National Economics University

International School of Management and

Economics

The interest in milk tea of IBD students

Group 3: Attractive Ching Chong

 Students: Nguyễn Trần Nam Anh

Nguyễn Duy Anh

Hoàng Minh Đức

Ha Noi, March 15, 2018

Table of Contents
Introduction 1
Propose research topic 2
Background 2
Research objectives 2
Research question 2
Methodology 2
Primary Data 2
Secondary Data 2
Tentative work plan 2
Literature Review 4
Major Findings 4
 INTRODUCTION
1.Propose research topic:
In our research, we want to bring some informations about how IBD
Intake 13 students are interested in milk tea. This research will help us
collect and find the solution for IBD students to spend money on milk tea
wisely

2. Background

Nowadays, milk tea is not just a trend, it has become an indispensable

part of youth’s life. However, the average price of a cup of milk tea is
considered to be significantly higher than the affordability of students.
But, there are some people who spend several millions a month just to
satisfy the demand for milk tea. Therefore, we will do a research on IBD
intake 13 students to investigate into the consumption of milk tea.

3. Research objectives:

- To find out about how IBD students are interested in milk tea

- To find out the reason of the reality

- To find out the opinion about the reality

4. Research question:

1. What kind of milk tea do IBD students buy

2. How interested are IBD students in milk tea ?
3. What is the opinion of IBD students on the price of milk tea?

5. Methodology:
 Primary data:
- The research will give a number of questions to identify if the
level of concern in milk tea among IBD student

- The questionaire will be given out to about 100 IBD students

and answers are collected covenient.
- The answers will be collected and used as information for the
research.
 Secondary data:
- Look up for information on the Internet in articles or other
researches which are taken before and have the keyword
“Students’s interest in Milk Tea”
- The information and statistic that relate to the topics will be
analyzed, then decide which can be useful for the research.
6. Tentantive work plan
Work People in charge Deadline
Specifly the topic All members 11/1/2018
Complete the proposal All members 15/1/2018
Consult information All members 20/1/2018
from IBD student and
summarize
questionnaire
Do research on Hoàng Minh Đức 25/1/2018
Internet
Complete the outline Nguyễn Trần Nam Anh 10/2/2018
Amalyze the data Nguyễn Duy Anh 11/2/2018
Complete the full All members 28/2/2018
report
 Prepare the All members 9/3/2018
presentation (slide,
script,....)
Rehearsal All members
Do the presentation All members

Literature Review

There are some informations based on internet with the same topic such
as ““Cơn sốt” trà sữa của giới trẻ Việt Nam: Ngày uống 2-3 ly ,thẻ tích
điểm lên tới cả 20 triệu đồng!”(Diệu Thanh , 2017) . Kenh14 website
claim that milk tea nowadays in Viet Nam is an indispensable drink in the
life of young people. We can see the coverage level of milk tea
nowadays, there are many label of milk tea in the street. If you walk all
around walking street in Hanoi or Ho Chi Minh city, you can see many
kind, famous label of milk tea like Dingtea, Gongcha, Royal tea,…… A
cup of milk tea , which has an average price of 40,000 VND – 60,000
VND , is a bit expensive for Vietnam students’s income. According to a
topic named “Phỏng vấn nhanh : Giới trẻ lấy tiền đâu uống trà sữa”
(Diệu Thanh, 2017) , the price mentioned is out of student’s
affordability . But for the milk tea’s quality and the student’s choices ,
that kind of price is acceptable among them . There are a lot of reasons
why students love milk tea and why they are ready to pay a lot of money
just to fulfil their demands for milk tea .

First , as written in a topic called “Đây là 6 lý do người trẻ Sài Gòn uống
trà sữa 'không hề rẻ' mỗi ngày” (Kim Cương , 2017), people love the
delicious flavour of milk tea and its enjoyable scent . Not to mention ,
milk tea is always renew by new flavour , plentiful topping . 70% of the
people they interviewed said that their favourite drink is milk tea . And
after drinking their favourite milk tea for a long time , a lot of them don’t
want to drink anything else .

Secondly , milk tea does not stimulate them like any kind of coffee , and
it also does not have a boring flavour like traditional tea. Topic “Vì sao
chúng ta thích uống trà sữa?”(Quốc Vinh, 2017) said that to find
something that is easy to find and buy , easy to drink , refreshing with
multiple choices of flavours , nothing can compare to milk tea . Not like
coffee , energy drink or acohol , milk tea is suitable for all ages.

Thirdly , described in the topic “Vì sao giới trẻ lại mê trà sữa đến vậy?”
(Niqua Blog,2017) , the milk tea stores have incredible atmosphere that
bring costumers relaxation . Beside that , theỉr eye catching decorations
also play a major part of advertising for their brands . Because , the more
beautiful , relaxing the drinking atmosphere is , the more customers they
will have .

Last but not least , according to the topic “Cơn sốt trà sữa ở Việt
Nam”(Minh Châu - Phương Đông , 2017) , milk tea had already came to
Vietnam in the late 2000s with a simple recipe that consisted of only milk
, tea , pearls . But in the recent years , the trend of milk tea outbreaks with
a giant number of international brands like Gongcha , Dingtea , Bobapop
, etc. with high quality milk tea products . The reason for their success is
that they built their costumer’s trust with publicity list of selected
ingredients and certified methods.

To sum up, there are a lot of reasons why students love milk tea , like
milk tea’s delicious flavour and its enjoyable scent, milk tea’s
unstimulation , the milk tea stores’s incredible atmosphere that bring
costumers relaxation . This research will provide a context for milk tea
consumpting habit of IBD intake 13 students and bring some information
about the reality and the solution for them to spend money wisely on milk
tea .

MAJOR FINDINGS

Nowadays, the use of milk tea in Viet Nam has been increasing a lot in
the recent years. We can see that milk tea stores are everywhere. Even
when you walk around place you live, you can easily find out a milk tea
store. Over the past four years, a number of dairy tea brands have
emerged from Taiwan, Singapore and Vietnam - with 1,500 stores.
According to the topic “Thị trường trà sữa đang bùng nổ tại Việt
Nam”(Trung tâm Tin tức VTV24, 2017), every four days, there is a new
milk tea store appear. Explaining this phenomenon, the market research
unit that: cause is due to changes in consumer trends. This change has
created attractive returns for dairy tea stores.

To find out more about how much students care about milk tea, a
survey called

“ The interest in milk tea of IBD students” was conducted recently for
hundred students of IBD intake 12 and intake 13. After the survey was
conducted, 52% of the students who have responded to the survey are
female and the rest 48% are male.

Figure 1
 Figure 2

In the Figure 2 chart, we can see that there are 44% IBD student drinks
1 to 3 times a week, which takes the highest point of the chart. It is easy
to understand that how popular milk tea does. Milk tea nowadays is
considered a classy drink among young people. A luxurious drink space,
a name of milk tea brands that sounds expensive and a selfie picture taken
in the store to post on Facebook are enough to attract many customers. So
we can understand that why there are 12% drinks 5 or 7 times per week
and 13% are more than 7 times a week. The next highest is 17% of IBD
students who drinks 4 or 5 times a week and there are only 14% who
don’t like to drink milk tea or just drink it the least, maybe because it is
not easy to afford a cup of milk tea or just they prefer something else like
coffee or tea.
 Figure 3

When asked about which brands of milk tea student chooses.

According to the Figure 3, the table shows us that the result is very clear.

It is easy to see that Toco toco and Dingtea are the top choices of IBD
students, which occupied 48 over 100 and 46 over 100. These two brands
are always more affordable than the others, respectively, not as expensive
as Gongcha (21 over 100) or Heeckaa (16 over 100). There are always
stores everywhere. If you go around place you live, you can easily find
them. They are always popular among young people. The third choice of
IBD students is Royaltea. And between 27 to 21 votes, there are many
milk tea brands like: Bobapop, Heytea, Gongcha, Phúc long, Xing Cha. It
somehow explained because they are not as well known as the top three
and they do not have many stores in the country. However , they all are
very famous milk tea brands.
Not at all Somewhat Satisfided Very Delighted
satisfied Satisfied
Satisfied
  total
Ding Tea 23 22 33 11 11  100
Toco toco 17 34 24 16 9  100
Royal tea 20 23 33 18 6  100
Heytea 19 21 29 20 11  100
Heekcaa 21 18 36 20 5  100
Bobapop 16 28 34 19 3  100
Kai tea 22 23 33 19 3  100
Gong cha 16 22 38 16 8  100
Xing Cha 19 24 32 19 6  100
Tiên Hưởng 18 22 30 22 8  100
Phúc Long 19 24 34 18 5  100
Figure 4

There are many famous milk tea brands, but according to the figure 4,
we know more about the level of satisfaction about all the milk tea brands
IBD students choose. IBD Students are asked to give opinions about all
of the brands mentioned.

The chart shows Dingtea and Heytea, which both got 11 delighted votes
for the brands. Third place is toco toco with 9 votes, others are between 8
to 3 votes. These brands are not well known as others. Secondly, we can
see that most of IBD students feel satisfided with almost all of the brands,
they all have more than 30 votes, except Heytea and toco toco (29 over
100 and 24 over 100), which means that all of them are have very good
serve, places and their milk tea flavour. But we can also see that there are
some bad responds about how satisfaction to all the brands, Dingtea and
Kai tea are 23 over 100 and 22 over 100 votes for not satisfided about
them, between 21 to 18 there are many brands like Heekcaa, Heytea….
And the least satisfided is Gongcha with 16 votes over 100.

Figure 5
 59% of the people in the survey conducted said that they like to drink
Milk Tea , which takes the highest point of the chart . Their affordable
prices , enjoyable flavour , etc.. can be the main reasons . Moreover ,
Milk Tea shops often offer seats for customers to enjoy Milk Tea right
where they are at . So, shops can be fit places for meeting up with
friends , reading books , doing homework , etc. On the other hand , only
16% of the people said that they do not like to drink Milk Tea . After
further investigation , we learned 16% dislike milk tea because of their
unhealthy ingredients , especially bubble tea . Milk tea , pearls or any
other type of topping’s origin is something that is still a mystery to the
majority due to the policy of Milk Tea Companies . Also , some even said
that they rather spend money on something else than Milk Tea because
40,000 – 50,000 VND for a cup of milk tea is just not worth it . The
remaining 25% said ‘maybe’. We can not tell if they like or dislike milk
tea . There’s a posibillity they only drink Milk tea on some occasions
( Class meeting , co-workers meeting , etc. ) .

Figure 6
Chocolate is known for its benefits such as it is good for circulation
process in our body , reduces the amount of bad cholesterol which
reduces the risk of heart diseases , etc . So there is no doubt in the
conducted survey , chocolate is the most favorite flavour , which takes up
to 21%. Also , chocolate is a flavour that is easy-to-enjoy and is the
number 1 choice for people that like to drink milk tea but do not drink it
often . The second favorited flavour is pure tea , with 12%. Maybe they
do not like variety choices of flavour and just want to enjoy the original
flavour of milk tea . Cheese , mint , strawberry , caramel flavour share the
third spot . They are very enjoyable , but also contains too much sweet .
After drinking those flavour for a while , you may get bored . The fourth
spot belongs to mango and blueberry flavour . In my opinion , those
flavours are not everyone’s cup of tea and share the same problem with
the third favorited flavours . The least favored flavours are lemon and
peach , which have the approximately same number in the chart . They
are everyday’s flavours and are not something people looking for in a cup
of milk tea .

Figure 7

Topping is an indispenable part of a cup of milk tea . Yet , there are

diffirent opinions in this conducted survey . Still, the majority of people ,
up to 69% , said that they would get topping when they buy milk tea .
The variety choices of topping plays an important part in this . For
example , you can only have 1 flavour for every cup of milk tea , but you
can choose multiple topping for that cup of milk tea , and there are a lot
of choices too . Surprisingly , the number of people that said ‘maybe’
(19%) are higher than the number of people that said ‘no’ (12%) . So we
can all agree that topping is very important with a cup of milk tea . Most
of the time people will get it , some will get it for a couple of times , but
very few won’t.

Figure 8

As said above , topping is very important for a cup of milk tea . So , we

gave multiple choices of topping for people in the survey to see what kind
of topping people like . And , we are not surprised by the result . ‘ Black
pearls’ has been around since the beginning of the milk tea era in
Vietnam and its flavour is unique , so it is unquestionably the most
favorited topping of all , with 34% of the chart . The second favorited
topping is the same type as ‘ Black pearls’, but not as sticky . It is called
‘White pearls’ , and obiviously is as good as ‘Black pearls’ , takes up to
27% . ‘ Coffe jelly’ and ‘Tri-color jelly’ are the third favorite with almost
the same number of the chart ( 15% and 16% ) . They are not as iconic as
‘Pearls’, but defenitely are very good and enjoyble . While all the other
types of topping only take the remaining 8% , they are also parts of
variety choices of topping that milk tea drinkers enjoy a lot.
 Milk tea brands always give to people many attractive promotions. .It
is obvious from the Figure 9 chart that IBD student intake 13 are very
interest in the promotions. It help consumers save more money so it is
easy to understand why 52% of the survey respondents said they were
getting promotions when buy milk tea which is also the highest point of
the chart. People can get the promotions accounted for 28%. Only 19%
people don’t get promotions when they buy milk tea. The promotion has
provided many advantages for the people sao they interested in them.

Figure 9

As for students who get promotions , 36 % of the student claimed that

they have been got “buy one for get one free” program and 31% students
claime that thay have been got discount 50%. The promotons help them
can save money to buy a cup of milk tea. Some students have been got
Gift (pen, key pob, water bottle,.....) and Free ship program in turns are
14% and 13%. A small number of students have been got discout 30% or
other promotions in turn are 4% and 2%. Promotional programs help
reduce milk tea prices so many students are interested. IBD students tend
to choose big promotions so the Milk tea brands often offer great
promotions to attract people.
 Figure 10

cheap Reasonable Quite Very total

expensive expensive

Ding Tea 17 13 31 39 100

Toco Toco 13 40 31 16 100

Roya Tea 10 34 42 24 100

Heytea 23 23 21 33 100

Heekcaa 44 34 21 21 100

Bobapop 34 56 8 12 100

Kai Tea 23 45 21 21 100

Gong Cha 37 23 32 8 100

Xing Cha 45 12 32 11 100

Phúc Long 22 16 45 7 100

Tiên Hưởng 22 41 21 16 100

Figure 11
IBD students have given different opinions about the price of milk tea.
Once again , they are asked to give opinions about all of the milk tea
brands mentioned. The brands that sells cheap milk tea are appreciated in
servey are Heekcaa(44/100), Xing Cha (40/100), Gong Cha
( 37/100),.... . In fact, you only have to spend 30,000 to 35,000 VND to
buy a cup of milk tea of these brands. Many surveyed choose some
brands that offer reasonable prices such as Bobapop ( 56/100), Kai Tea
( 45/100), Tien Huong(41/100) and Toco Toco (40/100). In fact, the
brand's milk tea is affordable and they often offer great promotions. Some
brands are quite expensive such as Phúc Long ( 45/100), Royal Tea
(42/100). You will have to spend more than 50,000 VND to buy a cup of
milk tea of these brands Some brands are very expensive such as Hey tea
( 33/100), Ding Tea (39/100). If you want to buy a cup of tea of this
brand, you will have to spend more than 60,000 VND. In short, many
sutdents claime that prices of milk tea are reasonable. This is also the
reason why IBD students like to drink milk tea.

CONCLUSION
This project aimed at IBD Intake 13 students interest in milk tea. In our
research,we want to give some information about the interests of IBD
students to milk tea. This research will help us collect and find the solution for
them to spend money on milk tea wisely. Nowadays, business milk tea in Viet
Nam have been increasing a lot in the recent years. We can see that milk tea
stores are everywhere, even when you walk around place you live, you can
easily find out a milk tea store. Over the past four years, a number of dairy tea
brands have emerged from Taiwan, Singapore and Vietnam - with 1,500
stores. After completing the survey, we found that IBD students were very
interested in milk tea.

This study aims to analyze IBD's milk drinking habits. The objective of this
project is in line with the actual situation because milk tea is currently the
most popular drink. The project confirmed that most students in IBD I13
prefer to drink milk tea and drink milk tea weekly. This research can help
people find solutions to spend reasonably for milk tea.

References list :
 Diệu Thanh (2017). Phỏng vấn nhanh: Giới trẻ lấy tiền đâu uống
trà sữa? [Online]. 13 September 2017. Available from:
http://soha.vn/phong-van-nhanh-gioi-tre-lay-tien-dau-uong-tra-sua-
20170913081333627.htm.

 Kim Cương (2017). Đây là 6 lý do người trẻ Sài Gòn uống trà sữa
‘không hề rẻ’ mỗi ngày. [Online]. 29 September 2017. Available
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tra-sua-khong-he-re-moi-ngay-post783000.html.

 Minh Châu - Phương Đông (2017). Cơn sốt trà sữa ở Việt Nam.
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sua-o-viet-nam-3643173.html.

 Niqua Blog (2017). Vì sao giới trẻ lại mê trà sữa đến vậy?
[Online]. 22 October 2017. Available from:
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den-vay.html.

 Quốc Vinh (2017). Vì sao chúng ta thích uống trà sữa? [Online].
11 October 2017. Available from: http://www.nguoiduatin.vn/vi-
sao-chung-ta-thich-uong-tra-sua--a341868.html.

 Thanh, D. (2017). ‘Cơn sốt’ trà sữa của giới trẻ Việt Nam: Ngày
uống 2-3 ly, thẻ tích điểm lên tới cả 20 triệu đồng! [Online]. 11
September 2017. Available from: http://kenh14.vn/con-sot-tra-sua-
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tra-sua-la-chuyen-binh-thuong-20170910212847071.chn.

 Trung tâm Tin tức VTV24 (2017). Thị trường trà sữa đang bùng
nổ tại Việt Nam. [Online]. 7 November 2017. Available from:
http://vtv.vn/chuyen-dong-24h/thi-truong-tra-sua-dang-bung-no-
tai-viet-nam-20171107191502872.htm.