Coffee and Milk Tea

7162 Words Feb 28th, 2013 29 Pages
Chapter 1 INTRODUCTION

Rationale of the Study Coffee and Milktea both have legendary past. Milk Tea, originally known as Bubble Tea or Pearl Milktea, came into existence in Taiwan, during the 1980's. From a tea shop called Chun Shui Tang in Taichung, Taiwan. Unlikely the fully loaded pearl milk tea today, the oldest form of bubble tea was made by mixing cold black tea with fructose syrup using a shaker. The product was named bubble tea after seeing the layer of foam that ended up on the top of the tea. Most bubble teas come with small chewy tapioca balls, commonly called "pearls" or "boba". The history of coffee began much later, dates back to the 1400s, when a shepherd noticed his sheep began to act unusually frisky after eating berries
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Specifically aims to answer the following questions: a. What is the demographic profile of most coffee and milktea drinkers? b. What are the reasons of drinking coffee and milktea? c. What are the levels of satisfaction among these customers in terms of the following aspects: product and service, price, place, and promotion? d. What is the overall level of customer satisfaction in each of these groups? e. Based on the findings of the study, what are the possible recommendations to the management of these beverage shops?

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Significance of the Study The findings generated in this study benefit the following: Coffee and Milk Tea Shops The findings of this study provided that coffee and milk tea shops an opportunity for improvements, as well as determining their strength and weaknesses of their respective products. Investors The findings of this study provided advantageous information for future possible investors in coffee and milk tea industries. The Researchers The findings of this study provided the researchers’ comparative information about coffee and milk tea products. Also, in addition to their body of knowledge regarding coffee and milk tea. Future Researchers The findings of this study will help future researchers know more about the characteristics of coffee and milk tea drinkers, and the factors affecting their preference. This will benefit them in a way that the result will create a new research agenda for further research.