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.