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Popularity of Milk Tea Shops in Carmona among Carmona Residents

Chapter I

INTRODUCTION

Background Of The Study


A blend of black, green, or red tea and creamer (or creamer mixture) and sugar syrup is
equaled to milk tea. Milk tea is commonly consumed in England, Ireland, Scotland, Canada,
India, Sri Lanka, and Hong Kong. Milk tea became popular here when those mini shops or stalls
were built in malls, just like cafes around the corner where you can sit and drink coffee. The milk
tea craze has been one of the most talked-about food trends in the Philippines for 2017.
Originating from Taiwan, milk tea is also known as Pearl tea, Boba tea or Bubble tea is a tea-
based drink with milk served with toppings, such as black tapioca balls, grass jelly, and
puddings. The bubbles or pearls arrived on the scene in 1988 when during a meeting Lui
poured some tapioca balls into his iced teas. Everyone loved it, and so the good love drink was
born.

Although several tea vendors claim to have been the first to create this world-famous drink, the
most credible is Lui Han Chieh of Chou Shui Tang Teahouse in Taichung. In the early 80s, he
noted that Japanese people enjoyed drinking cold coffee and so he tried the idea with tea. His
cold teas were so popular that his business expanded and he opened several new branches
throughout the city.

Another popular theory is that Tu Tsong He of the Hanlin Teahouse invented the drink on a
whim. He used white tapioca balls which resembled pearls which is allegedly
where the name originated. 11 years after the popular milk tea arrived on shores, the love for
milk tea is at an all-time high. Nowadays, it is not surprising to see someone drinking milk tea at
least a week, lining up for hours, or having it delivered to their doorstep. Wherever it started,
there is no doubt that it took the Taiwanese tea industry by storm and forced many traditional
vendors to adapt their menus to include this new and popular drink.

Manila, Philippines. Although tea is considered a healthy drink, Filipinos are not fond of drinking
it as they still prefer coffee, mainly due to the influences of Spanish and
Americans.

This, however, does not bother Chinese businessman, Dr. Si Chang, in promoting tea to
Filipinos. He is particularly interested in popularizing milk tea as a nutritious drink for Filipinos.
This led him to introduce Fiftea, the leading milk tea brand from Taiwan. The idea to open a milk
tea brand started four years ago when he was engaged in another business in the country.
Chang noticed there were a lot of Chinese milk tea companies establishing operations in the
Philippines and was amazed how their business operations were getting positive results.
However, Chang observed that these brands that entered the Philippines market did not belong
to the cream of the crop back home. When he decided that it was time for him to open his own
business, he chose Fiftea. Established in 1994, Fiftea has 500 stores in Taiwan. He started
Fiftea operations in the Philippines less than a year ago and currently has three company-
owned outlets in Makati City.

Compared to other brands, Chang said Fiftea is a cut above the rest. First, it has trained
baristas, who are trained for the long haul. Unlike in other companies, the baristas in Fiftea
undergo two years of training before their deployment to franchises. This ensures every milk tea
served maintains the high quality and consistency trademark of Fiftea. The second is the
brewing process. Unlike the other milk tea brands, Fiftea uses brewed tea, not powder. Water is
boiled separately before adding the tea leaves to get the freshest flavors and nutrients minus
the bitterness from over-boiled leaves.

Chang assures the recipe is strictly followed, maintaining the right mix in every cup. It does add
sugar or water to adjust the quantity. To maintain the pure taste of the next
cup of milk tea, containers for brewing and mixing are cleaned right away.

Fiftea's ingredients are genuine. The tea leaves are imported and sourced from a reputable
grower of tea leaves to ensure the flavors are sharp, distinct, and natural. Only the brown sugar
is sourced locally.

Chang, a chemistry doctorate holder, said he monitors the quality of milk tea being done in
Fiftea. As part of the quality process, he regularly drinks tea. Chang added that a tea aficionado
can determine if it is a good cup or a bad one.

Chang believes that Filipinos still need to learn a lot more about appreciating real milk tea. "I
want to educate the Filipinos on the proper way to drink real milk tea and appreciate the taste
and nutritional value," said Chang in a recent interview with the Business Mirror in Makati City.

Chang noticed that a big number of Filipinos have developed a strong liking for pearl milk tea.
As a result, Filipinos have not developed a keener appreciation for determining a good or bad
cup of tea. "I have a mission to teach Filipinos there are other flavors of tea," he said.

Despite the presence of many players in the market, Chang said he is confident Fiftea that can
still make a major presence in the market.

Statement Of The Problem


The research aims to study the popularity of milk tea shops in Carmona among the Carmona
residents because of their curiosity about the drink becoming popular. Milk tea became a
popular trend last 2018 up to now due to its different tastes and a lot of flavors like Wintermelon,
Matcha, Chocolate, Okinawa, etc... Most teenagers are addicted to it.

Research Questions:
The research question will answer the popular milk tea brand and how it affects the residents.
1. What is the most popular milk tea brand in Carmona?
2. What is the favorite milk tea brand of the residents?
3. How many times in a week did the respondents buy milk tea?
4. What is the impact of buying milk tea on yourself?

Significance of the Study


Milk tea is a drink that is designed for young and adults. This research will give a lot of
information about milk tea's popularity. The beneficiaries of this research are the Parents, the
Retail Industry, Future Researchers, and Entrepreneurs. Parents will be able to know the
reason why most teenagers or their child that buys milk tea. The findings of this study will be
beneficial to the retail industry for them to know if they meet the satisfaction of their customers.
They will also have an idea of what teenagers like and what brand to sell to the end-user or
consumer. Consumers will become curious due to the information they will get from this
research. When they know about milk tea products, they have the power to decide the
popularity of a brand and their taste is important. Future researchers of this study can use this
market research as a guide and reference material in doing their problem or study. Business
students will learn a competitive advantage and it will also serve a future to inspire them to build
their businesses someday. This study will also enhance the knowledge and entrepreneurial
skills of business practitioners. Lastly, the result of this study will be beneficial to the
management so they can improve the way they run the business.

Scope and Limitations


In this study, the researcher will gather information on the residents of Carmona. Carmona
residents always buy milk tea in the milk tea shops in Carmona, Cavite. This study will also
conduct a survey about which milk tea brand the students prefer so different milk tea shops will
be discussed in this survey.

Definition of Terms
1. Tea is an aromatic beverage prepared by adding cured leaves of the Camellia sinensis plant
to hot water.

2. Camellia sinensis is a species of plant whose leaves and leaf buds are used to produce
Chinese tea.

3. Green tea is made solely from the levels of Camellia sinensis that have undergone minimal
oxidation during processing.

4. Black tea is a variety of tea that is more oxidized than oolong, green, and white varieties.

5. Bubble tea is the name of pearl milk tea and other similar tea and juice beverages that
originated in tea shops in Taichung, Taiwan.
6. Pearl Milk tea also known as "boba milk tea" in parts of America, contains small chewy balls
made of tapioca starch, called "Pearls".

7. Tapioca - is a starch extracted from Manihot esculenta.

8. Pearl Tapioca is also known as boba to some cultures. It is produced by passing the moist
starch through a sieve under pressure.

Chapter II

REVIEW OF RELATED LITERATURE

According to D. Symond (2019). This study aims to define and identify the side effects of
drinking milk tea. The objective of this is to identify some side effects of it.

The problem with this is the side effects that will cause to you by drinking milk tea. The
respondents will be the person who drinks milk tea. The significance of this study to the milk tea
lovers out there is, that this study helps to identify, define, and understood the side effects of
drinking milk tea mostly if the buyers drink not only once or twice a day. This study will take as a
warning to the people who usually buy milk tea and the people will learn or get a piece of
additional information about it is side effects (Side effects of Drinking Milk Tea) can have bad
results on their health. This study also gives additional information about milk tea and as health
benefits.

Research by J. Waftulin (2019) Based on Chinese outlet Shoxing news, a 14 years old girl's
digestive system complained her stomach pain and could not poop for five days straight. Being
able to identify why milk tea is the reason for a teen's digestive tract is the objective. The scope
and limitation of this study are the people who always buy and drink milk tea. This study aims to
identify the reason or cause why the girl's stomach gets in pain and could not poop for five days
straight. The significance
of this study to the teenagers in this study will give a piece of advice and additional information
to them that their milk tea trend, over-drinking Boba tea can have a bad result on their health.
This study also gives a piece of additional information about milk tea and as health benefits.

According to Kevin Wijaya Oey stated this study aims to know the health risks children that
drink bubble tea or milk tea that have some effects to the children. The
respondent for this study is the children that drink bubble tea or milk tea. The significance of this
study is for the children that want to drink bubble tea to know the
health risk of giving children bubble tea, Taiwanese milk tea (or bubble tea as it is popularly
known) is loved for it is sweet taste and unusual texture given by the addition of "black pearls"
or tiny tapioca balls and when giving bubble tea to little ones (even though this might only be an
occasional treat) please remember this cautionary story
about eight years old. The objective of this study is to know the health risk of the children that
drink bubble tea

According to Crisencio M. Paner (2012) "The Popularity of the Milk Tea among College of Fine
Arts students of UST" and which brand they prefer. The primary objective of this survey is to
determine and compare the preferences of the College of Fine Arts and Design (CFAD)
students in terms of the milk tea brand. This study aims to give a lot of information about milk
tea popularity among CFAD students, brand preference, price differences, product attributes,
etc. the information in this research can answer questions and help solve problems about milk
tea products and consumers. The businessmen also have benefits from knowing what brand of
milk tea is the most popular. They will have an idea of what people like and what brand to sell to
the end-user or consumers like CFAD students. In this study, the student will gather statistics
about the popularity of milk tea among CFAD students in the year 2012. Random
representatives from freshmen to seniors from the different courses of the college of fine arts
and design of the UST are the respondents of this research. This study will also conduct a
survey about which milk tea brand the students prefer so different brands of milk tea will be
discussed in the survey. In the past years, tea shops are increasing all over the metro,
effectively cementing their place as the biggest food-beverage trend of 2011. Milk tea as a
business, young entrepreneurs share a common love for milk tea. Since there are only a few
restaurants that serve good quality milk tea in the Philippines. For the methodology, identifying
the research design will lead the researchers to a well-organized gathering of data. To prove the
researcher's hypotheses and the data they have gathered, they had to investigate whether they
acquire factual information or not. They know what is the popularity of milk tea among college of
fine arts students of UST and which brand they prefer.

The research process helped the researchers learn how many CFAD students are aware of
milk teas. Moon leaf gathered 23.77% of votes from the students and followed by D' cream
which gathered 15.57% of votes. A comparison can be made from one college to another
regarding their milk tea preference. A different type of drink or food that is currently gaining
popularity can be investigated.

Research by Natasha Nicole Lee and April Therese Vegan.d there are some factors affecting
consumers buying behavior in selected milk tea stores toward
obtaining sustainability. The researcher's purpose in this investigation is to discover the factors
that affect consumers buying behavior in terms of the customers. The researchers determine
the factors that affect consumers buying behavior in terms of the customer's influences, cultural
influences, social influences, and psychological influences. This study only focused on the
factors that affect consumers buying behavior. And was limited to discussing the beverage
products specifically on the tea conditions of the selected milk tea store. It did not include the
profitability, financial aspects, and saleability of the establishment. The researchers observed for
the reason of knowing the volume of customers within a day of operation and survey
questionnaires were given to 100 customers of each selected milk tea store. The researchers
used a descriptive method of research because it seeks to identify and determine the factors
affecting and concerning a consumer's buying behavior. The result shows that the majority of
both cha time and Zen tea respondents are regularly visiting the establishments once or twice a
week for the reason that milk tea is already part of their lifestyle. Based on the results of the
data gathered by the researchers. In the personal profile of the customers, the researchers
found out that students specifically high school and college students are primary customers of
cha time and Zen tea during snack time because their class usually ends at around 4:00 pm
social profile of the customers, majority of the respondents are students, particularly teenagers
and they are most likely to discover thing though friends. The management may focus on
innovating new unique products and provide more varieties of tea to the customers for them to
have a wider selection of choices they may also give attention to creating exceptional not tea
products for customers.

According to Araya Rajitdumrong. There is some consumer attitude towards innovation among
cafés in the Thai market. This research aims to investigate how Eastern and Western concepts
can emerge and make a success. There are none of the Thai desserts launched in Western-
style cafes even though they are running the business in Thailand. Despite the different cultures
between Eastern and Western, and the eating habits of humans. There were some problems
during the online survey conduct data collecting or the research results as following details. We
could not control all ages or gender of respondents to match with the target customers. There
were some missing or incomplete questionnaires returned. To find the information on customer
culture, & subcultures, values, SWOT of Thai desserts, and attitude, the authors did distribute
the online questionnaire totally to 412 respondents. This research is mainly based on the survey
method of both quantitative and qualitative approaches. This chapter generates the data
collection mentioned in the research methodology. There is a collection of both primary data,
which is the survey results at hand gathered from the online questionnaires. Thai teenagers and
young adult attitude toward Thai desserts are positive due to target are beginning to accept the
innovation of Thai desserts in cafés place. Promotion decisions are those related to
communicating and selling to potential consumers. Since these costs can be large in proportion
to the product price.

Aware Need (2016) indicates how teenagers become addicted to milk tea. This data will
provide good information for the study we will going to make. But still, the readers of the other
researchers might not understand the purpose of this data, so we make possible questions that
they may ask like what is the effects of this addiction and how addicted do teens became to milk
tea. This data will focus on how teenagers become addicted to milk tea and will show the effects
of this in their everyday life. The result of the study will be revealed by the help of teenagers in
Carmona Cavite regarding their own experience in purchasing milk tea and the effects of its
popularity on them. The result of the whole study will benefit the teenagers. It will provide them
with great information about the how bandwagon beverage that they know, and will tell if it is
bad or if it is alright for them to continue purchasing this
product. The data is also beneficial to the parents and adults. It is more important for them to
know this so that they can guide the teens or kids.

According to the article "How does milk affect teens" by Michelle Kulas. Milk was the favorite
drink of your child when they are young, a very nutritious drink Michelle Kulas gives factors all
about milk that make you realize what does affect your child and what you will benefit from. In
this article it showed to the readers the things that they can benefit from when you drink three
glasses of milk a day, you can get nutrients and vitamins, including the vitamin D and calcium,
that make your body healthy and avoid serious conditions like diabetes and heart diseases, and
if the child does not like drinking milk they can get vitamin D and calcium in spending 30
minutes in the sun, but avoid exposure to much from the sun because it will damage your skin
that leads to skin cancer. This article gives helpful facts that readers can benefit from, making
them realize that milk was a nutritious drink that helps your bones strong, your growing body,
and avoiding you to illness.

According to Joanne Kaufman's (2009) article, it is shown that milk tea has different main
flavors and milk tea has different levels of sweetness. Just like 100 percent, 75 percent, 50
percent, 25 percent. 100 percent of milk tea is like a coke. A lot of milk tea tastes and is popular
with young people who drink it. And according to this article, a
large number of people drink milk tea, which is why many have become addicted to drinking
milk tea in the country and more because of the delicious taste of milk tea. All
the different flavors of milk tea are delicious so many businesses make milk tea. And many
other companies are making other milk tea products in the country.

Chapter III

METHODOLOGY

RESEARCH DESIGN

Identifying the research design will lead the researchers to a well-organized gathering of data.
Furthermore, this will help the researchers to form a good interpretation of the data. To prove
the researcher's hypothesis and the data they have gathered, they have investigated whether
they acquired factual information or not. The acquisition of data is done through the use of a
variety of methods, instruments, procedures, or techniques. The researchers collect data from a
sample to conclude their research and to provide proof. This study used Descriptive Design
because it focuses on the present condition of the trending milk tea. The purpose of using this
research design is to find new truths that can increase the quantity of knowledge for all, not only
for the students or teenagers but also for the elders that do not have enough knowledge about
the said topic.

RESEARCH INSTRUMENT

In this research, the gathering of data is important. With these data, researchers can analyze
the information, relate it to their hypothesis and come up with a conclusion. You can get data
through primary and secondary sources.
The researchers designed a survey questionnaire for the data gathering process to get
quantitative data. The researchers used surveys to prevent confusion among the respondents.
This will help the data researchers to gather accurate data from the respondents because some
respondents refuse to ask the researcher the instructions. Instead, the respondents might not
understand well what the question is.

SAMPLING METHOD

The researchers choose their respondents through non-random sampling. The respondents of
the study were non randomly picked. The respondents would be the Carmona residents age
ranging from to 16-25 years old. The researchers made use of a Snowball Sampling wherein
the researchers choose respondents who are sure to correspond to the objectives. Snowballing
shows an expanding widely or rolling rapidly like in the pyramiding, gaining more and more
respondents until it fulfills the right number of respondents.

RESPONDENTS OF THE STUDY

In conducting the survey, the researchers should have


criteria on how to pick the subjects of the study. This was intended for the study to be organized
as the study is prior to the Carmona residents.

The main respondents of this study are the residents of Carmona. They were given survey
forms regarding what Milk Tea Brand/Shop they prefer. Residents ranging from 16-25 years of
age are the respondents. Furthermore, the study will only take place around Carmona.

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