Consumption of Bubble Milk Tea in Cambodia

Chanvireak Chou

Bachelor's thesis

Abstract:

Bubble milk tea, also known as boba tea, is a popular beverage in Cambodia that has gained popularity in recent years. As a relatively new and trendy beverage, bubble milk tea is particularly popular among younger Cambodians, with bubble milk tea shops appearing in various urban areas across the country. Despite the increasing popularity of bubble milk tea in Cambodia, research on consumer behaviour in this area remains very limited. Therefore, the objective of this study is to investigate the behaviour of bubble milk tea consumers from different genders and regions in Cambodia. To achieve this, we will administer questionnaires to a sample of participants from various part of Cambodia. The objective of this research is to identify the various factors that impact consumer’s decision-making and consumption patterns. By gaining insights into these factors, we aim to assist bubble milk tea brands in devising more effective strategies to engage and appeal to their target audience, and better cater to their preferences and demands.

Keywords

Cambodia, Consumer Behaviour, Bubble Milk Tea, Consumption, Decision-Making Process

Language used: English

Date on which the thesis was submitted / produced: 16. 3. 2023

Thesis defence

• Date of defence: 22. 5. 2023
• Supervisor: Ing. Lenka Rumánková, Ph.D.
• Reader: Michal Čermák, Ing.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Bachelor programme:
Economics and Management