A college student preferences on milk tea beverage in Panabo City: A conjoint analysis

Abstract

Milk tea is one of the top beverages that college students choose to purchase. Some milk tea shops offer a lot of different flavours and toppings that students want to purchase and choose a specific flavour to satisfy themselves. This study aimed to find out the specific combination elements of milk tea beverage attributes that were most preferred by the college students at the University of Mindanao by using the Conjoint Analysis Approach. Nowadays, this beverage is one of the trendy drinks and is consistently purchased by students. The survey that the researchers conducted was used to gather information on student's preferences for milk tea beverages. The researchers found out that most students have specific preferences for milk tea. The students of the University of Mindanao often prioritise factors such as sweetness level, tea base, and topping selection when choosing their preferred milk tea variant. Finally, the result of this study and its findings will be helpful to milk tea shops in knowing the preferences about different attributes of milk tea beverages.