Trang 5 4 Research aims and objectives The overall objective of the project is to investigate the factors affecting the buying behaviour of bubble tea among young people from 11 years ol
Trang 1FOREIGN TRADE UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION
Major: HQ Hospitality Management
Course code: KTEE206.7
Lecturer: MSc Nguyen Minh Phuong
Group: 02
Hanoi, April 2023
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LIST OF MEMBERS
No Student Name Student ID Contribution percentage
1 Trịnh Thị Mỹ An 2211250616 14,28%
2 Bùi Lan Anh 2213920003 14,28%
3 Nguyễn Thị Vân Anh 2213920005 14,28%
4 Doãn Phương Linh 2213920013 14,28%
5 Nguyễn Khánh Linh 2212920014 14,28%
6 Nguyễn Thu Trang 2213920025 14,28%
7 Nguyễn Minh Tường 2212920022 14,28%
Trang 32 Contents
Abstract 3
Introduction 3
Research questions 3
Research aims and objectives 4
Subjects and Scope of the Research 4
Overview of content 4
Chapter 1: Vietnam bubble tea market and an overview of relevant studies on customer behaviour in choosing bubble tea products. 5
1.1 Theoretical Basis 5
1.2 Vietnam bubble tea market 5
1.3 Factors influencing young people's bubble tea choices 7
1.4 Gaps in existing knowledge about factors affecting customer behaviour in making buying decisions about bubble tea 7
Chapter 2: Introduction to the research, research methods, research rationale, and research sample. 8
2.1 Introduction to the research 8
2.2 Research methods 8
2.2.1 Qualitative research design 8
2.2.2 Quantitative research design 9
2.3 Research rationale 9
2.4 Research sample 10
2.5 Data collection methods 10
2.6 Ethical concerns 11
Chapter 3: Research schedule 11
Chapter 4: Research suggested results and discussion. 11
4.1 Conclusion 11
4.2 Discussion: The battle for the Vietnamese taste bud 12
REFERENCES 12
ATTACHMENT 15
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Abstract
Bubble tea is a gold mine industry in Vietnam However, competition in the bubble tea market in Vietnam is a fierce marathon There are over 100 brands already and many more famous names are flocking in In large cities like Hà Nội, it is easy to find bubble tea stores belonging to major brands like Mixue, Alley, Gongcha, Phúc Long, Ten Ren, and Royaltea There are also many smaller stores with cheaper prices run by small business people This makes consumers more choices and also pushes businesses that are trading this item into fierce competition To create a competitive advantage over competitors and expand market share, businesses need to strive to occupy a distinctive and distinctive position in the minds of customers Therefore, understanding customer behaviours and market competitive demographic is important for both new entrants and firms in this fast-changing industry
This research aims to investigate consumer behaviour and selection criteria for purchasing bubble tea of Gen Z in Hanoi - Vietnam Furthermore, we use this research as a suggested solution to develop more bubble tea brands in Hanoi, contributing to helping businesses orient their strategies accordingly, meeting the needs
of customers in the best way, improving reputation and expanding the market Data will
be collected longitudinally using semi-structured interviews, a questionnaire, and online reports from the Food and Beverage field and bubble tea brands in Hanoi
The study’s regression model analysis suggests that there are some specific factors influencing the young to choose bubble tea over other beverages (1) Quality of service, (2) Location, (3) Space, (4) Promotion, (5) Price and (6) Health insurance
Introduction
Research questions
What is the level of affection and habit of drinking bubble tea among Hanoi youth?
What factors influence buying behaviour of bubble tea products?
Consumer's assessment of how much each factor affects their buying behaviour? The level of awareness of bubble tea and factors affecting the choice of a bubble tea product to use?
Relationship between factors with bubble tea products and evaluations of media campaigns of bubble tea products?
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Research aims and objectives
The overall objective of the project is to investigate the factors affecting the buying behaviour of bubble tea among young people (from 11 years old to 28 years old) in Hanoi In addition, the research gives suggestions for suitable solutions to help bubble tea brands doing business in Hanoi and marketing measures to attract customers and satisfy their needs The study has the following specific objectives:
Find out the reality of consuming bubble tea by young people in Hanoi How to identify the needs, perceptions, desires, preferences and factors affecting the behaviour of young people in Hanoi to choose to buy different types of bubble tea brands
Evaluate the research and offer solutions to help managers make suggestions to improve product quality, plan pricing policies, distribution policies to satisfy customer needs
Subjects and Scope of the Research
a Subjects:
Our research focuses on a group of young people from 11 years old to 28 years old in Hanoi as this generation witnessed consuming the biggest number of bubble tea products
We divide this group into 3 small groups include:
Secondary and high school students: from 11 years old to 18 years old University students: from 19 years old to 22 years old
Employed young people: from 23 years old to 28 years old
Due to the limitation of time and labour, we will not include the group of unemployed young people
Overview of content
The content of the research proposal consists of:
Trang 6Chapter 3: Research schedule
Chapter 4: Research suggested results and discussion
Chapter 1: Vietnam bubble tea market and an overview of relevant studies on customer behaviour in choosing bubble tea products
1.1 Theoretical Basis
Bubble tea, also known as boba tea or pearl milk tea, is a popular drink that originated
in Taiwan in the 1980s It is made by blending tea with milk or fruit juice and adding chewy tapioca pearls or fruit jelly Bubble tea has become increasingly popular around the world, particularly among young people, and is now a ubiquitous presence in many cities, with some chains boasting hundreds or even thousands of locations worldwide According to a report by Allied Market Research, the global bubble tea market was valued at $2.4 billion in 2019 and is projected to reach $4.3 billion by 2027, growing at
a CAGR of 7.8% from 2020 to 2027 (Allied Market Research, 2020) The growth of the bubble tea market can be attributed to several factors, including the increasing popularity
of the drink among young people, the expansion of bubble tea chains into new markets, and the development of new flavours and variations of the drink
1.2 Vietnam bubble tea market
The bubble tea market in Vietnam is becoming more and more flourishing than ever with the integration of a series of large and small bubble tea brands, developing from domestic to imported brands Bubble tea brands such as Mixue, Dingtea, TocoToco, Royal Tea, Gong Cha Phuc Long are becoming one of the brands with the strongest growth in the Vietnam bubble tea market
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Figure 1 Milk tea shops popularity in Hanoi :
The research of milk tea market in Vietnam in 2017 showed that:
73% recognizes the milk tea, the ratio is higher at elders (88%)
Friends are the main channel in awareness about milk tea, followed by the stores near my place/studying/working & see everyone around drink it
91% drinks milk tea, the ratio is higher at youngsters with 95%
When talking about milk tea, delicious, relax & for youth are the images used visualization most with 30% above
In Hanoi, Ding Tea is the shop visited most with 49%, followed by Toco Toco (16%) and Gong Cha (9%)
Bad price, bad location & bad quality are the main reasons make people give up the shops
According to a recently published study, every year, Vietnamese people spend about 8,400 billion VND, on milk tea The price range of 30,000-70,000 VND for a cup of milk tea is said to be much higher than the average income of young people Ignoring the expensive, a part of young people still drink 2-3 cups of milk tea per day
In Hanoi, it is not difficult to find a shop selling milk tea, even less than 300 meters down the street there are 3-4 shops with all different brands of milk tea Assessing the success of the milk tea selling model in recent years, experts believe that the milk tea industry will continue to develop in the coming time, growing steadily at a rate of 5.7% per year and will continue to increase until 2020, to meet the needs of young people
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Trang 97 (15-34 years old), the potential audience accounts for more than 30% of the population
of Vietnam
1.3 Factors influencing young people's bubble tea choices
Factors influencing bubble tea choices can be categorized into several broad categories, including individual factors, social factors, and environmental factors
Individual factors refer to personal preferences, taste preferences, and nutritional considerations
Social factors refer to the influence of social networks, peers, and social norms
on bubble tea choices
Environmental factors refer to the physical and situational contexts in which bubble tea choices are made
Other specific factors that may influence bubble tea choices include
Price: the cost of a bubble tea can significantly impact an individual's decision to purchase it
Brand loyalty: an individual may have a strong preference for a particular brand
of beverage and choose to stick with it
Health considerations: an individual may choose to drink a beverage that has health benefits or that does not have adverse health effects
Age: different age groups may have different preferences for beverages Gender: gender may also play a role in beverage choices, with some beverages being more popular among one gender than the other
Culture and ethnicity: cultural and ethnic background can also influence beverage preferences and choices
Overall, understanding the factors that influence bubble tea choices is essential for developing effective marketing strategies, designing healthy beverage options, and promoting healthy drinking habits among individuals
1.4 Gaps in existing knowledge about factors affecting customer behaviour in making buying decisions about bubble tea
While there is a growing body of research on the factors influencing young people's beverage choices, most of this research has focused on carbonated soft drinks and energy drinks, with little attention paid to bubble tea Given the popularity of bubble tea among young people, it is important to understand the factors that drive their choices Additionally, while there have been concerns raised about the potential health effects of bubble tea, there is a lack of research on this topic This literature review highlights the need for further research on the factors influencing young people's bubble tea
Trang 108 The gaps in the literature section may highlight the need for more research on how the availability of bubble tea shops in a particular area affects young people's decisions to choose bubble tea over other drinks Additionally, the section may identify the need for more research on how the price of bubble tea compared to other drinks affects young people's decisions By identifying these gaps in the literature, the proposed study can make a significant contribution to the field by providing new insights into the factors that influence young people's decisions to choose bubble tea over other drinks
Chapter 2: Introduction to the research, research methods, research rationale, and research sample
2.1 Introduction to the research
Due to the growing bubble tea market, it is imperative that businesses come up with appropriate marketing strategies to meet the needs of customers as well as attract and retain customers To do this, businesses must first grasp and understand the status, psychology, habits of customers, and the factors affecting the purchase choice, then discover and offer solutions for themselves appropriate law This study was conducted
to find out the factors that affect the buying behaviour of young people today, and at the same time, it also assesses the levels of influence on consumers' purchasing decisions, thereby giving the best opinions solutions to help brands attract more customers
2.2 Research methods
This study will choose two research methods that are qualitative and quantitative research methods Qualitative methods aim to gain an in-depth understanding of human behaviour and the reasons that influence it Quantitive methods can test or identify theories and assumptions by measurements such as experiments, observations, recorded data, surveys with closed questions, etc
2.2.1 Qualitative research design
a Identify secondary information and information sources
Research and search for data related to the topic including young people data of Hanoi, the number of milk tea shops in Hanoi and other information such as: Articles, research papers, essays, internet related to the research topic
b Population and Sample
Qualitative research is an exploratory, qualitative research project conducted by a small group of research subjects Therefore, when researching this topic, we will choose the sample elements who are 300 young people living and studying in Hanoi
Trang 119 For sampling methods, we used the “snowball sampling” method to provide reliable results This method involved using a non-probability convenience sample as a method Personal and referral contacts are used to acquire qualified participants for an online survey via the Google Forms platform
Purpose of the sampling methods:
Find out Gen Z’s attitudes and habits regarding milk tea consumption Factors affecting milk tea buying behaviour
Consumer judgments and evaluations about different milk tea brands
Properties: Suitable for the reality of every Gen Z’s life today
2.2.2 Quantitative research design
a Population and Sample
The goal of the research is "the consumption behaviour of bubble tea of young people
in Hanoi", this is a topic quite close to today's young people, therefore choosing a sample
is not too difficult Due to limited time and resources, the research subjects we choose are three groups of Gen Z including secondary and high school students, university students and employed young people We will choose a sample of 100 people in each group, from different groups and ages in Hanoi
This choice has two reasons:
First: Everyone in the research area is diverse, from the group who are non-finance to the group who can earn money on their own Therefore, the result of the research will
be comprehensive and selected
Second: Due to the limited time and limited cost of conducting the research, the survey with a sample size of 300 young people is suitable for economic conditions
b Quantitative sampling method
We use the convenience sampling method as this is a research topic related to a popular drink among students today, and everyone can give correct and accurate results when interviewed
Trang 1210 From the results and evaluation of the study, manufacturers can define strategies
to position products, and milk tea brands, improve quality, and service, diversify, improve products, and create more quality products to satisfy the demand of increasing bubble tea consumption among young consumers in Hanoi
2.4 Research sample
For sampling methods, we used the “snowball sampling” method to provide reliable results This method involved using a non-probability convenience sample as a method Personal and referral contacts are used to acquire qualified participants for an online survey via the Google Forms platform
The target sample group is given a set of questionnaires to complete in order to collect data for the study The questionnaire consists of 6 sections The first section asks the respondents about demographic and general information including name, gender, age, income and career The remaining sections of the questionnaire consist of 4-point Likert scale (1 = strongly disagree, 4 = strongly agree) items The first section of the questionnaire consists of 5 statements related to the bubble tea product The second section of the questionnaire consists of 5 statements used to measure price consciousness The third section of the questionnaire refers to the 5 statements used to measure the importance of the bubble tea shops’ destinations The fourth section of the questionnaire consists of 5 statements used to measure factors of promotion from the respondents’ contacts The fifth section of the questionnaire refers to the 5 items used to measure the social factors influencing their choices of bubble tea The sixth section of the questionnaire consists of 5 statements about the respondents’ economic factors The last section of the questionnaire includes 5 statements concerning the respondents’ lifestyles
2.5 Data collection methods
For the data collection, we utilize secondary data including:
Survey secondary data from organisations’ surveys and academics’ surveys Document secondary data from magazine articles
In general, it is much less expensive and time-consuming to use secondary data than to collect the data initially, especially where the data can be downloaded as a file that is compatible with our analysis software We can discuss the provided comparative and contextual data and result in unforeseen discoveries and new insights However, aggregations and definitions of bubble tea may be unsuitable and there is no real control over data quality
The process of researching data will be based on Internet access and library access We prioritize the data from the annual report of the Vietnam Food and Beverage Industry and the survey on buying bubble tea products