A study of consumer behavior and selection criteria in purchasing bubble tea for females in Bangkok

Consumption of bubble tea, as well as the number of bubble tea shops in Thailand, has been increasing dramatically over the past few years. Many new bubble tea shops open every day, featuring both local and international brands. Besides this new popularity, you can find bubble tea shops on every corner of the street in Bangkok, from shopping centers to office buildings or even in hospitals. The market value of bubble tea market is estimated at 2.5 billion baht and has been estimated that it will continue to grow. However, bubble tea contains a high amount of sugar per cup, and consuming bubble tea regularly may exceed the amount of sugar intake recommended per day by the World Health Organization. Moreover, it can be associated with an increasing risk of contracting Non-Communicable Diseases (NCDs) or chronic diseases such as obesity, diabetes, etc. NCDs have become a huge problem in Thailand, as 70 percent of Thai people have been diagnosed as NCD patients and the number of NCDs is rising rapidly every year. Thus far, the Thai government has had to spend over 0.2 trillion baht of its total yearly budget to support NCD patients across the country.The objective of this research will allow the reader to better understand the purchasing factors influencing, as well as attitudes towards purchasing bubble tea, to identify consumer awareness of sugar consumption in bubble tea, and to determine a customer profile of bubble tea consumers, including demographics and behavioral characteristics. This research will focus mainly on females aged 21 to 40 living in Bangkok area to create marketing strategies that will attract target consumers.