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 from an unfamiliar plant. Curiously, the shepherd picked one and popped it into his mouth. He was hyperactive as a kid. He told of his discovery of this stimulator to scholars, and someone makes a “tea” out of it. The story says that then one day someone dropped a bean into the fire by accident, and thus coffee was born. Today, different kinds of bubble tea are sold in different countries. For example, in Taiwan, there is a drink called “Rainbow Pearl Milk Tea” where the pearls are colored with natural food ingredients. In Vancouver, there are also many different combinations that you can make by adding different ingredients such as grass jelly, nata de coco and bite- size vermicelli into different drinks such as red bean milk, green milk tea, and taro milk tea just to name a few. These drinks became popular in most parts of East and Southeast Asia during the 1990s. 1|Page
In the Philippines, coffees and milk tea shops became prevalent, not just in upper and middle class professionals, but also to high school/college students looking for an ambiance, a cool place to hang around while enjoying a sip of their favourite coffee or milk tea products. Ceboom, a portmanteau of "Cebu" and "boom," refers to the rapid economic development of Cebu. Cebu City is one of the fastest growing cities in Asia. The City of Cebu has been ranked eighth among the Top 10 Asian Cities of the Future in a list compiled by the Foreign Direct Investment (FDi) magazine of the Financial Times Group. Because of its rapid development, abundant of the population are students and young professionals, possible potential market for coffee and milk tea products. The researchers focused in these specific areas in Cebu City; SM mall, Ayala mall, and IT park. In SM mall there are 7 Coffee Shops namely Bo’s Coffee Club (3rd floor & Underground floor), Starbucks, Coffee Bean and Tea Leaf, Coffee Dream, Venetian Coffee Break and Venetian Coffee Break Desserts. There are also 3 Milk tea shops namely Bubble Bea Tea House, Cobo Tea House and Teariffic. In Ayala mall the researchers choose this 5 coffee shops; Seattle’s best coffee, Bo’s coffee, Starbucks, Figaro and The Coffee Bean and Tea Leaf. And the 4 milk tea shops are Sumosam, Teariffic, Banana Leaf, and Quickly. In IT park the researchers choose 5 coffee shops; Bo’s coffee, Starbucks, The Coffee Bean and Tea Leaf, Figaro and Coffeecat. The 4 MilkTea shops in IT park are Heart Tea, iTea Yogurt and Tea, Chatime and Serenitea. The researchers focused in these three areas because it is an advert where many customers go. The coffee shops are rapidly growing here in Cebu. People like students have a more desirable satisfaction in drinking coffee for the purpose of relaxation. People are more satisfied in coffee because of health benefits plus the taste that soothes the
customers. This study aimed to explain the satisfaction acquired by customers in consumption of coffee and milk tea products which proved which is more preferred over and explaining the factors affecting their choice of preferences. This study provides a window of opportunity to those individuals or possible investors planning on establishing a business in the course of the said products in Cebu...
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