Investigation into consumers' purchase intention of Taiwan milk tea in Vietnam - A study in Ho Chi Minh city
Abstract
Milk tea is not only a well-known drink among young people; it is additionally
getting to be popular trend of drinking for all ages or social class. In fact, milk tea is
represented to be the new modern life style. Milk tea products have huge potential for
development in Vietnam local market because Vietnam’s Food and Beverage sector has
been recording stable development in recent years and been forecast positively until
2020 (Nguyen Phi Van, 2017). However, there is few studies providing the knowledge
about the milk tea market and consumer behavior in Vietnam. Although the rapid
growth in sales of milk tea products, and particularly beverage products, has intrigued
researchers’ interests, the majority of the existing research on the milk tea context has
provided only the general data about purchase behavior of customer toward milk tea
brands (local and foreign brands) but not provide deeply knowledge about the purchase
intention of customer.
This research is aimed at researching the consumers’ purchase intention of Taiwan
Milk Tea by estimating which components will impact most and truly influence to
the willingness to pay for milk tea products of the Ho Chi Minh market’s consumer.
Researchers has applied convenience sampling to deliver 250 questionnaires in webbased
form and paper form. For the purpose of the study, target respondents are milk
tea consumers living in Ho Chi Minh City and have experienced in purchasing and
drinking Gong Cha and Koi milk tea.