BACKGROUND OF THE

STUDY
 Many famous milk tea shops appear at Signal Village in recent
years such as Boba Bears and I Love Milk tea that offers different
flavor and refreshing drinks.

A versatile drink, milk tea comes in many variations of flavor

and color (the most common of which is served cold rather than hot).
Due to its flexibility, it is fast becoming one of the most popular tea
drinks in Signal Village. As the tea industry develops, there is an
increase in the number of milk tea shops and some of that are the Boba
Bears and I Love Milk Tea which recently opened another branch in
Central Signal. Determining the buying behaviors and preferences of
consumers between two different milk tea shops will aid in developing
strategies, which in turn would lead in sustaining customer’s loyalty
and sustainability in this industry. So in order to be ahead of the others,
one must have a unique concept and an effective strategy to attract
customers.
FACTORS AFFECTING MILK TEA
CONSUMERS BUYING
BEHAVIOR ON SELECTED MILK
TEA SHOPS IN SIGNAL VILLAGE,
TAGUIG CITY
DEFINITION OF
TERMS
MILK TEA – is a combination of milk and tea with the chewy
pearl mix on it. It can be serve in hot or cold temperature

CONSUMER – a person who purchase goods and services such

as milk tea

RENDEZVOUS – a place where many people go to spend time

AMBIENCE – a feeling or mood associated with a particular

place, person or thing

EXTENSIVE MENUS – many different kind or flavors of dinks

on it

SHEER NUMBER – a great number of something

 A.
Introduction
 Milk tea is an extremely popular drink in most of Asian
countries. Milk tea is simply what it sounds like-tea with milk
added. It is made of hot or cold tea, milk, sugar and pearl. Ice is
then added and chewy balls or pearls are consumed along with
the beverage click to most teenagers and young professionals.
Times are changing, so do people. They want to socialize
more. A cozy chat over a milk tea is just right for exchanging
gossips, planning outings or simply relaxing and pampering one
self.
Nowadays, it’s not surprising to see someone you know
drinking milk tea at least once a week, lining up for hours, or
having it delivered to their doorstep. Milk tea shops, after all,
carried a similar ambience, a casual space that allowed visitors to
stay for long period of time. Perfect for the students with paper to
finish or friends to hang out with.
THEORETICAL
FRAMEWORK
 Theory of Reasoned Action (Martin
Fishbein and Icek Ajzen 1960)

Centers its analysis on the importance of pre-existing attitudes in

the decision-making process.
Several lessons marketers can learn here are stated below:

1. when marketing a product to consumers, marketers, must associate a

purchase with a positive result, and that result must be specific.

1. the theory highlights the importance of moving consumers through

the sales pipeline. Marketers must understand that long lags between
initial intention and the completion of the action allows consumers
plenty of time to talk themselves out of a purchase or question the
outcome of the purchase.
 Theory of Reasoned Action Engel,
Kollet, Blackwell (EKB Model)

Marketers have two periods where their input is the most

valuable. During the initial information stage, marketers must
provide consumers with enough information about the product to
drive the consumer to keep the company’s products under
consideration for purchase. Marketing becomes a factor again in
the phase of external influences. Lifestyle brads are very good at
instilling a desire in the consumer to look or feel a certain way
with the product, even if the brand’s product is not fundamentally
different from the competition.
 Motivation-Need Theory
Abraham Maslow (1943)

People act to fulfill their needs based on a

Five-part priority system:

 Physiological (survival)
 Safety
 Love
 Esteem
 Self-Actualization
 Impulse buying
Stern Hawkins

Present an ocean of opportunities for marketers.

Stern established Four categories:

1. Pure impulse purchases

1. Consumers make reminded impulse buys

1. Suggested impulse purchases

1. Consumers make planned impulse decisions

STATEMENT OF
THE PROBLEM
1. What is the demographic profile of the respondent according
to:
1.1 Age
1.2 Gender
1.3 Civil status
1.4 Employment

“According to Trehan (2009), age is an important factor

affecting needs for the products. The need for products varies with
age. If the product is purchased by young persons, it appeals to their
feeling of love, comfort, affection, etc.

In addition, Armstrong (2010) stated, a buyer’s decision are also

influenced by his or her personal characteristics, notably the buyer’s
age and life-cycle stage, occupation, economic circumstances,
lifestyle and personality, and self-concept.”
2. What are the strategies of the owners in sustaining the
shop?

“According to Nielsen’s Philippine Shopper Trends

Report (2013) revealed affordability as the key driver of new
product purchase for Filipino consumers, followed by
convenience and personal recommendation. Filipino shoppers
have said that they like new products or emerging products
that are “centered on affordability, health and sustainability,
and convenience as important considerations”.”
3. What is the cultural practice of the customers in terms of:
3.1 Frequency of drinking milk tea
3.2 Preferred milk tea flavor

“Cultural factors affecting consumer behavior are related to

cross-cultural differences amongst consumers on local and
global sales. Culture can be defined as the ideas, customs, and
social behavior of a particular people or society (Oxford
Dictionaries, 2015) and the tendency of globalization has made
it compulsory for cross-cultural amongst consumers to be taken
into account when formulating and communicating marketing
messages.”
4. What is the social preference of the customers in terms of:
4.1 Form of advertisement
4.2 Companion in buying milk tea
4.3 Popularity

“According to Hoyer et al (2012), social factors impacting

consumer behavior arise as a result of interaction of perspective
consumers with others in various levels and circumstances. Targeting
members of society perceived as opinion leaders usually proves
effective strategy when marketing products and services due to the
potential of opinion leaders to influence behavior of other members of
society as consumers.”

5. What are the reasons of customers for drinking milk tea?

CONCEPTUAL
FRAMEWORK
Factors affecting Data Gathering The result of the study is for
consumer’s buying the milk tea consumers to
behavior on selected • Survey provide them information
milk tea shops • Questionnaire about the product they love
• Interview to buy and to their behavior
o Personal Data Analysis
in buying the product. And
Influences for the owners, to help them
o Cultural • Statistical Treatment improve their business and
Influences to give them awareness at
Interpretation of some instances that their
o Social Influences
Data business may encounter.
o Psychological
Influences

FEEDBACK
SCOPE AND
LIMITATION
 This study will be conducted at Signal Village, Taguig City
that have different milk tea shops put up around the area and are
limited only to the milk tea consumers, employees, and owners.

This research is also limited since the objective of the

research is to find out the factors affecting milk tea consumers
buying behavior on selected shops in Signal Village, Taguig City
towards obtaining sustainability. The attainment of this study is
dependent to the response of the respondents.

This will be conducted in this school year 2019-2020. Any

changes or progress in details and information will not be covered
by this study.
SIGNIFICANCE
OF THE STUDY
 MILK TEA CONSUMERS

 MILK TEA OWNERS

 OTHER CONSUMERS
 CHAPTER 3:

METHODOLOGY
 RESEARCH METHOD USED
Researchers will use the descriptive method
of research to collect and analyze the data on the
factors affecting milk tea consumers buying
behavior on selected shops in Signal Village, Taguig
towards obtaining sustainability.

This method is used to gather information in

order to test hypothesis or to answer questions
concerning the current status of the object of the
study.
 POPULATION AND
SAMPLE SIZE
The researchers will use the probability
sampling. There will be fifty (50) random customers
of each selected milk tea shop (with total of 100
respondents) in Signal Village, Taguig that will
serve as the respondents.
 RESEARCH INSTRUMENT
Part I: Recall Type

Part II: Multiple Response

Part III: Rank Order Scale and Multiple Choice

Part IV: Likert Scale

Part V: Interview
DATA GATHERING PROCEDURE

This data will be gathered through

the questionnaires that will be distributed
by the researchers to the respondents
asking permission from the consumers of
milk tea, owners of the shop and lastly to
the respondents themselves.
 STATISTICAL TREATMENT

Formula:

P = x/n (100)

Where:
P = Percentage
X = Frequency
N = Population
BIBLIOGRAPHY
https://opentoexport.com/article/capturing-filipino-consumers/

https://www.researchgate.net/publication/317357752_Consumer_Behavior_Am
ong_Filipino

https://research-methodology.net/a-brief-literature-review-on-consumer-buying-
behaviour/

https://research-methodology.net

https://www.eaglenews.ph

https://ejournals.ph
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