Milk Tea Industry: An Exploratory Study

Abstract

This study entitles “Milk Tea Industry: An exploratory study” aims to determine the increasing popularity of milk tea industry. Its main objective is to identify and assess the profile of the respondents, the 4Ps of marketing -product, price, promotion and place and the SWOT analysis strength, weaknesses, opportunity and threats. This study made use of the descriptive normative research to determine the increasing popularity of milk tea industry in the areas of Bongabon, Nueva ecija. This method quantitatively describes specific details of specific groups. The descriptive survey and interview were used in gathering information on the increasing popularity of milk tea industry. It is descriptive in nature since it is limited in determining the current status of the problem at hand. According to the gathered data most of the respondents are highly considering the quality of the products in their businesses. Based on the results of assessment on the SWOT analysis the respondents are highly considering the convenience and fast service, quality ingredients and creating of loyal customers in their business. All milk tea shop owners in Bongabon regardless of their demographic and business profile are highly considered the marketing strategies when it comes to their businesses. Each of them have their own unique strategies.