CHAP 4

4.1. Demographic profile

AGE
After 2000 Before
From 1995 to 2000

30%

64%
6%

Figure 1 AGE

GENDER
Male Female

34%

66%

Figure 2 GENDER
 JOB
Student Freelance Employee Underwork

2%
18%

21% 59%

Figure 3 JOB

INCOME
50.00%
0.4552
45.00% 0.422
40.00%
35.00%
30.00%
25.00%
20.00%
15.00% 12.28%
10.00%
5.00%
0.00%
<5Millions VND >10Millions VND From 5M to 10M
VND

<5Millions VND >10Millions VND From 5M to 10M VND

Figure 4 INCOME

Table 4.1 shows a demographic profile of 391 respondents in this research. In which
63.68% of respondents are after 2000 and 6.39% before 1995 and 29.92% from 1995 to
2000(figure 4.1 and table 4.1) drink bubble tea. That mean people from all generation can easy
enjoy bubble tea. This ratio is relatively symmetrical and makes the model more accurate. Next,
gender group consists primarily of people with two group gender about 33.76% of male and
66.24% of female (figure 4.2 and table 4.1). Most respondents 59.34% are students and others
are adults with 20.72% are freelance and 17.90% are employee and 2.05% are underwork (figure
4.3 and table 4.1). These responses show that although all generations can drink bubble tea, the
majority of students, who can be called the majority of young people, will tend to like drinking
bubble tea more. While it regards monthly income, the majority of respondents 45.52% earn
between VND 5.000.000 and VND 10.000.000, while just 12.28% can earn more than VND
10.000.000 and other are 42.20% earn less than VND 5.000.000 (figure 4.4 and table 4.1). It can
be seen that although the income of the responses shows that the average income of people falls
between 5 million and 10 million, with this income level, people can still enjoy bubble tea at the
frequency they like.

Frequency of drinking bubble

tea
Usually Occasionally Seldom Periodical

Usually

Occasionally

Seldom

Periodical

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00%

Figure 5 Frequency of drinking bubble tea

Next, 222 respondents are drink bubble tea regularly, with 56.78% drink bubble tea 2-3
times per week. Although bubble tea are taste good but those respondents are drinking bubble tea
in sometimes with 26.34% and 7.93% respondents seldom and the remaining 8.95% responded
that they regularly drink bubble tea. It shows that the majority of respondents will drink bubble
tea regularly 2-3 times per week (figure 4.5 and table 4.1). Although the majority of respondents
are young people, on the contrary, their frequency of drinking bubble tea falls into the periodic
level, which means that although this research article is about factors affecting bubble tea
purchasing behavior, through these data we can also see that people can still consider managing
the frequency of drinking bubble tea because of their health. Income level and age may not have
much influence, but through opinions and responses we can see that people seem to pay a lot of
attention to health, so their frequency of drinking bubble tea only falls into the periodic level of
about 2-3 times a week.

Table 1 Demographic profile (N= 391)

Demographic characteristic Frequency Percentage

Female 259 66.24%
Gender
Male 132 33.76%
After 2000 249 63.68%
Age Before 1995 25 6.39%
From 1995 to 2000 117 29.92%
Student 232 59.34%
Freelance 81 20.72%
Job
Employee 70 17.90%
Underwork 8 2.05%
<5.00.000 VND 165 42.20%
Income >10.000.000 VND 48 12.28%
5.000.000 VND – 10.000.000 VND 178 45.52%
Periodical 222 56.78%
Frequency of
Seldom 31 7.93%
drinking bubble
Occasionally 103 26.34%
tea
Usually 35 8.95%
Indirect (Buy online by grab, be,
224 57.29%
Way to buy shopee food,…)
Direct at store 167 42.71%
New update Yes 318 81.33%
No 73 18.67%
From friends, relatives,… 100 25.58%
Way to update Social media 274 70.08%
Website promotion 17 4.35%
4.2. Descriptive statics
Table 2 Mean and Std.deviation of items

Std. Std.
Items Mean Items Mean
deviation deviation
BI1 6.13 0.99 T1 5.28 1.42
BI2 5.96 0.91 T2 5.31 1.12
BI3 5.69 1.17 T3 5.71 1.19
BI4 5.82 0.96 T4 5.90 1.09
SF1 5.82 1.14 S1 6.05 1.06
SF2 5.36 1.10 S2 5.87 1.13
SF3 5.27 1.39 S3 5.57 1.14
SF4 5.52 1.26 S4 6.01 1.12
P1 5.87 1.17 IP1 6.17 1.01
P2 5.65 1.18 IP2 5.96 1.14
P3 5.19 1.32 IP3 6.10 1.02
P4 5.63 1.16 IP4 5.63 1.19
P5 5.81 1.10 IP5 5.82 1.13
PD1 4.92 1.30
PD2 4.97 1.16
PD3 5.36 1.27
PD4 5.48 1.23

Table 3 Mean and Std.deviation of construct

Construct Mean Std. Deviation

Brand Influence BI 5.90 1.01
Price P 5.63 1.19
Taste T 5.55 1.20
Product Design PD 5.18 1.24
Social Factors SF 5.49 1.22
Satisfaction S 5.88 1.11
Intention Purchase IP 5.94 1.10

Table 4.2 and table 4.3 presented mean and standard deviation of all items and contructs
in this research. On a scale of 1 to 7, we may examine the variables affecting consumers'
intentions to buy bubble tea using the data that has been supplied. According to the data, the two
most important elements influencing purchase intentions are brand influence and satisfaction. A
strong brand presence is essential for customers, according to Brand Influence, which has a mean
score of 5.90. The standard deviation of 1.01 indicates that respondents' opinions about the
significance of brands are generally consistent. Customers place a high importance on their total
bubble tea experience and enjoyment, as seen by Satisfaction's high mean of 5.88. A common
understanding of the significance of a satisfying consumer experience is indicated by the
standard deviation of 1.11, which shows considerable consistency in viewpoints. Price and Taste,
with mean values of 5.63 and 5.55, respectively, also significantly influence buyer intentions.
These ratings show that buyers of bubble tea place a high value on flavor and pricing. Their
greater standard deviations of 1.19 and 1.20, however, imply that customer evaluations of flavor
and price differ more greatly. This variety suggests that although these characteristics have an
impact, a wide range of customer preferences and sensitivities may necessitate customized
product offers and price strategies in order to appeal to a wider audience.With a mean score of
5.18, product design seems to have a relatively lesser influence, suggesting that while design
components like presentation or packaging are important, they are not as important as other
variables. Significant variations in how consumers view the significance of design are revealed
by the standard deviation of 1.24, which is the largest of all constructs and indicates that choices
in this area are quite subjective. This variety would suggest that in order to satisfy a broad range
of client preferences, innovative and diverse design solutions are required. societal Factors have
an average of 5.49, indicating a modest amount of influence from external sources such as peers
or societal trends. The standard deviation of 1.22 indicates some diversity in replies, suggesting
that social impact is relevant for many consumers but not all. This demonstrates the potential for
successful marketing tactics, such as utilizing social media and word-of-mouth
recommendations, to increase the popularity of bubble tea among various demographic groups.
Finally, Intention Purchase had the highest mean score of 5.94, indicating that respondents have
a great desire to buy bubble tea. The standard deviation of 1.10 indicates a very constant desire to
purchase throughout the consumer pool. This constancy highlights bubble tea's potential market
success, as long as firms adequately handle the primary driving elements. Overall, emphasizing
brand strength, consumer happiness, and a balanced approach to price and flavor can help drive
purchase intentions. Furthermore, while product design and societal impacts are less important,
they nonetheless contribute to a well-rounded customer experience and may be deliberately used
to increase the popularity of bubble tea.
The comparison of these aspects reveals fascinating insights into what genuinely
motivates people to purchase bubble tea, with each feature contributing a distinct flavor to the
entire decision-making process. Brand Influence shines out, with a mean of 5.90, demonstrating
how strongly brand loyalty and awareness resonate with customers. The power of a popular or
fashionable bubble tea brand may elicit enthusiasm and trust, luring people in with the promise
of continuous quality and emotional connection. The comparatively low standard deviation of
1.01 strengthens this by emphasizing that brand value is nearly universally recognized and
valued, fostering a feeling of community among bubble tea enthusiasts. Satisfaction, on the other
hand, has a nearly identical mean of 5.88 and captures the appeal of the bubble tea experience
itself. Consider the pleasure of taking the first sip, the perfect balance of tastes dancing on the
taste buds, or the satisfaction of enjoying a drink that exceeds all expectations. Satisfaction is
more than simply taste; it is the combination of ambiance, service, and presentation that creates a
lasting memory. The standard deviation of 1.11, albeit significantly greater than Brand Influence,
demonstrates that most respondents think that a fulfilling experience is essential and leaves them
wanting more. Price and Taste spark a passionate, often polarized debate among customers. The
mean Price score of 5.63 indicates that, while bubble tea fans are ready to pay for quality, they
are nonetheless concerned about cost. The standard deviation of 1.19 indicates that there is a
wide range of perspectives, with some consumers preferring low-cost choices while others go for
luxury mixes without hesitation. Meanwhile, Taste, with a mean of 5.55 and a somewhat greater
standard deviation of 1.20, captures the complexities of taste preferences. Some may be
enamored by the rich, creamy texture of a classic milk tea, while others crave the tangy burst of a
fruit-based concoction. This variation in taste preferences adds a sense of adventure and
discovery to the bubble tea market, where new and innovative flavors keep the excitement alive.
Product Design, with a mean of 5.18, conveys the story of visual and experiential appeal.
Although it ranks lower, its importance should not be overlooked. Consider the appeal of a well-
designed cup with a striking logo or a lively, colorful straw that adds playfulness to the drinking
experience. The large standard deviation of 1.24 indicates that, while some consumers are
charmed by the aesthetics and ingenuity of packaging, others are unconcerned and only focus on
the drink itself. This difference highlights the possibility for businesses to explore and surprise
their target audience with bold, inventive designs that make an indelible impact. The magnetic
pull of community and social influence is captured by social factors, which have a mean score of
5.49. The concept of sharing bubble tea moments with friends, participating in a social trend, or
just following a popular recommendation produces a compelling social experience. The standard
deviation of 1.22 indicates that, while many are influenced by their social circles, others are more
self-motivated, making it a dynamic and unpredictable element. This feature piques interest in
how word-of-mouth marketing and social media trends might intensify the hype surrounding
bubble tea, elevating it from a drink to a shared cultural phenomenon. Finally, Intention
Purchase, with a leading mean of 5.94, combines all of these elements into a captivating story.
The impulse to acquire bubble tea is intense and even contagious, with people feeling compelled
to purchase. The standard deviation of 1.10 underlines this general excitement, portraying a
picture of a ready and willing consumer base, fueled by a variety of factors. This overall
enthusiasm embodies the essence of bubble tea culture—a combination of flavor, pleasure, and
social interaction that makes it irresistibly alluring.