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The Relationship of Self-Image Management Level and

Milk Tea Business

Submitted to Ms. Venessa Tahamil, RPm


In partial fulfillment of the requirements for the degree
Bachelor of Science in Business Administration major in
Marketing Management

BERMEJO, RYAN S.
MAGCALAYO, DIGNA A.
SAMBILE, NATHANIEL R.
SUBAY, CATHRINE T.
TAHER, NORAIDA S.
VILA, ARNOLD A.

Marketing Research: The Relationship of Self – Image Level and Milk Tea Business BSBAMM3B
CHAPTER 1
Introduction

Chapter 1

INTRODUCTION

December of 2008 is the official day when the milk tea was presented in the Philippines by Dr.
Juliet D. Herrera-Chen and Peter L. Chen vision t the Filipinos will love the milk tea and it
happens. In 2009 the milk tea invades the Universities and this was the start of its booming
industry. It began to compete with the other market trends like coffee shops. In 2011 the

Marketing Research: The Relationship of Self – Image Level and Milk Tea Business BSBAMM3B
international milk tea company enter in our country like Gong Cha and Chatime and they easily
reach the top list in the milk tea market. In 2013 the milk tea market reaches its peak. The shops
were stabilized and some problems begins to come like some shops served contaminated milk tea
causing its costumers death. Year 2017 up to now is the revival of the milk tea business because
of the new milk tea company that comes with new flavors and marketing strategies that captures
the millennial market. (yummy.ph 2017)

Self-image management is the positive, on-going, pro-active process of evaluating and controlling
the impact of an individual’s appearance and inter-personal skills on themselves and on others.
Some persons buy expensive good’s so that they can gain appreciation and acceptance to other
people.

In milk tea business, people continue patronizing milk tea because of the acceptance and
appreciation from other people. And also, with regards to that, it boosts their self-confidence and
make them feel that they are one of the groups. (worldbuzzz.com 2019)

In this research, we are focused on to customers either individual customer or not. We will identify
how the customer relate himself to the milk tea business. To have an idea about why they keep on
buying the milk tea. To know about how the ambiance affects the mood of a customer. Who is the
top consumer of a milk tea business? To know if self-image management plays an important role
in the food market specifically milk tea industry.

BACKGROUND OF THE STUDY

The popular Milk Tea arrived on our country for twelve years. The Milk Tea fans keep growing
as it keeps on producing extensive menus that ensure the customer to satisfy their perfect cup.
Nowadays, it is good to see someone consume Milk Tea once a week, waiting for hours just to
consume it. The Philippines is a coffee drinking country, and Milk Tea suits the coffee culture and
climate. Milk Tea puts the Philippines as ranked second in Milk Tea consumption in South East
Asia according to the 2018 study. (yummy.ph 2017)

Self-image management is essential in personal development. This affects our inter-personal skills;
it helps us to enhance our communication skill with other people in the society. Having a good self

Marketing Research: The Relationship of Self – Image Level and Milk Tea Business BSBAMM3B
- image management, it can improve our social, physical, emotional, mental and spiritual well-
being. (my.clevelandclinic.org 2017)

The study is focus to the individual consumers to determine the reason why they choose milk tea
instead of coffee or other caffeine drink. And know effect of milk tea to their health and other
benefits in consuming milk tea.

STATEMENT OF THE PROBLEM

 What is the demographic profile of the respondent when group according to;

- age
- sex
- status

 What is the level of self-image management of the respondents?

 What are the health benefits and disadvantages of drinking milk tea?

Marketing Research: The Relationship of Self – Image Level and Milk Tea Business BSBAMM3B
 What is the relationship of the level of self-image management and the level of
willingness of the respondents in buying milk tea?

OBJECTIVE OF THE STUDY

 To determine the demographic profile of the respondent when group according to age,
sex and status.

 To determine the level of self-image management of the respondents

 To determine its health benefits and its disadvantages to their bodies, so that they will be
aware on how it will affect them.

 To determine the relationship of the level of self-image management and the level of
willingness of the respondents in buying milk tea

SIGNIFICANCE OF THE STUDY

Nowadays, people are addicted on drinking milk tea without knowing the possible effects of it to
their body. The finding of this study will have implication for the present buyers, community and
the future buyer of this product.

 Present buyer - the study will help the present buyers of milk tea to learn more about the
product specifically, its advantages and dis advantages to their bodies. So that they will
be aware of what will happen to them.

 Community - this study will help the community to raise some activities or protects
regarding the health benefits of drinking milk tea.

 Future buyer - this study will help the future buyers to be knowledgeable enough about
the product and become aware of its effects to their bodies.

Marketing Research: The Relationship of Self – Image Level and Milk Tea Business BSBAMM3B
 Students - the students will benefit from drinking milk tea. This will give health benefits
to enhance the knowledge of future generations.

 Businessman - this study will help businessman to gain information and support their
decisions to business especially those who has an interest to milk tea.

 Future Nutritionist- this study will help future nutritionist to have an idea about the
introduction to the product, health, diseases and health benefits.

 Future Researcher- this study will help future researchers to know the target of the
research and to have a brief introduction about the study, understand the objective and to
recognize who will benefit from the study.

SCOPE AND LIMITATION

The researcher limited the study to the milk tea business throughout the country and its country
origin. The research focused on the effect of milk tea for people self-image management and its
health benefits. The study also focuses on a group of people who continued patronizing milk teas
to improve their self-esteem or self-confidence to be able to adopt the trend of the society.

The researcher limited the study to the students of Power School of Technology and MP House
of Tea clients. The respondents of this study are the millennial milk tea lovers ages from 19 to 42
years old.

DEFINITION OF TERMS

 Milk - it is a fluid that can be produce in human, vegetable and animal.

Marketing Research: The Relationship of Self – Image Level and Milk Tea Business BSBAMM3B
 Tea - a drink that is made by soaking the dried leaves in hot water that improves the
blood flow compared to water.

 Anti-oxidants - a substance that is added to food and other product to prevent harmful,
chemical reactions in which oxygen is combined with other substance.

 Health - this are the good or helpful result in our body.

 Weight loss - the effect of polyphenol and caffeine from the tea can reduce the weight
and also the substance called catechins that boost metabolism and helps the study break
down fats quickly.

 Polyphenol - Polyphenols are a category of chemicals that naturally occur in plants.


There are more than 500 unique polyphenols. Collectively, these chemicals are known as
phytochemicals.

 Chemical Compound - is a substance that composed of two or more elements that you
can found in the product which is the milk tea.

 Sugar - is a chemical compound that can be found in milk tea products that provide
energy and acts as a sweetener to a product.

 Community - a group of people with a common characteristic or interest living


together within a larger society probably the target of the milk tea shops, mostly are the
millennials because we teenagers are easy to influence and we like the taste of milk plus.

 Anemia- a condition in which the blood is deficient in red blood cells, in hemoglobin,
or in total volume.

 Caffeine - a bitter alkaloid C 8H10N4O2 found especially in coffee, tea, cacao, and kola
nuts and used medicinally as a stimulant and diuretic.

 Generation X - the generation born after that of the baby boomers from 1960 –
1970.

Marketing Research: The Relationship of Self – Image Level and Milk Tea Business BSBAMM3B
 Millennials - Millennials, also known as Generation Y or the Net Generation, are the
demographic cohort that directly follows Generation X. Millennials are born between
1977 to 2000.

 Bubble Milk Tea - also known as pearl milk tea, bubble milk tea, or boba is a
Taiwanese tea-based drink invented in Tainan and Taichung in the 1980s. It became
known as “bubble tea” because of the thick layer of foam that forms on top of the drink
after it is shaken. Recipes contain tea of some kind, flavors of milk, and sugar. Toppings,
known as tapioca pearls, popping boba, fruit jelly, grass jelly, agar jelly, and puddings are
often added. Ice-blended versions are frozen and put into a blender, resulting in a slushy
consistency.

 Boba - chewy tapioca balls for milk tea toppings also known as sinkers.

CHAPTER 2
Review Related Literature

Marketing Research: The Relationship of Self – Image Level and Milk Tea Business BSBAMM3B
Chapter 2

Review Related Literature

HEALTH BENEFITS

According to Dora Gregory, mom and an entrepreneur (2017). Milk tea can help in weight
management. It can help in removing free radicals. Its best known for proper functioning as anti-
oxidants.

According to Mary Alberto, Blogger in London (2017). Milk tea can serve as stress reliever, it is
good in refreshing the mind. It is anti-inflammatory, it helps in preventing inflammation. It is good
in normalizing the blood flow. Milk tea is good in bones and teeth because it has Milk which
contains a lot of calcium.

According to Innovative Home care.com. Milk tea provides strength for the body, its calcium
content makes the bone stronger. Milk tea can be a great source of energy, Milk tea can help in
reducing stress, it decreases tension. Milk tea as anti-inflammatory, it functions as anti-oxidant.
Effective for fattening and weight loss, the fat compound of milk tea can help to gain weight. Milk
tea as dietary agent it also has caffeine. Milk tea is good for the heart, it controls the blood flow.

Thus, this website contains information which are beneficial and healthful to the reader.

Marketing Research: The Relationship of Self – Image Level and Milk Tea Business BSBAMM3B
HARMFUL EFFECTS

According to Lifealth.com. Milk tea can be your stomach bloated; it has a caffeine which is the
reason for bloating. Adding milk can cause bloating more, because milk and caffeine promotes gas
formation. Milk tea can promote stress and anxiety. Milk tea has caffeine that causes lack of sleep
and restlessness. It can promote dehydration; it contains caffeine which is bad for hydration.

According to Kanska Raina, Publisher (2019). Milk tea can promote Insomnia, Milk tea contains
caffeine that can cause sleep disorders like Insomnia. Too much consumption of it can cause major
sleep issues. Milk tea can cause Anxiety, because tea can activate brain cells but too much
consumption of it can cause imbalance in brain chemicals which leads to anxiety. It can cause
formation of Pimples, too much consumption of tea can generate extreme heat and imbalance in
body chemical that result in an acne outbreak. Blood Pressure Imbalance, too much consumption
of it can lower the blood pressure and promotes imbalance in the body. This can turn to major
issues in the body. Possibilities of Miscarriages, pregnant woman is asked to monitor their tea
intake because relaxing the muscles to much or having too many detoxifying elements in the body
or irregular blood flow can lead to miscarriage.

According to Tomas U. Santos, Website Administrator (2012). The combination of Milk and Tea
can be bad to our body, but studies show that the combination of milk and tea can result to number
of negative effects. Milk eliminates protective effects of tea against cardiovascular diseases base
on the study University of Berlin in Germany. The milk protein s called caseins reduce the
efficiency of the tea compound called catechin, which protect the heart for various diseases.

Thus, this study show that milk can lessen the good effects of tea to our body, if we combine milk and tea.
This contains alarming information for us to be aware of our milk tea consumption and to take it moderately.

MILK TEA

Marketing Research: The Relationship of Self – Image Level and Milk Tea Business BSBAMM3B
According to Matt Harbowy a Tea Chemist and author of Tea Chemistry and Data Wrangler
(2015), Milk Tea is most commonly a drink prepared from hot water, tea crystals, and sweetened
condensed milk.

Tea crystals are similar to instant coffee, and are not typically marketed everywhere, but have a
distinctive flavor. They are extracted from black tea, concentrated, and freeze or spray dryed to
form aggregated particles that will typically have a darker, somewhat crystalline or shiny
amorphous appearance on the side of the freeze dryer tray nearest the bottom.

According to Mike, is an avid tea connoisseur and the founder of Bubble Teaology which supplies
Bubble Tea Machines and Supplies to drink shops around the world (2017), Milk tea has been a
common staple in many countries, and if you ask for tea pretty much anywhere in Asia and many
other countries it’ll come served with milk. Milk tea is simply what it sounds like tea with milk
added. This combination creates a smoothness and slight sweetness to normal bitter teas such as
black tea. Milk tea can be made into anything, such as bubble tea or masala chai tea.

Thus, this will help future researcher of this study can use this market research as guide and
reference material in doing their own problem or study.

VARITIES

According to Chris Scalise a freelance writer and content manager (2019). Though various boba
drinks are available, the most common concoction includes a tea base that’s combined with milk
or fruit and is usually prepared over a bed of sweet boba pearls. There are boba milk teas, green
teas, black teas, smoothies, coffee drinks, and a slew of other preparations that can be enhanced
with rich flavors that range from sweet to savory. Milk tea is usually prepared with powdered
creamers, although fresh milk is used in some recipes.

According to Lindsey Goodwin a food writer and business consultant with more than 12 years of
experience exploring tea production and culture (2019). Although it only dates back to the 1980s,
so-called bubble tea comes in an astounding range of types and flavors. This popular milk and tea
drink from Taiwan are a sensation worldwide and it's opened up an entirely unique category of
beverages. From the variety of fruit flavors to slightly more adventurous bubble teas like avocado,

Marketing Research: The Relationship of Self – Image Level and Milk Tea Business BSBAMM3B
you can take this drink wherever you like. Bubble tea is quite easy to make at home and you'll find
bubble tea shops throughout your world travels. Bubble tea is simply a happy drink, so have fun
with it.

Thus, the result of this study will be beneficial to the food industry especially Milk tea for them to
have an idea what people like and what brand to sell to consumer.

MARKET
Based on an article written by Mike Moffatt (2019) in thoughco.com, market is a place where the
transaction happens between the sellers of the products and services and the potential buyers of
those sellers offers. However, in order for the buyers to exchange for the products they must have
something to trade of to create a successful deal.

Further information according to the website marketbusiness.com, they mentioned that there is a
constant changing in markets which it became a dynamic. They established their own price and
services they offer. Moreover, businesses who commonly monitored the trends and innovating
their products and services to meet the customers preferences are those who's successful.

Hence, the information mention above will be beneficial to the researchers where in it explains
what market is and how market do to continuously run their business.

MARKET PERFORMANCE

Sarah Bundy an award winning business and digital marketing thought leader, ranked in the top40
under top 100 fastest growing companies in Canada, recognized as an expert in performance
marketing by the New York Times, stated that the performance market is a combination of paid
advertising and brand marketing put together, but only paid out once the completed desired action
takes place (www.bigcommerce.com) by paying the affiliate or “publisher” when a specific action
is completed, a merchant can feel confident that their money is being well spent since they are
already converting their target audience before they pay for transaction.

Another research stated by Arjen Van Witterbostuijn, a faculty of economics and business
administration, University of Limburg, market performance deals with the static – dynamic

Marketing Research: The Relationship of Self – Image Level and Milk Tea Business BSBAMM3B
efficiency trade – off. The study of sources of potential entry and market games identifies cases of
intermediate competition which consense as welfare their yardstick for the evaluation of market
performance. (www.link.springer.com)

Thus, this article will help the researcher to understand how important marketing is in a business
and will also enhance their knowledge skills.

MARKET PROFITABILITY

Norman Adamson Sigalla King, a consultant, publication, directorate of research in Teofilo Kinsaji
University, stated that marketing has become an important subject in the modern business that
ensures propensity and profitability of firms. Although sometime it is hard to establish yje
contribution of marketing in the realization of profits or benefits attained by the firm, yet the
contribution of each practice including marketing can be scientifically projected (researchnet.net)

According also to another research, Don Hofstrand a retired extension value added agriculture
specialist, profitability is the primary goal of all business

ventures. Without probability the business will not service in the long run. So, measuring current
and past profitability is very important

Therefore, future researcher of this study can use this market profitability research as guide and
reference material it will also serve as a future reference to inspired them to build their own
business someday.

SELF-IMAGE
According to the author Morris Rosenberg of Society and the Adolescents Self-image (2015).
Some fields such as psychiatry, psychology and sociology have gone through an interest in the
nature of self-image in the recent years. Despite of the differences of each field they should come
to partake an interest in this aspect of personality, all have found the idea of self-image is pertinent
to their concern and perhaps the idea of this concept is to intrude itself upon established and extent
the thoughts and process. Moreover, self-image often treated as a preferably mysterious and
indefinable as the article says. More so, present study envisions the self-image as an attitude

Marketing Research: The Relationship of Self – Image Level and Milk Tea Business BSBAMM3B
towards an object. It also mentions that the individuals who are concerned with their self-image is
at the age of 15-18 years old in which numerous adolescents were consumed with a question asking
themselves.

A research which according to Marketing Intelligence and planning written by Ahmal Jamal and
Mark MH Goode (2001) that the consumers product preferences and their buying behavior affects
by the self-image congruity. In addition, self-image can also unclog the good and positive behavior
and demeanor concerning the products.

Therefore, these articles mention above will serve as supporting details to this paper whereas it's
explained that there are different fields also studied self-image and what are their concerns with
their self-image and how it influences consumers.

SOCIAL CLIMBING

According to Cambridge Dictionary, social climbing is being amicable to those people who's in
the higher social class and trying to fancy up their social status and lifestyle.

According to Read unwritten website writer Rayl Noormega (2018) says that based on psychology
today, a low self-esteem and an extreme tendency towards self-comparison is a kind of human
behavior which is a cause of social climbing. Those people who are social climber value a
relationship based on their social status and popularity, they don't believe and very insecure about
themselves so they are using other people to boost their self-esteem by being sociable to them.

Thus, the articles mention will be a helpful instrument as it explains about social climbing and
how it's affected the lifestyle and social status of the people.

SELF-ESTEEM

Marketing Research: The Relationship of Self – Image Level and Milk Tea Business BSBAMM3B
According to Kendra Cherry an author, that self-esteem is how you value and how you
appreciate your self. Lack of self-esteem can make a person feel depressed that can lead them to
make negative choices in life. (www.verywellmind.com July 26, 2019)

An American Addiction Centers Resource (www.mentalhealth.net) according to them, self-


esteem is the beliefs of the person of their value. It is important because it influences people to
make decisions.

Therefore, the above article is very useful to the researchers for them to know and understand the
behavior of a person.

Marketing Research: The Relationship of Self – Image Level and Milk Tea Business BSBAMM3B
Self-Image Management Level Change Remove Retain

Questions 1 2 3 4 5
1. When I look in the mirror, I smile and
Glad I’m me.

2. My life has a healthy balance between


work and fun.

3. I believe people when they offer com-


pliments, and don’t consider it just be-
ing nice.

4. When I have an awkward social moment,


I focus on it – sometimes for days or
longer.

5. It’s hard for me to ask for help, and I


always apologize for the inconvenience.

6. I berate myself for making mistakes,


Even call myself names like “stupid”.

7. If I have decision to make, I don’t


ask more than 1 or 2 people for their
opinions.

8. I accept feeling empty, sad and other


Vulnerabilities, and don’t try to escape
from them.

9. If I meet someone I like, it’s no problem


pursuing a relationship.

10. Sometimes I say or do things just to


have another approval.

Marketing Research: The Relationship of Self – Image Level and Milk Tea Business BSBAMM3B
Change Remove

Self-Image Management Level

Questions 1 2 3 4 5

11. It often seems I like other people have


it better than me.

12. I use either stress or celebration as an


excuse to over-eat, over-drink, over-
spend, or another unhealthy outlet.

13. I enjoy doing things that promote a


healthy body.

14. I am comfortable expressing dissatis-


faction or asserting needs.

15. I enjoy my time alone as much as I


enjoy being with others.

1 – Strongly Disagree, 2 – Disagree, 3 – Neutral, 4 – Agree, 5 – Strongly Agree

Marketing Research: The Relationship of Self – Image Level and Milk Tea Business BSBAMM3B
Change Remove

Marketing Research: The Relationship of Self – Image Level and Milk Tea Business BSBAMM3B
Milk Tea Business Questionnaire
Questions 1 2 3 4 5
1. The taste of milk tea is good.

2. The milk in milk tea is soothing.

3. The bubbles in milk tea is soothing.

4. Milk tea is good in rainy season.

5. Milk tea is appealing for millennials.

6. Milk tea products are satisfying.

7. Milk tea can make you feel belonged


in the society.

8. The usual price of milk tea is acceptable.

9. The combination of milk and tea in milk


tea is good.

10. The varieties or flavors of milk tea


are really good.

11. The health benefits of milk tea are


convincing.

12. The antioxidant content of a milk tea


is good to our health.

13. There’s a lot of good effects of milk tea


to one’s body.

14. My first impression in milk tea is


expensive.

15. I will drink milk tea defends on


my mood.

16. Milk tea can help me in weight


management.

Marketing Research: The Relationship of Self – Image Level and Milk Tea Business BSBAMM3B
Change Remove
Milk Tea Business Questionnaire

Questions 1 2 3 4 5
17. Drinking milk tea is good for my age.

18. Too much consumption of milk tea can


lead to addiction.

19. Milk tea has a lot of caffeine.

20. Milk tea is a good source of energy.

21. Drinking milk tea boosts my self-esteem.

22. Coffee is good, but milk tea is better.

23. I prefer fruit tea over coffee


flavored milk tea.

24. Milk tea over alcoholic drink.

25. Perfect ambiance in a milk tea house


matters to me.

1 – Strongly Disagree, 2 – Disagree, 3 – Neutral, 4 – Agree, 5 – Strongly Agree

Marketing Research: The Relationship of Self – Image Level and Milk Tea Business BSBAMM3B
CHAPTER 3
Methodology

Marketing Research: The Relationship of Self – Image Level and Milk Tea Business BSBAMM3B
CHAPTER 3

METHODOLOGY

This chapter will present the methods of research used, research locale, respondents of the study,
research instrument, data gathering techniques and statistical treatment of data.

RESEARCH DESIGN

In this study, the researcher will use descriptive quantitative to identify the relationship between
the milk tea business and the self-image management level among the respondents. This study will
use convenient random survey approach to the respondents which is random individual whose ages
falls between nineteen (19) to forty-two (42) years of age. The study will use Chi Square to identify
know if there’s a significant relationship between the milk tea business and self-image
management level.

RESEARCH LOCALE

This study will be conducted in Power School of Technology, Tanza, Cavite. It is a private college
that offers Business Administration courses and K-12 curriculum.

Then Self-Image scale, is a 15-item scale that assesses five (5) domain hypothesized as essential
to milk tea business.

The Milk tea Questionnaire, is a 15-item questionnaire that attempt to measure social networking
usage of an individual.

DATA GATHERING PROCEDURE

A formal letter of request to seek permission to conduct a survey interview will be forwarded to
Power School of Technology (PST). Upon approval a survey questionnaire will be distributed to
the forty random students of PST evening class. The respondent will be given an informed consent
form, prior to data gathering will follow using the demographic profile sheet, the self-image
management scale and milk tea business.

Marketing Research: The Relationship of Self – Image Level and Milk Tea Business BSBAMM3B
RESPONDENT OF THE STUDY

The participant of the study, will have to meet two criteria. First, is that it will be coming from the
age bracket of millennials. The second criteria is that the respondent is at Power School of
Technology.

INSTRUMENTATION

Demographic Profile sheet, is a form where basis demographic profile of respondent will be
gathered.

ETHICAL CONSIDERATION

Ethical consideration is very important aspect of the study; most that in this study since it covers
personal information, risks will be continuously monitored to increase sensitivity to the
participants and not to exposed them. The ethical principles will be practiced through informed
consent, anonymity, confidentiality, privacy and justice. It will be assured to the respondents that
the confidentiality of the data would be kept privately and securely.

SAMPLE TECHNIQUE

Purposive random sampling was utilized. It is a no probability sampling method, which is also
designed to avoid biases and subjectivity.

STATISTICAL TREATMENT OF DATA

All data gathered will be analyzed using the following statistical treatment:

PERCENTAGE

P = (f/n)*100

Where P = percentage

f = frequency of responses

n = total number of respondents

Marketing Research: The Relationship of Self – Image Level and Milk Tea Business BSBAMM3B
SELF IMAGE MANAGEMENT SCALE
0.9

0.8

0.7

0.6

0.5

0.4

0.3

0.2

0.1

0
Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q13 Q14 Q15

The graphical representation shows the results of self-image management to the respondents. The Q series
stands for questions for every item, while the numbers in vertical column stands as reference. The image
shows that question number 1 got the highest corresponding data, while question number 12 got the least
data

MILK TEA SCALE

Marketing Research: The Relationship of Self – Image Level and Milk Tea Business BSBAMM3B
MILKTEA BUSINESS SCALE
0.9

0.8

0.7

0.6

0.5

0.4

0.3

0.2

0.1

0
Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12 Q13 Q14 Q15

The graphical representation shows the results of milk tea business to the respondents. The Q series stands
for questions for every item, while the numbers in vertical column stands as reference. The image shows
that question number 5 got the highest corresponding data, while question number 4 got the least data.

MEAN, MEDIAN, MODE FORMULATION

Marketing Research: The Relationship of Self – Image Level and Milk Tea Business BSBAMM3B
the average of the norm

Where :

(x̄) = mean

f = frequency

x = assigned weight

n = number

Median = (n-2/2)

the middle value

Where:

n = number

MODE = The most frequent value

Marketing Research: The Relationship of Self – Image Level and Milk Tea Business BSBAMM3B
Chi Square

Is a method use to know the comparison of your actual data versus your expectation.

SELF-IMAGE MANAGEMENT CORRESPONDENTS BREAKDOWN

Self-Image Management Correspondents Breakdown


Questions 1 2 3 4 5 TOTAL CORRESPONDENTS
Q1 1 0 6 16 17 40
Q2 1 3 12 10 14 40
Q3 0 3 16 18 3 40
Q4 2 9 12 13 4 40
Q5 1 3 10 17 9 40
Q6 4 5 14 10 7 40
Q7 4 5 15 11 6 41
Q8 0 8 8 14 10 40
Q9 1 7 14 15 3 40
Q10 2 7 15 13 3 40
Q11 3 6 15 14 2 40
Q12 7 13 11 7 2 40
Q13 0 2 9 14 14 39
Q14 1 3 17 18 1 40
Q15 3 7 7 12 11 40
MILK TEA BUSINESS CORRESPONDENTS BREAKDOWN

Marketing Research: The Relationship of Self – Image Level and Milk Tea Business BSBAMM3B
Milk Tea Business Correspondents Breakdown
Questions 1 2 3 4 5 TOTAL CORRESPONDENTS
Q1 2 2 6 14 16 40
Q2 1 3 8 16 12 40
Q3 3 3 9 14 11 40
Q4 7 9 11 7 6 40
Q5 1 3 6 9 21 40
Q6 2 1 10 13 14 40
Q7 2 5 15 12 6 40
Q8 1 7 11 14 7 40
Q9 2 0 9 15 14 40
Q10 0 3 8 19 10 40
Q11 2 1 15 13 9 40
Q12 0 4 11 19 6 40
Q13 1 2 14 13 10 40
Q14 1 2 11 10 16 40
Q15 5 2 8 13 12 40

MEASURES OF CENTRAL TENDENCY

Marketing Research: The Relationship of Self – Image Level and Milk Tea Business BSBAMM3B
The graphical representation shows the three most common measures of mean, median, and
mode to the statistical summary of the two variables.

Marketing Research: The Relationship of Self – Image Level and Milk Tea Business BSBAMM3B
CHAPTER 4
PRESENTATION,
ANALYSIS AND
INTERPRETATION OF
DATA
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter contains the presentation analysis and interpretation of the data gathered to

answer the questions posed in this study.

Marketing Research: The Relationship of Self – Image Level and Milk Tea Business BSBAMM3B
Problem 1: What is the demographic profile of the respondents in terms of:

1.1 Age

1.2 Sex

1.3 Status

Table 1.1

Age of the Respondents

Age Bracket Frequency Percentage


(f) (%)
19-25 15 37.5

26-33 20 50
34-41 5 12.5

42 0 0

Total 40 100

Marketing Research: The Relationship of Self – Image Level and Milk Tea Business BSBAMM3B
Table 1 Illustrates the frequency and percentage distribution of the age of the respondents. Fifty

percent (50%) or twenty (20) of the respondents are in the age bracket of twenty-six (26) to thirty-

three (33) years of age, while thirty-seven-point five percent (37.5%) or fifteen (15) of the

respondents are in the age bracket of nineteen to twenty-five. Meanwhile, twelve-point five percent

(12.5%) or five (5) of the respondents are in the age bracket of thirty-four (34) – forty-one (41),

and the remaining zero percent (0%) or none of the respondents are in the age bracket of forty-two

(42) and above.

Marketing Research: The Relationship of Self – Image Level and Milk Tea Business BSBAMM3B
Table 1.2

Sex of the Respondents

Gender Frequency Percentage

(f) (%)

Male 12 30

Female 28 70

Total 40 100

Table 1.2 illustrates that seventy percent (70%) or twenty-eight (28) respondents are female and

thirty percent (30%) or twelve (12) respondents are male.

Table 1.3

Marital Status

Marketing Research: The Relationship of Self – Image Level and Milk Tea Business BSBAMM3B
Marital Status Frequency Percentage

(f) (%)

Single 31 77.5

Married 9 22.5

Total 40 100

Table 1.3 shows the Marital status of the respondents, where seventy-seven percent (77%) or

thirty-seven (31) respondents are Single and the remaining twenty two percent (22%) or nine (9)

respondents are Married.

Marketing Research: The Relationship of Self – Image Level and Milk Tea Business BSBAMM3B
Problem 2. To determine the self-image management of the respondents.

According to the research that we made the level of self-image managements of the respondents
is significant having the average of 0.692667 which is above the desired reference. This means
that the respondent has a positive outlook in self-image management.

Problem 3. To determine the health benefits and its disadvantage to the bodies so that they will
be aware on how will it affect the body.

The research shows that the awareness of the respondents to the effect of the milk tea in their body.
Thirty-three (33) of the respondents answer that they only buy milk tea because of curiosity while
the remaining seven (7) of the respondents are milk tea lovers.

Problem 4. To determine the relationship of the level of self-image management and the level of
willingness of the respondent in buying milk tea.

Thus, the study shows that the correlation of the levels of self-image management and the level of
willingness of the respondent in buying milk tea are insignificant. With an average of () hence, we
can still claim the self-image as one of the factors in milk tea business.

Marketing Research: The Relationship of Self – Image Level and Milk Tea Business BSBAMM3B