and draw insights into the diverse choices
and trends within the target demographic. The questionnaire, carefully designed to encompass
various flavor options, served as a valuable tool in gauging consumer tastes and guiding the
study towards a comprehensive understanding of the factors influencing milk tea flavor
preferences. Through this structured approach, the researcher aimed to uncover valuable insights
that contribute to a broader understanding of consumer behavior in the context of milk tea
consumption.
Additionally, Surveys with closed-ended questions, particularly those using Likert scales,
are often effective for understanding preferences. Likert scales provide a range of options (e.g.,
strongly agree to strongly disagree), allowing respondents to indicate their level of preference on
a scale. This structured format makes data analysis more straightforward, and it quantifies
preferences in a way that facilitates comparison and statistical analysis.
 Consumers Preference in Choosing Milk Tea Flavor
Name (optional) _____________________________
Age: ____
Sex: Male Female

Direction: To express your agreement or disagreement with each statement in the questionnaire
by checking the box that appears on the right side of each statement. There are no correct or
incorrect responses. Your answers will remain completely confidential, and your identity will not
be disclosed.

II. Consumers Flavor Preference

YES NO
I prefer fruity flavors.
Strong tea flavor is what I prefer in milk tea over softer flavors.
I prefer milk tea to have a stronger emphasis on the milk
component.
I prefer milk tea with added toppings like pearls or boba.
I prefer milk tea with a chocolate-based flavor profile.

III. Factors Affecting Consumers Preference

5 4 3 2 1
Strongly Agree Neutral Disagree Strongly
Agree Disagree
Health-related factors, such as
nutritional content or potential
health benefits, impact your
decision when choosing a milk
tea flavor.
The popularity of the milk tea
flavor affects the consumer in
choosing flavor.
Recommendation also affects
consumers preference.
The visual appeal of the
packaging and presentation of the
milk tea can influence consumer
choices.
The relative cost of a specific
flavor compared to others can
influence the decisions
consumers make.

III. Sweetness of Milk Tea

5 4 3 3 1
Strongly Agree Neutral Strongly Disagree
Agree Disagree
The sweetness level is a crucial
factor influencing my choice of
milk tea flavor.
I enjoy milk tea flavors that
combine sweetness with
contrasting elements, such as a
hint of bitterness or tartness.
The sweetness level significantly
influences my overall satisfaction
with a milk tea drink
Sweetness level is a key factor in
determining your preferred milk
tea flavor profile?
Sweetness factor is a key
consideration when
recommending or selecting milk
tea flavors.