Consumer preference on product innovation: A case study on milk tea industry in Metro Manila

Date of Publication

4-13-2012

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Business Management

Subject Categories

Business Administration, Management, and Operations

College

Ramon V. Del Rosario College of Business

Department/Unit

Decision Sciences and Innovation

Thesis Adviser

Aida L. Velasco

Defense Panel Chair

Maria Victoria P. Tibon

Defense Panel Member

Raymond D. Paderna

Abstract/Summary

This exploratory study primarily sought to examine product innovation’s symmetry with consumer preference, also deemed as the implementation stage of the innovation process, and whether or not these innovations were regarded by the consuming public to serve their purpose. Specifically, the research inquired which attributes of milk teas are perceived as product innovations by consumers and which of these innovations had the strongest impact on consumer preference for milk teas of the Filipinos. Discussions elicited from the study of the literature of the industry and insights from milk tea drinkers served as the reference in developing the survey questionnaire and in analyzing the survey results. Using convenience sampling, 500 respondents from ten milk tea shops in Metro Manila were selected to participate in the survey. Findings revealed that the sensory (flavor variation, add-ons/ sinkers, sugar level) and aesthetic attributes (cup packaging, packaging cover, color palette of the drink) were perceived to be innovations in milk teas by the surveyed sample while the ice level was not seen as an innovation. This study translates to an increased product acceptability rate and generate a greater probability in capturing consumer preference since a significant majority regarded these factors important in their decision-making process, with varying degrees of impact priority. In line with the results is the need for creating effective market-centric strategies that would increase the milk tea shops’ revenue growth and thus enhance the clients’ milk tea preference.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16704; CDTU016704

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

1 computer disc ; 4 3/4 in.

Keywords

Product management; Bubble tea; Beverage industry--Philippines--Metro Manila

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Embargo Period

3-16-2026

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