the milk tea consumption level of hanu students

HANOI UNIVERSITY

FACULTY OF MANAGEMENT AND TOURISM

THE MILK TEA CONSUMPTION LEVEL OF HANU STUDENTS

Tutor: Mr Chu Duc Nghia

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ABSTRACT

It is obvious that drinking milk tea has been becoming a hot trend among young people, especially students Moreover, in recent years, the number of milk tea shops has continuously increased and the market share of milk tea has also expanded It seems to become a new culture in Vietnam in general and in Hanoi city in particular Therefore, based on the data we collected from a small-scale study implemented among HANU students, Hanoi University, we compare differences between the average consumption level of milk tea among HANU students and that of Hanoi city youths published in 2018 to conclude whether milk tea will be still a trend in Hanoi in the future The study adopts a descriptive methodology using questionnaire then evaluates the population with specific statistics Thanks to the statistical evidence, we can conclude that the average milk tea consumption among HANU students has changed as compared to 2018 Moreover, there is enough evidence to conclude: “Drinking milk tea will be still a trend in Hanoi in next years”, the hypothesis we used to conduct this test After analyzing the available data, we give several suggestions for milk tea brands to continue to develop in this market

| INTRODUCTION

Milk tea market began to enter Vietnam 10 years ago; however, it has really developed and exploded from 2013 to the present According to the current studies on the milk tea market, 73% of Vietnamese respondents can distinguish milk tea from other drinks on the market Moreover, people living in Hanoi city have a higher awareness rate with 60% (Nguyén, 2018) This is a quite high rate as this industry has been just emerging in Vietnam in recent years Furthermore, the year of 2018 can be considered a year for milk tea brands to confirm their names in the market which is a market with full of competition but full of promise as gaining a very high rate of profit It can be seen that this is a hot trend that businesses need to grasp to create their own profits However, whether drinking milk tea will be a trend in next years, still need time to be researched Therefore, this matter will be demonstrated in our study, which the changes in the consumption level of milk tea among HANU students as compared to that of Hanoi city youngsters The research is presented by using methodology associated with choosing randomly students from Hanoi university with the help of R Studio After receiving the answers, we process the data and obtain the descriptive results Next, we test the hypothesis: “Drinking milk tea will be still a trend in Hanoi in next years” based on the sample statistics and conclude that there is enough evidence to proof that the hypothesis is true Finally, in the recommendation part, we suggest some solutions for milk tea brands to expand their repute in the future

Il RESEARCH METHODOLOGY 1 Population and samples

Our group had created a survey upon the population of students who are currently studing in Hanoi University to collect information for the paper The main objective of our group is to investigate the milktea consumption of students currently studying in HANU A sample of 100 students was randomly chossen with the intention of getting the most realistic outcomes about how HANU’s students normally consume milktea

2 Questionnaire design

Our questionnaire is consisted of 13 questions, which were built based on what might be related to the milktea consuming habit of HANU’s students, gives any respondents the capbility of answering those questions

For futher informations, the first four questions were designed to collect some basic information of the respondents and the following 10 questions investigate further in their milktea consuming habit The main point of the survey, the amount of milktea consumed by a student, was question four Other questions also give us an insight of what students might take in to consideration when purchasing a cup of milk tea Our questions are expected to bring us useful and realistic information for survey and evaluation

3 Sample size

As a result of a discussion among team members, everyone consented to select a sample of 100 students As this number is sufficiently large for us to obtain a definite and appropriate proportion for our testing and would result in a more accurate result Furthermore, when the sample size is too narrow, the overview of that sample size on how students consume milk tea does not necessarily reflect the exact condition of the total number of HANU students, although there may be many errors leading to inaccurate conclusions during the course of implementation In short, 100 HANU students sample size is ideally suited

The sample questions are presented in Appendix A of this report 4 Sampling method

There are several sampling methods available to test HANU students’ milk tea consumption in one month However, the fact that such a large total population as the total number of students currently studying in Hanoi University, with approximately 5000 students, along with a sample size of 100 students was chosen led us to the decision of using simple random sampling method to collect the reponses from students studying in HANU Specificly, the respondents would be randomly chosen and given the link to the questionnaire we decided

The list of students filled in our online form are represented in Appendix D of this report 5 Data collection

After accomplishing the questionnaire google form, our group deliver it to each randomly selected students directly through private messenger in order to obtain enough information served our research and assured that every chosen respondent had completed the questionnaire The data obtained were therefore quite highly authentic Finally, we documented (name, gender,

student ID, contact, and the results of each questions) and process the data with the help of Google Forms

The tables of the data are presented in Appendix C of this report 6 Data processing

Acknowledged that the information obtained is rather large to compute manually, we collect the information and analyse the figure with the assistance of Microsoft Excel applications According to the questionnaires designed, we recorded the response of each student After that, we input the data into Excel and draw the frequency of each choices and then figure out the proportions For the qualitative data, which results in almost all of the questions, we use the graph tools of Excel to get the overall image of it In order to compute the mean of the number of cups of milktea consumed by HANU’s students last month, we based on the information of the fourth question, which results was graphed into a histogram, for a better overview of the aspect

7 Significance level of sample test

Through our collected data, the students have the tendency of consume about more than three cups of milktea a month, approximately equal to once every week Therefore, according to what we have learnt, we establish a hypothesis that the students would usually drink more than 3 cups of milk tea a month with the level of significance of 5%

Ill DESCRIPTIVE RESULTS AND FINDINGS

@ Yes @ No @ Maybe

Figure 1: How many students like milk tea?

The pie chart shows the proportion of students at Ha Noi university who are fans of milk tea or not There are three different groups: no, yes, maybe

As can be seen from the chart, there is significant number of student who are actually interested in milk tea, at 67,6% By contrast, 27,8% is a relative percentage of people wonders whether they like milk tea or not The rest of students who are surveyed do not like milk tea all the time In a short, the majority of student at Ha Noi university are keen on drinking milk tea Beside, there are a lot of student who find it difficult to answer if they like or not

Count of How often do you drink milk tea on average?

Everyday/ „ 1-2 times a

4-5 times a 2-3timesa ,

Once a week

Figure 2: How often do you drink milk tea?

The figure 2 presents Ha Noi university’s students drinking milktea habit It can be clearly seen that the percentages of students who drink milktea once a week is 39%, which made up the largest proportion in the chart While the number of students who buy milk tea once or twice a month are 30 people (30%), the number of which students drinks 2-3 times a week is only equal half of that (15%) In addition, only a minority of students responded the survey drinks milkte 4-5 times (4%) or even more (2%) However, there is a surprisingly small number of students who have never tried this kind of drink before

To sum up, milk tea is on the top of daily diet habits of student at Ha Noi university Of course, people still would like to drink milk tea daily

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school/work working time Figure 3: On what occasion do you usually drink milk tea?

From above bar chart, we can easily see that milk tea is consumed the most when students meet up with their friends which account for 73% of total number of answers One another common reason for 45% students to explain their level of consuming milk tea is that they jusst fell like drinking In addition, milk tea also is consumed more in break time or after school, work and during festival times Our results also revealed that more than a half students consider that the tea flavour is the key of good cup of milk tea Moreover, 70% of them often buy milk tea and take away

@ 2 million VND-3 million VND # More than 3 million VND Figure 4: Students' budget

Take a look at Figure 4, we can see that nearly 37% respondents have income less than 1.5 million per month while 32% earn around 1.5 - 2 million per month Following that, the respondents have income around 2-3 million and more than 3 million have the proportions of 15% and 16% respectively

@ At most 15.000 VND @ From more than 15.000 VND to

35.000 VND

@ From more than 35.000 VNĐ to 50.000 VND

@ More than 50.000 VNB —_,

Figure 5: How much to spend for a cup of milk tea?

When the respondents were asked: “How much you spend on a cup of milk tea?”, most of the results showed that a large number of respondents (around 40%) spend around 15000VND-

35000VND, nearly as much as that of35000VND-50000VND, whereas mere]y one in ten spend 15000VND for a cup of milktea

Figure 6: How many percents of your income are devoted to milk tea?

According to Figure 6, 10% of income is the number that 36% respondents think that they spend on milk tea per month Following that, 22% spend about 20% and 13% spend about 30% their monthly income

Mr Good Tea SA

Bobappp TheAley

Being the first choice of 43% respondents, Dingtea become the most popular milk tea brand among Ha Noi students Following it are Royal Tea (27%), The Alley (25%), Bobapop (22%), Toco Toco (21%), etc

The enviroment of the store

The sanity of the drink

The customer services

Figure 8: The reasons for refusing a milk tea brand

From the bar chart, it is obviously that, the taste of milk tea is the main reason that up to 60% of respondents refuse to buy it Another common reason that also keep 55% respondents from buying milk tea is its price, while customers service also is considered as a reason of 43% respondents Besides, the decoration just is considered as a reason of small proportion of respondent when choose one brand/store of milk tea

@ Yes @ No @ Maybe

Figure 9: Will milktea continue to be a trend?

After studying different questions, we finally want to know if milk tea continued to be favorite in next 10 years From the above pie chart, we can conclude that 37% of respondent claimed that milk tea would not lose its loyal consumers However, still a significant of them did not sure about future of milk tea in next 10 years and a small rest part of them denied the popular of milk tea in the future

IV HYPOTHESIS TEST 1 Research question

The purpose of this research paper is to investigate into the consuming habit of students currently studying at Hanoi University; therefore, we have designed and distributed a questionnaire of 13 questions to collect data randomly from our sample We want to identify how many cups of milk tea a student at Hanoi University consume in a typical month and also identify if the milk tea trend will continue based on that

2 Assumptions

There are two assumptions:

2.1 The population standard deviation is unknown:

Since this is the first time we conducted this survey, we have no data about the standard deviation of the population beforehand Therefore, the population standard deviation is unknown

2.2 The sampling distribution of the mean is approximately normal:

The sample size of 100 is large enough for the Central Limit Theorem to hold, meaning the sampling distribution of this project is approximately normal

Moreover, Rstudio was also used in this project to draw the sampling distribution of this sample mean:

> hist Cresearchdata2$cups, main = "Milktea consumption level of HANU students",

+ xlab = "Number of cups of milktea consumed", ylab = “Number of students”, ¬

+ probability = TRUE, col= "“Orange")

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Milktea consumption level of HANU students

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Number of cups of milktea consumed

Figure 10: Sampling distribution showing the average amount of milk tea consumed each month

3 Hypothesis testing procedure: T-test for one mean

From these two above assumptions, we decided to use T-test for mean to do our hypothesis testing

e Step 1: Develop the null and alternative hypotheses:

We have consulted a milk tea market investigation of Q&Me to check the milk tea consumption level of a student in Vietnam In this research, it is said that on average, a student consumes about 2-3 cups of milk tea every month

However, we believe that students at Hanoi University consume more than 3 cups of milk tea in a month in general Therefore, we want to test whether there is an increase in the average milk tea consumption of a student in Hanoi University relative to that of a student in Vietnam in total From this, we set up our hypotheses with the right-tailed T-test for

one mean:

Ho: u = 3 cups Ha: wp > 3 cups

e Step 2: Identify the test statistic: t= e Step 3: Identify the level of significance:

Due to time limit, we decided to take the sample size of 100 students, not a greater sample size Therefore, we will do our hypothesis testing with a typical significance level of 5% In

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other word, the probability of rejecting Ho when Hp is true in this project is 5%, or = 0.05 e Step 4: State the decision rule:

The decision rule for right-tailed T-test for mean is rejecting Ho if t > to, at In this project, a = 0.05 and df =n — 1 = 100 — 1 = 99, therefore = to.95, 99 = 1.9842 In other word, the decision rule is that:

3.65

Therefore, the value of the test statistic is calculated as: t=3.567

e Step 6: Make conclusion:

Since t= 3.567 and t >1.9842, we will reject Ho at the significance level of 5%

Therefore, there is enough statistical evidence to conclude that the mean milktea consumption level of HANU students has increased to more than 3 cups a month

V Project Evaluation 1 Limitation

The project’s purpose is to compare the consumption level of milk tea among Hanu students and that of students all over Ha Noi However, there are still some limitations which can hardly be eliminated completely when this project has been implemented First of all, the results presented above by no means covered all the perspectives of this problem The questionaire has been done by only a small number of participants in FMT compared to all students in Ha Noi University, therefore the results might be affected with accuracy and reliability Moreover, the

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