Business Research Dissertation the Factors Which Influence the Purchase Intention on Bubble Milk Tea Perceived by Youth in Selective Bubble Milk Tea Branches in Kuching, Sarawak, Malaysia: Bubble Milk Tea Perceived by Youth : Kuching, Sarawak, Malaysia

By Mychell

Modern society’s lifestyle is largely changing due to the economic and cultural globalisation that affects the homogeneous imagery of culture that results in the uniformity of taste, consumption, lifestyle, value, identity as well as individual interest.

Furthermore, the readers will fathom how youth in Kuching, Sarawak Malaysia influence their purchase intention towards bubble milk tea.

Finally, data gathered from the questionnaire survey have been analysed through SPSS software. Pearson Correlation test, independent T-test, and linear regression were used in this study. The results were displayed in the pie chart, bar chart, plot, and table to give the reader a more precise visualization and better understanding.

• Language: English
• Publisher: Partridge Publishing Singapore
• Release date: May 12, 2021
• ISBN: 9781543764628

Mychell

Mychell is a copywriter who specialized in sales pages and marketing campaign, In addition she has vast experience in Business Administration and Accounts. Mychell Mallari received her Master Degree in Business Administration from the University of Sunderland, United Kingdom with the collaboration of SEGI College Sarawak. She is currently Working on her other book “Title is still unknown”. She believes in lifelong learning and hopes to pursue her PHD in January 2022 in the similar field. Finally yet importantly, this book is also dedicated to Mychell’s late father

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ISBN

ISBN: 978-1-5437-6461-1 (sc)

ISBN: 978-1-5437-6462-8 (e)

04/30/2021

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TABLE OF CONTENTS

List of Tables

List of Figures

CHAPTER 1 INTRODUCTION

1.0 Introduction

1.1 Background of Study

1.2 Statement of Problems

1.2.1 Objectives of the study

1.2.2 Research question of the study

1.2.3 Hypothesis

1.3 Conceptual Framework

1.4 Significance of the Study

1.5 Definition of Key Term

1.5.1 Purchase Intention

1.5.2 Bubble Milk Tea

1.5.3 Brand Image

1.5.4 Price

1.5.5 Promotion

1.5.6 Location

1.5.7 Digital Advertising

1.5.8 Word-of-Mouth

1.6 Summary

CHAPTER 2 LITERATURE REVIEW

2.0 INTRODUCTION

2.1 Definition of Purchase Intention

2.1.1 Definition of Brand Image

2.1.2 Definition of Price

2.1.3 Definition of Promotion

2.1.4 Definition of Location

2.1.5 Definition of Digital Advertising

2.1.6 Definition of Word-of-Mouth (WOM)

2.2 Theories of Purchase Intention

2.2.1 Theory of Planned Behaviour (TPB)

2.2.2 Theory of Reasoned Action (TRA)

2.2.3 Theory of Customer Value

2.2.4 Theory of Buyer Behaviour

2.2.5 Theory of Trying

2.3 Models of Purchase Intention

2.3.1 Howarth Sheth Model

2.3.2 Family Decision making model

2.3.3 Engel-Blackwell-Kollat Model (EBK)

2.3.4 Pavlovian Model

2.3.5 Psychological Model

2.4 Studies of Purchase Intention

2.4.1 Foreign Research on Purchase Intention

2.4.2 Domestic Research on Purchase Intention

2.5 Summary

CHAPTER 3 RESEARCH METHOD

3.0 Introduction

3.1 Research Design

3.1.1 Quantitative Approach

3.1.2 Qualitative Approach

3.2 Data Collection Technique

3.2.1 Primary Data

3.2.2 Secondary Data

3.3 Population and Sample

3.3.1 Target Population

3.3.2 Research Population

3.3.3 Sample Size

3.4 Questionnaire Design

3.5 Interview Questions Design

3.6 Data Collection Procedure

3.6.1 Stage 1 – Quantitative approach (Survey Questionnaires)

3.6.2 Stage 2 – Qualitative approach (Structure Interview)

3.7 Pilot Study

3.8 Data Analysis

3.8.2 Inferential Analysis

3.9 Summary

CHAPTER 4 FINDINGS AND DISCUSSION

4.0 Introduction

4.1 Respondents’ Demographic

4.1.1 Graphical Presentation

4.2 Descriptive Statistical Analysis

4.3 Reviews on Inferential Analysis

4.3.1 Person Correlation Analysis

4.3.1a : The Relationship Between Brand Image And Purchase Intention

4.3.1.b: The Relationship Between Price and Purchase Intention

4.3.1.c The Relationship Between Promotion and Purchase Intention

4.3.1.d The Relationship Between Location and Purchase Intention

4.3.1.e The Relationship Between Digital Advertising and Purchase Intention

4.3.1.f The Relationship Between Word of Mouth and Purchase Intention

4.3.2 Independent Sample t-Test

4.3.3 Analysis of Variance (ANOVA)

4.3.4 Linear Regression

4.4 Summary of Quantitative Findings

4.5 Discussion of the Study

4.5.1 Result from Pearson Correlation Test

4.5.2 Result from Independent T-Test

4.5.3 Result from Linear Regression

4.6 Transcript Analysis

4.6.1 Interviewee Profile

4.6.2 Transcript Analysis on Research Findings

4.6.2.1 Question 1

4.6.2.2 Question 2

4.7 Summary

CHAPTER 5 CONCLUSION

5.0 Introduction

5.1 Summary of the Study

CHAPTER 6 IMPLICATION AND RECOMMENDATION

6.0 Introduction

6.1 Implication of the Study

6.1.1 Implication to Marketers

6.1.2 Implication of Future Research

6.2 Recommendations

6.2.1 Recommendation to Marketers

6.2.2 Recommendation Consumer

6.2.3 Recommendation Future Researcher

6.3 Limitations of Study

6.4 Summary

7.0 Conclusion

CHAPTER 7 LIST OF REFERENCES

LIST OF TABLES

Table 1.1: Average of monthly bubble milk tea delivery orders by Grab Food in APAC 2018

Table 2.3.1a : Consumer Behaviour Variable

Table 3.3.2 : The Highlight of Research Population

Table 3.7.1 : Reliability Statistics

Table 3.8.2a : Hypothesis Testing

Table 3.8.2b : Summary of Test for Research Objectives

Table 4.1.1 : Gender of Respondents

Table 4.1.2: Age of Respondents

Table 4.1.4: Employment Status of Respondents

Table 4.1.5: Monthly Income Level of Respondents

Table: 4.2.1.a: Respondents Purchase Intention Towards Bubble Milk Tea

Table: 4.2.1.b: Respondent’s responses towards brand image factor

Table: 4.2.1.c: Respondent’s responses towards price factor

Table: 4.2.1.d: Respondent’s responses towards promotion factor

Table: 4.2.1.e: Respondent’s responses towards location factor

Table: 4.2.1.f: Respondent’s responses towards digital advertising factor

Table: 4.2.1.g: Respondent’s responses towards words of mouth factor

Table 4.3.2.1a: Difference between the Perception of Male and Female toward Brand Image Factor

Price Factor

Table 4.3.2.1.c: Difference between the Perception of Male and Female toward Promotion Factor

Table 4.3.2.1.d: Difference between the Perception of Male and Female toward Location Factor

Table 4.3.2.1.e: Difference between the Perception of Male and Female toward Digital Advertising Factor

Table 4.3.2.1.f: Difference between the Perception of Male and Female toward Words of Mouth

Table 4.3.3.a: The ANOVA Test on Purchase Intention and Brand Image Factor

Table 4.3.3.b: The ANOVA Test on Purchase Intention and Price Factor

Table 4.3.3.c: The ANOVA Test on Purchase Intention and Promotion Factor

Table 4.3.3.d: The ANOVA Test on Purchase Intention and Location Factor

Table 4.3.3.f: The ANOVA Test on Purchase Intention and Word of Mouth Factor

Table 4.3.4.1a: Model Summary and ANOVA Test of Brand Factor

Table 4.3.4.1b: Coefficients of Brand Image

Table 4.3.4.2a: Model Summary and ANOVA Test of Price

Table 4.3.4.3a: Model Summary and ANOVA Test of Promotion

Table 4.3.4.3 b: Coefficients of Promotion

Table 4.3.4.4a: Model Summary and ANOVA Test of Location

Table 4.3.4.4 b: Coefficients of Location

Table 4.3.4.5a: Model Summary and ANOVA Test of Digital Advertising

Table 4.3.1.5 b: Coefficients of Digital Advertising

Table 4.3.4.6a: Model Summary and ANOVA Test of Word of Mouth

Table 4.3.4.6b: Coefficients of Word of Mouth

Table 4.4: Summary of the Findings on Hypothesis and Factor Testing

Table 4.5.1 : Average Consumption Per Cup Per Person (Monthly)

Table 4.6.1a: Interviewee’s Profile

Table 4.6.2.1a Summary interview prospective on consuming bubble milk tea

Table 4.6.2.2b Summary interview prospective on consuming bubble milk tea

Table 4.6.2.3c Summary interview prospective on consuming bubble milk tea

Table 4.6.2.4d Summary interview prospective on consuming bubble milk tea

Table 4.6.2.6f Summary interview prospective on consuming bubble milk tea

Table 4.7.2.7g Summary interview prospective on consuming bubble milk tea

Table 4.7.2.8h Summary interview prospective on consuming bubble milk tea

LIST OF FIGURES

Figure 1.3: The Factors Influence The Purchase Intention

Figure 2.2.1 : Theory of Planned Behaviour

Figure 2.2.2 : Theory of Reasoned Action (TRA)

Figure 2.2.3 : Customer Value Framework

Figure 2.2.4 : Theory of Consumer Buying Behaviour

Figure 2.2.5 : Theory of Trying

Figure 2.3.1b : Howwart-Sheth Customer Behaviour Model

Figure 2.3.2 : Family Decision Making Process

Figure 2.3.3 : Engel-Blackwell-Kollat Model

Figure 2.3.4 : Pavlovian Model

Figure 2.3.5 : Psychological Model

Figure 4.1.1: Gender Respondent

Figure 4.1.3: Marital Status and Education Background of Respondent

Figure 4.1.5: Monthly Income Level of Respondents

Figure 4.3.4.1c.: Normal Probability Plot of Purchase Intention against Brand Image Factor

Figure 4.3.4.2c.: Normal Probability Plot of Purchase Intention against Price Factor

Figure 4.3.4.3c.: Normal Probability Plot of Purchase Intention against Promotion Factor

Figure 4.3.4.4c.: Normal Probability Plot of Purchase Intention against Location Factor

Figure 4.3.4.5c.: Normal Probability Plot of Purchase Intention against Digital Advertising Factor

Figure 4.3.4.6c.: Normal Probability Plot of Purchase Intention against Word of Mouth Factor

Table 4.6.2.5e Summary interview prospective on consuming bubble milk tea

ACKNOWLEDGEMENT

I wish to thank the following people for helping with this research project without whom I could not have completed this work and without whom I would not have made it to my Master’s degree!

Firstly, I wish to thank the Management and Staff of SEGI College Sarawak for their untiring support, guidance and which made me feel positively and confidence while I was studying at SEGI. Many thanks to my supervisor Mr Haritharan Devantharan for his guidance during this research, whose insight and knowledge into the subject matter steered me through this research. My classmate and fellow students of SEGI College Sarawak, my friend, and my Facebook friend , who took their time without hesitation to fill in the survey questionnaire. Without them, I would have no content for my Dissertation.

My special thank to my family for giving me strength, support and motivational in my study and dissertation.To my son, sorry for being even grumpier than usual while I wrote this Dissertation and to my loving, husband Patrick, thank you for your support, without it, I would have stopped these studies a long time ago. You have been a fantastic partner.

I would dedicate this Dissertation to my father, Mr Florencio, who called by the God in heaven last 12th December 2019—missing him dearly.

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ABSTRACT

THE FACTORS WHICH INFLUENCE THE PURCHASE INTENTION

ON BUBBLE MILK TEA PERCEIVED BY YOUTH IN SELECTIVE MILK

TEA BRANCHES IN KUCHING, SARAWAK, MALAYSIA

MYCHELL

MASTER IN BUSINESS ADMINISTRATION

2020

The purpose of this study is primarily to examine and analyse factors that influence consumer purchase intention towards gender-based bubble tea beverages in Kuching, Sarawak. The following question concerning research guided the study:

1. What are the factors, which influence consumer purchase behaviour towards bubble tea beverage in Kuching?

2. How do the stated factors (brand image, price, promotion, location, digital marketing, and word of mouth) influence both male and female consumer purchase behaviour towards bubble milk tea beverages in Kuching?

The study includes dependent and independent variables. The dependent variable refers to consumers’ purchase intention, while independent variables refer to the stated factors such as brand, price, promotion, location, digital marketing, and word-of-mouth. A total of 176 responses have been received from the distributed questionnaires and google form. The survey comprises of three sections. Section A is to gather demographic details such as gender, age, marital status, educational background, occupation, and income level of respondents. Section B is general information to respondents if they are familiar with bubble milk tea. Section C is to gather the opinions of respondents towards different factors that potentially influence consumer purchase intention. All the questionnaires are prepared in 5 points Likert scale (ranging from 1, Strongly Agreee to 5, Strongly Disagree) to determine the respondent’s agreement level. Would it be more convenient for respondents to express their opinion. Data gathered from the questionnaire survey have been it analysed through SPSS software. Pearson Correlation test, independent T-test, and linear regression were used in this study. The results were displayed in the pie chart, bar chart, plot, and table to give the reader a more precise visualization and better understanding.

The results found that price on bubble milk tea had the most critical impact on customer purchasing behaviour. It is advised that company owners pay more attention to the quality of their goods to raise their sales revenues. In status quo, customers can pay for higher prices if they believe that the products mentioned above are worth the cost. Besides, it also discovered through this research that males and females are influenced differently by brand image, promotion, location, digital marketing and words of mouth, Marketers should bring extra effort into that customize different strategies to target buyers, both male and female.

CHAPTER ONE

INTRODUCTION

1.0 Introduction

The main impartial of this study is to scrutinise the factors which influence purchase intention on a bubble milk tea as perceived by youth in selective branches in Kuching, Sarawak, Malaysia, based on gender. In this chapter, the researcher was going to discuss the background of the study, problem statement, conceptual framework, the significance of the study, and definitions of critical terms related to this study.

1.1 Background of Study

Modern society’s lifestyle is largely changing due to the economic and cultural globalisation that affects the homogeneous imagery of culture that results in the uniformity of taste, consumption, lifestyle, value, identity as well as individual interest (Lisdayanti, 2017). In the 21st century, bubble milk tea is becoming a trendy drink not only worldwide but also in the especially in south-east Asia and a small