CHAPTER 1

INTRODUCTION

Background of the study

Nowadays, milktea becomes popular. Infinitea is well-known for serving a wide

variety of tasting refreshing authentic, pearl milk drink tea, made from 100% freshly

brewed loose-leaf teas. Infinitea established in 2010 they become popular because they

serves different flavors of milktea like, Almond Milktea Medium, Dragon Milktea Medium

and Pearl Green Milktea Medium. That is why the Infinitea become different and

interesting. Infinitea is the top and fast growing milktea top in the Philippines with 200

shops nationwide.

Gong cha is another milktea shop that is also popular. Gong cha is a South Korean

owned Taiwanese drink shop franchise. In 2017 Gong cha was sold to Gong cha Korea,

a franchise. It expanded to Hongkong in 2006, and by 2012 had further expanded

internationally. Gong cha milktea were made with fresh and high-quality ingredients.

Sweet and chewy boba pearl with perfect sweetness and fragrance tea to quench your

thirst. Gong cha means we take customers as “Emperor” and only provide them the best

service and products.

The researchers chose this topic since Infinitea Milktea and Gong cha are very

popular and they are both direct competitors. The researchers wants to determine the

consumers buying behavior on selected milktea stores in Muntinlupa City which is Gong

cha and Infinitea.

1
Statement of the problem

The main thrust of research study is to determine the consumer’s buying behavior

on selected milktea stores in Muntinlupa City.

Specifically, the research study seeks to answer the following questions:

1. What is the demographic profile of the respondents of Gong cha and Infinitea?

1.1 Gender

1.2 Age

1.3 Occupation

1.4 Income

1.5 Education

2. What is the buying behavior of the customers in cultural profile in terms of:

2.1 Time of drinking milktea

2.2 Way of drinking milktea

2.3 Kind of tea preferred

3. What is the buying behavior of the customers in social profile in terms of:

3.1 Reference group on milktea

3.2 Marketing form of advertisement on milktea

3.3 Companion when drinking milktea

2
Significance of the study

This study will able to contribute research study the difference between the two

trending beverages. Furthermore, this research study can be a guide for those who want

to start a business and can make informed decisions in society.

More specifically, this study can be significant to the following beneficiaries:

Students: It can help them to have knowledge especially ABM students who want to start

a business and they can use this research study as a guide to innovate a product that

they want to sell.

Unemployed Person: This research study can help them to have a job and start a

business that no need a high capital.

Future Researchers: This research study can help them in getting resources data that

can help them in future research.

Business Owner: This research study will help other business owner top have a lot of

new ideas that can help to their business.

Employees: This research study can help an employees in matter of having a job or an

idea in starting their own business.

3
Scope and Delimitations

This study only focused on determining consumers buying behavior. This was

measured in terms of the personal influences, cultural influences and social influences.

The researchers limited the respondents to 100 customers at each stores (total of 200

respondents) the researchers used convenient method.

4
Definition of Terms

Milk Tea – refers to several forms of beverage found in many cultures, containing some

combination of tea and milk. Beverages vary based on the amount of each of these key

ingredients, the method of preparation, and the inclusion of other ingredients (varying

from sugar or honey to salt or cardamom).

Gong Cha – means we take customers as ‘Emperor’, and only provide them the best

service and products. Gong cha selects the premium tea leaves and other high-quality

ingredients. Experienced tea master carefully infuse the tea indifferent temperatures and

golden ratios.

Infinitea – serves a wide variety of tasty and refreshing authentic pearl milktea drinks for

all you fanatics out there. Guaranteed made from 100% freshly brewed loose-leaf teas of

high quality for an overall healthier lifestyle. We also serve variety of coffees, frappes,

fruit teas and more.

Social Profile – description of individuals’ social characteristics that identify them on

socialmedia sites such as Linkedln an facebook, when using tools such as dig and

delicious as well as collaboration applications such as Jive, IBM Connections or

socialtext.

Cultural Profile – defined as the characteristics of an entity determined by its culture.

An entity, in most cases, is an individual. However, this profile can also be defined for a

larger entity, such as an organization (organizational culture), group (professional

culture), or even a society (national culture)

5
Demographic Profile – is a tool used by marketers so that they may be as efficient as

possible with advertising products or services and identifying any possible gaps in their

marketing strategy. Demographic profiling can even be referred to as a euphemism for

corporate spying.

Business – is the activity of making one’s living or making money by producing or buying

and selling products (such as goods and services).

Customers- is the recipient of a good, service, product or an idea- obtained from a seller,

vendor, or supplier via a financial transaction or exchange for money or some other

valuable consideration.

Consumer behavior- is the study of individuals, groups, or organization and all the

activities associated with the purchase, use and disposal of goods and services, including

the consumer’s emotional, mental and behavioural responses that precede or follow

these activities.

6
 CHAPTER 2

RELATED LITERATURE

“Consumer behavior focuses on how individuals make decisions to spend their

available resources (time, money, effort) on consumption-related items”. In addition

consumer behavior may be defined as the process and activity when the consumers

use to evaluate, purchase or dispose goods and services to satisfy their needs (Loudon

and Bitta, 1993; Solomon et al.,2002; Hoyer and Maclnnis 1997, p.3).

Marketing Form on Advertisement

According to Fill (2002), the advertising is important and the main factor as it can

inform or remind the audiences about the existence of the brands and also influence

their buying decision making.

According to Mandan, Hossein & Furuzandeh (2013), Entertainment has been

one of the primary criteria for creating an advertisement. Entertainment is used as a tool

to gain attention of customers. An interesting and entertaining ad is more likely to be

remembered by consumers rather than a boring one. Therefore, it can be said that

entertainment increases the effectiveness of advertising. That is why many companies

are investing a lot of money to make advertisements that are humorous.

Kumar & Raju (2013) have found that advertisements are able to change the

consumer’s opinion about a particular product.

7
Reference Group

Studies on reference group influence varies from men to women where gender is

considered to be an influential constituent in consumer buying behavior (Schiffman and

Kanuk, 1996)).

Influence of reference groups across product conspicuousness varies amidst

customer segments involving students, working women, housewives etc. In a study

between housewives and students, housewives were seen to be less susceptible than

students to group influences for variety of products (Park & Lessig, 1977).

According to Shah (2010), Every society possesses some form of social class

which is important to the marketers because the buying behavior of people in a given

social class is similar. In this way marketing activities could be tailored according to

different social classes. Here we should note that social class is not only determined by

income but there are various other factors as well such as: wealth, education,

occupation etc.

8
A. Demographic Factors and Consumer Buying Behavior

See Table I, Kotler (2001) mentioned that demographic factors influenced

customer’s buying behavior are the internal factors including age, gender, income,

occupation, education, family size, and religion, race, generation, nationality and social

class, so the market is divided based on these factors. And these factors are the basic

factors to differentiate customer groups as the customer wants, preferences and usage

are usually involve demographic factors.

TABLE I: CONSUMER BUYING BEHAVIOR

____________________________________________________________________________________
____________________________________________________________________________________

Year Scholar Definition

____________________________________________________________________________________
1970 Walters & Paul People are buying and using the product or service involved
in the decision-making and behavior.

1974 Pratt By cash, check exchange of goods or services necessary

decisions referring to the purchasing behavior.

1983 Francken Consumers are satisfied with the product or service will
generate repeat purchase intention.

2010 Shiffman & Performance in the search for, purchase, use and evaluate
Kannk the behavior of products and services to meet the demand.

1993 Engel, Blackwell Consumer buying behavior is directly related to the

& Miniard consumption of products and services which are triggered
by the decision-making process before and after.

2005 Kotler Consumer buying behavior is how individuals, groups and

& organizations to select, purchase, use and disposal of
2012 products, services, ideas or experience to meet the
consumers’ demand,
____________________________________________________________________________________

9
 According to Flynn (1995), age is a very important demographic factors that

influences on the decision making process on the purchase behavior because natural

factor, easy to measure and use it a lot of social science theories. People of different age

have different needs and wants and buy different goods and services over their life time.

Dunne and Lusch (1999), the accomplishment in the education field is the most

reliable index for the income potential, attitudes and the way of spending of a person.

Acton (2005) stated that the consumer purchase behavior is defined as “consumer buying

behavior” which is consumed in order to meet the needs of consumers”.

Engel (et al., 1993) declared that consumer buying behavior is directly related to

the consumption of products and services which are triggered by the decision-making

process before and after. He also expressed that the purchase behavior of the narrow

explanation refers to the buying behavior of individuals substitutes the exchange of goods

or services in money or money. East (et al., 2008) said that purchase behavior have been

accepted that most repeat purchase decision are done as a habit and often his range of

decision-making from rational to automatic is related to the degree of involvement.

10
 CHAPTER 3

METHODOLOGY

This part of our study will be able to show you the research design, sample,

instruments, the data gathering and the date analysis.

Research Design

The researchers used Descriptive Method. A descriptive is a research provide

systematic information about a phenomenon.

The main goal of the descriptive research is to describe data and characteristics

about what is being studied.

To obtain facts about the customer’s buying behavior on selected milktea stores.

There is a need for interpreting the meaning of the data gathered. In this study, the

researchers used articles, internet and research compilation to gather secondary

resources of information.

11
The Sample

The researchers used convenience sampling since it is the most

appropriate sampling in the study and went to the respondents in Festival Mall Alabang,

Muntinlupa City. To explain to them the content of the questionnaire, so that they will be

able to understand and answer the question given. The respondents of this study were

passerby in the said location.

12
The Instrument

The instrument used by the researchers is survey questionnaire. Wherein the

researchers give survey questionnaire form to the respondents and they choose their

answer by checking it.

In table 1, it contains of the gender of the respondents and their age. Their

occupation and income. It also contains their education background. In table 2, it

contains of the time of drinking Milktea of the respondents. The way of drinking Milktea

if they want to drink it hot or cold and lastly, the reference of the kind of tea or the flavor

of Milktea they want to drink. In table 3, it’s all about the social profile of the

respondents. The reference group on Milktea of the respondents. The marketing form of

advertisement on Milktea and lastly, the preferred companion when drinking Milktea of

the respondents.

13
Data Gathering Procedure

The following are the procedure during the data gathering:

1. The researchers gives a letter of approval in the managers of Infinitea and Gong cha

to conduct the study.

2. The researchers wrote a letter that will be signed in approval of evaluators that will be

use to conduct the study.

3. The researchers identified the respondents of this study.

4. Then create a survey questionnaire that will be given to the respondents.

14
 CHAPTER 4

RESULT AND DISCUSSION

Table 1. Personal Profile of the Respondents

Table 1.1. Gender of the Respondents

Gong Cha Infinitea

Response Percentage Response Percentage

Male 43 43 Male 43 43

Female 57 57 Female 57 57

Total 100 100 Total 100 100

The table above shows the gender of the respondents. Gong cha and Infinitea has

43 male respondents and 57 female respondents with a total of 100 respondents

respectively. It means that, female used to drink and buy milktea than male.

Figure 1: Gender of the Respondents

GONG CHA & INFINITEA

Male
43%
Male Female
Female
57%

15
The graph shows the percentage of the gender of the respondents of Gong cha and

Infinitea. Female got 57% while male got 43% which mean that most of the respondents

are female.

Table 1.2. Age of the Respondents

Gong cha Infinitea
Response Percentage Response Percentage
15-20 42 42 15-20 38 38
21-25 27 27 21-25 37 37
26-30 13 13 26-30 12 12
31-35 8 8 31-35 5 5
36-40 3 3 36-40 5 5
41-45 4 4 41-45 1 1
46-50 1 1 46-50 1 1
51-55 0 0 51-55 0 0
56-60 2 2 56-60 1 1
Total 100 100 Total 100 100

The table shows the age of the respondents. In Gong cha, 42 of respondents are 15-20

years old, 27 of the respondents are 21-25 years old , 13 respondents are 26-30 years

old , 8 of the respondents are 31-35 years old , 3 respondents has the age of 36-40 years

old, 4 respondents are 41-45 years old , 1 respondent is 46-50 years old, there’s no

respondents at the age of 51-55 years old and 2 of the respondents are 56-60 years old

with a total of 100 respondents. It means that age between 15-20 years old are fond of

drinking Milktea than in other age. In Infinitea, 38 respondents are 15-20 years old, 37 of

the respondents are 21-25 years old , 12 respondents are 26-30 years old, 5 respondents

are 31-35 years old, there are also 5 respondents that are 36-40 years old, 1 respondent

is 41-45 years old, 1 respondent is 46-50 years old, there’s no respondents in the age of

16
51-55 years old and lastly only 1 respondent is at age of between 56-60 years old with a

total of 100 respondents. It means that age between 15-20 years old are fond of drinking

Milktea than in other age.

45

40
15-20
35
21-25
30 26-30

25 31-35
36-40
20
41-45
15 46-50
51-55
10
56-60
5

0
Gong cha Infinitea

The figure above represents the percentage of the Age of the Respondents of Gong cha.

15-20 years old has the higher percentage which is 42%, 46-50 years old has the lowest

percentage which is 1%. Gong cha has a total of 100% of the Age of the Respondents.

The figure of Infinitea shows that 38% is the highest percentage of the age of respondent

which 15-20 years old. There are three same percentages the 41-45 years old, 46-50

years old and 56-60 years old they are all 1% and that’s also the lowest percentage.

17
Table 1.3. Occupation of the Respondents
Gong cha Infinite
Response Percentage Rank Response Percentage Rank
Student 52 52 1 Student 39 39 1.5
Employee 23 23 2 Employee 39 39 1.5
Professional 12 12 4 Professional 15 15 2
Others 13 13 3 Others 7 7 3

Total 100 100 Total 100 100

The table above shows the occupation of the respondents, in Gong cha 52 of respondents

are students, 23 of respondents are employee, 12 of respondents are professional and

there are 13 respondents who respond others which means they have other occupation

or they are pensionaries, with a total of 100 respondents. In Infinitea 39 respondents are

students, 39 responded that they are employee, 15 respondents are professional and 7

responded others, all in all a total of 100 respondents.

The table clearly shows that when it comes on ranking of occupation of the respondents

of Gong cha, rank 1 is student, rank 2 is employee, rank 3 is others and rank 4 is

professional. On the other hand, the ranking of occupation in Infinitea, student and the

employee are rank 1.5, rank 2 is professional and rank 3 is others. Therefore, the

respondents of Gong cha and Infinitea are mostly students.

18
 13%
Gong cha

12% Students

Employee

52% Professional

Others

23%

The graph of Gong cha shows that 52% of the occupation of the respondents are

students it means that some of the buyers of Gong cha are students it’s because

nowadays milktea is trending in teens , 23% of their buyers are Employee because

employees can afford to buy milktea because they are already working, 12% of their

buyers are professional it’s only 12% because some of the professionals are busy in their

job so they don’t have a time to buy milktea because milktea is trend for teenagers and

young adults and 13% of the respondents respond to others because some of the buyers

of milktea is not only for those students, professionals and employee can also buy it but

some people can buy it although they don’t have an occupation.

19
 Infinitea
7%

15% Students
39%
Employee

Professional

Others
39%

The graph in Infinitea shows that 39% is the highest percentage which is two, the students

and employee it means that in Infinitea Milktea shop some of their customers are students

and employee and some of their buyers are professionals which is 15% and others that

is 7% only.

Table 1.4. Income

Gong cha Infinitea
Response Percentage Rank Response Percentage Rank
No No
income / 41 41 1 income / 37 37 1
Allowance Allowance
10,000- 28 28 2 10,000- 28 28 2
below below
10,000- 11 11 4 10,000- 20 20 3
15,000 15,000
15,000- 6 6 5 15,000- 7 7 5
20,000 20,000
20,000- 14 14 3 20,000- 8 8 4
above above
Total 100 100 Total 100 100

20
Table 1.4 shows the income of the respondents, in Gong cha, 41 respondents has no

income/allowance, 28 of the respondents have 10,000 below income, 11 respondents

have 10,000 to 15,000 income, 6 respondents have 15,000 to 20,000 income and 14

respondents have an income of 20,000 and above. In Infinitea 37 respondents has no

income/allowance, 28 respondents have an income of 10,000 below, 20 of respondents

have 10,000 to 15,000, 7 respondents have 15,000 to 20,000, and 8 respondents have

an income of 20,000 and above, there are total of 100 respondents respectively.

The table clearly shows that when it comes on ranking of income of the respondents of

Gong cha, rank 1 is no income/allowance, rank 2 is 10,000 and below, rank 3 is 20,000

and above, rank 4 is 10,000-15,000 and rank 5 is 15,000-20,000. On the other hand, the

ranking of income of the respondents of Infinitea, no income/allowance is rank 1, rank 2

is 10,000 and below, rank 3 is 10,000-15,000, rank 4 is 20,000 and above and rank 5 is

15,000-20,000. Therefore, the respondents of Gong cha and Infinitea are mostly have

income of no income/allowance.

14%

6%
41% No income/Allowance
Gong cha 11% 10000-below
10000-15000
15000-20000
20000-above

28%

21
The graph shows the percentage income of the respondents in Gong cha. It’s shows there

that 41% is the highest percentage of the respondents that has no income/Allowance,

28% of the respondents has an income of 10,000 below, 11% of the respondents has an

income of 10,000-15,000, 6% of the respondents has an income of 15,000-20,000 and

14% of the respondents has an income of 20,000 above.

Infinitea
8%
7%

37% No income/Allowance
10000-below
20% 10000-15000
15000-20000
20000-above

28%

The figure above shows the percentage of income of the respondents in InfInitea. 37% is

the highest percentage which is the no income/allowance it means that 37% of the

respondents has no income/allowance,28% of the respondents has an income of 10,000

below, 20% of the respondents has an income of 10,000-15,000, 7% of the respondents

has an income of 15,000-20,000, 8% has an income of 20,000 above, a total of 100%.

22
 Table 1.5. Education

Gong cha Infinitea

Response Percentage Rank Response Percentage Rank

High School 21 21 3 High School 22 22 3
College 49 49 1 College 43 43 1
Post Graduate 3 3 5 Post Graduate 5 5 4.5
Graduate 22 22 2 Graduate 25 25 2
Undergraduate 5 5 4 Undergraduate 5 5 4.5
Total 100 100 Total 100 100

In table 1.5, It shows there the Education of the Respondents. In Gong cha 21 of the

respondents are high school, 49 respondents are college, 3 respondents are post

graduate, 22 of the respondents are graduate and 5 of the respondents are

undergraduate with a total of 100 respondents. In Infinitea 22 of respondents are High

school, 43 respondents are college, 5 respondents are post graduate, 25 respondents

are graduate and 5 respondents are undergraduate, with a total of 100 respondents.

The table clearly shows that when it comes on ranking of the education level of

respondents of Gong cha, rank 1 is college, rank 2 is graduate, rank 3 is high school, rank

4 is undergraduate and rank 5 is post-graduate. On the other hand, the ranking of the

education level of the respondents of Infinitea, rank 1 is college, rank 2 is graduate, rank

3 is high school and post-graduate and rank 4.5 is graduate. Therefore, the respondents

of Gong cha and Infinitea are mostly college.

23
 Gong cha 5%
21%

22% High School

College

Post Graduate
3%
Graduate

Undergraduate
49%

The figure in Gong cha represents the percentage of Education of the respondents, 49%

of the respondents are college which has the highest percentage, 22% are graduate, 21%

are high school, 5% are undergraduate and the lowest percentage is the post graduate

that has a 3%, in Gong cha there’s a total of 100%.

5%

Infinitea 22%

25% High School

College

Post Graduate

5% Graduate

Undergraduate
43%

The figure above represents the Education attainment of the respondents, college has

the highest percentage which is 43%, 25% of them are graduate, 22% of them are high

school, 5% of the respondents are post graduate and 5% of them are undergraduate, with

a total of 100%.

24
Table 2. Cultural Profile of the Respondents
Table 2.1. Time of drinking Milktea

Gong cha Infinitea

Response Percentage Response Percentage

Breakfast 4 4 Breakfast 5 5
Lunch 14 14 Lunch 15 15
Snack 74 74 Snack 75 75
Dinner 8 8 Dinner 5 5

Total 100 100 Total 100 100

In table 2.1 shows the time of drinking milktea of the respondents. In Gong cha, 4 out of

100 respondents drink milktea in their breakfast, 14 of the respondents’ drink milktea in

lunch, 74 of the respondents’ drink milktea in snack and 8 of the respondents’ drink

milktea in dinner time, while in Infinitea, 5 out of 100 respondents drink milktea in their

breakfast, 15 respondents in lunch, 75 respondents in snack and 5 respondents drink in

dinner, total of 100 respondents respectively.

25
 80

70

60

50 Breakfast

40 Lunch
Snack
30
Dinner
20

10

0
Gongcha Infinitea

The figure above shows that the snack has the highest percentage and the breakfast has

the lowest percentage time of drinking milktea. The percentage of the respondents who

drink milktea in their snack is 74% and 4% in breakfast. Gong cha has a percentage of

100.

The figure above shows that the snack has the highest percentage and the breakfast and

dinner has the lowest percentage time of drinking milktea. The percentage of respondents

who drink milktea in their snack is 75% and 5% in breakfast and dinner. Infinitea has a

percentage of 100.

Table 2.2. Way of drinking Milktea

Gong cha Infinitea

Response Percentage Response Percentage
Hot 5 5 Hot 14 14
Cold 95 95 Cold 86 86
Total 100 100 Total 100 100

26
In table 2.2 shows the way of drinking milktea of the respondents. In Gong cha, 5 out of

100 respondents who drink hot milktea and 95 of the respondents drink cold milktea while

in Infinitea, 14 out of 100 respondents who drink hot milktea and 86 respondents drink

cold milktea, total of 100 respondents respectively.

5%
Gong cha

Hot Cold

95%

The graph above shows that the cold has the highest percentage and hot has the lowest

percentage way of drinking of the respondents. The percentage of the respondents who

drink cold milktea is 95% and 5% respondents who drink hot milktea, total of 100 percent.

14%
Infinitea

Hot Cold

86%

27
The graph above shows that the cold has the highest percentage and the hot has the

lowest percentage way of drinking of the respondents. The percentage of the

respondents who drink cold milktea is 86% and 14% of respondents who drink hot milktea,

total of 100%.

Table 2.3. Preference kind of tea

Gong cha Infinitea

Response Percentage Rank Response Percentage Rank
Black tea 37 37 1 Black tea 40 40 1
White tea 27 27 3 White tea 35 35 2
Oolong tea 6 6 4 Oolong tea 8 8 4
Others 30 30 2 Others 27 27 3
Total 100 100 Total 100 100

In table 2.3 shows the preference kind of tea of the respondents. In Gong cha, 37 out of

100 respondents who preferred black tea and 6 respondents for Oolong tea, 27

respondents for white tea and 3o respondents who preferred other kinds of tea, while in

Infinitea, 40 out of 100 respondents who preferred black tea,25 respondents for white tea,

8 respondents for Oolong tea and 27 respondents who preferred other kinds of tea, for a

total of 100 respondents respectively.

28
 40

35

30

25 Black tea
White tea
20
Oolong tea
15 Others

10

0
Gong cha Infinitea

The figure above shows that the black tea has the highest percentage and the Oolong

tea has the lowest percentage of preference kind of tea of the respondents. Gong cha

has a percentage of 100.

The figure shows that the black tea has the highest percentage and the Oolong tea has

the lowest percentage of preference kind of tea of the respondents. Infinitea has a

percentage of 100.

29
 Table 3. Social Profile of the Respondents

Table 3.1. Reference Group On Milktea

Gong Infinitea
cha
Response Percentage Rank Response Percentage Rank
Friends/Peers 60 60 1 Friends/Peers 67 67 1
Family 28 28 2 Family 22 22 2
Advertisements 2 2 5 Advertisements 2 2 5
Colleagues 4 4 4 Colleagues 4 4 4
Others 6 6 3 Others 5 5 3
Total 100 100 Total 100 100

In table 3.1 it shows the reference group on milktea of the respondents. In Gong cha 60

of the respondents were referred about milktea by their friends/peers, 28 of the

respondents referred by their family, 2 of the respondents referred by the advertisement,

4 of them are referred by their colleagues and 6 of them are referred by others, with a

total of 100 respondents. In Infinitea, 67 of the respondents are referred by their

friends/peers, 22 of them are referred by their family, 2 of them referred by the

advertisements, 4 of them are referred by their colleagues and 5 of the respondents are

referred by others, with also a total of 100 respondents.

Rank 1 in Reference Group on Milktea in Gong cha is friends/peers has a big influence

to people which they can refer milktea to others to buy and drink, rank 2 is the family

because family can also have a big influence to refer milktea to their family members,

rank 3 is others because the 6 respondents have a different reference group on drinking

milktea, rank 4 is the colleagues because 4 of the respondents choose their colleagues

to be their reference group on drinking milktea while the advertisements were the rank 5.

On the other hand, In Infinitea, rank 1 is the friends/peers because friends/peers can

30
influence others to buy and drink milktea, rank 2 is family because it can also influence

their family members to try drinking milktea, rank 3 is others because 5 of the respondents

have a different reference group on drinking milktea, rank 4 is colleagues because it also

has influence to others to buy and drink milktea and rank 5 is the advertisement.

Friends/Peers
70
Family
60 Advertisements
ColleagueS
50
Others
40

30

20

10

0
Gong cha Infinitea

The figure of Gong cha represents the percentage of the reference group on milktea of

the respondents, 60% of the respondents has the highest percentage which is the

friends/peers, 28% were the family, 6% of them were the others, 4% of them are the

colleagues and the lowest percentage is the advertisement that has a 2%, a total of 100%.

In Infinitea, Friends/peers has the highest percentage of the reference group on milktea

of the respondents with a 67%, 22% of respondents were the family, 5% were others, 4%

of them were colleagues and 2% of them were advertisement, with a total of 100%.

31
 Table 3.2. Marketing form of advertisement on Milktea

Gong Infinitea
cha
Response Percentage Rank Response Percentage Rank
Banners 14 14 3 Banners 19 19 2
Newspaper/Magazine 6 6 5 Newspaper/Magazine 10 10 4.5
Internet/Blogs 41 41 1 Internet/Blogs 37 37 1
TV/Radio 5 5 6 TV/Radio 7 7 5
Word of mouth 23 23 2 Word of mouth 17 17 3
Others 11 11 4 Others 10 10 4.5
Total 100 100 Total 100 100

In table 3.3 it shows the marketing form of advertisement on milktea of the respondents.

In Gong cha 14 of the respondents was informed about milktea by the help of banners,

6 of them known the milktea by the help of Newspapers/magazines, 41 of them known

the milktea by the use of internet and watching blogs, 5 of them known the milktea by

word of mouth and 11 of them known the milktea through others, with a total of 100

respondents, while in Infinitea, 19 of the respondents was informed about milktea by the

help of banners, 10 of them known the milktea by reading newspapers/magazines, 37 of

them known the milktea by the help of internet/blogs, 7 of the respondents known about

milktea by watching TV’s and listening to the radios, 17 of them known about milktea by

the help of word of mouth and 10 of them known about milktea through others, with a total

of 100 respondents

The table clearly shows the ranking of marketing form of advertisement on Milktea of the

respondents in Gong cha, rank 1 is the internet/blogs because through the help of

internet/blogs customers can already know all the informations and benefits of drinking

about milktea, rank 2 is the word of mouth it can persuade others to buy and drink milktea

because of the positive feedbacks of other about milktea, rank 3 is banners because it

32
will attract potential customers to buy milktea because of its eye catching designs and

informative details about milktea, rank 4 is others, rank 5 is newspaper/magazine and

rank 6 is tv/radio. In Infinitea the ranking of marketing form of advertisement on milktea,

rank 1 is internet/blogs, rank 2 is banners, rank 3 is word of mouth, rank 4.5 is

newspaper/magazine, rank 5 is others and rank 6 is tv/radio of advertisement on milktea.

Banners
45
Newspaper/Magazine
40
Internet/Blogs
35 TV/Radio
30 Word of mouth

25 Others

20

15

10

0
Gong cha Infinitea

The figure shows the percentage of marketing form of advertisement on milktea in Gong

cha , 41% of the respondents were informed about milktea by the help of internet/blogs

which has a highest percentage, 23% of them known milktea through word of mouth,14%

of them through the help of banners, 11% of them known milktea through others, 6% of

them known milktea through reading newspapers/magazines and lastly 5% of the

respondents with the lowest percentage known about milktea through the help of

TV/radio, a total of 100%.

33
 In Infinitea, the figure shows the percentage of marketing form of advertisement, through

the help of internet/blogs it has a highest percentage which is 37%, 19% of them through

the help of banners,17% of hem through the help of word of mouth, the

newspapers/magazines have a 10%, 10% of them known milktea through the help of

others and 7% of them known milktea through TV/Radio, with a total of 100%.

Table 3.3. Companion when drinking Milktea

Gong cha Infinitea

Response Percentage Rank Response Percentage Rank

Friends/Peers 60 60 1 Friends/Peers 63 63 1
Officemates 5 5 3 Officemates 6 6 3.5
Family 27 27 2 Family 17 17 2
Schoolmates 3 3 5 Schoolmates 6 6 3.5
Neighbors 1 1 6 Neighbors 2 2 4
Others 4 4 4 Others 6 6 3.5
Total 100 100 Total 100 100

In table 3.3 shows the companion of the respondents in drinking milktea. In Gong cha, 60

out of 100 respondents drink milktea together with their friends/peers, 5 respondents

together with their officemates, 27 respondents together with their family, 3 respondents

together with their schoolmates, 1 respondent together with her neighbors and 4

respondents together with their other companion, while in Infinitea, 63 out of 100

respondents drink milktea together with their friends/peers, 6 respondents together with

their officemates, 17 respondents together with their family, 6 respondents together with

their schoolmates and their other companion and 2 respondents together with their

neighbors for a total of 100 respondents respectively.

34
The table shows that when it comes on ranking of companion when drinking milktea of

the respondents in Gong cha, rank 1 is friends/peers, rank 2 is family, rank 3 is

officemates, rank 4 is others, rank 5 is schoolmates and rank 6 is neighbors while in

Infinitea the ranking of companion when drinking milktea of respondents, rank 1 is

friends/peers, rank 2 is family, rank 3.5 is officemates, rank 4 is others, rank 5 is

schoolmates and rank 6 is neighbors.

Friends/Peers
70
Officemates

60 Family
Schoolmates
50 Neighbors
Others
40

30

20

10

0
Gong cha Infinitea

The figure above shows that the friends/peers has the highest percentage and the

neighbor has the lowest percentage of companion of the respondents in drinking milktea.

Gong cha has a percentage of 100.

The figure shows that the friends/peers has the highest percentage and the neighbors

has the lowest percentage of companion of the respondents in drinking milktea. Infinite

has a percentage of 100.

35
 CHAPTER 5

CONCLUSION AND RECOMMENDATION

CONCLUSION

Based on the result of the data gathered by the researchers, the following

conclusions were drawn:

1. Customer’s personal profile regarding to Age, Gender, Occupation, Income and

Education.

It discusses that majority of the respondents at Gong cha and Infinitea are females

under the age group of 15-20 years old. The results shows that the primary market of

Gong cha and infinite establishment are students because there’s a lot of student that

studying in those milktea stores. Gong cha and Infinitea is in malls like Festival Mall which

is located near at schools. It is a good place for students to study since it is free from

noise and it has a cozy ambiance that is perfect for studying. Since almost of the

respondents Gong cha and Infinitea are students the source of their income comes from

their allowances.

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.

Armstrong (2010) stated, “buyer’s decision are also influenced by his or her

personal characteristics, notably the buyers age and life-cycle stage, occupation,

economic circumstances, lifestyle and personality, and self-concept”.

36
2. Cultural profile of the customers regarding the time of drinking milktea, way of

drinking tea and the kind of tea the customers preferred most.

It shows that the majority of the respondents both in Gong cha and Infinitea enjoy

drinking tea during snack time since most people are more likely to have time during

their snack period and they prefer to have Milktea on their snack time rather than

drinking ordinary drinks. Most of the respondents prefer their tea cold because of the

hot weather and they drink tea during snack cold tea also make them refresh and

reduces the hot feeling and thirst that they have. Furthermore, the respondents most

likely prefer black tea mainly because of the health benefits and good taste it provides.

Research shows that Black tea are known to lower the risk of cancer.

An article published in the American Journal of Clinical Nutrition claims drinking

black tea can substantially reduce the rate of blood pressure variation.

According to Neyes Tani TR, Shariatzade N, Kalayi A, et al. (2010) Regular daily

intake of balck tea improves oxidative stress biomarkers and decreases serum C-

Reactive protein levels in type 2 diabetic partients.

3. Social profile of the customer

Findings show that majority of the respondents are students particularly

teenagers and they are most likely into trendy things and they always want to fit in any

trending stuff.

37
They like to discover new things through friends, they recognize milktea through the use

of internet and blogs. Since nowadays the use of internet is very popular and there’s a

lot of blogger who make an article about milktea and every detail about Gong cha and

Infinitea will scatter so easily that will make teenagers aware of those milktea and they

will encourage to buy milktea.

According to Peterson and Merino (2003) the Internet is not likely to be an

information panacea for consumers. Because of the complexities of the internet and

information search behavior ( individually and even more so when considered

conjuctively), investigations of consumer information search behavior and interactions

among the various antecedents of the behavior.

As Lawfer (2006) stated, “customers who refer their family and friends to your

business are your advocates and their recommendations are more valuable than any

advertisement you can buy”.

38
RECOMMENDATION

 The management may improve its product by creating a healthy and alternative

ingredients to attract other consumers. They can improve their product by creating

a product that even parents and grandparents won’t hesitate to buy since it has an

ingredients that can help to their health.

 The management can also put some nutritional facts and benefits about their

products and advertise more about the quality of their products and use internet to

promote.

 They may low the price of their product so everyone can buy to them, they may

change some ingredients that they usually use and discover organic ingredients

as an alternative to achieve and maintain customer’s cheaper price but high quality

products.

 Since their consumers are usually teenagers they can make their store catchy and

instagramable since teenagers nowadays love places that are beautiful and has a

unique features, by that consumers might post it on their social media accounts

that will make the store popular.

 The management should not stop to innovate their products and make it trending

so that their customers won’t get tired on products that they offer. Make it unique

and think strategy to catch the attention of their consumers.

 The management may offer foods that are compatible in any time like milktea for

breakfast, snack in snack time, milktea and food for dinner. By that milktea stores

can have more profit not just in snack time.

39
 The management may offer promotional drinks (e.g. buy 2 take 1 promo, buy 1

galloon of milktea with free foods) they also create a menu that is good for a group

of people this is a market strategy because if they have a menu for a group the

customers of milktea will surely call a friends to buy.

 The management should also consider the psychological profile of the customers

because the psychological profile of the customers includes in their buying

behavior.

40
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43
Appendices

44
45
46
To The Respondents,

The researchers are currently conducting a research study about Consumers Buying Behavior on Selected
Milktea Stores (Gong cha and Infinitea) in muntinlupa City.

Instruction: Put check on the box that indicates your answers.

The Researchers.

Name (Optional)_________________________

1.Personal Profile Of the Respondents

1.1 Gender: _____Male _____Female

1.2 Age: _____15-20 _____20-25 _____25-30 _____30-35 _____35-40

_____40-45 _____45-50 _____50-55 _____55-60

1.3 Occupation

_____Student _____Employee _____Professional _____Others

1.4 Income

_____No income/Allowance _____10,000 and below _____10,000-15,000

_____15,000-20,000 _____20,000 and below

1.5 Education

_____Highschool _____College _____Post graduate

_____Graduate _____Undergraduate

2. Cultural Profile Of the Respondents

2.1 When do you usually drink milktea?

_____Breakfast _____Lunch _____Snack _____Dinner

2.2 What temperature do you prefer when drinking milktea?

_____Hot _____Cold

2.3 What kind of tea do you prefer to drink?

_____Black tea _____Oolong tea _____White tea _____Others

3. Social Profile of the Respondents

3.1 What is your reference group on drinking milktea?

_____Friends/peers _____Family ______Advertisement

_____Colleagues _____Others

3.2 What is your form of advertisement?

_____Banners _____Newspaper/Magazine _____Internet/Blog

_____TV/Radio _____Word of Mouth _____Others

3.3 Who is your companion when drinking milktea?

_____Friends/Peers _____Officemates _____Family

_____Schoolmates _____Neighbors _____Others

47