HomeCognoscere: SPUQC Student Research Journalvol. 9 no. 2 (2014)

Factors Affecting Consumers’ Buying Behavior on Selected Milk Tea Stores Towards Obtaining Sustainability

Natasha Nicole Lee | April Therese Vega

Discipline: Psychology



This study aims to determine the factors affecting consumer’s buying behavior of selected milk tea stores towards obtaining sustainability. In this study, the researchers applied the descriptive type of research by using percentage, weighted mean and Likert scale to analyze the data. According to the gathered data, most of the respondents are high school and college students. Most of the respondents consider milk tea as a refreshment to quench their thirst. More importantly, the consumers want to have a wider selection of menu items that are both healthy and affordable. Based on the results, the researchers recommend that the management of milk tea outlets to focus on providing healthy alternative ingredients and include nutritional facts to inform the consumers of the contents of their drink. The management should innovate exceptional tea products that are affordable and reasonable yet high quality to achieve full customer satisfaction and loyalty.

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